Summary
Overview
Work History
Education
Skills
Affiliations
Timeline
Generic

MICHAEL BURNS

Winchester,MA

Summary

Dynamic marketing leader with extensive experience at Hill Holliday, driving brand strategy and revenue growth. Expert in campaign development and partnership management, consistently exceeding goals. Proven track record of exceeding client business goals and enhancing client relationships with C-suite executives, leveraging data analysis to inform strategic decisions.

Overview

27
27
years of professional experience

Work History

SVP, Account Director

Hill Holliday
Boston, MA
06.2007 - Current
  • Accounts: Massachusetts Office of Travel + Tourism, Astound, Frontier Communications, The Zebra, Stop & Shop
  • Member of Agency Senior Leadership Team. Point of contact for client relationships, working directly with the C-suite.
  • Consistently exceed organic growth goals by 25%+ and hit profit margin goals.
  • Deliver on client business objectives for sales, brand awareness/consideration, market expansion and NPS.
  • Establish the enterprise brand strategy as well as the comprehensive message architecture for the brand and all underlying lines of business. Oversee the development of customer journeys, full-funnel campaigns and go-to-market plans.
  • Lead the creative process from concept to production across all touchpoints: video, brand partnerships, experiential, website, digital and OOH.
  • Develop social playbooks to drive strategy across the digital ecosystem. Conceive and execute content ideas—both paid and organic—to win key audiences.
  • Launched rebrands for both Frontier and The Zebra, including overhaul of the brand house, brand identity, and new campaign development that increased sales by 60% YOY for Frontier and site traffic 5X for The Zebra.

VP, Account Director

Hill Holliday
03.2013 - 03.2016
  • Accounts: John Hancock, Major League Baseball, Biscuit International, Necco
  • Account lead on John Hancock for 10+ years. Managed full-service offering: brand strategy, creative, media planning and buying, decision science and UX. Grew client relationships with the CMOs for each line of business: Brand, Investments, Insurance and Retirement Plan Services. Increased scope of work 35% during this time.
  • For John Hancock, cultivated an enterprise brand platform and unifying rollout across lines of business, delivering B2C and B2B campaigns.
  • Led branding, product messaging, website creation, go-to-market launch strategy and campaign production for a new John Hancock Vitality insurance program.
  • Delivered custom partnerships for John Hancock with key brands like The Boston Red Sox, Sports Illustrated, The Boston Marathon and The New York Times.
  • Worked closely with the City of Boston and John Hancock to establish and roll out the One Fund following the 2013 Boston Marathon.
  • Created integrated campaigns featuring experiential, digital and social for Major League Baseball, beating all engagement goals with younger target audiences.
  • For Necco, led development of a digital campaign celebrating Sweethearts 150th Anniversary, which achieved more than 1 million social engagements.

VP, Management Supervisor

Hill Holliday
05.2011 - 03.2013
  • Account: John Hancock

Management Supervisor

Hill Holliday
01.2009 - 05.2011
  • Account: John Hancock

Account Supervisor

Hill Holliday
06.2007 - 01.2009
  • Account: John Hancock

Senior Director of Brand Management

United Way of Massachusetts Bay
Boston, MA
07.2004 - 06.2006
  • Developed and implemented brand strategies for an in-house brand management team.
  • Developed campaigns for all events. Increased event revenues by 30% in 2006.
  • Oversaw direct marketing efforts, increased donor support by 35% in 2006.

Account Executive, Marketing

Improper Bostonian Magazine
Boston, MA
03.2003 - 07.2004

Marketing Manager

Boston Bruins
Boston, MA
08.2000 - 03.2003

Junior Analyst

Independence Investment Associates
Boston, MA
08.1998 - 07.1999

Education

M.S. - Sport Management

University of MA Amherst
Amherst, MA
09.2000

Bachelor of Arts - Economics

Trinity College
Hartford, CT
05.1998

Skills

  • Brand strategy
  • Partnership and relationship management
  • Financial management and KPI tracking
  • Digital marketing
  • E-commerce strategies
  • Campaign development and execution
  • Data analysis and insights
  • Revenue growth strategies
  • Product marketing
  • Go-to-market strategy
  • B2B marketing initiatives
  • Customer journey mapping

Affiliations

Brooks School North Andover, MA

Head Coach, Girls Varsity Hockey July 2024-present

Winchester Youth Hockey Winchester, MA

President 2019-2023

Board of Directors 2015-2023

Boston Junior Eagles Wellesley, MA

Hockey Coach 2018-2025

U14 T1 U.S.A. National Champions 2024-25

U12 T1 MA State Champions 2021-22 and 2022-23

Author

The Kings of Innocence (Atlas Books) 2007

Trinity College

Varsity Hockey and Varsity Golf 1994-1998

Timeline

VP, Account Director

Hill Holliday
03.2013 - 03.2016

VP, Management Supervisor

Hill Holliday
05.2011 - 03.2013

Management Supervisor

Hill Holliday
01.2009 - 05.2011

SVP, Account Director

Hill Holliday
06.2007 - Current

Account Supervisor

Hill Holliday
06.2007 - 01.2009

Senior Director of Brand Management

United Way of Massachusetts Bay
07.2004 - 06.2006

Account Executive, Marketing

Improper Bostonian Magazine
03.2003 - 07.2004

Marketing Manager

Boston Bruins
08.2000 - 03.2003

Junior Analyst

Independence Investment Associates
08.1998 - 07.1999

M.S. - Sport Management

University of MA Amherst

Bachelor of Arts - Economics

Trinity College

Similar Profiles

CREATE PROFILE