John Marshall is the founder and CEO of Potential Energy, a coalition of leading marketers committed to change the narrative on climate change. He is also a Senior Advisor to Lippincott and a professor of marketing at Dartmouth College.
Prior to founding Potential Energy, John was the Chief Strategy Officer at Lippincott and leader of the firm’s Innovation Practice. He leads the firm’s efforts in growth strategy, business design innovation, digital transformation, and experience innovation.
John brings 30 years of advisory and operating experience. He has worked with the senior leadership teams of clients such as 3M, Samsung, eBay, Bank of America, Bain Capital, and Caterpillar in developing strategy and driving growth.
John is a frequent industry commentator and speaker, whose writing on marketing, growth and innovation have appeared in the Harvard Business Review, Forbes, The New York Times, Wired, and Fast Company. He is coauthor with David Kenny of the HBR article “Contextual Marketing: The Real Business of the Internet.” John is also a Professor of Marketing at the Amos Tuck School at Dartmouth College, where for ten years he has taught the MBA course on Digital Strategy and Transformation.
Prior to Lippincott, John was a member of Management Team that built the digital agency Digitas, where he founded and ran the firm’s Global Strategy and Analytics Practice. John also served as President of the public education company The Princeton Review, and was a partner with consulting firm Mercer Management Consulting (now Oliver Wyman) where he initiated the firm’s Digital Practice. He began his career as a technology equity analyst with Alex. Brown and venture capitalist with New Enterprise Associates.
John graduated with an A.B. in Chemistry from Princeton University and an M.B.A. with Distinction from the Amos Tuck School at Dartmouth College, where he was a Tuck Scholar. He is also a Chartered Financial Analyst.