A MASB Advisor since 2016, John Willard is a marketing research consultant who previously served as MASB Membership director. He was the director of Market Research and Consumer Relations for 15 years at Bayer Consumer Care–U.S. Before joining Bayer, he led consumer and B2B market research teams at American Express and worked as an account planner at D’Arcy Masius Benton & Bowles. He has a long track record of working to develop marketing metrics that tie to financial outcomes.
John holds a BA from the University of Virginia and an MA from Rutgers, The State University of New Jersey–New Brunswick.
He is a member of the Brand Evaluation Standards Project team.