Kenneth McCallum
Union Beach,NJ
Summary
Marketing Executive: Client Principle: Media Director: Advertising Executive: Experiential Marketing; Automotive, Sports/Entertainment, Retail and Luxury category expertise
Overview
19
19
years of professional experience
Work History
V.P. Automotive Lead
Soho Experiential
2023.04 - Current
- Identifying potential business opportunities and developed relationships based on deep understanding of partners business objectives
- Developing high impact brand experiences designed to create lasting impressions for our client's high valued customers and fostering increased brand engagement and loyalty
- In first year, wrote and closed $2.5 million in new business revenue.
Category Expert Consultant
Bruiser Agency
2023.04 - Current
- Consultant for Group 1 Automotive Client
- Automotive strategy lead and part of a custom assembled team designed to audit the Group 1 brand architecture and help make them future ready for the next generation of car shoppers
- Helped launch a specialized and highly targeted CPO campaign called “Stop Pro-car-stinating” designed to encourage a younger more tech savvy audience to consider buying or selling a vehicle through the client app AcceleRide
- Provide creative guidance based on dealer business needs and expectations.
V.P., Media Director
Mediahub Worldwide
2019.10 - 2023.04
- Retail account lead for the Acura Dealer Advertising Associations (DAA), responsible for 19% of the National Acura sales volume
- Led team responsible for day-to-day supervision of Acura DAAs with digital initiatives as the top priority
- Consult with all dealer DAA members on an individual basis, providing regular updates with DAA activities and provide guidance on the dealership's local strategy
- Lead for all NBA Affiliate marketing activities, which include multiple planning exercises for the WNBA, NBA G-League, NBA2KL and NBA Pick'Em clients
- Developed media plans primarily focused in Social, Programmatic and SEM channels with bi-weekly analytic dashboards required during campaign periods.
- Manage scope negotiations and P&L responsibilities, maintaining a 67% profit margin
- Oversaw and managed quality control of all agency communications, including all strategy, tactical and reporting documents and presentations
- Audience targeting included both consumer and franchise (B to B) tactics.
Acura
National Basketball Association
Century 21
Senior Account Director
Tier 10 Advertising, Acura DAA
2018.03 - 2019.10
- Retail account lead for Tri-Acura Dealer Advertising Association (DAA), responsible for 19% of National Acura sales volume
- Responsible for monthly wholesale forecasting critical for accurate budget management of group
- Plan and execute regular client meetings to provide plan performance updates and gain needed approvals
- Consult with 25 Tri-Acura dealers on individual basis, providing regular updates with DAA activities and provide guidance on dealership's local strategy.
- Developed advertising tactics and implemented new solutions for increased brand awareness and sales effectiveness.
V.P., Regional Director
The Garage / Team Mazda
2016.03 - 2018.03
- Manage all aspects of 7 Mazda dealer marketing groups in Northeast region with a combined budget of $32 million
- This includes shipment and sales forecasting, competitive analysis, regional communications to all dealers and hosting periodic planning meetings
- Transitioned Mazda marketing model from traditional 3 Tier structure into a nimbler Tier1/Tier3 model, allowing dealers to be more tactical in their local digital strategy
- Provide individual dealership consultations to assist in Tier 3 strategy and planning to better align messaging with the Mazda brand goals.
- Integrated marketing plans to reach wider audience and push business prospects closer to conversion
V.P., Account Director
Martin Retail Group & Lowe Worldwide, General Motors
2004.06 - 2016.03
- Acted as retail agency lead inside the Cadillac NYC global headquarters to represent 120 dealer groups across North America
- Responsible for overall management and financial stewardship of all Cadillac retail advertising, including the coordination of National strategy into the Tier 2 level
- Transitioned General Motors local marketing groups into a consolidated agency structure
- Prepared and presented competitive business proposals to retain 13 independent Cadillac marketing groups in the northeast region
- Developed and maintained an essential relationship between voluntary Cadillac marketing groups and regional corporate clients
- Managed 22 additional Hummer and Saab marketing groups before the brands were dissolved during bankruptcy
- Integral asset in several experiential programs that include new product launches, customer intercept ride and drive programs and dealership launch events.
Education
Bachelor of Arts - Advertising/Public Relations
Michigan State University
East Lansing, MISkills
- Media Planning and Buying
- Executive level Client Management
- National Sales Forecasting
- Market Trend Analysis
- Relationship Management
- Team/Staff Building and Development
- Budget Development and Management
- Experiential Marketing
- Traditional Media
- Digital Planning and Execution
- Lead Generation
Additional Information
Google Certification
Salesforce Trailhead Training
Union Beach Board of Education Elected Representative
Timeline
V.P. Automotive Lead
Soho Experiential
2023.04 - Current
Category Expert Consultant
Bruiser Agency
2023.04 - Current
V.P., Media Director
Mediahub Worldwide
2019.10 - 2023.04
Senior Account Director
Tier 10 Advertising, Acura DAA
2018.03 - 2019.10
V.P., Regional Director
The Garage / Team Mazda
2016.03 - 2018.03
V.P., Account Director
Martin Retail Group & Lowe Worldwide, General Motors
2004.06 - 2016.03
Bachelor of Arts - Advertising/Public Relations
Michigan State University
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