Joan S. Pifer

Senior Advisor

Joan supports JTI’s Corporate Communications function. Her experience includes creating successful communications campaigns in corporate, advertising agency, and non-profit environments. She has directed integrated marketing programs encompassing research, positioning, advertising, database management, direct response, public relations, promotions, and marketing collateral. Joan has a strong background balancing broad communications objectives with tailored messages for local audiences.
Prior to working with JTI, Joan ran communications at Millburn Township Schools, the highest-rated public school district in New Jersey, where she managed the district’s newsletters, publications, and website content. She won the New Jersey School Board Association Award of Excellence for communications work.
From 1995 to 1997, Joan served as Account Director at The Richards Group, the largest independently-owned advertising agency in the U.S., where she was responsible for the management and profitability of accounts, including 7-Eleven, Westinghouse, and Motel 6. She directed the Motel 6 “We’ll Leave the Light on for You” campaign, widely considered the most successful ad campaign in the lodging industry.
For over five years, Joan was Marketing Director of the Americas region for QANTAS Airways. In this capacity, she was responsible for advertising, direct marketing, product development, frequent flyer programs, market research, promotions, sponsorships, and public relations. Joan significantly raised brand awareness and preference with lower budgets and initiated numerous cooperative advertising programs that generated revenue growth.
Prior to working with QANTAS, Joan worked at United Airlines, where she managed both advertising and direct marketing/database development. Joan also has experience marketing packaged goods accounts at DDB Needham Worldwide and directing membership programs for the American Marketing Association.
Joan graduated Phi Beta Kappa and summa cum laude with a BA in English and Spanish from Denison University. She earned an MBA from Harvard Business School.