John Marshall

March 23, 2022 | secon2023

John Marshall is the founder and CEO of Potential Energy Coalition, a nonpartisan, nonprofit coalition that brings together America’s leading creative, analytic and media agencies to shift the conversation on climate change. Potential Energy aims to develop new narratives that help people understand the issue, engage audiences on a personal level, and build demand for a better, cleaner, more prosperous world. John is also a professor of marketing at DartmouthCollege and Senior Advisor to Lippincott. Prior to founding Potential Energy, John had a long career as a senior marketing executive – as the Chief Strategy and Innovation Officer at Lippincott, Global Head of Strategy and Analytics at the digital agency Digitas, President of the public education company The Princeton Review, and partner with
consulting firm Oliver Wyman. John 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. He now dedicates his time to using these
marketing skills to address the climate crisis.

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.  He 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, Fast
Company. John’s Ted Talk on how to effectively communicate climate change was
released on Earth Day 2021.