BARBARA MCKAY
Summary
Strategic sales & marketing executive within the advertising industry for 15+ years. Proven knowledge of the Retail/Ecommerce, Entertainment and Digital space across all media platforms, including display, video, events and social media. Collaborative team leader who partners with cross-functional teams including Sales, Marketing, Retail, and Product to develop innovative and data-led strategies to drive business results for customers. Big thinker, problem solver and people-first leader who strives to develop my team through mentorship, coaching and team building experiences.
Overview
23
23
years of professional experience
Work History
Team Lead, Confections
Amazon Advertising
01.2023 - Current
- Lead Amazon Advertising's Confections partnership team of 6 Account Executives and Video Specialists focused on strategic advertisers, including Hershey's, Ferrero/Ferrara, Lindt/Ghirardelli, driving a $60MM+ investment across category, +30% YoY
- Establish key initiatives for the Grocery team including the creation of a Back to School resource hub, and a Confections-specific narrative at the 2024 Sweets & Snacks Expo leading to 15+ Ads/Retail meetings
- Work with Analytics & Insights team to create a unified learning framework for key enterprise accounts to drive long-term partnership growth and accountability
- Coach and develop AEs, successfully promoting a direct report in Q2 24 as well as driving internal culture by implementing "Ring the Bell" emails celebrating wins.
Principal Business Lead
Amazon Advertising
12.2018 - 12.2022
- Managed two $30MM+ Enterprise accounts across Telco vertical (Comcast Cable, 2018-2020) and Grocery vertical (Hershey's, 2021-2022).
- Led communications across 120+ client direct and agency teams including Quarterly Business Reviews, lunch & learns, voice of customer sessions, product deep dives, and client entertainment.
- Delivered two consecutive years of revenue growth for Comcast Cable, specifically increasing revenue for Comcast Corporate unit from $1.2MM in 2018 to $7.4MM in 2020 through product diversification, onboarding new LOBs and leveraging unique Amazon audiences
- Increased Hershey's Enterprise investment +17% YoY in 2022 with focus on measurement and product diversification across STV, Thursday Night Football, Twitch and Audio
- Developed a first-ever cross-functional pan-Amazon team, including Ads, Retail, Supply chain, and Marketing resulting in stronger retail/ads relationships, visibility across the org, and a Retail-funded Summership solution that unlocked Summer & Halloween ecommerce ad dollars on Amazon for the first time in 2 years.
Principal Sales Marketing Lead
IMDb
03.2015 - 12.2018
- Launched IMDb Sales-Marketing team, developing brand positioning, collateral, and pricing/packaging strategy
- Managed a team of 4 focused on driving revenue for non-entertainment advertisers across US and CA locales
- Generated nearly $12MM in non-entertainment revenue in 2017; +35% growth y/y
- Lead marketer on IMDb Events sponsorships, creating and executing programs around Oscars, Comic-Con, Emmys and Sundance, generating nearly $7MM in revenue in 2018
- Worked with the Video, Editorial, Ad Product, and Social teams to create high-touch content including branded content, video, and events
- Collaborated with custom marketing team to create marketing solutions leveraging Echo, Fire TV/Kindle, Amazon Live, etc
Senior Multi-Platform Marketing Director
Entertainment Weekly
04.2006 - 03.2015
Marketing Partnerships Manager
TV Guide Magazine
11.2003 - 04.2006
Advertising Sales Assistant
Self Magazine
11.2001 - 11.2003
Education
School of Arts & Sciences -
Boston College
Study Abroad Program -
Syracuse Center
Skills
- Listening To: Brandi Carlile, Deer Tick, and Taylor Swift
- Reading: Hello Beautiful, The Women, The Nightingale
- Watching: Friends, Bridgerton, Fallout, True Detective, Premier League Soccer
- Doing: Hanging with my family (husband and 2 daughters), traveling, reading, coaching youth softball, yoga, and Peloton
References
Available upon request.
Timeline
Team Lead, Confections
Amazon Advertising
01.2023 - Current
Principal Business Lead
Amazon Advertising
12.2018 - 12.2022
Principal Sales Marketing Lead
IMDb
03.2015 - 12.2018
Senior Multi-Platform Marketing Director
Entertainment Weekly
04.2006 - 03.2015
Marketing Partnerships Manager
TV Guide Magazine
11.2003 - 04.2006
Advertising Sales Assistant
Self Magazine
11.2001 - 11.2003
School of Arts & Sciences -
Boston College
Study Abroad Program -
Syracuse Center
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