Tom Mckenna

Tom Mckenna Email and Phone Number

SVP Global Head of Media and Marketing Ops (L8) @ Audible
New York, NY, US
Tom Mckenna's Location
New York City Metropolitan Area, United States, United States
About Tom Mckenna

Solving marketing challenges to drive business growth. 30 years of marketing & management experience spanning advertising agencies (10 years), Client-side (17 years) and Field (3 years) with both a U.S. and Global business perspective.B2C and B2B marketing background across the following categories -- Packaged Goods, Pharmaceuticals, Confections, Baked Goods, Retail, Recruiting, Government, Durables, Telecommunication, QSR and Subscription-based Content.Areas of expertise include: Traditional and digital marketing, strategy, media planning, media buying & execution, Ad Tech /marketing tools, CRM, SEO, Operational and process improvements, acquisition, fast-paced/ high velocity decision making.• Digital expertise: SEO, SEM, Data Management Platforms, Analytics, web development/user experience, social media, display, mobile, brand safety, e-commerce, video, website development, CRM/ Marketing Operations• Traditional expertise: National & Local TV, Radio, Magazines, Newspaper, OOH, place-based media• Management expertise: Planning, Problem Solving, Decision Making, Project Management, Time Management, Financial Management, team leadership, marketing communications, marketing operationsDiverse corporate depth: Adams, Amazon, Amgen, American Home Products/Wyeth, Audible, Becton-Dickinson, Best Foods Baking, CVS, Darden, DeLonghi, Department of Defense, Eisai, Ethan Allen, George Weston Baking, McDonalds, Pfizer, Staples, Verizon, Verizon Wireless, Verizon Enterprise Solutions, Warner-LambertFormer Member of:- Performics Client Advisory Board- AOL Client Advisory Board- Twitter Performance Board- Integral Ad Science Client Advisory BoardViews and opinions are my own40 Under 40 in 2014Follow me on Twitter: @TomMcKennaNY

