Founder & CEO
Brand Positioning Doctors
Darryl Cobbin is founder of Brand Positioning Doctors, a marketing firm that focuses on helping clients build a laser-sharp brand positioning that ultimately results in industry leading results.
Darryl is widely recognized for leading, game-changing marketing approaches that result in #1 business growth positions across diverse industries. He designed the brand architecture for a digital platform targeting boys and men of color and helped the research team explore its meaningful difference, key features and functional and emotional benefits for end users.
Darryl has held senior executive level marketing positions with The Coca-Cola Company, Boost Mobile, and in Media & Entertainment with News Corp’s 20th Century Fox Films. As EVP of Marketing for 20th Century Fox films Darryl was responsible for Strategy, Media, Media Promotions, Digital Marketing, National Promotions, Publicity and Field Marketing. Cobbin co-led the development of the initial marketing strategy for Avatar, the #1 Box Office Movie of All Time. The division posted record profits during his tenure. As CMO of Boost Mobile during its start-up, Darryl had a number of responsibilities, including: Brand Strategy; Creative Strategy & Production; Product & Content Marketing; Domestic & International Business Development; and Interactive Marketing. During Darryl’s tenure, Boost Mobile became the #1 growth brand and redefined marketing in the wireless space.
Darryl served in several senior management positions at The Coca-Cola Company, including: Vice President, Sprite Brand Business Unit where he and team led Sprite to become the #1 growth soft drink Brand in the U.S. for multiple years; Vice President, Consumer Communications & Advertising overseeing the creative strategy and production of all company advertising, digital marketing and new media across all North American Brands; Vice President, Entertainment Marketing where he led the brand application of film, TV, music, video games and new media assets for Coca-Cola North America, including co-leading The Coca-Cola Company marketing launch of the first Harry Potter film, now the #1 Box Office Film Franchise of All Time.
The results of Darryl’s work and his brand building perspective have been covered in The Wall Street Journal, The New York Times, Forbes and CNN.