McKenzie McCart
@mckenziemccart
I build insight-led brand and CRM strategies that drive cultural relevance, loyalty, and measurable growth.
United StatesWhat I'm looking for
I've spent 13+ years shaping how modern brands show up and stay relevant in people's lives, translating human insight into brand systems that create meaning and measurable impact.
At VML, I lead end-to-end creative brand strategy for clients including the United States Marine Corps, IKEA Canada, Samsung, and Campari Groupe. My CRM planning for Campari Groupe delivered 3400% subscriber growth and a 45% CTR increase in FY24, while IKEA Canada's loyalty strategy generated $4.3M in attributable revenue and a 4.5x increase in onboarding engagement.
Previously at Digitas, I developed Delta Air Lines' Days of Deals strategy, generating $21.6M in revenue and 848M SkyMiles redeemed. I also optimized #SkyMilesLife, helping drive a 278% increase in Instagram engagement and a 91% sentiment uplift.
I'm equally comfortable setting a big-picture brand vision and mapping the customer experience. I lead teams through ambiguity, align senior stakeholders, and push work to be sharper, smarter, and more culturally attuned.
Experience
Work history, roles, and key accomplishments
Brand Strategy Director
VML
Sep 2021 - Present (5 years)
Collaborate with creative and media teams to align insights with bold, culturally resonant creative across a large client portfolio. Orchestrate end-to-end creative brand strategy for United States Marine Corps, IKEA Canada, Samsung, and Campari Groupe, including guiding narrative development, crafting engagement approach, and managing overall campaign direction.
Education
Degrees, certifications, and relevant coursework
Ithaca College
Bachelor of Science, Integrated Marketing Communications
Activities and societies: Rod Sterling Scholar for 'Outstanding Creative Work'
Earned a Bachelor of Science in Integrated Marketing Communications with minors in Communication Management & Design, Sociology, and Law. Recognized as a Rod Sterling Scholar for outstanding creative work.
Hyper Island
Certification, Digital Marketing
Completed a Digital Marketing Certification from Hyper Island in Stockholm, Sweden.
Tech stack
Software and tools used professionally
Availability
Location
United StatesAuthorized to work in
Salary expectations
Job categories
Skills
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