Strategic Planning Product Marketing

Kevin McKinnon, MBA

Roswell, GA 404-***-**** *********@*****.*** www.linkedin.com/in/kevinmckinnon

QUALIFICATION SUMMARY

Accomplished marketing and strategy executive with two decades of exceptional experience driving revenue growth and customer acquisition. Highly skilled in crafting strategic plans that leverage trends and data to exceed expectations and optimize operational efficiency, delivering outstanding results.

KEY SKILLS

Strategic Planning

Data Analytics

Adaptability

Digital Marketing

Problem Solving

Presentation Skills

Change Management

Communication Skills

Team Development

RELEVANT PROFESSIONAL EXPERIENCE

Home Depot Atlanta, GA Jan 2015 – July 2023 Senior Manager – Retail Media, Strategy and Insights

Built and scaled a team from scratch to over 20 FTEs in less than 3 years, responsible for aligning supplier strategy with campaign performance, supporting +100% CAGR growth in ad spend

Member of Retail Media+ leadership team, responsible for team strategy and long-term planning (Road to a Billion), as well as monthly progress updates to CMO and VP of RM+.

Created the format and cross-functional process to deliver +350 Quarterly and Monthly Business Reviews and performance insights to over 1,000 total suppliers per year.

Defined supplier and HD needs for new product rollouts, AdTech integration, Ad Operations support, and marketing attribution updates while increasing ad spend and ROAS each year.

Continuous refinement in the campaign objective process, ensuring alignment with expected outcomes, updating the product playbook that prioritized +12 new KPIs and customer metrics.

Manager - Marketing Finance

Led marketing strategy and provided analytic support for the successful launch of the RM+ monetization program, including long-term plans, forecasts, supplier reporting, and brand-level attribution

Led the strategy and planning for relaunch of monetization program to be profitable at launch, including POC on reporting and attribution methodology, with monthly CMO readouts

Developed quarterly marketing review deck for CMO and Sr Marketing Leadership aggregating data from enterprise traffic, MMM and MTA models validating annual ROAS increases of ~5%

Manager – Integrated Media Strategy & Planning

Managed a team of 5 tasked with consolidating paid media performance across digital channels to present a comprehensive view of results and facilitate accurate planning of $400M in digital spend

Created strategic plan for all online marketing KPI’s on HD.com (Traffic, Conv, Orders, AOV, Demand) across digital channels to support sales plan exceeding $9B and +20% growth annually

Developed first online customer file, segmenting customer acquisition and retention based on 24-month purchase history, achieving 5 years of retention rate improvement of at least 8% quarterly

Supported VP of Integrated Media with weekly KPI slide for senior leadership, leading the annual strategic planning process for media and all growth initiatives with corporate strategy

Cox Communications Atlanta, GA Oct 2009 – Dec 2014

Manager – Product Marketing – Cox Digital Telephone

Developed marketing strategies to drive new customer acquisition and improve retention rates, resulting in the first year of positive customer growth in the prior 5 years

Developed marketing strategies to drive new customer acquisition and improve retention rates, resulting in the first year of positive customer growth in the prior 5 years

Created monthly trend analysis identifying areas growth for core product with an active customer base of 2.5M households and annual revenues of $1B with 4 years of customer decline

Manager – Product Marketing – Verizon Wireless Partnership

Performed all strategy and analysis to support company’s first co-marketing agreement (with Verizon Wireless) focused on increasing 3P bundle sell-in rates and reducing customer churn

Responsible for coordinating the creation of all marketing, messaging and content between internal creative teams and Verizon partners, related to the launch and rollout of shared media

Planned marketing programs to drive increased product bundles and improve product cross promotion, including leading customer gift card program with Verizon and 3rd party vendor

Manager – Product Marketing – Cox Wireless

Created the to go to market plan for Retail and 5-year long range plan including channel build out scenarios by market for Retail and investment of $50M in store and operating expenses

Drafted Wireless 2.0 strategic plan for Customer Ops, Supply Chain, and Wireless Operations detailing performance that beat operating profitability at 500K subscribers in year 1 & 2

Prepare Wireless Marketing Results package for senior leadership including sales performance of by device, subscriber performance by market, and usage by plan to validate additional investment

Home Shopping Network St. Petersburg, FL ` 2005 - 2008

Senior Manager – Strategic Planning & Analysis – HSN.com

Managed a team of 3 FTEs responsible for the strategic planning of ~$500M in annual merchandise sales, approval of ~$10M in annual marketing investment and $50M in annual distressed inventory

Created and implemented monthly bottoms up forecast process for ~$500M online business including sales and margin by day for 200 categories that reduced variance to less than +/- 2%

Developed profitability model that analyzed over 30 promotional requests and 5 holiday event requests per year that set breakeven levels and required incremental net margin % or $

Catalina Marketing Corp St. Petersburg, Florida 2000 - 2004

Senior Analyst – Strategic Planning & Analysis

Responsible for all strategic planning of $400M publicly traded marketing services company, including annual & 3-year operating plan, Board of Directors decks, Investor Relations and growth opportunities.

Develop bottoms up revenue and cost driver models for all 6 business units including quarterly forecast updates of corporate income statement, balance sheet, cash flow and KPIs

Created strategic business plans for potential organic growth into Quick Service Restaurant, Mass Drug, Mass Merchant and Foodservice Distribution channels

Annual ROI analysis on $10M of capital investments, supported equity valuations and tender offers of 2 subsidiary stock plans, 2 rounds of share repurchases and first ever dividend payment

EDUCATION

MBA - Masters in Business Administration University of Central Florida

Bachelors Degree - Marketing University of Central Florida

STRATEGIC PLANNING MARKETING ANALYTICS

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