A brand-led business leader big on:
1. Value Creation
2. Brand Leadership
3. Building Amazing Teams
Jared Richardson is a brand-led business leader who has spent more than 25 years proving that brand design is not decoration but a true growth engine. As Senior Vice President and Global Head of Design at Colgate-Palmolive, he architected the company’s first enterprise-wide design transformation, scaling the function across every category and geography. Under his leadership, Colgate unified its masterbrand in 80+ markets, launched the world’s first recyclable toothpaste tube, revitalized heritage icons like Palmolive, Irish Spring and Murphy Oil Soap, and delivered measurable business impact, including brand redesigns that unlocked $100MM+ in new revenue in the first year of relaunch.
Beyond corporate leadership, Jared has founded and grown multiple ventures — from The Velo Group, a brand-led growth consultancy serving clients like Shake Shack and Google Play, to ENDVR Sports, an AI-powered youth soccer performance analytics platform. Today, through +Richardson, he partners with private equity and founder-led companies to embed brand as a strategic lever of value creation.
Born and raised in New Zealand by a dreamer father and pragmatic mother, Jared brings a rare duality to his work — visionary yet grounded, creative yet commercial. His purpose is clear: to help leaders, investors, and brands unlock their full potential through brand-led growth.
“He continues to push the Colgate organization to integrate Design and user experience across all aspects of our business from new product formats to internal websites. As a result, Design is seen as a growth driver and the relationship with marketing continues to deepen and stretch well beyond packaging graphics.”
“USHG hired Jared’s (previous) company, The Velo Group, to help us build a brand — one that would work harder for us across a range of businesses. His curiosity and determination to understand our organization, our team and our family values – and then to reduce it down to its essence and create a unified vision going forward was just what we needed. Beautifully done.”
Prior to this he was Chief Creative Officer at New York BASED innovation pioneer Fahrenheit 212, leading an inter-disciplinary CREATIVE team transforming the way corporations growth and innovate.
“I have had the honor of working with Jared as a client and on a personal project in the e-commerce space. Not only can I say, without hesitation, that he is a singular talent in design and innovation, he is also incredibly well versed in various aspects of business and strategy. To boot, he’s very sharp, quick on the uptake and a pleasure to work with. All of this instills immediate trust in Jared. He’s proven to be a valuable member of the team and partner.”
Did you know…
Jared has taught Strategy & Innovation at the School of Visual Arts' IxD (Interaction Experience Design) Master in Fine Arts program.
“I have been so impressed with Jared’s capabilities that I invited him to join me as co-instructor of Strategic Innovation in Product & Service Design at the School of Visual Arts. He brings gravitas to the study of design as a theory of growth. ”
He grew up in Auckland, New Zealand and graduated from the Auckland Institute of Technology with a degree in Graphic Design with honors.
Colgate, the oralcare brand, is used in more homes than any other brand (67% household penetration), more than Coca-cola (44% HHP)