Marketing Account Executive

CRAIG M MCKENNA

hermosa beach, california 310-***-**** mobile *****.*******@*****.***

linkedin.com/in/craigmmckenna

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SUMMARY Solution-oriented thinker with over 15 years of

strategic planning and account management leadership, driving

successful interactive and traditional, integrated branded

response marketing programs. I have specialized in building

and understanding various consumers' needs to better

communicate solutions that connect brands to consumers in the

most contextually relevant manner

Dec '07 - Present

Aug '06 - Nov '07

June '05 - Aug '06

Feb '03 - May '05

Mar '01 - Feb '03

Aug '97 - Mar '01

EDUCATION: B.S. Political Science - Kansas State

University[pic][pic]

VP, CLIENT SERVICES & STRATEGY - SPOT RUNNER, LOS ANGELES, CA

< Head of Client Services and Strategy; responsible for accounts' growth,

retention and strategy

< Increased major account revenue by over 40% in 2009

< Successfully repositioned multiple CPG's key attributes; increasing BDI

in competitive CDI

< Developed launch strategy for John Daly's ProStroke Golf; exceeding first

week sales by 280%

< Worked with analytics to effectively measure TV's impact for online based

companies

< Authored brand positioning for Stub Hub national TV campaign; increasing

site traffic by 30%

< Responsible for leading new business pitches in 2010; resulting in 3

major account wins

< Launched social media programs; increasing brand loyalty and new trial

use

< Received agency's only "Client Champion" award

Key Accounts: Air National Guard, Boston Medical, Forex.com, Lawyers.com,

Milan Institute, Microsoft, Nature's Way, O-Games (John Daly's Golf),

OpenTable, Sylvan Learning, Stub Hub

ACCOUNT DIRECTOR - RAPP/TARGETBASE (OMNICOM), EL SEGUNDO, CA

< Oversaw Retention, Sports, Upgrade and Winback marketing

programs for DIRECTV account

< Teamed with Analytics, constructing the data selection for

multimillion dollar retention matrix

< Initiated the development of brand standards for individual

Harrah's Casino properties

< Provided target response strategy for BofA HELOC and

Refinance home loan campaigns

< Managed the development of the 3rd phase for Honda

Dealership online marketing portal

< Forecasted and managed agency's billings to ensure revenue

goals and profitability were met

Accounts: Bank of America, DIRECTV, Harrah's Casino & Entertainment,

Honda of America

SR ACCOUNT SUPERVISOR - DEUTSCH, MARINA DEL REY, CA

< Managed team of 5 for agency's largest brand response

account

< Oversaw $35MM in TV, Print and Digital spend that exceed

acquisition goal by 20%

< Supervised creative and production development of Brand and DRTV

commercials

< Developed multi-media campaigns using TV, Radio, OOH, Print and Online

< Authored competitive analysis and recommendation for Chevy

NASCAR interactive

< Worked on the product marketing for Fresh & Easy Market

private label selection

Accounts: Chevy NASCAR, DIRECTV, Fresh & Easy Market, Secure Horizons,

United Healthcare

ACCOUNT SUPERVISOR - SPIRE, BOSTON, MA

< Managed account team for company's top retail account

< Responsible for ensuring client's interactive ROI (Email, SEM, Display)

achieved assigned goals

Accounts: General Motors, Filene's Department Stores, Harvard Medical

School CE

DIRECTOR, DIRECT & INTERACTIVE MARKETING - VESTCOM INTL, WOBURN, MA

< Developed logic behind Amex 1:1 marketing campaign; raising response rate

by over 300%

< Wrote strategic positioning to market banking services to small business

owners

Accounts: American Express Financial Advisors, TD Bank North, Wyeth

Pharmaceuticals

SR ACCOUNT EXECUTIVE - WATSON COMMUNICATIONS, EVERETT, MA

< Oversaw CRM campaigns for Staples Rewards and Filene's Basement Loyalty

< Served as internal lead on three of the largest accounts

Accounts: Ericsson Telecommunications, Filene's Basement, Gillette, Loews

Theaters, Staples

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