Advertising Alum Patrick Jones Reflects on His Unexpected Path From Military Life to the World of Marketing Luxury Brands
Growing up in a military family, Patrick Jones spent much of his childhood overseas. Because of his upbringing, Jones always imagined a career in government or intelligence work — so much so that he even went through the application process with the CIA and FBI.
That changed when, as a student at BYU, he unexpectedly discovered a love for communications.
“Along the way, I discovered business, marketing and advertising almost by accident and realized I was drawn to the mix of creativity, strategy and problem-solving,” Jones said. “It scratched the same itch I liked about those earlier paths — understanding people, thinking critically and making smart decisions under pressure — just in a completely different arena.”
Although BYU was not where he expected to attend college, Jones quickly knew that it was exactly where he was supposed to be.
“What struck me most was the caliber of the people,” Jones said. “Everyone seemed to have big goals and a strong sense of purpose. Being surrounded by students who were serious about their education and their personal values raised my own standards. It pushed me to work harder and expect more from myself, both academically and personally.”
Jones credits the advertising program in the College of Fine Arts and Communications with giving him creative and analytical thinking skills that continue to shape his work.
“We were taught to respect the data, but also to understand the human behind it,” he said. “That combination has shaped how I approach every brand and every decision.”
One of his most influential experiences at BYU was working in the School of Communications’ AdLab under Jeff Sheets, who continues to lead as faculty director of the AdLab today.
“He was direct, professional and pushed us to raise our standards,” Jones said. “That kind of honest, practical guidance helped me make the transition from student to professional with a lot more confidence and quickly set me apart from other junior talent.”
The BYU AdLab also allowed Jones to collaborate on real projects — one of those projects was competing in L’Oréal’s Brandstorm competition, a program designed to help young professionals kickstart their careers. The opportunity to compete led to his first role with the company.
“That experience felt much closer to the real world than any typical assignment,” Jones said. “Looking back, that experience really set the trajectory for everything that followed.
After graduating from BYU’s College of Fine Arts and Communications in 2008, Jones began his career in New York City with L’Oréal, an experience he describes as “the best crash course in business I could have asked for.”
Working across brands such as Kiehl’s, Giorgio Armani, Lancôme and Ralph Lauren, he quickly learned about the fast-paced nature of the beauty and fashion industries.
“You learn how to trust your instincts and stay close to the customer,” he said. “It is where I really fell in love with brand building — the mix of creativity and analytics, art and science.”
Jones’ career progressed rapidly, eventually leading him to become Vice President of Brand Marketing in L’Oréal’s Luxury Division before joining Fossil Group, an American fashion design and manufacturing company.
“I worked with licensed brands like Diesel, Adidas and Kate Spade New York,” Jones said. “That chapter taught me a lot about storytelling and collaboration; partnering with incredibly talented creative teams, I saw firsthand how a clear brand voice can shape how people feel about a product.”
After years in beauty and fashion, Jones made a significant life change by moving to Idaho to join wellness company Melaleuca. The role pushed him outside his comfort zone and introduced entirely new product categories, including foods, fitness, supplements and home care.
“Without big ad budgets or celebrity endorsements, we have to earn trust the hard way, through great products and authentic relationships,” Jones said. “That has been incredibly grounding and fulfilling.”
Jones encourages students to stay open to unexpected opportunities and trust the skills they are developing.
“Learning how to communicate clearly and tell a story opens doors you might not even see yet,” he said. “My career certainly did not follow a straight line, but the foundation I built in my program gave me the confidence to step into very different spaces and figure things out along the way.”
Jones encourages students to embrace the skills developed in the College of Fine Arts and Communications and at BYU as an asset when entering the workforce.
“The combination of creativity, empathy and strategic thinking you are developing will set you apart more than you realize,” Jones said. “As a BYU student, do not undervalue the balance of religious and secular education. Learning how to balance those now will serve you well as you enter your career.”