Summary
Overview
Work History
Education
Skills
Thoughtleadership
Deliveredexpertise
Thought Leadership
Timeline
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Kevin Rettig

New York,NY

Summary

Experienced data-driven marketer with proven track record in leading comprehensive marketing initiatives that drive brand growth and ROI. Successfully orchestrated multi-channel campaigns and strategic partnerships using industry-leading technologies, resulting in measurable brand improvement. Demonstrated expertise in digital marketing and team leadership, ensuring cohesive collaboration and innovative solutions.

Overview

20
20
years of professional experience

Work History

Senior Director, Marketing Platforms & Privacy

Marriott International
05.2022 - Current
  • Serve as ad tech SME for marketing, legal and other internal stakeholders to ensure their full understanding of advertising and marketing technologies from a technical and strategic perspective to inform direction
  • Present paid media and mar-tech industry trends and action plans to global leadership teams
  • Concept and execute marketing personalization strategies and partnerships across paid and owned channels
  • Work closely with privacy and other compliance teams to ensure marketing data is collected and used in compliance with all regional regulations
  • Establish and refine processes for partner contracts and data sharing arrangements to comply with internal security, privacy and legal controls
  • Oversee process to track and catalogue all instances of data sharing with marketing and ad tech partners
  • Own and execute approach on digital identity and cleanroom capabilities across paid media efforts
  • Manage distribution of 1st party data to activation platforms to drive maximum ROI across marketing channels and Marriott lines of business
  • Lead and enable media agency partner to incorporate 1st party data into paid media efforts globally
  • Oversee marketing orchestration and data management platforms for audience creation, distribution and measurement, as well as campaign activation
  • Manage external platform operations and support teams to maintain intake, workflows and project completion
  • Identify opportunities to expand proprietary data usage and enhance data through 2nd party data partnerships with other marketers, including through cleanroom technologies
  • Manage and develop up to eight direct reports

Managing Director, Customer Strategy

Mindshare
12.2018 - 06.2020
  • Drove data strategy, audience strategy and audience creation across platforms for marketers across categories, including financial services, CPG, energy and fashion/apparel
  • Guided clients to programmatic activation based on data and audience strategies
  • Managed value realization from audience-first efforts across paid media efforts
  • Owned client education around 1st/2nd/3rd party data landscape, audience-first approaches, and digital marketing generally
  • Drove approaches for customer and prospect segmentation, allowing marketers to better focus on who, how and when they should be targeting in paid channels
  • Certified in Google Analytics and DV360 to further enable audience-based solutions
  • Lead NY-based team of seven (four direct reports) and temporarily lead Chicago-based team of eight (three direct reports)

Senior Director, Advanced Digital Solutions

Epsilon/Conversant
09.2016 - 06.2018
  • Drove business development for Epsilon strategy, services, platforms and data capabilities
  • Lead efforts to bring DMP and data enablement strategy to marketers
  • Supported delivery of successful business development efforts
  • Created strategies for cloud orchestration and activation that enable marketers to realize full value from ad and marketing tech investments
  • Established DMP and data enablement domain expertise with internal stakeholders to be brought into projects and deals
  • Created and implemented solutions for Programmatic media buying and transparency for marketers

Senior Manager, Personalization & Customer Analytics

Accenture Interactive
06.2015 - 08.2016
  • Drove digital transformation for clients to help them move from mass targeting to data-driven microtargeting across Paid, Earned and Owned channels
  • Improved marketing success for clients through unlocking and activating data, including DMP strategy and implementation
  • Advised on current media buying and Programmatic landscape across media to assist clients in their decision-making
  • Implemented strategies for media companies to improve traffic acquisition and audience monetization
  • Regular speaker on critical media industry topics at conferences and events

Senior Manager, Global Digital Lead for Media Management (Digital)

Accenture
04.2012 - 05.2015
  • Member of 10-person global leadership team leading 185-person Media Management practice, enabling clients to realize maximum value in media spends across channels and countries
  • Solely responsible for go-to-market strategy, offering development, positioning and sales for all digital offerings globally, including cost and quality benchmarking, digital ad verification, digital competitive monitoring, Programmatic consultation and implementation, Paid Search & Social Media auditing
  • Maintain constant contact with market leads across 30+ countries to make sure they are prepared to present digital offerings to their local client base
  • Attend local client meetings and multi-market new business pitches globally as practice’s global digital lead
  • Accountable for 10% of the practice’s annual global sales goal
  • Acted as co-lead for North American team across all media from Sept ’13- August ’14, managing to regional sales goal, in addition to global digital responsibilities
  • Represented Accenture at three different industry events around Programmatic, credentialing Accenture as an objective expert in that very confusing and opaque space
  • Developed new offerings across Accenture and Accenture Digital, beyond the Media Management practice, to drive additional growth for the firm

