Executive Marketing Leader

COLLEEN KENNY

http://colleenkenny.com/ **********@*****.*** @colleenkenny

Global Brand Management Strategy Development Team Leader Social & Experiential Marketing Research & Analytics Budget, Agency, & Creative Services Management Executive Marketing Consultant – ColRock LLC - Self-Employed (2019-present) Creates, designs, and implements brand marketing strategies and campaigns for corporations, startups, small businesses, nonprofits. Performs market analyses, conducts marketing and branding audits, develops go-to-market messaging frameworks and makes marketing investment recommendations. Key accomplishments:

• Wrote and produced TikTok’s highly successful 2023 Newfront presentation to advertisers collaborating with the company’s head of sales, marketing and product.

• Collaborated with the Founder and CEO of Confid*nt, a career fitness app for women, to develop go- to-market and sales enablement materials for the MVP (logo, web site, capabilities deck) and achieve revenue targets for 2020-21.

• Created a 2-year marketing roadmap and investment plan for Core Development Group, a sustainable energy company, and helped the CEO hire a new full-time marketing leader. Vice President of Marketing Communications – CBS Corporation (2010-2018) Created and executed full-funnel campaign strategies for CBS television shows, contributing to the broadcast network's #1 ranking for over a decade amid the explosion of digital and social media and the shift to binge viewing and DTC streaming platforms.

• Grew viewership, engagement, retention, and social sharing by cultivating, nurturing, and supporting hundreds of hours of content with brand campaigns and events.

• Launched dozens of well-known franchise series including: NCIS: Los Angeles, SWAT, FBI, The Neighborhood, Young Sheldon, Bull, The Late Show with Stephen Colbert, Star Trek Discovery, and supported three Super Bowls, 8 Grammys and March Madness Tournaments. Highly trusted advisor to the CMO and other business leaders across the CBS Corporation

(Programming, Technology, Communications, Sales, Research, Finance, and HR).

• Managed multi-million-dollar marketing spend, allocating in-house creative services and external agency resources in an agile environment and always-on media culture. Pitched promotional concepts and marketing plans to show producers and partnered with them and talent to execute.

• Gathered, analyzed, and assimilated information from diverse sources and articulated clear trends and opportunities. Partnered with Research and agency partners to create KPIs and track the performance of content, platforms, and brand campaigns against benchmarks.

• Bridged the gap between owned, earned, and paid media, translating complex data into actionable intelligence. Leveraged knowledge of the buy and sell side of media to create powerful go-to-market launch strategies.

• Instrumental to the 2014 launch of CBS All Access (now called Paramount+). Ensured CBS All Access promotion in owned media and experiential platfoms, helping to drive 2 million subscribers by 2018.

Built and managed a high-performing team of 10+ brand activation strategists in New York and Los Angeles, with additional “dotted-line” partners in San Francisco.

• Led experiential and brand marketing events at industry gatherings, including CES, Comic-Con, SXSW, and more. Busted silos and created critical connections between departments, disciplines and teams including external creative and media agencies and key industry stakeholders.

• First to curate social media communities for CBS shows and operationalize their management, growing CBS’s footprint from zero to 300+million across all social platforms. Galvanized and focused staff from across digital marketing, creative services, programming and comms into a high-functioning social media machine speaking in one voice with consistency, impact and creativity. Colleen Kenny, Page 2

Director of Marketing Communications – CBS Corporation (2008-2010)

• Defined, developed, and communicated CBS brand messages to more than 3,000 global advertisers through collaboration with the Chief Advertising Revenue Officer and her team.

• Supported domestic sales and distribution teams by developing sales decks, presentations, websites, and one-sheets. Carefully orchestrated promotional projects and events involving short- and long-term marketing strategies, overseeing digital innovation, special events, multiplatform PR campaigns, and marketing budgets. Director of Financial Communications – CBS Corporation (2006-2008)

• Hired to create the CBS messaging platform shortly after split from Viacom in late 2005. Built communication structure and messaging from scratch. Brought order to chaos during times of rapid change and disruption and helped the stock climb 9 percent in its first year.

• Wrote a convincing story for Wall Street and the marketplace, sharing operational objectives and goals. Collected and analyzed performance data from 20+ businesses and five internal profit centers. Wrote press releases and talking points for quarterly earnings reports, shareholder meetings, analyst and investor days, and public speaking engagements.

• Digested and synthesized information and provided CEO with clear, simple, topline summaries. Developed positive messages for investor calls. Lead financial and technology speechwriter for the CBS President and CEO.

Assistant Vice President – New York Life Insurance Company (2000-2005)

• Lead presentation writer and strategy analyst for the New York Life Insurance Company’s Executive Vice President Co-Heads of Life & Annuity, the company's primary business. Instrumental to the creation and launch of the retirement income product line. Education

B.A. English and Spanish, with Honors. The University of Notre Dame. Notre Dame, IN. M.A. Mass Communications. The University of North Carolina at Chapel Hill. Chapel Hill, NC. Teaching Experience

Adjunct Professor - Union County College

Guest Lecturer - NYU Tisch School of Film and Television Hearst Visiting Professional - UNC-Chapel Hill School of Media and Journalism

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