Beth Johnson

Go-getter
DISC Type : d

Leadership Board UK Advertising Export Group (UKAEG) at UKAEG

United Kingdom

Overview

Beth Johnson is the founder of promotional marketing agency Umbrella, with over 20 years of experience. A former WPP agency leader, she holds an MBA from The University of Edinburgh and serves on the UKAEGs Leadership Board. Colleagues describe her as an expert with exceptional knowledge and a true partnership approach.

Outside of work, Beth is a plant enthusiast, particularly fond of the pink salmon variant of the Achillea flower. She is also passionate about the commercial growth of womens sports and advocates for authentic fan engagement, believing advertising should support the game rather than detract from it.

Interesting fact: After starting her career in the US, Beth founded Umbrella in the UK and later co-founded URMA, its counterpart for the Asian Pacific market.

Personality Overview

Direct & Candid

Self-Confident

Challenger

They can be nudged to make faster decisions by offering what they value.  They don’t always try to control the conversation but neither do they like yielding it fully. They care equally about the product and its potential impact.

Topics They Care About

Women in Sport
She is a speaker on sponsorship strategies for women's sports and actively posts about the clear commercial opportunities for brands in this growing area.
Promotional Risk Management
A core part of her business at Umbrella, with recommendations highlighting her expertise in navigating the promotional risk industry for CPG brands.
Shopper Activation
Specializes in creating consumer journeys for on-pack promotions, loyalty mechanics, cashback offers, and other Below the Line (BTL) marketing strategies.

Media Appearances

UKAEG's New Leadership Board Sets Sights on Global Expansion (Instagram Reel). Featured in Instagram

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UKAEG's New Leadership Board to Drive Global Growth Starting with SXSW Austin. Featured in UKAEG Official Website

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Work History

1-2025
Leadership Board UK Advertising Export Group (UKAEG) at UKAEG
4-2007 - 2-2020
Founding Partner at URMA
11-2003
Founding Partner at Umbrella - Promotional Marketing - Risk Management
11-2003
Board Director and Founder at Umbrella - Promotional Marketing - Risk Management
11-2003
CEO - Strategy & Innovation at Umbrella - Promotional Marketing - Risk Management

Education

1998 - 1999
MBA from The University of Edinburgh
1994 - 1998
BA from Mills College

More Information

Social Presence :

Prographics :

Exp : 22 Location : United Kingdom Job Level : Leadership Designation : Leadership Board UK Advertising Export Group (UKAEG) at UKAEG
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Insights For Selling To Beth

During A Call Or A Meeting

DO's

  • Refer to testimonials from others in similar positions
  • Make sure that you you respond to any queries from them quickly
  • Ask them questions confidently while doing discovery, don’t be apologetic

DONT's

  • Avoid long winding pitches, stay objective
  • Avoid repeating yourself or making generalizations
  • Don't try too hard to get friendly, let it happen with time

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Beth is

  • Conviction in the product matters to them, followed by proof points and strong testimonials.
  • Will you ever get a clear answer from Beth

  • They may not be very forthcoming, but they will say no if needed.

Insights For Deal Planning

    How fast (or slow) will Beth move?

  • Their decision making speed is somewhere in the middle.
  • Can Beth take some risk or not?

  • They can take risks but after weighing up the pros and cons.

You And Beth

Personality Compatibility


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