Greg Parsons | Transformational CMO and Brand Strategist

GREG PARSONS

I help companies uncover their greatest brand promise – and build the business to deliver on it.
I build brand, product, and go-to-market experiences that ignite demand and unlock enterprise value. I bring the imagination of a designer and the discipline of a business strategist, shaping ideas that are as creative as they are commercially powerful. I connect long-term vision with everyday execution, delivering growth now while building what’s next. The results: category reinvention, new revenue streams, scalable innovation, and modernized marketing that turns vision into measurable impact.


A multi-year engagement to reinvent the Jacuzzi brand and revenue engine. We unified 14 brands into 3 lifestyle platforms, built an innovative new product portfolio, and redesigned go-to-market for digital-first growth. Even before the 2026 full launch, the work expanded TAM 10x, grew premium market share 53%, drove 60% marketing-attributable sales growth, and reduced marketing spending 40%.

1/14
When Investindustrial acquired Jacuzzi Group, they sought to transform a legacy hot tub maker with a 5x multiple into a modern wellness brand with a 15x multiple. Success would require a new premium positioning in the wellness space and modernizing its culturally disconnected products, marketing, and retail to make that positioning real.

2/14
We started with market understanding. Consumers saw Jacuzzi as a relic of 1980s luxury — not a leader in modern wellness. That perception kept the brand stuck in the $2B hot tub market, despite the value of its hydrotherapy. But the $3T global wellness market was growing fast — and with the right strategy, Jacuzzi could capture a piece of it.

3/14
Research led us to a key insight: people craved greater wellness in their lives, but most found it difficult and joyless to pursue. In this context, Jacuzzi could offer something unique and powerful: wellness that was effortless and pleasureful.

4/14
On the power of our consumer insight, we developed a new brand promise: Sensational Wellness — extraordinary sensorial experiences with deep physical and emotional benefits. A big idea rooted in Jacuzzi’s heritage of hydrotherapy, it staked a bold new claim in the $3T wellness market.

5/14
To fulfill the promise of Sensational Wellness, we reinvented both the product line and the process behind it. We built a design-forward innovation engine that tripled development throughput, enabled a price premium over competitors, and became the foundation for Jacuzzi’s 54% premium market share gain.

6/14
A new all-season spa pool declared Jacuzzi’s leadership in Sensational Wellness. Part hydrotherapy hot tub, part red-light and IR therapy center, part professional-class swim spa, It was a new kind of product — and an early signal of the transformation to come.

7/14
Wellness leadership would demand innovation that sparked people’s desire. After two years of networked R&D, Jacuzzi launched True Water™ — 99.999% chlorine-free water that effortlessly cared for the spa and the people using it. True tapped into the nanobubble technology used in NASA spacecraft to turn two traditional purchase hurdles, chlorine and cleaning time, into reasons to buy only Jacuzzi. 

8/14
Next, we would reinvent the defining product category, reimagining a hot tub as a spa pool with everything Sensational Wellness could mean: human-centered design, immersive multi-sensorial experiences, advanced therapies, nearly care-free use, and digital engagement — all in one product. This early prototype captured the essence of the shift. 

9/14
With product transformation underway, we turned to how people connect and shop. For the first time in a decade, Jacuzzi launched multi-channel social advertising to reposition the brand, reignite demand, and power local retail.

10/14
Research showed Sensational Wellness had to be felt to be believed. We launched experiential and influencer partnerships to let people feel what they were missing — turning first-hand experience into breakthrough conversion and industry-leading ROMS.

11/14
Next, we redesigned the shopping experience — environments, merchandising, pricing, and promotions — to reflect the premium brand Jacuzzi sought to become. And we recreated the retailer network and its programs to support local partners in moving with us in delivering Sensational Wellness in every detail.

12/14
Even before its full launch in 2026, the work repositioned the brand, set it apart from its traditional competitors, doubled its premium category market share, and set the business on a path to double sales within three years.

13/14
Thank you to the business leaders who sponsored the work: 
Michael Karangelen, Investindustrial; Robin Esterson, Chairman of the Board; Curt Pullen, Board Member; Dave Jackson, CEO.

Thank you to the Jacuzzi team: Erica Moir, Larry Ovalle, Nick Ochtman, Destini Protich, Andrew Marquardt, Jamie Murrett, Kimberly Giraldo,  Laura Roennfeldt, Rachel Norgaard, Joel Voelker, Tyler Verissimo, Oscar Haro, Art Acevedo, Rick Valicenti, Hyperquake.

14/14
A multi-year engagement to reestablish Herman Miller brand leadership, grow its furniture business, and expand beyond furniture. We redesigned the decades-old model of workplaces, created innovative furniture for the model, launched service businesses supporting it, and reinvented marketing around it. The work moved Herman Miller from a furniture supplier at the end of a project to a strategic leader at the beginning. It grew sales 10% in its first full year and defined two furniture categories delivering over 30% of sales today. 


A six-month program to develop experience-design thinking that teams from consumer marketing and design could use together to drive growth. We developed a new model, demonstrated its power with real brands from Listerine to K-Y, and showed how marketing’s business thinking and design’s creativity could come together for success. We packaged it with tools and what became the literal book on value creation for the organization.


A six-month partnership to develop a strategy for Herman Miller’s largest dealer to grow beyond traditional reselling.  We defined five customer segments, uncovered their emerging needs, and imagined a ten-part offering to address them.  It included new businesses, new services, and a rethink of the traditional furniture business. We packaged everything into customer-facing materials for the business to validate each part of the strategy with its customers.




Contact

 gregparsons@gregparsons.com



Distinct Value

I help companies uncover their greatest promise — and build the business to deliver on it. That means aligning brand, product, and go-to-market to create experiences that fuel demand and unlock enterprise value.

I’ve led transformations for companies seeking relevance and growth, from repositioning Jacuzzi as a premium wellness brand to reestablishing Herman Miller as a modern workplace leader. The results: category and brand reinvention, new revenue streams, scalable innovation, and modernized marketing that turns vision into measurable impact.



Holistic Perspective

I combine the imagination of a designer with the logic of a business strategist. That means creative decisions support business returns, and growth strategies translate into experiences people love. 

I bridge long-term vision and everyday execution: moving brands from insight to action and from optimizing what’s now to building what’s next. 

I do it in context of culture today and with fluency in emerging technologies, from martech platforms to AI-driven marketing.



Scalable Approach

I focus on three areas of growth. Some leaders want to tackle all three; others want to focus on one; still others have a specific need within an area they want solved fast. I partner in the way that’s right for you.

  1. Brand reinvention: uncovering who you are and the greatest promise you can make to people, then turning that into a positioning and expression that sets you apart. 
  2. Product and experience innovation: redesigning your product and service portfolio to fulfill your promise, create new revenue streams, and maximize profitability.
  3. Go-to-market transformation: modernizing marketing and retail to connect, engage, and convert people on today’s terms.



Partner Today

I work with leaders, managers, boards, and investors of mid-sized companies, cultural brands, and private-equity–backed transformations. 

My engagements range from strategic advisory and execution, to fractional CMO/CCO partnerships, to purpose-driven full-time roles.

If you’re ready to uncover what makes you matter most — and build around it to win — I’d love to help.


Connect with me at gregparsons@gregparsons.com.






Copyright © Greg Parsons LLC,  2025. All rights reserved.

Greg Parsons is a brand and business consultancy from Greg Parsons, a transformational CMO, brand strategist, and growth advisor helping companies redefine their promise and build the business to deliver on it.  

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