Digital Media Consultant

05.2011 - 03.2012
  • Trained digital sales organizations on how to best present and differentiate their offerings
  • Assisted small advertisers with digital media strategy, planning and buying projects

Account Director, Digital (Contractor)

Initiative
12.2010 - 10.2011
  • Client-facing lead for seven clients in digital media strategy, planning, buying, implementation and reporting
  • Applied data and business results to drive key strategic and spend optimization decisions
  • Led and developed junior staff of five to properly handle workload, prepare for client-facing opportunities and become effective digital media leaders

Director of Media

Questus
10.2009 - 11.2010
  • Responsible for all aspects of the media department within 50-person, full-service ad agency
  • Client-facing lead for all clients in digital media strategy, planning, buying, implementation and reporting
  • Served as internal expert for all media (digital, broadcast, print, OOH) and the evolving landscape
  • Developed agency POVs on media opportunities and trends
  • Managed department P & L to above-target revenue contribution for the company
  • Reported directly to the founding partners of the company

Digital Director

MediaVest Worldwide (now Spark/Foundry)
08.2004 - 10.2009
  • Digital strategy and investment leader across seven clients
  • Led digital portion of multiple successful new business pitches
  • Designed strategic measurement and evaluation processes that ensure accountability digital media efforts by linking site-side analytics system with ad serving system and reporting
  • Managed day to day workload and overall professional development of 11 teammates
  • Oversaw development of all strategic and executional presentations to all clients
  • Established deep relationships with internal, non-digital client teams to allow clear communication and management of clients
  • Produced and lead 'digital basics' presentations to all non-digital teams across MediaVest (print, broadcast, OOH)
  • Grew annual digital spend for one client 200% between 12/05 and 1/08 based on establishing wider analytics proves to show spend’s impact on business outcomes
  • Awarded MediaVest agency award in 2006 recognizing top performers and client service excellence
  • Selected to inaugural 'Top Gun Training Class' retreat for the top 100 performers from SMG network throughout the Americas in ’07; invited to return as one of six alumni facilitators for ’08 class

Education

Bachelor of Science - Corporate Communication, Politics

Ithaca College
Ithaca, NY

Ithaca College London Center

Skills

  • Global data privacy compliance
  • Mar tech orchestration
  • Strategy & value realization
  • Ad tech landscape and ecosystem
  • Identity graphs
  • Clean rooms
  • Data collaboration
  • Audience strategy
  • Development
  • Distribution
  • Paid media strategy
  • Activation
  • Internal subject matter expert
  • Trainer
  • 1st & 3rd party data strategy
  • Agency partner management
  • Global team leadership
  • Biz dev
  • Revenue growth
  • Differentiated industry presentations
  • Thought leadership
  • Recruiting
  • Developing
  • Mentoring high performers
  • Data analytics
  • Reporting expertise
  • Administrative oversight
  • Prospecting skills

Thoughtleadership

  • Digiday’s Media Buying Summit featured interview, 10/01/24
  • MediaPost’s The Reckoning, 01/01/16
  • MediaPost’s OMMA Programmatic Video, 05/01/15
  • MediaPost’s Programmatic Insider, 06/01/14

Deliveredexpertise

  • Global data privacy compliance
  • Mar tech orchestration, strategy & value realization
  • Ad tech landscape and ecosystem
  • Identity graphs, clean rooms & data collaboration
  • Audience strategy, development & distribution
  • Paid media strategy & activation
  • Internal subject matter expert/trainer
  • 1st & 3rd party data strategy & activation
  • Agency partner management
  • Global team leadership
  • Biz dev & revenue growth
  • Differentiated industry presentations & thought leadership
  • Recruiting, developing & mentoring high performers

Thought Leadership

Digiday’s Media Buying Summit featured interview, October 2024

MediaPost’s The Reckoning, January 2016

MediaPost’s OMMA Programmatic Video, May 2015

MediaPost’s Programmatic Insider, June 2014

Timeline

Senior Director, Marketing Platforms & Privacy

Marriott International
05.2022 - Current

Managing Director, Customer Strategy

Mindshare
12.2018 - 06.2020

Senior Director, Advanced Digital Solutions

Epsilon/Conversant
09.2016 - 06.2018

Senior Manager, Personalization & Customer Analytics

Accenture Interactive
06.2015 - 08.2016

Senior Manager, Global Digital Lead for Media Management (Digital)

Accenture
04.2012 - 05.2015

Digital Media Consultant

05.2011 - 03.2012

Account Director, Digital (Contractor)

Initiative
12.2010 - 10.2011

Director of Media

Questus
10.2009 - 11.2010

Digital Director

MediaVest Worldwide (now Spark/Foundry)
08.2004 - 10.2009

Ithaca College London Center

Bachelor of Science - Corporate Communication, Politics

Ithaca College

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