Patrick McKelvey
Spring Hill,TN
Summary
Creative, engagement-oriented and performance-driven Account Director focused on creating value for clients and consistently meeting ambitious business targets. Successful team leader and business problem-solver bringing strengths in strategic and tactical planning, project management and forecasting.
Overview
12
12
years of professional experience
Work History
Account Director
GS&F
02.2023 - 03.2024
- Responsible for leading the client relationship with LP Building Products Smartside brand team through strategic account leadership and opportunities to find incremental growth
- Provided cross-functional leadership and collaboration within the agency to drive results across all creative and media touchpoints
- Responsible for Smartside annual brand planning with LP and GS&F department leads
- Managed overall client budget and forecasting that averaged an annual spend of $2.5MM
- Collaborated with agency leadership to co-lead efforts on LP's booth and media presence at IBS (International Builders Show)
- Successfully led the completion of a geo-targeted lead generation campaign that saw an increase of lead activity by 25% in the first quarter of the campaigns being live.
Associate Director Client Services
DentsuX
09.2021 - 01.2023
- Responsible for leading the agency/client relationship with Driven Brands, building & managing a team, and driving expanded business opportunities within the existing client organization
- Oversaw the day-to-day client relationship for Take 5 Oil Change, Meineke, Maaco, and Car Star within the Driven Brands Portfolio
- Provided mentorship and supervision to associate-level team members to instill confidence and provide growth opportunities
- Oversaw client digital media budgets totaling $25 MM in annual spending across the Driven Brands portfolio
- Collaborated with cross-functional internal teams to provide strategic recommendations on existing client campaigns and identifies new incremental campaign opportunities through existing performance and data analytics.
Account Supervisor
Ansira
03.2021 - 09.2021
- Supported the day-to-day activity for Coca-Cola Commercial Applications and Lay-Z-Boy database management and campaign analytics
- Managed billing for clients and account forecasting
- Identified new project requests from clients and managed inbound delivery and scoping.
Account Strategist
Venveo
09.2020 - 03.2021
- Supported and managed the day-to-day digital marketing programs for the following building materials clients: Mockett Products, Heartland Pergolas, and Kingspan Insulation
- Served as the Account Strategist for the Venveo Home Services pilot program aimed at small to mid-sized home services businesses who are looking for turnkey digital marketing solutions
- Partnered with the social media team to develop strategic recommendations for our client's social channels to improve engagement and drive inbound lead activity
- Created quarterly and yearly account strategy plans to meet business objectives and KPIs.
Senior Account Manager
Summit Group
10.2019 - 06.2020
- Served as the day-to-day client contact for Top Chops Beef Jerky
- Directed accounts' financial health
- Developed strategic retailer and digital marketing growth plans to drive sales and increase awareness.
Account Supervisor
Kastner & Partners
03.2017 - 03.2019
- Collaborated with brand managers to execute campaigns across potato chips, Cheez Doodles, and popcorn verticals
- Developed and produced a digital campaign for Cheez Doodles entitled, The Doodle Method, which garnered over 10 million views across Facebook and YouTube and was featured in AdWeek
- Successfully executed project briefs, estimates, timelines, and creative elements to ensure projects are on time and within budget guidelines
- Partnered with the Atlanta Braves, Boston Red Sox, and the New York Mets on various social and promotional activities to support the Wise brand.
Marketing Manager Consumer Products
Atlanticus Holdings (Fortiva Financial)
09.2016 - 02.2017
- Led marketing planning and branding for Fortiva Credit Card and Fortiva Personal Loan properties
- Launched and managed the consumer email program which marketed personal loan and credit card offers to users via their credit bureau data
- Managed the consumer email database by conducting A/B creative testing, QA, and reporting that coincided with direct mail operations that targeted various sub-prime credit groups
- Created and executed strategic direct mail campaigns that targeted various sub-prime credit groups and each mailing sent on average about 325,000 pieces.
Project Manager Pro Events Marketing
The Home Depot
03.2016 - 09.2016
- Created and executed Pro-focused strategic incremental campaigns to increase Pro revenue share and penetration in the following categories: Kitchen & Bath and Flooring with share growth between 2-5% on channels including email, paid social, digital display, paid search, and in-store signage
- Developed, tested, and deployed weekly pro-targeted emails to a database of approximately 250,000 subscribers and ensured cohesive messaging across all digital and in-store channels
- Conducted A/B testing with various creative and messaging to drive the best results for our deployments and leveraged analytics to apply learning for future sends.
Account Executive
Geometry Global
02.2015 - 02.2016
- Successfully led the completion of a full digital ecosystem redesign for the General Mills Publix business that included the redevelopment of email template creative, social integration, responsive design functionality, and establishing new KPIs to measure success and grew the user database from 60,000 to over 150,000 within the first 6 months of deployment
- Partnered with the General Mills Category and Brand Managers to develop strategic marketing plans for key regional grocery accounts
- Conducted A/B testing for various brand campaigns to determine the proper creative and messaging that best targeted our consumers and identified key learnings to be applied toward future campaigns
- Wrote project briefs based on customer insights, scope of work, final deliverables, project expectations, and overall timing, including applicable time for QA and final client sign-off before launch.
Digital Account Manager
Triad Retail Media
10.2014 - 01.2015
- Measured and tracked digital campaigns for CPG clients within Walmart.com account through real-time analytics programming to ensure impressions and creative were performing properly while looking for opportunities to optimize campaign performance
- Coordinated and supported digital campaigns into production, logged programs into tracking tools, and audited agreements into creative briefs for tactical and budget accuracy
- Ensured programs were on schedule, raised concerns, identified discrepancies and risks during QA, and partnered with leadership as needed to align optimization strategies.
Account Executive
FKQ Advertising & Marketing
07.2012 - 09.2014
- Served as the primary contact to the following B2C clients: Tampa General Hospital, Badcock Home Furniture, World of Beer, and Weller Property Management
- Successfully led the redesign of Badcock Home Furniture's digital ecosystem that provided a unique shopping experience for the customer including A/B Testing, QA, and pulling analytics for client reports.
Education
Bachelor of Arts in Communication -
University of South Florida
Tampa, FL12.2009
Skills
- Strategic Leadership & Planning
- Brand Planning
- Senior Account Leadership
- Budget & Financial Stewardship
Timeline
Account Director
GS&F
02.2023 - 03.2024
Associate Director Client Services
DentsuX
09.2021 - 01.2023
Account Supervisor
Ansira
03.2021 - 09.2021
Account Strategist
Venveo
09.2020 - 03.2021
Senior Account Manager
Summit Group
10.2019 - 06.2020
Account Supervisor
Kastner & Partners
03.2017 - 03.2019
Marketing Manager Consumer Products
Atlanticus Holdings (Fortiva Financial)
09.2016 - 02.2017
Project Manager Pro Events Marketing
The Home Depot
03.2016 - 09.2016
Account Executive
Geometry Global
02.2015 - 02.2016
Digital Account Manager
Triad Retail Media
10.2014 - 01.2015
Account Executive
FKQ Advertising & Marketing
07.2012 - 09.2014
Bachelor of Arts in Communication -
University of South Florida
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