Meet our team.

Our team works with clients globally.

Jennifer Welch

Founding Partner, Chief Marketing Officer

About Jennifer

Jennifer Welch is an accomplished Brand and Marketing Strategist specializing in growing B2B businesses with differentiated value propositions and focused audiences.

She has vectored her career from saleswoman to trainer, marketer to brand ambassador, speaker to guest lecturer, practitioner to strategist; serving financial services, technical processes, lubricants, chemicals, race fuel, IP and more in segments from entertainment to insurance to oil & gas, and pulp & paper and working in scenario planning on the world’s biggest scale – global energy supply and consumption.

Her 30-year background in international business, partnerships, licensing, valuation, and purpose uniquely enable her to grow businesses using brand as their strategic lever.

Industry Experience

  • Oil & Energy​
  • Renewables & Environment
  • Spectator Sports
  • Financial Services
  • Automotive


  • Brand Strategy
  • Purpose
  • Brand Character and Archetypes
  • Value Propositions 

Business Wins

  • Increased Share price 53% from $39-$60 in 2 years.

  • Increased Brand Value 150% in 4 years from $12B to $30B.Grew Brand Value to highest of any energy company in the world.

  • Grew Brand Equity and Revenue through licensing and partnerships, and protected the brand through trademark management, anti-counterfeiting policy and infringement monitoring.

  • Increased Client Net Promotor Score by 52% in 4 years.

  • Increased Employee Net Promoter Score by 28% in 4 years.

Executive Marketing Experience

  • Founder and Chief Executive Officer, Jennifer Layne Brands, LLC 
  • Head of Brand Strategy & Stewardship, Shell
  • Global Brand Manager, Shell Global Solutions
  • Global Industrial and Petrochemical Marketing Manager, Shell Global Solutions

About Ani

Drives growth strategy and execution for consumer-oriented companies, with deep expertise serving leaders in media, consumer technology, and sports.

Industry Experience

  • Digital Strategies
  • Consumer Insight
  • Digital Transformation
  • Marketing Channel Expansion

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