Rich McKay
New York,NY
Summary
I’m an award-winning senior content leader with extensive experience managing teams that develop and amplify high-quality content. I fuse strategic approaches with data-driven insights to build compelling, audience-centric content experiences and programs. I'll find and activate stories that matter most to audiences – reaching them in unexpected, authentic, and differentiated ways. I know how to collaborate across a company to complete complex projects and build successful content machines and teams through processes, workflows, tools, and KPIs.
Overview
25
25
years of professional experience
Work History
Product Marketing – Senior Writer
AXA Financial
01.2005
- Developed content and collateral for various AXA Financial products, including AXA Distributors, a web application for wholesale brokers of annuities products
- Worked closely with marketing and product teams to analyze, organize, and produce integrated digital content about AXA’s products and services.
Direct, Industry Content
Workday
1 2021 - Current
- Implemented Workday’s industry content strategy, ensuring stakeholder buy-in and business alignment throughout the year
- Lead the planning, creation, publishing and measurement of content across channels and the buyers’ journey that drove business outcomes
- Accelerated the growth of a content machine that delivered triple the organic traffic, leads, and social engagement in one year.
Head of Brand & Content
Peakon (acquired by Workday)
01.2020 - 01.2021
- Lead the brand & content strategy, managing a team responsible for Peakon’s web site, SEO, content, and multi-channel strategy
- Delivered and promoted amazing content across channels that drove real business results, including awareness and lead generation programs
- Delivered Peakon’s first content strategy, audit, and processes – defining the team’s goals, campaign roadmap, and budget to address our core audiences.
AVP, Head of Content Strategy
Guardian
01.2019 - 01.2020
- Led the enterprise content strategy, managing a team of writers, editors, designers, freelancers, agencies, and social media managers to deliver and promote amazing content across channels that drove real business results
- Delivered Guardian’s first content and SEO strategy, audit, and brand voice – leading a cultural shift across the company
- Built the highly successful “Everyone deserves a Guardian” campaign, working with agencies, brand partners, and internal teams
- Hired Guardian’s first content strategy team, creating the narratives, processes, KPIs, and vision to facilitate a powerful content engine.
Content Director – Managing Editor
IBM
01.2015 - 01.2019
- Led the award-winning content and editorial strategy for Industrious magazine, three industries, and the buyer role initiative, creating and rolling out multimedia content packages, editorial stories, best practices, and processes
- Collaborated with IBM teams, leadership, experts, and agencies to identify content opportunities and gaps, and launch a global editorial plan and calendar
- Evolved IBM’s voice, standards, and story-based, audience-centric approach
- Developed topics and formats aligned to both industry segment needs and IBM’s strategy — across the customer’s journey.
Assistant Director – Content Strategist – Managing Editor
Moody’s Analytics
01.2012 - 01.2015
- Built and led global content marketing and social media strategy to drive business and marketing goals, generating and nurturing 1000+ leads a month
- Created, managed, and edited Risk Perspectives, leading a cross-functional team of 40+ people to deliver a highly successful magazine for risk professionals
- Drove 120k views per edition, 4000+ shares in social media, and 5000+ leads
- Assessed current and legacy content, distribution channels, and segmentation strategy to ensure effectiveness, address content gaps, and align with business
- Established success metrics for content strategy and used qualitative and quantitative data to help inform content priorities.
Industry Marketing Manager – Editor-in-Chief
Progress software
01.2011 - 01.2012
- Developed marketing strategy, tactical plans, and product positioning for Progress’ algorithmic trading, FX e-commerce, and market surveillance solutions
- Built a long-term content strategy to create, publish, and manage useful, relevant, and engaging content across industries
- Helped direct lead generation and acquisition programs to fill the sales pipeline and spark a new understanding of how our solutions can help a client’s business.
Digital Marketing Manager – Content Strategy – Editor
Liquidnet
01.2006 - 01.2011
- Spearheaded marketing efforts for several business units, coordinating with in-house and agency teams around the world to see initiatives and campaigns through from concept to execution
- Planned, executed, and developed digital content ecosystem, including web, social media, microsites, interactive demos, emails, online ads, and video
- Led global content strategy, copy creation, and collateral development – guiding executive decision-makers to adapt to new content practices and workflows.
Copywriter – Editor
Moneyline Telerate
01.2003 - 01.2004
- Developed sales collateral for fixed-income content delivery and transaction services
- Translated software design and development features into easy-to-read content.
Content Specialist
CONsulting EXPERIENCE
01.2000 - 01.2003
- Consulted at a handful of financial services firms from 2000-2003 and in 2005
- The length of the contracts varied and included Deutsche Bank, Instinet, and Reuters
- Created content in multiple digital and print formats
- Wrote and edited a suite of product and marketing materials
- Optimized content for distribution in various channels, including email, web, and print.
Education
B.A. - Creative Writing
Western Washington University
Bellingham, WATimeline
Head of Brand & Content
Peakon (acquired by Workday)
01.2020 - 01.2021
AVP, Head of Content Strategy
Guardian
01.2019 - 01.2020
Content Director – Managing Editor
IBM
01.2015 - 01.2019
Assistant Director – Content Strategist – Managing Editor
Moody’s Analytics
01.2012 - 01.2015
Industry Marketing Manager – Editor-in-Chief
Progress software
01.2011 - 01.2012
Digital Marketing Manager – Content Strategy – Editor
Liquidnet
01.2006 - 01.2011
Product Marketing – Senior Writer
AXA Financial
01.2005
Copywriter – Editor
Moneyline Telerate
01.2003 - 01.2004
Content Specialist
CONsulting EXPERIENCE
01.2000 - 01.2003
Direct, Industry Content
Workday
1 2021 - Current
B.A. - Creative Writing
Western Washington University
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