John Normoyle — Brand & Content Strategist

About

Where technical rigor meets creative strategy

I grew up in Ireland, studied computer systems at the University of Limerick, and earned an M.Sc. in Strategic Communications from Columbia University. A dual citizen of the United States and Ireland, that combination — technical foundation, communications discipline, international perspective — shapes how I approach every challenge.

My career spans seven years leading digital strategy in former President Bill Clinton's post-White House office, followed by progressive leadership at FCB Global, Porter Novelli, Allison Worldwide, and Epsilon — where Google became my primary client for six years. The opportunity to build their user content marketing program from the ground up remains one of the formative experiences of my career.

Most recently I led content design on Meta's monetization products — the ads tools that help advertisers launch creative and get the most out of their campaigns — driving initiatives that contributed $2B in incremental revenue. Today, through Content Joinery and as a partner at a boutique agency, I serve enterprise clients including Visa — helping them communicate with the clarity that complex financial products demand.

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M.Sc. Strategic CommunicationsColumbia University, New York City

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B.Sc. Computer SystemsUniversity of Limerick, Ireland

What Sets Me Apart

Every major technology shift of the last twenty years found me already at work inside it.

My professional superpower is the ability to spot what's coming, devise creative solutions before others have framed the problem, and rally teams, clients, and users around a new vision. I've been at the forefront of every major technology disruption of the past twenty years — not as an observer, but as a practitioner building real things in real time.

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The Web & Social Media

Built the Clinton Foundation's first digital marketing department when online fundraising was a new idea. Helped Porter Novelli and FCB clients navigate the social media era — including the Oreo Daily Twist, still studied as a landmark social campaign.

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The Mobile & Platform Era

Developed a first-of-its-kind content-led user engagement strategy for Google hardware — using creative and editorial to drive ongoing product usage. Then moved in-house to Meta to shape how advertisers reach billions of people through its monetization platform.

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The AI Revolution

Co-founded Humans Gain AI to help professionals and organizations adopt AI tools before most companies had a policy on it. Integrating AI into strategy and content workflows is now a core part of how Content Joinery delivers better work, faster.

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High-Scrutiny, High-Stakes Environments

Seven years in former President Clinton's post-White House office. Six years with Google as a client at Epsilon, a data and consulting company where every output reflects on one of the world's most scrutinized brands. Three years in-house at Meta. These experiences have made me particularly astute at thinking through the brand and reputation ramifications of decisions — for global brands and public figures alike — before they become problems.

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A Genuinely Global Outlook

Born in Ireland, a dual US-Irish citizen, lived in Germany during college, and have spent my entire post-college career working in the United States — across New York and San Francisco. That international arc has shaped a worldview that is naturally cross-cultural, comfortable with complexity, and attuned to how differently business, communications, and people operate across borders. Seven years at the Clinton Foundation — whose programs were deeply global and focused on the developing world — cemented a genuine impact mindset alongside the international one. I don't just think about what a message says. I think about who it reaches, what it means to them, and what responsibility comes with that reach.

What I Do

Areas of Expertise

Six disciplines built over two decades — from brand architecture to AI tools integration.

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Brand & Content Strategy

Full-spectrum brand architecture, messaging frameworks, content operating models, and editorial strategy for enterprise and growth-stage organizations.

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Product & Technical Teams

Proven ability to operate inside product organizations — from leading content design embedded within Meta's Monetization team to collaborating cross-functionally with engineers, product managers, and UX designers to ship at scale. Fluent in the language of technical teams and how to bridge the gap between complex product thinking and clear user communication.

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Executive Communications

C-suite thought leadership, investor and board presentations, keynote narratives, and LinkedIn programs for senior leaders at financial services and technology firms.

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User Content Marketing

Developed a first-of-its-kind content-led user engagement strategy for Google hardware at Epsilon — using creative and editorial to drive ongoing product usage, a new approach for Google at the time. Designed the full program architecture, channel strategy, and measurement framework from zero to scale over six years.

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AI Tools Integration

Practical AI workflow design for content and marketing teams — identifying where automation adds leverage and where human judgement remains essential.

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Entrepreneurial Leadership

Founded and has run Content Joinery for three years, managing clients, strategy, and delivery as a solo operator. Co-founded Alice Care, an on-demand home care startup. Serves alongside the founders of Township Collective, contributing to business operations, community design, and growth strategy. Comfortable with ambiguity, ownership, and building things from scratch.

Career

Selected Experience

A track record built across consulting, in-house product leadership, and agency work at the highest level.

Nov 2025 – Present

Humans Gain AI

Co-Founder & Instructor

Co-founded Humans Gain AI, helping professionals and organizations understand, adopt, and integrate AI tools into their everyday workflows. Leads instruction and curriculum development across the San Francisco Bay Area.

San Francisco Bay AreaEdTech

Feb 2023 – Present

Content Joinery, LLC

Brand, Content and Marketing Strategist

Boutique consultancy delivering comprehensive brand and communications strategies for diverse B2B and B2C clients — enhancing market positioning and driving measurable business impact. Client roster spans fintech, B2B services, international NGOs, startups, and small businesses, including a major ongoing engagement with Visa Inc.

Sausalito, CASelf-employed

Jun 2024 – Present

Township Collective

Community and Content Lead

Leads community programming and content strategy across Township Collective's Sausalito and Sonoma coworking locations. Designs and curates events that connect solo entrepreneurs, new business owners, and independent consultants — fostering intergenerational relationships and professional development within a trusted members-only community.

