Amy Peet McNeil
Marketing & Digital Strategy Executive
Birmingham
Summary
I am a passionate marketer who believes a brand story starts with the customer. I have had the privilege of serving in leadership roles across agencies, brands, and media platforms, helping organizations grow through strategic marketing, data-driven insights, and impactful storytelling. With deep expertise in digital transformation, media strategy, and brand positioning, I thrive on helping businesses connect with their audiences in meaningful and measurable ways.
Overview
25
25
years of professional experience
Work History
Senior Consultant
BasedOn
08.2023 - Current
- Leading the activation arm of the branding studio, building full-funnel media strategy, digital activation, and content marketing capabilities
- Secured four new clients and generated $1M in revenue within the first year
- Developing optimal media mix strategies, influencer marketing approaches, and content strategies across motorsports, defense, mobility, retail, residential and luxury audio
- Increased client satisfaction by providing tailored consulting services and effective problem-solving strategies.
- Developed innovative strategies to address complex business challenges, resulting in increased profitability for clients.
- Collaborated with internal teams to develop customized solutions that addressed unique client needs.
Managing Director
January Digital
03.2021 - 02.2022
- Led client strategy and business growth for global brands, including The Honest Company, TUMI, Dry Bar, and David’s Bridal
- Delivered over $14M in revenue, optimizing omnichannel media strategies to maximize efficiency and impact
- Spearheaded growth strategies, brand partnerships, and digital transformation initiatives to accelerate client success
Product Strategist & Account Director
EVN
11.2018 - 03.2021
- Led product strategy and client engagement for an automotive tech startup, driving digital retail innovation.
- Sold in an enterprise-wide on-demand video solution across all Ford dealerships, modernizing showroom experiences.
- Advised automotive brands on leveraging technology for dynamic, VIN-specific advertising.
Global Automotive Strategist
Snapchat
08.2017 - 11.2018
- Expanded Snapchat’s automotive business by 15% year-over-year, aligning media solutions with OEM marketing challenges
- Developed the automotive industry playbook, positioning Snapchat as a critical platform for car buyers and brands
- Partnered with product teams to enhance ad solutions tailored for the auto sector, driving increased platform adoption
- Developed comprehensive strategies by analyzing market trends and consumer behavior to drive business growth.
- Collaborated with cross-functional teams to develop and execute strategic initiatives aligned with organizational objectives.
Head of Digital Marketing
Fiat Chrysler Automobiles (FCA, now Stellantis)
08.2012 - 08.2017
- Managed $650M in advertising spend, advising on the $1.6B total media investment strategy for Alfa Romeo, Chrysler, Dodge, FIAT, Jeep, and Ram
- Led digital strategy, creative development, demand generation, and media measurement for six iconic brands
- Launched over a dozen new vehicles, integrating digital, social, and traditional media into high-impact campaigns
- Developed and implemented a data-driven measurement framework, optimizing media effectiveness and ROI
SVP, Digital Engagement
MRM Worldwide
09.2011 - 08.2012
- Directed digital strategy and engagement for Cadillac and GM Retail Innovation
- Developed personalized CRM programs, leveraging data to drive customer retention and brand loyalty
Director, Engagement Management
Organic, Inc.
09.2009 - 05.2010
- Oversaw digital demand generation transformation projects for Chrysler and Hilton Worldwide
- Developed customer experience strategies that enhanced online engagement and conversion
VP, Senior Account Supervisor
Campbell-Ewald
05.2007 - 09.2009
- Managed Chevrolet.com and integrated digital campaigns, ensuring alignment with broader brand initiatives
- Led multi-agency collaborations to deliver cross-platform marketing solutions
Account Supervisor
Mullen Advertising
03.2005 - 05.2007
- Developed and executed integrated marketing campaigns across digital, social, and traditional media
- Managed key automotive and retail accounts, ensuring brand consistency and audience engagement
Strategic Business Manager, Senior Account Executive, Account Executive
MARS Advertising
10.1999 - 03.2005
- Led marketing strategy and execution for major CPG clients including Georgia-Pacific, Nestlé USA, PowerBar, ConAgra, Clorox, and Fiji Water
- Developed and implemented in-store marketing programs, driving increased brand visibility and sales
- Managed multi-brand promotional initiatives, leveraging consumer insights to enhance campaign effectiveness
Education
Bachelor of Science - Journalism
Central Michigan University
Mount Pleasant, MI 05.2001 -
Skills
Client Advisory Services
Project Oversight
Partnership Focus
Comparative Performance Evaluation
Integrated Marketing Strategy & Digital Transformation
Full-Funnel Media & Optimal Channel Mix
Brand Positioning & Audience Engagement
Data-Driven Decision Making & Analytics
Leadership & Team Development
Agency & Vendor Management
Consulting
Industry Recognition And Speaking Engagements
- Named Advertising Age '40 Under 40' honoree.
- Featured speaker at NY Adweek, J.D. Power, The 3% Conference, and THINK!Google.
Timeline
Senior Consultant
BasedOn
08.2023 - Current
Managing Director
January Digital
03.2021 - 02.2022
Product Strategist & Account Director
EVN
11.2018 - 03.2021
Global Automotive Strategist
Snapchat
08.2017 - 11.2018
Head of Digital Marketing
Fiat Chrysler Automobiles (FCA, now Stellantis)
08.2012 - 08.2017
SVP, Digital Engagement
MRM Worldwide
09.2011 - 08.2012
Director, Engagement Management
Organic, Inc.
09.2009 - 05.2010
VP, Senior Account Supervisor
Campbell-Ewald
05.2007 - 09.2009
Account Supervisor
Mullen Advertising
03.2005 - 05.2007
Bachelor of Science - Journalism
Central Michigan University
05.2001 -
Strategic Business Manager, Senior Account Executive, Account Executive
MARS Advertising
10.1999 - 03.2005
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