John DeWaal

Senior Vice President, Strategic Brand Marketing

John DeWaal is Senior Vice President of Strategic Brand Marketing. He brings to Anchor more than twenty-five years of brand positioning, licensing and sport & event marketing experience. In addition, his understanding of the professional sports leagues and their respective player associations brings a unique value proposition and opportunity to Anchor clients.

An accomplished brand builder, John was the architect behind developing the New Era flag logo and brand platform launch that supported its identity. Leveraging the brand’s identity, John was able to evolve New Era into a lifestyle brand that is iconic across the sports, fashion and apparel industries.

John joined Anchor from the LIDS Sports Group where he led their marketing efforts. At LIDS, John relaunched the LIDS Loyalty Program, established a robust social media presence, developed the LIDS new store design concept, and created the LIDS Foundation, a 501(c)(3) non-profit organization that supports youth through the engagement of sports-related activities.

John holds a Bachelor of Science in Marketing from Illinois State University and a Certificate of Accounting from the State University of New York at Buffalo. He is a Board Member of The LIDS Foundation, Central Indiana Knights Hockey Club, Caps for Kids, The Lancaster Baseball League, and is currently a member of the Indianapolis National College Football Championship Host Committee. Away from the office, John enjoys spending time with his wife and their three children, while also trying to find the time to remodel houses, bike and play golf.