Accomplished marketing leader with a proven track record at Wondery, enhancing brand awareness and audience growth through innovative podcast marketing strategies. Expert in cross-functional leadership, consumer insights and impactful messaging. Skilled in mentoring teams to achieve excellence in content marketing.
Hi, I’m
Kerry McCarron
Orem,UT
Summary
Overview
15
years of professional experience
5
years of post-secondary education
Work History
Wondery
Head of Brand Marketing
04.2024 - Current
Job overview
- Oversee Wondery's brand vision and marketing strategies to focus on audience awareness, growth, and brand affinity.
- Led the first-ever rebrand of Wondery's visual identity and implemented brand positioning for Wondery and our Wondery+ product.
- Implemented a genre brand strategy based on revenue-driving areas of business (true crime, kids & family, etc). Oversaw the strategy development of efficient brand campaigns for each genre across owned, earned, and paid media that increased consumer brand awareness of Wondery by 2% in six months with one team member and limited budgets.
- Partner with creative, PR, content, and sales teams to develop experiential events, such as the Wondery Kids & Family holiday podcast experience at Westfield Century City, and the Exhibit C branded sponsorship of Cinespia outdoor screenings.
- Analyze market trends and consumer insights, including custom user testing, to inform campaign positioning.
- Leverage data and analytics such as click-through rates & cost per acquisition to optimize campaign performance and ROI.
- Oversee creative development and execution for campaigns inclusive of video, digital, social, audio, email, live events, and more.
Wondery
Director of Marketing, Original Series
04.2021 - 04.2024
Job overview
- As the Original Series group director, I oversaw a team of nine managers who developed and executed high-impact marketing campaigns for over seventy new and existing podcasts, like Dr. Death, Business Wars, & Ghost Story.
- Collaborated with podcast producers, implementing a feedback loop from before a show was greenlit, up until the marketing campaign ended.
- Cultivated relationships and coordinated with key talent—journalists, podcast creators, and celebrities; worked with PR to secure promotional opportunities for them.
- Built fruitful relationships with editorial leads at major podcast platforms such as Apple Podcasts.
- Launched a podcast called Exposed: Cover Up at Columbia University with a marketing campaign that targeted the Columbia Medical Campus and created awareness of the Adult Survivors Act to hold the university accountable to patients it had harmed. The podcast reached #1 on Apple Podcasts and turned up 100+ new victims.
SpotifyLos Angeles, USA
Studios Marketing Manager
11.2019 - 04.2021
Job overview
- Orchestrated Spotify's largest-ever content marketing initiative for The Michelle Obama Podcast, a campaign that brought in an unprecedented number of new user sign-ups and established the show as the top Spotify podcast of the summer.
- Spearheaded the marketing strategy for Spotify Original Podcasts, including The Last Degree of Kevin Bacon, Jemele Hill is Unbothered, Living & Learning with Reba McEntire, Son of a Hitman, and more.
- Collaborated with Spotify's music team on a Latinx Heritage Month campaign, integrating diverse voices of musicians and podcasters, resulting in an increase in awareness of Spotify's Latinx offerings.
- Established a cross-functional effort between Creator and Studios marketing teams to celebrate International Podcast Day, a campaign that gave Spotify a 61% share of voice among our competitor set.
WonderyLos Angeles, USA
Director of Marketing
09.2018 - 10.2019
Job overview
- In a startup environment, I led the successful launches of top Wondery properties, including Man in the Window (with LA Times), The Shrink Next Door (with Bloomberg), Dr. Death, and Gladiator: The Aaron Hernandez Story (with Boston Globe Spotlight) resulting in significant audience growth, critical acclaim and in some cases TV development deals.
- Organized global marketing efforts and supported the Head of International in launching Dr. Death in seven languages.
- Built and mentored a high-performing marketing team, optimizing in-house media buying, influencer partnerships, and award submissions.
- Developed and implemented digital marketing plans to incorporate SEO, newsletter marketing, social media platforms, and video campaigns.
Universal McCann (IPG Mediabrands Ad Agency)Los Angeles, USA
Sr. Associate, UM Studios (Branded Content)- Sony Pictures
09.2012 - 07.2015
Job overview
- Produced branded-content video campaigns in partnership with major media networks (NBCU, Viacom, etc.). Each promotion encompassed the brand positioning and messaging strategy of each film, and tied seamlessly into the host network. Example: The Smurfs & Real Housewives
- Cultivated relationships and negotiated with network partners to drive ROI.
- In 2014, I managed 56 marketing programs that produced over $8 million in added value for films such as 22 Jump Street and The Amazing Spider-Man 2.
- Organized and collaborated at on-set production shoots with talent to ensure a smooth production process.
Universal McCann (IPG Mediabrands Ad Agency)Los Angeles, USA
Media Planner / Assistant Media Planner- Sony Pictures
07.2010 - 09.2012
Job overview
- Built media positioning & targeting strategy for over 20 films; utilized qualitative competitive research & industry analytics (Nielsen, Kantar) to strategically implement media budgets ranging from $18-40 million (Ex: The Social Network, The Smurfs, & Skyfall).
- Used both traditional and digital marketing strategies to diversify approaches and maximize campaign success.
- Managed day-to-day relationships with media partners and suppliers.
- Performed & presented a detailed competitive research project in 2012 that led to multi-million-dollar strategy changes within cable, digital, & newspaper budgets.
Education
ESADE Business SchoolBarcelona, ES
MBA from Full-Time MBA
08.2015 - 04.2017
University Overview
Leadership Roles: Vice President of Careers, Net Impact Club (Business for Social Good) & Director of Development and Outreach, Women in Business Club
UC IrvineIrvine, CA
Bachelor of Arts from Film & Media Studies
09.2006 - 05.2010
University Overview
Skills
- Brand Strategy & Development
- Creative Direction
- Integrated Marketing
- Campaigns & Partnerships
- Podcast Marketing Strategy & Development
- Cross-Functional Leadership
- Consumer Insights & Market Research
- Media Strategy
- Budget Management & ROI Analysis
- Digital Marketing & Social Media Strategy
- Team Building & Mentorship
- Content development
Honors
Honors
- DIGIDAY Finalist for Media Campaign of the Year 2024, for Wondery's "Exhibit C: It's Truly Criminal" brand campaign
- VARIETY Honoree for Brand Marketing 'Gurus' in Entertainment, 2023, For an innovative campaign around the podcast 'Fed Up'
- UNIVERSAL MCCANN Curiosity Works Award, For 'Best Work in Market' for campaigns with the NBA that drove over $4M in added value
Timeline
Head of Brand Marketing
Wondery
04.2024 - Current
Director of Marketing, Original Series
Wondery
04.2021 - 04.2024
Studios Marketing Manager
Spotify
11.2019 - 04.2021
Director of Marketing
Wondery
09.2018 - 10.2019
ESADE Business School
MBA from Full-Time MBA
08.2015 - 04.2017
Sr. Associate, UM Studios (Branded Content)- Sony Pictures
Universal McCann (IPG Mediabrands Ad Agency)
09.2012 - 07.2015
Media Planner / Assistant Media Planner- Sony Pictures
Universal McCann (IPG Mediabrands Ad Agency)
07.2010 - 09.2012
UC Irvine
Bachelor of Arts from Film & Media Studies
09.2006 - 05.2010
Volunteer roles
Volunteer roles
- AMERICAN RED CROSS, Corporate Development
- READING TO KIDS, Grade Level Coordinator/Reader
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