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Mackenzie Procter

@mackenzieprocter

Global paid media executive at The Travel Corporation who reallocated ~$5M in media investment using incrementality testing.

United States

Message

At The Travel Corporation, I built the paid media function from the ground up and now run it globally as VP of Global Paid Media. I own approximately $50M in annual investment across channels including Google, Meta, Bing, TikTok, programmatic, digital audio, online video, and connected TV.

I reallocated approximately $5M in paid media investment using incrementality testing, shifting funding toward channels with stronger incremental business impact. I also reshaped creative strategy with agency partners, lifting click-through rates 17.9% across global regions.

As VP of Paid Media, North America, I grew the in-house organization from a standalone role to a team of 10+, and built measurement, attribution, and reporting frameworks connecting media performance to revenue and ROI. I now contribute to a custom Marketing Mix Model and advance first-party audience and AI-enabled media strategies.

Experience

Work history, roles, and key accomplishments

Current

VP of Global Paid Media

Current

The Travel Corporation

Jun 2025 - Present (1 year 3 months)

Owns ~$50M in annual investment across Google, Meta, Bing, TikTok, programmatic, digital audio, online video, and connected TV. Reallocated ~$5M using incrementality testing and lifted click-through rates 17.9% globally.

Google Ads Meta Ads Microsoft Advertising TikTok Programmatic Connected TV Digital Audio LiveRamp Google Analytics Salesforce Campaign Analytics Monday.Com Asana Incremental Testing Marketing Mix Modeling Audience Strategy Agency Leadership

VP of Paid Media, North America

The Travel Corporation

Apr 2023 - Jun 2025 (2 years 2 months)

Grew the North America in-house paid media organization from a standalone role to a team of 10+, establishing its structure, talent strategy, and operating model. Ran paid search, paid social, programmatic, and performance marketing across multiple brands and markets.

Paid Search Paid Social Programmatic Performance Marketing Measurement Attribution Reporting Team Building Recruitment Google Meta Strategic Partnerships

Director of Paid Media, North America

The Travel Corporation

Jan 2022 - Apr 2023 (1 year 3 months)

Proved the in-house paid media model viable within a large, matrixed enterprise, leading strategy and execution across Google, Meta, Bing, and programmatic for multiple brands. Instituted campaign planning, governance, reporting, and optimization standards.

Google Ads Meta Ads Microsoft Advertising Programmatic Campaign Planning Governance Reporting Optimization Cross Functional Collaboration

Sr. Marketing Manager

The Travel Corporation

Dec 2017 - Jan 2022 (4 years 1 month)

Led integrated marketing communications for Trafalgar Tours across direct mail, email, organic social, and B2B trade marketing. Managed and mentored copywriters, marketing managers, and coordinators.

Integrated Marketing Communications Direct Mail Email Marketing Organic Social Trade Marketing Team Management Mentorship