Johanna Orman Koons, MBA ’23
Creativity, curiosity, and connection drive Johanna Orman Koons, MBA ’23. From promoting her high school band to leading social media campaigns and marketing initiatives for global brands and startups, she turns ideas into results and builds meaningful connections along the way. After being laid off earlier this year, Johanna shared tips via LinkedIn on landing interviews and staying sane during unemployment, catching the eye of the UO Alumni Association. She’s now seeking her next role in social media, brand management, or in any role where she can apply her creativity, strategic thinking, and community-focused leadership. Explore her work and resume at johannaok.com.
Johanna’s Career Journey & Expertise
Q: Let’s start with your career path. What initially drew you to marketing and brand storytelling? How did your journey evolve from customer service to leadership roles at Schmidt’s and Daniel House Club?
A: I’ve always had an entrepreneurial spirit and a natural interest in marketing, even if I didn’t realize it at first. Back in high school and college, I played guitar in bands, but I enjoyed promoting the shows and designing posters and merch more than playing music itself. In college, I didn’t have a clear career goal, I just studied what interested me most, which was sustainability and visual art.
After graduating, I spent time making a lot of art while working various retail and odd jobs before eventually landing a customer support role at Schmidt’s, a natural deodorant startup. Since it was a small, close-knit team, I always had a sense of what everyone else was working on and found myself way more interested in what the marketing team was doing than what I was doing in customer support. I was constantly pitching ideas and asking questions, which caught their attention. They brought me on as a marketing department assistant, and it felt like a perfect fit.
From there, I kept pushing myself forward, eager to tackle new challenges and set fresh goals. That journey from customer service to marketing was a natural evolution fueled by curiosity, luck, and drive.
Q: At Schmidt’s, your team partnered with everyone from professional soccer star Megan Rapinoe to primatologist Jane Goodall. What’s one campaign or project you’re especially proud of, and what made it memorable?
A: The Megan Rapinoe campaign was definitely one of my favorites. Our team used the line “Strong enough for me, but made for everyone” as a playful response to Old Spice’s “Smell like a man” ads, highlighting how outdated and sexist that messaging felt. It was bold, fun, and incredibly culturally relevant, especially since our products were already gender-neutral. I also loved being part of our 2019 Pride campaign with Lachlan Watson and the Trans Justice Funding Project. That initiative felt especially powerful because it elevated trans and non-binary voices at a time when those conversations weren’t as present in mainstream media. Both campaigns really embodied the spirit of our brand and showed how Schmidt’s could show up with purpose.
Q: Your recent work at Daniel House Club spanned everything from influencer outreach to video content strategy. What are some key takeaways from working in a startup environment?
A: Resources were limited, so I had to take on a lot myself. That experience really boosted my confidence, because instead of passing off tasks I wasn’t sure how to do, I figured them out. I learned to problem-solve quickly, trust my ability to learn on the fly, and manage my time effectively to keep everything moving. It shaped my mindset and made me feel more capable across the board.
Q: What role did your UO MBA experience play in shaping your leadership style and professional growth?
A: Before my MBA, everything I knew about business came from my experience at Schmidt’s. I wanted to deepen my knowledge and build a stronger foundation, and the program helped me do that while also giving me the confidence to recognize the value of my prior experience. I realized how much I had been undervaluing myself, and it was exciting to see how much I could contribute in class because of my background. I also gained a lot of experience working with teams, which has been helpful in all aspects of my life. I honestly just loved the people I met, and many of my U of O friends have been incredibly supportive in my job search.
Q: What advice would you offer students or recent alumni who are interested in pursuing a career in marketing or brand management?
A: The job market is incredibly competitive, so if you don’t land a marketing role right out of school, don’t be discouraged. Spending time on the frontlines, whether in retail, customer service, or other roles, can be invaluable. I consider myself lucky to have worked a few years in retail and customer support before moving into marketing. It gave me the chance to meet people from all walks of life, which made it easier to understand and connect with different audiences. For example, the customers I marketed to at Schmidt’s were very similar to those I worked with as a sales associate at Madewell, so I could genuinely speak to their needs and preferences. Also, don’t be afraid to ask for recommendations or advice, people genuinely want to help!
Navigating a Layoff
Q: You’ve been refreshingly open about your recent layoff on LinkedIn. What motivated you to share your experience publicly?
A: After I was laid off, I found myself having a lot of conversations with friends in similar situations, but when I went on LinkedIn, I didn’t see many people sharing about being unemployed and the ups and downs that come with it. I thought, ‘So many people are experiencing this, and I’m actually finding ways to stay sane and grounded, so why not share that? Maybe my advice can help someone, or at least help someone else feel less alone.’ It also gives me a bit of visibility with potential employers, and I think more companies are hiring holistically now, not just for skills, but for personality and mindset.
