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 multiple classes for the MBA Program and Executive Education. When not in class, Kevin leads the Strategy & Consulting practice in the central region for global digital agency SapientRazorfish. SR is focused on driving value for clients in a digital age through transformation strategy, marketing communications, omni-channel commerce, technology, and experience design.

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 Nestle'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 and probably the worst one.

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
In this course, we discuss the strategies and tactics smart startups use to get traction online. You will learn dozens of strategies for acquiring new customers and when to use them, what matters when optimizing your site for search engines, how to get early PR, how to leverage social media to build your brand, how to use paid channels to drive growth at scale, how to optimize your site so customers are compelled to take action, how to maximize your retention rate, how to architect a referral loop that works, what data to focus on and what to ignore, and much more. Plan on fast-paced lectures and hands-on group project work.