Tom Mckenna's Current Company Details
Audible

Audible

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SVP Global Head of Media and Marketing Ops (L8)
New York, NY, US
Tom Mckenna Work Experience Details
  • Audible
    Svp Global Head Of Media And Marketing Ops (L8)
    Audible
    New York, Ny, Us
  • Audible
    Svp Global Head Of Media & Marketing Ops
    Audible Nov 2023 - Present
    Newark, Nj, Us
    Currently lead Audible's Global Paid Media Strategy and Performance Media teams (across North America, EU, APAC and LATAM), spanning TV/OLV, Radio, Streaming Audio, OOH, local Influencer, Paid Search and Paid Social as well as our Global Media Center, supporting our Media Operations across all marketplaces. Also oversee our Global Marketing Ops (MOPs) functions for email and push, and our Ad Technology implementation and execution.
  • Audible
    Svp, Global Media & Marketing Ops
    Audible May 2022 - Nov 2023
    Newark, Nj, Us
    Role expanded to lead our Global Media Center, supporting our Media Operations across all marketplaces, in addition to our Audible's North America Paid Media Strategy and Performance Media teams, local Influencer, Paid Social, Global Marketing Operations (CRM), Integrated Marketing (IMC), and our Ad Technology functions.
  • Audible
    Svp, Media & Marketing Operations
    Audible Sep 2019 - May 2022
    Newark, Nj, Us
    Oversaw Audible's U.S. Paid Media Strategy and Performance Media teams, Word of Mouth, Influencer, Paid Social, Marketing Operations (CRM), Integrated Marketing (IMC), SEO and our Ad Technology functions.
  • Audible
    Vp, Media & Crm
    Audible Jun 2017 - Sep 2019
    Newark, Nj, Us
    VP, Media & CRM overseeing Audible's Paid Media Strategy and Performance media team, our Word of Mouth influencer and social team, our Marketing Operations (CRM) team and our Ad Technology functions.- VP, Media & CRM (Marketing Operations) (7/18 - 9/19)- VP, Demand & Performance Media (8/17 - Present)- VP, Performance Media (6/17 - Present)• Lead a Marketing team of 27 driving change, growth and performance in three key areas:- Media Strategy, Planning & Buying- Marketing Operations / CRM "Center of Excellence" (Supporting company-wide business functions) - Marketing/Ad Technology• Media Responsibilities include TV, Radio, OOH, SEM, display, mobile, online video, streaming audio, influencers and paid/organic social• Drive improvements in marketing effectiveness leveraging numerous tactics across data informed media investments with MMM/MTA, data driven decisioning with DMP, DCO, finance models, etc. • Operations Responsibilities include: Process flow improvements, CRM strategy, promotion implementation, production, marketing Q/A and analytics spanning e-mail, push and other tactics.• Oversee global Ad Technology tools including Analytics, DMP, attribution, e-mail rendering, ad verification, brand safety/ ad fraud / viewability, etc.• Strong understanding of Budget/ Financial Management• Negotiation and Management of key contracts - Agencies / tools / partners• Established and led sponsorship of Audible the horse in the 144th Kentucky Derby on May 5th 2018 spanning units on NBC, social integrations, on-air game content, on-site activations and charity donations. Results: Audible placed 3rd and generated millions of impressions and free copies of ‘American Pharoah’ for members and non-members
  • Verizon
    Director, Digital Marketing / Director, Media Strategy
    Verizon Feb 2015 - Jun 2017
    Basking Ridge, Nj, Us
    • Lead Digital Media Strategy, Planning & Buying for Verizon Wireless, FiOS , New Product growth areas (go90, Hum, Network Fleet, Telogis)• Responsibility includes SEM, SEO display, mobile, online video, streaming audio and paid social• Drive awareness and acquisition media to support various segments: Brand, general market launches, sponsorship's, cultural, movers and SMB• Strong understanding of Budget/ Financial Management• Management and negotiations for key online partnerships• Delivered on operational efficiency by negotiating annual commitments and reducing non-working media costs• Believer in innovation, first-to-market and cutting edge media placements to drive business growth (First Telco live in Instagram, First marketer with a full takeover of Snapchat)
  • Verizon
    Various Through Director
    Verizon 2007 - Jun 2017
    Basking Ridge, Nj, Us
  • Verizon
    Director, B2B Digital Marketing And Online Experience @ Verizon Enterprise Solutions
    Verizon Sep 2012 - Feb 2015
    Basking Ridge, Nj, Us
    Lead for the Global Digital Marketing and Online Experience team within Verizon Enterprise Solutions. My team consists of 60+ people who are responsible for all digital marketing functions covering our public facing website and our logged in portals in the U.S. and Internationally. This includes: - Digital strategy and execution for Verizon Enterprise Solutions (B2B)- VerizonEnterprise.com web development, content & project management- Web Operations (UAT) - Marketing Utilization for our self-service portals - Online Analytics - Customer Experience Design - Demand Generation / Online advertising for VerizonEnterprise.com and Terremark.com (Media Planning / Buying).- Social (owned / earned)Brand Innovators 40 under 40 East Class of 2014
  • Verizon
    Associate Director, Digital Media Planning & Buying
    Verizon Dec 2009 - Sep 2012
    Basking Ridge, Nj, Us
    • Lead media strategy and execution for Verizon Wireless Consumer Digital Media • Manage one of the largest Digital Media budgets in the U.S. across SEM, display, mobile, online video, paid social, sponsorships and multicultural media • Verizon Wireless listed as a Fortune Top 20 company (#16 on Fortune 500 List in 2011) and is consistently ranked within Top 5 digital media spenders (Kantar Media ranked #2 Top Internet Advertiser Jan – June 2011 (9/12/11))• Leverage numerous targeting/buying methodologies for campaign effectiveness and efficiencies such as CPC, CPA, CPM, CPP, retargeting, behavioral, contextual, data driven, geo/local, etc• Continually looking for first to market and new/ innovative opportunities to solve business challenges• Implemented Verizon’s first use of a DSP• Early adopter and first to implement a Data Management Platform • Successfully established and grew online video by shifted Traditional TV dollars into Online Video mirroring consumption habits• Early adopter of Twitter Promoted Trends, Tweets and Accounts• Strong understanding of Budget/ Financial Management• Management of contract negotiations for key online partnerships
