Han Sartori
Global Brand & Marketing Campaign Portfolio
han_sartori@hotmail.co.uk / 07539202446
Recipient of the JCB Marketing Person of the Year Award (2022)
Award winning global marketing leader specialising in integrated campaigns and brand growth.
Strategic Marketing & Brand Communications leader with over +8 years’ experience delivering integrated campaigns and product launches across global markets. Experienced in delivering insight-led brand strategies and executing multi-channel campaigns spanning broadcast, digital, traditional, social and PR.
Currently Global Marketing Communications Manager at JCB, leading global campaigns across multiple sectors and product ranges while working closely with senior leadership and cross-functional teams. Proven track record delivering large-scale campaigns, launching new sectors and products, and translating strong brand storytelling into measurable commercial impact.
Key Achievements
- Led a national broadcast campaign spanning 450+ TV and radio channels, generating 42.5M impressions and significantly increasing brand visibility across key audiences.
- Awarded JCB Marketing Person of the Year 2022, recognised for exceptional campaign leaderships and strategic executions
- Directed the launch of multiple major global product launches, contributing to JCB’s record breaking revenue in 2022 & 2023
Career Highlights
Campaign:
‘You’re Next’ - JCB Pothole Pro
Year:
2025 - 2026
Objective:
Raise national awareness of the pothole crisis and position JCB’s Pothole Pro as the leading repair solution for local authorities.
Channels:
National TV advertising, broadcast media, social media, digital, PR, print, streaming service advertising (4OD).
My Role:
I led the campaign from initial concept through to final execution, overseeing creative development, production and campaign rollout across multiple channels.
- Developing the core campaign concept and messaging
- Storyboarding and shaping the visual narrative
- Leading on-site production team during filming and overseeing post-production to ensure the campaign visual was delivered
- Delivering the campaign rollout across TV, digital, social, PR and press channels
- Tracking campaign performance and analysing engagement, reach and media coverage to evaluate effectiveness and inform the expansion of the campaign into national TV advertising rollout.
- Managing campaign budgets, production logistics and delivery timelines
- Coordinating cross-functional teams and agency partners
Impact:
- 26.5M+ impressions from national TV advertising (2026 campaign)
- 450+ broadcast placement across TV and radio, achieving 42.5M impressions
-99% of broadcast coverage referenced the JCB Pothole Pro
'YOU’RE NEXT’ CAMPAIGN
The Challenge:
The UK faces a growing pothole crisis affecting drivers, cyclists and local authorities. The repair backlog is estimated at over £14 billion, creating a major highways infrastructure challenge.
Strategic Insight:
Public frustrations around potholes is widespread, yet awareness of advanced repair technology repairs low. By tapping into this national frustration, the campaign could transform a widely recognised problem into a powerful narrative, positioning JCB as the solution.
Execution:
The ‘You’re Next’ campaign launched across multiple channels including national broadcast media, digital platforms, social media and PR. The campaign formed part of a wider industry collaboration - the ‘Pothole Partnership’ - bringing together respected organisations including the AA, British Cycling and the Motorcycle Council.
Behind The Scenes
This has been one of the most significant campaigns I’ve led in my career to date. I led the project from initial concept through to final execution - developing the campaign strategy, shaping the creative narrative and overseeing production from storyboard to final edit.
The ‘You’re Next’ concept was designed to turn widespread frustration around potholes into a bold national campaign positioning JCB as the solution. The advert aimed to cut through the noise with a clear impactful message, highlighting how the Pothole Pro could help transform road maintenance across the UK.
The video offers a behind the scenes look at the production process and the scale of the campaign.
'BACKHOE IN A BOX’ CAMPAIGN
Campaign:
‘Backhoe in a Box’ - JCB 80th Anniversary Campaign
Year:
2026 (campaign currently live)
Objective:
Celebrate JCB’s 80 year heritage and reinforce the Backhoe Loader as one of the brand’s most iconic innovations while generating widespread public attention and engagement. The campaign aimed to bring the brand story to life in a memorable way that would resonate with both industry audiences and the wider public.
