Kellen McKillop
Curious. Data-Informed. Storyteller.
About Me
I am a digital marketing manager with extensive experience across content marketing, social media marketing, email marketing, and paid digital marketing.
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I've had a diverse career that has included content marketing for a job-search software company, running PR services for interior design clients, optimizing websites, owning Editorial strategies, and driving awareness of new opportunity areas for Fortune 500 Corporations.
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The thread that ties it all together is storytelling.
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At my heart, I am a storyteller. A strong narrative connects a brand to its customers, driving that deeper connection; this keeps them coming back and is what helps build not only customers or users but also ambassadors.
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Whether I'm pulling together a pitch deck for external media partners, working closely with Creative Directors on paid social assets, or discussing new marketing tactics, I am the guiding narrator to ensure the story that shines through is impactful, meaningful, and creates that tie between the brand and its audiences.
My Story
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Get to Know Me
What started as a love of storytelling (I received my B.A. in Creative Writing in 2012) became an obsession with crafting clear, empathy-driven Messaging Frameworks and marketing strategies to help connect with customers at an emotional level.
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This began during my internship as the Editorial Intern, later Editorial Assistant, at a SaaS company that matched recent graduates with entry-level jobs. Alongside the content marketing manager, I crafted educational blog posts that outlined the requirements of various job types while creating e-books and helping to host webinars on how to use the job search website.
From there, I transitioned to a retail tech start-up and became the Editorial Associate, distilling complex design histories into compelling short-form and long-form content. This content served the purpose of engaging our customers, encouraging them to visit the website for more than just buying their next chair, and providing helpful context as to why they might want to buy one piece over another (given its history in the design world). This was created on WordPress and analyzed with Google Analytics, tracking clicks to the retail shopping site via UTM tags.
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After a brief stint in PR, learning how to create eye-catching pitch decks and websites for clients, I moved on to another Editorial role.
In this role, my work spanned across website optimization, content marketing, and digital marketing functions. I was the voice of the customer, owning projects alongside Product and Engineering, retail business partners, media partners, and marketing partners to increase engagement and conversion. My work consisted of SEO research, competitor analysis, site analytics, 3rd-party data gathering, AB testing, and customer surveys.
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Throughout this work, I wanted to feed my personal passions for the environment and small businesses. I volunteered as the email marketer for an ecotourism non-profit, wrote guest blog posts for websites like HipCamp, and started my own websites KookAunty.com and Diner-Dates.com.
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After receiving the opportunity to transition from my Editorial role on the site optimization team to a role on the marketing team, I moved into the marketing manager position, later being promoted to Senior Marketing Manager. In this role, I partner with product development, merchant sales, Creative, and other cross-functional partners to create go-to-market strategies that drive the business and achieve our goals across the funnel. I am also the lead retail marketing partner for our CRM (email and push) strategy for the Home business. This means working closely to define customer segmentation and to align-on the optimal content and email / push strategy for each segment.
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