Kevin McTigue is a Clinical Associate Professor of Marketing at Northwestern University's Kellogg School of Management teaching multiple classes for the MBA Program and Executive Education. His career spans over 20 years in teaching, consulting, brand management, and advertising.
Before his full-time appointment, Kevin led the Strategy & Consulting practice in the central region of the U.S. for global digital agency SapientRazorfish. His work focused on driving value for clients in a digital age. From marketing strategies to digital transformation roadmaps to creation of entirely new businesses, he advised senior Fortune 500 clients on how to best leverage digital to create value.
Prior to SapientRazorfish, he spent 7 years in brand management with Tyson/Hillshire Brands/Sara Lee leading businesses including Jimmy Dean, Ball Park, and 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 teams, 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, Unilever, and Mars/Wrigley. 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.
Learn how to win in today’s hypercompetitive marketplace by gaining and translating insights about consumers’ goals, beliefs and behaviors into an effective marketing strategy. Go home equipped to segment, reach and convert customers more effectively.
Explore the power of an integrated marketing communications strategy from fundamental planning to tactical execution utilizing the most current thinking about media channels, customer engagement and measurement. The frameworks and examples provided are applicable to developing both B2C and B2B marketing communications strategies.