• New York NY

Kristen Keenan

Savvy seasoned Account Director

Summary

  • Passion for developing strategic, integrated marketing campaigns and bringing them to life 
  • Global clients: American Express, Sprint, Wrigley, SC Johnson, Unilever, Kraft Foods, Sanford  
  • Expertise across multiple channels – experiential/sponsorship activation, digital engagement, direct marketing, promotions, retail
  • Sports/Entertainment/Experiential experience: AA/AAA baseball, ESPN X Games, NASCAR, Coachella Music Festival, NBC/The Biggest Loser, Marvel Comics, National Cheerleading Association, Animal Planet

Work History

Work History

DIGITAS

Aug 2012 - Present

Account Director

Integrated advertising agency -- New York, NY & Chicago, IL

Clients: American Express OPEN (Small Business/B2B Loyalty) Sprint (Consumer Acquisition)

  • Achieved ~20% of AMEX 2015 corporate-wide annual goal with Q2-Q3 targeted campaign
  • Increased Card Member loyalty by employing retention and engagement strategies targeted at Small Business Owners
  • Increased Sprint gross adds by 25% through implementation of re-contact strategy and messaging optimization
  • Introduced pre-renewal strategies based on Customer journeys (by product and Card Member segment)
  • Expanded consumer journeys and communications strategies for new acquisition targets in conjunction with Communication Strategist and key client Business Unit team members

RYAN PARTNERSHIP

Mar 2005 - Aug 2012

Managing Director/Senior Program Manager

360 marketing services agency -- Chicago, IL

Clients: Wrigley, Unilever, SC Johnson

  • Increased dollar sales and share points for Extra Gum consistently over 3 years by implementing Wrigley’s top-performing program
  • Delivered targeted, multi-million dollar annual sampling plans that consistently resulted in +10% increases in brand awareness, purchase intent and conversion
  • Grew overall impressions +20% for Edge Shave Gel year-over-year through optimization of on-site activation of three X Games events
  • Awarded Wrigley promotional digital work which expanded digital discipline in Chicago office
  • Delivered annual business plans with integrated team focused on national consumer promotions as part of a unifying communication platform
  • increased efficiency and productivity with creation of new creative platforms for two brands, founded in core consumer insights, which allowed creative to be repeatable and extendable to many vehicles

SANFORD CORP

Jan 2002 - Mar 2005

Consumer Promotions Manager

Multi-million dollar writing instrument manufacturer -- Oak Brook, IL

  • Introduced program evaluation and measurement methods
  • Delivered national and account specific programs and annual plans by partnering with Sales and Channel Marketing team (Retail, Office Superstores, Commercial) implement
  • Grew teacher engagement by +60% through creation of a web portal to upload branded school supply lists for parents, (2004 vs. 2003)
  • Produced company’s first NASCAR race sponsorship, including on-site activation, and customer specific promotions

The GEM Group

Jul 2001 - Dec 2001

Account Executive

Sponsorship activation agency (now CSS Stellar Gem Group, Atlanta, GA) -- Chicago, IL

  • Delivered consumer promotions leveraging client sponsorships (Olympics, WNBA, NCAA)
  • Produced integrated consumer programs (circular, in-store POS, print, TV, PWP)

DAVIDSON MARKETING

May 1997 - Jul 2001

Account Executive

Leading marketing services agency (now Geometry Global) -- Chicago, IL

Clients: Kraft Foods,  SunMaid Growers, Polaroid, The Foreign Candy Company 

  • Delivered 90% of projects at or under budget
  • Set and managed client expectations for projects’ creative development, timelines, budgets
  • Managed internal creative and production process of multiple projects from artwork development through final mechanical execution
  • Evaluated art and copy elements against client-directed communication priorities, objectives and strategies
  • Delivered highly-targeted, multi-faceted consumer programs (direct mail, FSI, displays)

WICHITA BASEBALL, INC

Feb 1994 - Oct 1995

Office Manager/Community Relations Coordinator

AA Baseball franchise (now in Springdale, AR) -- Wichita, KS

  • Contributed to ticket sales and on-field promotions; managed Customer Service during games
  • Delivered on donation, player/staff appearance requests
  • Produced city-wide school program with team mascot for 4th and 5th graders

Education

Education

SPRINGFIELD COLLEGE

1993

B.A

Major:  Sports Management

Skills

  • Integrated Agency Team Process
  • Brand Activation
  • Experiential/Sports/Entertainment Activation
  • Direct Marketing (email, direct mail)
  • 360 Marketing Campaign Development
  • Digital engagement campaigns
  • Concept and creative development leadership
  • Post-program analysis/measurement

Skills

  • Integrated Agency Team Process
  • Brand Activation
  • Experiential/Sports/Entertainment Activation
  • Direct Marketing (email, direct mail)
  • 360 Marketing Campaign Development

  • Digital engagement campaigns

  • Concept and creative development leadership

  • Post-program analysis/measurement