Kevin McTigue
Kevin Thomas McTigue

Adjunct Lecturer of Marketing

Print Overview

Kevin McTigue is an Adjunct Lecturer of Marketing at Northwestern University’s Kellogg School of Management teaching the core marketing management course to MBA students. When not in class, Kevin is a Group Strategy Director at Razorfish’s Chicago office where he works on numerous Fortune 500 clients across multiple industries. 

Prior to joining Razorfish, Kevin spent 7 years in brand management with Hillshire Brands/Sara Lee leading businesses including Jimmy Dean, Ball Park, and most recently was the Marketing Director for Hillshire Farm lunchmeat. Over this time he developed and launched multiple products, repositioned and developed new campaigns for all three major brands, and led all activities related to planning and running the business - achieving business targets, managing P&L, leading and developing team, annual and long-range planning, pricing/trade strategy, innovation strategy, and brand building.

The first 10 years of his career were in digital and traditional advertising at agencies such as marchFIRST, JWT, and BBDO. In this time he led brand strategy work and campaign development for clients including Nestlé’s ice cream portfolio, Unilever hair care, and Wrigley’s Orbit gum. His earliest professional years were spent at Abercrombie & Fitch where he was part of the first official class of merchants.

Print Vita
MBA, 2005, Marketing, Business Strategy, Kellogg School of Management, Northwestern University
B.S., 1996, Miami University

Academic Positions
Adjunct Lecturer of Marketing, Kellogg School of Management, 2012-present
Adjunct Professor of Marketing Strategy, Advertising, Keller Graduate School of Management, 2011-2012

Other Professional Experience
Group Strategy Director, Razorfish, 2013-present
Director of Marketing, Sara Lee/Hillshire Brands, 2007-2013
Account Supervisor, BBDO, 2005-2007
Account Supervisor, J. Walter Thompson, 2002-2005
Senior Account Executive, marchFIRST, 2000-2005
Account Supervisor, Austin Knight Advertising, 1997-2000
Assistant Merchant, Abercrombie and Fitch, 1996-1997

Print Research

Print Teaching
Full-Time / Evening & Weekend MBA
Marketing Management (MKTG-430-0)
This course takes an analytical approach to the study of marketing problems of business firms and other types of organizations. Attention focuses on the influence of the marketplace and the marketing environment on marketing decision making; the determination of the organization's products, prices, channels and communication strategies; and the organization's system for planning and controlling its marketing effort.

Entrepreneurial Tools for Digital Marketing (MKTG-961-5)
This course was formerly known as MKTG 961-A/MKTG 961-B
Most people agree that the Internet has been the single biggest change to business in the last 100 years, yet very few know how to effectively leverage the web as a tool for customer acquisition, retention and growth. This course is based on the framework of the customer relationship funnel but will focus solely on the web/mobile channel. Customer discovery and validation in the web/mobile channel involves strategies and tactics that are faster and less expensive than physical channels. Consequently, digital marketing is an integral part of both the entrepreneurial and corporate environments. This class will be very hands on and tactical, giving you exposure to the basic concepts of UI/UX, A/B testing, conversion funnels, SEO, SEM, Google Analytics, Google Webmaster Tools and much more. Expect to be working in groups in practical settings. There is not a textbook for this class, guest speakers and lectures will provide the information, and hands on exercises will provide the learning.