My Role:
I supported the development and delivery of the campaign, working closely with the Head of Creative to plan and execute the installation as part of JCB’s wider 80 year brand storytelling.
- Campaign planning and activation logistics
- Coordinating marketing assets and shaping the storytelling around the installation
- Working with internal teams and event partners to deliver campaign rollout
- Analyse campaign performance including digital and social performance indicators
Impact (Early Indicators):
- High football brand activation at major public locations
- Strong organic social media engagement and shareable content across digital channels
-Significant brand visibility beyond traditional construction audiences
The Challenge:
JCB’s Backhoe Loader is one of the most recognisable machines in construction. Communicating its heritage and significance in an engaging way required visually striking and shareable concept.
The challenge was to create a campaign that celebrated JCB’s heritage while capturing attention beyond traditional industry audiences.
Strategic Insight:
JCB’s miniature machine models have long been popular with collectors and enthusiasts. By transforming this familiar concept into a life-size installation, the campaign could create a powerful visual moment that blended nostalgia, engineering heritage and brand storytelling. The result was the ‘Backhoe in a Box’, a full size JCB Backhoe Loader packaged like a giant collector’s model, designed to surprise audiences and create a memorable brand experience.
Execution:
The campaign launched with the installation displayed at JCB’s Worldwide HQ, before embarking on a UK tour. Appearing at high profile locations such as London’s King Cross station and Cheltenham Festival attracting significant attention. By placing the display in high-footfall public locations, the campaign expended JCB’s brand story beyond traditional construction audiences.
JCB FASTRAC ICON - LAUNCH
Campaign:
JCB Fastrac iCON - Global Product Launch
Year:
2023
Objective:
Launch the new JCB Fastrac iCON to global agricultural markets, highlighting its innovation in operator technology, performance and sustainability.
My Role:
I led the marketing launch of the JCB Fastrac iCON, overseeing the development of all campaign visuals, launch communications and digital content across multiple channels.
- Developing campaign messaging and concepts
- Leading production of studio and application photography/video shoots
- Developing website, social and digital launch content
- Tracking engagement and campaign performance across digital channels
Impact:
- Best performing product content on JCB’s organic social channels, outperforming all other product campaigns by over +10%
- Achieved an average of 30% female audience engagement, significantly higher than the typical 10-15% engagement seen across JCB’s social channels
- Product recognised internationally for innovation, winning multiple awards including Sustainable Tractor of the Year (2023)
- Strong engagement from agricultural press, influencers and industry audiences
- Generated significant organic content through influencers and industry audiences
The Challenge:
The Fastrac iCON represented a major evolution of one of JCB’s most iconic machines. The challenge was to communicate cutting-edge innovation while respecting the product’s strong heritage within the agricultural industry.
In addition, the launch needed to reintroduce physical product events following COVID while engaging a highly specialist audience.
Strategic Insight:
Agricultural customers rely heavily on trusted voices and peer recommendations. Rather than relying solely on traditional advertising, the campaign focused on engaging influencers, agricultural media and industry stakeholders to build credibility and generate authentic content.
This approach allowed the campaign to reach the right audience while working with a more targeted marketing budget.
Execution:
The launch combined physical industry event with targeted digital and content campaign to maximise engagement across agricultural audiences. Key campaign activity included:
- Delivering JCB’s first live-steamed global product launch, allowing the announcement to reach international audiences beyond the physical event
- Hosting a press preview event for key agricultural media to general early coverage and industry discussion
- Running a dedicated influencer event with trusted agricultural creators to general authentic product content and extended campaign reach
- Developing launch content including technical support videos, brochures, website etc
- Running targeted paid digital advertising alongside organic social content to reach specific agricultural customer segments