Sausalito, CACommunity

2021 – 2023

Meta

Content Design Manager, Monetization

Led a team of 12+ cross-functional managers and content designers within Monetization, working cross-functionally to build high-converting user experiences at scale. Drove payment optimisation initiatives contributing $2B in incremental revenue, translating complex technical infrastructure into clear, effective product content.

San Francisco, CAFull-time

2015 – 2021

Epsilon

Vice President Strategy

Led up to 10 CRM and content strategists supporting cross-functional teams across Google, AT&T, KeyBank, Gemological Institute of America, and San Diego Zoo Global. Developed a first-of-its-kind content-led user engagement strategy for Google hardware — using creative and editorial content to drive ongoing product usage, a new approach for Google at the time. Researched consumer trends to identify insights for products including Google Assistant, Google Home, Google Ads, and Waze. Created and launched a new content strategy program incorporating brand planning, audience segmentation, data analytics, and user experience. Developed global campaigns including field research in China. Built and nurtured a high-performing content team with the lowest turnover on the Google account.

San Francisco, CAFull-timeGoogle · AT&T · KeyBank

2019 – 2021

Alice Care

Co-Founder & CMO

Product strategy, customer experience, and marketing for an early-stage on-demand home care startup. Built brand and go-to-market strategy from zero, leading fundraising communications and investor narrative development.

Sacramento, CAStartup

2013 – 2015

Allison Worldwide

Director, Digital Strategy

Led brand and digital strategy development and campaign implementation for a public relations and communications agency with over 450 employees in 30 offices worldwide. Orbis International followed from FCB, a testament to the strength of that client relationship — leading an integrated digital campaign for Orbis's World Sight Day that reached a global audience. Secured the agency's first social account, adding to its core service offering. Supported thought-leadership and crisis communications programs, and developed social strategy for anti-smoking public service campaigns. Mentored and managed a team of social strategists and community managers whose high collaboration demand made them a sought-after resource across the agency.

San Francisco, CAFull-time

2011 – 2013

FCB Global

Director, Digital Strategy

Developed brand, digital, and social strategies for diverse brands in CPG, consumer healthcare, education, and financial services at an agency with over 8,000 employees in 80 countries. Led digital and social strategy for Orbis International, the global eye care nonprofit — a client relationship strong enough that Orbis followed to the next agency. Transformed the White House Office of National Drug Control Policy's $45M+ anti-drug campaign into a fully integrated, multichannel media campaign reaching tens of millions of teens online. Developed social strategy for the award-winning Oreo Daily Twist campaign — 100 pieces of content in 100 days published to 30M social followers, generating the highest brand buzz of 2012. Led integrated digital campaign for Coppertone and communications and content strategy to redesign the Columbia Business School website.

New YorkFull-time

2010 – 2011

Porter Novelli

Digital Strategist, Account Supervisor

Advised account leads on digital and social strategy for a public relations and communications agency with 1,300 employees across 60 countries. Developed the agency's own marketing plan in partnership with the CMO, and implemented an always-on digital strategy to raise Porter Novelli's profile among its competitive set and potential clients. Supported social strategy execution for the HP ePrint Live campaign — a live-streamed show featuring improv comedians that generated 2.3M views and grew HP's Twitter community by 350%.

New YorkFull-time

2003 – 2010

Clinton Foundation

Digital Marketing Manager

Pioneered and scaled the Clinton Foundation's first digital marketing department during a period of rapid growth from 40 to 1,200 people. Directed development of a brand video showcasing the Foundation's work — featured at the launch of the nonprofit category on YouTube, becoming the first video to surpass 500k views on day one. Brought in tens of millions of dollars in online donations by developing and managing digital fundraising response to major international disasters including Hurricane Katrina and the Haiti Earthquake. Created multiple websites, leading development across information architecture, content strategy, branding, and strategy. Hired, managed, and mentored dozens of digital marketers, content creators, and analysts. Served as Advance for several events and international trips — planning President Clinton's logistics for events and travel, including the book tour for My Life and the Grand Opening of the Clinton Presidential Center in Little Rock, Arkansas.

New YorkFull-timeVIP Operations

Beyond Work

Community & Volunteering

Consistent long-term commitment to community building, professional development, and service — in San Francisco, New York, and Ireland.

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Irish Network Bay Area

Board Member & Content Lead

Leads professional networking events and content strategy for one of the most active Irish professional communities on the US West Coast — connecting Irish expats, Irish-Americans, and friends of Ireland across the Bay Area's technology, finance, and creative sectors.

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Township Collective — Sausalito & Sonoma

Community Events Organiser

Designs and curates community programming across Township Collective's two coworking locations, creating a trusted forum where solo entrepreneurs, independent consultants, and new business owners can share ideas, test concepts, and build genuine professional relationships.

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Defy Ventures

Volunteer Coach — Entrepreneurs in Residence

Serves as a volunteer coach in Defy Ventures' Entrepreneurs in Residence program, working directly with incarcerated individuals in California State Prisons. Provides mentorship in entrepreneurship, business strategy, and professional development to help participants build skills and confidence for successful reentry.

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Irish Professional Network

Mentor — Irish Startups Scaling in the US

Active mentor supporting Irish entrepreneurs navigating the transition to US markets. Provides guidance on brand strategy, go-to-market positioning, and communications for early-stage Irish companies establishing a foothold in the Bay Area and beyond.

Turning Complex Technology Into Content People Actually Use