Mac McKeever

Experience

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  Surprise Advertising

  Jan 1996 - Jan 2003

  Account Executive/Copywriter

  • Developed, implemented and managed all aspects of account management and creative services for full-service advertising agency including copywriting, public relations, concept development, art direction, marketing plan development, media buying, radio, print, web and television production, overall client relations and budgeting

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  L.L.Bean

  Jan 2003 - Jan 2020

  Orchestrated an array of high-profile, high-impact brand management strategies and communications to support the mission, vision, core values and corporate reputation for a $1.6 billion omnichannel global retailer. This included constructing corporate strategic communications, positioning statements and responses, acting as corporate spokesperson, making critical decisions, managing media relations, media coaching and speech writing for senior executives.• Acted as general public affairs corporate advisor• Developed communications strategies and wrote positioning/media statements, speeches and remarks• Spokesperson: Extensively quoted on a variety of matters in dozens of local, regional and national media outlets: https://tinyurl.com/bd9vucnm• Managed a high-volume of media inquiries• Conducted all media relations activities including coordinating media interviews• Provided media coaching and crafted speaking points for top-level executives• Spearheaded development of L.L.Bean’s first-ever comprehensive corporate-wide sustainability plan• Served as corporate environmental sustainability advocate and consultant Show less • Developed, implemented and managed all aspects of marketing, advertising and public relations activities for L.L.Bean’s 25,000+ participant-per-year experiential division, including marketing plan development, concept development, catalog production, ecommerce, copywriting, collateral development, photo and video shoot production and direction, surveys, demographic profiling/segmentation, market/competitor analysis and budgeting• Achieved double digit growth over previous years and set consecutive all-time enrollment records annually• Served on major Northeast and Mid-Atlantic retail store expansion project leadership team, co- producing several large and successful retail expansion and outdoor activity events and expositions, with thousands of participants• Designed and directed the development of unique in-store experiential components including interactive Outdoor Discovery Center, multimedia displays, curriculum development for in-store seminars, demonstrations and clinics Show less

  • Senior Public Affairs Strategist, Department of Public Affairs

    Jan 2011 - Jan 2020

  • Senior Public Relations Representative

    Jan 2007 - Jan 2011

  • Marketing & Promotions Specialist

    Jan 2003 - Jan 2007
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  Moore

  Jul 2021 - now

  Senior Manager, Media Strategy, 1st Degree Division

  Creates and executes strategic public and media relations activities, crisis management, media training, press event management, press releases, talking points and media alerts.1st Degree provides strategic counsel and designs winning public affairs and communications campaigns for nonprofit, association, and government clients. Our creative solutions advance the mission and business priorities of our clients by delivering results in the most challenging environments.