McKinley Roche

Led strategic marketing programs across CPA.com’s accounting technology partnerships and CAS Professional Services portfolio. Over three years, the role has expanded significantly to include multi-partner program ownership, event strategy leadership, demand generation oversight, and executive stakeholder alignment.

• Owned integrated marketing strategy for technology partners, aligning campaigns with revenue objectives and growth initiatives.
• Translated partner insights into messaging frameworks for scalable multi-channel programs across digital content, webinars, paid media, and field marketing.
• Served as primary marketing liaison to partner teams, managing planning cadence, campaign briefs, deliverables, and performance reporting to ensure alignment and timely execution.
• Developed awareness and engagement strategies for professional services, transforming marketing from siloed campaigns into cohesive narratives that resonate with target audiences.
• Directed thought leadership initiatives including webinars and research promotions to enhance pipeline development and strengthen industry positioning.
• Took initiative to lead new projects during organizational transitions, ensuring strategic alignment and clarity.
• Directed marketing strategy for major industry events, overseeing partner branding and executive communications to enhance sales engagement.
• Collaborated with cross-functional teams to align marketing strategy with business priorities while managing campaign timelines, budgets, and performance insights.

• Created integrated campaign strategies to motivate and drive user action.
• Oversaw channel strategy and analyzed campaign data to gain insights into user behavior, informing future marketing initiatives.
• Increased social media following by 100% within six months through insight-driven content changes.
• Built and expanded content assets and marketing materials to support campaign objectives and enhance audience engagement.
• Managed project timelines and deliverables for marketing initiatives.
• Developed marketing collateral for Sworkit launch on Virgin Pulse VP+ platform, ensuring alignment with brand messaging.