  • Verizon
    Manager, Marketing Communications & Branding
    Verizon Nov 2007 - Dec 2009
    Basking Ridge, Nj, Us
    • Corporate Marketing Media Services role coordinating company-wide (Verizon Wireless, Verizon Telecom, Verizon Business) planning/buying strategies, procedures and initiatives.• Developed & managed 3-screen “house inventory” planning process to maximize revenue per subscriber across FiOS TV, Verizon.net and Mobile Web • Established and maintained process for Verizon’s company-wide Supplier Diversity media spend tracking• Developed media plan for Verizon’s first ever 3-screen advertiser• Leveraged opportunities for Verizon Wireless Mobile Web and Verizon Portal Websites
  • Mediacom
    Partner / Vp, Communications Planning Director
    Mediacom 2004 - Oct 2007
    London, Gb
    Media Planning & Account lead for: STAPLES, ETHAN ALLEN, & DeLONGHI• Client lead for all aspects of retail media planning and buying -- National / Local TV, Nat'l / Local Radio, OOH, Print, Online Display, Search, Place Based Media, Product Integrations and new opportunities• Successfully retained the U.S. Staples business in a global review resulting in the addition of the Staples U.K and Canadian businesses.• Drove Tactical Strategies which led Ethan Allen to register an Upfront TV budget for the first time in over 3 years. (Resulted in a significant increase in GRPs at no incremental cost and sales exceeding $1B for the first time).• Managed and directed multiple teams in plan development, presentations and stewardship of all media plans
  • Mediacom
    Brand Media Manager / Media Supervisor
    Mediacom Apr 2003 - 2004
    London, Gb
    Media Planning for: DARDEN (Olive Garden) and ETHAN ALLEN Home Furnishings• Client lead for all aspects of media planning and buying • Planned and executed media strategies driving increased guest counts which helped Darden achieve its 40th through 43rd consecutive quarter of U.S. same store sales growth• Contributed to new business pitches/wins exceeding $700MM (Kmart, Volkswagen-Audi Group, Aero Bed)
  • Carat Usa
    Account Supervisor
    Carat Usa 2002 - 2003
    London, England, Gb
    Media Planning for: PFIZER & EISAI Pharmaceutical Division (Brands included Zoloft, Aricept, Relpax, Pfizer For Living Rx Card)• Supervised a national and local media planning team in a Project Management / Account Management capacity which included internal buying/ planning/ research/ billing / competitive departments • Maintained client / creative agency relationships with TBWA, Deutsch, CDM and fostered collaboration with P/R, grass-roots agencies and call centers• Managed DRTV and BRC response trends which increased call volume by 22%
  • Bates Usa
    Media Supervisor / Media Planner
    Bates Usa Feb 2000 - Jul 2002
    Media Supervisor: 2 yrs• CVS PHARMACY, BEST FOODS BAKING/ GEORGE WESTON BAKERIES (Thomas English Muffins, Bagels, Waffles, Entenmanns Desserts, Arnold, Brownberry, Friehofer breads)• DEPARTMENT OF DEFENSE JOINT RECRUITING ADVERTISING PROGRAM (J.R.A.P.)• AMGEN (Aranesp)• PFIZER/WARNER-LAMBERT ADAMS Division (Dentyne, Bubblicious, Certs, Clorets)• PFIZER/WARNER-LAMBERT Consumer Healthcare Division (Quanterra)• BECTON DICKENSON (Ace Bandages)• Led a media planning team across National & Local TV, Network & Local Radio, Magazines, Newspapers, Out-of-Home and online media• Developed media objectives & strategies to attain clients marketing objectives• Negotiated magazine rates with aggressive added value which exceeded 23% of overall media spend• Created and managed database for Bates USA “Media Tools” flowcharting program• Contributed to Pharmaceutical New Business Pitches / Wins – Prevacid (Tap Pharmaceuticals), Altace (Wyeth Ayerst / American Home Products) & Glucovance (Bristol Myers Squibb)Media Planner: 3 yrsMedia Planning for: Warner-Lambert Consumer Healthcare Division (Brands included Sudafed, Neosporin, Benadryl Topical, Nix)• Effectively planned media activity utilizing Network/ Syndication/ Cable TV, Spot TV, Spot/Network Radio, Magazines, Internet & non-traditional media• Contributed to the Silver Effie winning Sudafed “Medicine Head” campaign 6/99• Contributed to Pharmaceutical New Business Pitches / Wins – Rezulin & Lipitor (Warner-Lambert)
  • Bates Usa
    Media Supervisor/ Media Planner
    Bates Usa Feb 1997 - Jul 2000
    Media Planner: 3 yrsMedia Planning for: Warner-Lambert Consumer Healthcare Division (Brands included Sudafed, Neosporin, Benadryl Topical, Nix)• Effectively planned media activity utilizing Network/ Syndication/ Cable TV, Spot TV, Spot/Network Radio, Magazines, Internet & non-traditional media• Contributed to the Silver Effie winning Sudafed “Medicine Head” campaign 6/99• Contributed to Pharmaceutical New Business Pitches / Wins – Rezulin & Lipitor (Warner-Lambert)
  • Bates Worldwide, Inc.
    Jr Planner Through Media Supervisor
    Bates Worldwide, Inc. Feb 1997 - Jul 2002
  • Mcdonald'S
    Manager
    Mcdonald'S 1991 - 1997
    Chicago, Illinois, Us
    Historic Denton House McDonalds, Store #12,000- Restaurant management responsibilities- In-store marketing elements (point-of-purchase and local promotions)- Development and coordination of crew schedules.- Completed Basic Operations Managerial Course in top 8% of class

Tom Mckenna Education Details

  • Institute For Real Growth
    Institute For Real Growth
    The Ana Cmo Leadership Program By The Irg
  • New York Institute Of Technology
    New York Institute Of Technology
    Marketing
  • Floral Park Memorial Hs
    Floral Park Memorial Hs
  • Holy Cross High School
    Holy Cross High School
  • Supplementary Education
    Supplementary Education

Frequently Asked Questions about Tom Mckenna

What company does Tom Mckenna work for?

Tom Mckenna works for Audible

What is Tom Mckenna's role at the current company?

Tom Mckenna's current role is SVP Global Head of Media and Marketing Ops (L8).

What is Tom Mckenna's email address?

Tom Mckenna's email address is to****@****zon.com

What is Tom Mckenna's direct phone number?

Tom Mckenna's direct phone number is +152175*****

What schools did Tom Mckenna attend?

Tom Mckenna attended Institute For Real Growth, New York Institute Of Technology, Floral Park Memorial Hs, Holy Cross High School, Supplementary Education.

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