Q: What’s been the most challenging part of this transition—and what’s been surprisingly rewarding?
A: I’m incredibly lucky to have a support system that has helped me stay afloat financially and offered a lot of emotional support, and I want to be transparent about that because I know many people aren’t in the same position. The uncertainty has still been really challenging, especially not knowing what my schedule or income will look like in a month or two. Staying confident through repeated rejection is incredibly hard. On the flip side, I’ve had more time to explore personal projects, which has been really rewarding. I paint almost every day, which feels like a real luxury, and I’ve also been able to tackle a lot of house projects. I try to think of the free time as a gift, and it’s reminded me of what I love to do and how I want to grow creatively. I also love being able to show up for friends. I’ve been babysitting for several friends, which has been so much fun and feels great to help out.
Q: You’ve written about “the void” of job applications and the power of small kindnesses. Can you talk about what kind of support has meant the most to you during this time?
A: Oh, for sure. It’s really mentally exhausting to pour so much time and energy into a job application that may never even be seen, and the rejections are always hard. But then there are moments in all of this that really blow my mind. Friends, people I barely know, and even strangers have gone out of their way to offer help, whether it’s a referral, an introduction, or even just a message saying they’ve been there. People have really stuck their necks out in unexpected ways, and those moments mean everything to me.
Q: Many of our alumni are also navigating layoffs or career changes. What words of encouragement or strategies would you offer to someone in the same boat?
A: This might be a little liberal artsy of me, but I keep coming back to a Nietzsche quote: “If you gaze long into the abyss, the abyss also gazes into you.” It’s okay to feel sorry for yourself. It’s okay to be sad. But don’t get stuck there. You can glance into the abyss, just don’t stare. Keep things moving. Start a personal project, even if it’s small. It feels good to be useful, babysit for a friend, clean your mom’s kitchen, help someone else.
A more practical piece of advice that has helped me is to apply early. I’ve landed the most interviews with jobs I applied to within a few days of the postings going live.
Q: What do you hope potential employers will take away from reading this column and learning more about you?
A: I hope they see that I’m resilient and that I genuinely care about what I do. More than anything, I want them to get to know me a little. Through my LinkedIn posts (and hopefully this article), I try to share my personality, what I’m going through, what I’m learning, and my creative side. I’m always painting or picking up something new, like ceramics, which keeps me energized and sparks fresh ideas. Most of all, I really love people and thrive on bringing ideas and collaborations to life.
Personal Growth & Perspective
Q: You’ve described painting as a daily ritual during this time. How has your creative practice helped you stay grounded or inspired?
A: Having something like painting where I can fully tune out everything else has been really helpful, especially so I’m not thinking about my job search nonstop. It gives me a space to focus on something I truly love and enjoy. I’ve also been sharing my art more with friends and on social media, which has been really fun, a way to connect with others about art and feel part of a creative community.
Q: In one of your posts, you wrote beautifully about “the skills that don’t fit neatly on a resume.” How do you define your greatest strengths, and how do you communicate them to employers?
A: Yeah! That’s actually a big reason I chose to write about it. I think one of my greatest strengths is being really charismatic and community-oriented. In an office, I naturally help the team thrive. I’m the person who gets to know everyone and helps them connect, whether it’s pointing out, “Hey, Jacob, did you know Bennett also plays the trumpet? You two should chat,” or organizing something fun like the office Halloween potluck. I love bringing people together, and it really helps my work too. Knowing everyone and being in tune with what people are working on makes it easy to collaborate and create new marketing campaigns. For example, if the R&D manager shares a great story about a fragrance blend for a new product, I can turn that into a compelling marketing campaign.
To be honest, it’s still something I’m figuring out how to define and communicate. It doesn’t fit neatly on a resume, but I make sure to mention it in interviews and give concrete examples of how it impacts my work. And if anyone has tips on how to showcase these kinds of skills more effectively, definitely let me know!
Q: What does your ideal next role look like—not just in terms of duties, but in terms of culture and values?
A: My ideal next role is in an environment where collaboration is genuinely encouraged and team members of all backgrounds and experience levels feel comfortable sharing ideas. I truly believe everyone has good ideas, so I want to work with kind, thoughtful teammates who are open to learning from each other. I also want to be challenged. I love problem-solving and want a role where I can exercise creative thinking and tackle interesting, meaningful projects. So, if you hear of anything that sounds like a good fit, let’s chat!
Q: You’ve clearly built a strong network of advocates. What tips would you give others looking to build or activate their professional network?
A: I think building a strong network really comes from being curious about people, their work, interests, and even their families. You don’t have to stay in constant touch or be best friends, but showing genuine interest and being willing to help makes a big difference. I also just really enjoy connecting people. For example, I introduced two friends in the non-profit world who both geek out over data analytics, and they ended up collaborating on a project and becoming close friends. Watching that connection take off was so rewarding.