Kevin Mclaughlin
Chief Marketing Officer, Consumer Solutions @ TELUS
About
I am a fearless senior marketing executive and leader. I’ve tackled negative brand perception, market stagnation, and intense competition. I’ve reinvented businesses in technology, telecommunications and consumer goods, where the brand & business strategies I crafted drove unprecedented revenue and customer growth. Examples of my successes include: ► One of the architects of the T-Mobile Un-carrier movement that resulted in a 5 fold market cap increase. ► Chief Marketing Officer who led the reinventions of Metro by T-Mobile (formerly Metro PCS) and Mike's Hard Lemonade with radical innovation agendas. ► Translating my experience and successes across multiple industries including fast moving consumer goods, luxury brands, wireless and technology. A passionate builder and leader of high-performing teams, I cultivate customer-centered culture and introduce revolutionary marketing strategies across global organizations with hundreds of employees. I deliver industry firsts that include record-setting multi-category growth and customer acquisition, and I achieve these results by leveraging brand strategy to reinvent and redefine businesses.
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Canada
Computer Software
Brand Management, Strategy, P&L Management, Product Development, Marketing, Segmentation, Business Strategy, Customer Insight, Product Marketing, Social Media, Pricing Strategy, Market Planning, Telecommunications, Wireless, Mobile Marketing, Consumer Products, Go-to-market Strategy, Business Analysis, Consumer Insights, Mergers & Acquisitions (M&A)
Experience
Chief Marketing Officer, Consumer Solutions
TELUS
Partner
Growth Advisors ,LLC
Seattle, Washington, United States
Investor and Advisor across various companies and funds.
CMO Consumer Group
T-Mobile
VP Customer Marketing
Nordstrom
Support portfolio wide Loyalty (Nordy Club), CRM, Consumer Research, Gift Card, Production & Martech functions
Head of Marketing/VP, US & Canada
Uber
San Francisco Bay Area
Transforming a regionally-driven business to a global brand, I led a 350-person marking organization across Brand Strategy, Performance Marketing, Media, CRM, Social, Go-to-Market, Production and Creative. Improved brand perception and reduced marketing spend ahead of the company’s IPO by introducing segmentation strategies to refocus. Launched the company’s first loyalty programs, reduced acquisition spend 30% without impacting revenue, and cultivated a culture of purpose and personal growth that improved morale.
SVP, CMO Metro by T-Mobile
T-Mobile
Transformed MetroPCS from a regional wireless carrier into Metro by T-Mobile, the leading national value brand. Created a partnership with Amazon and Google to help with the repositioning. Led marketing, commercial offers and product strategy supported with a 250 person team. Metro by T-Mobile takes on ‘What’s Stupid’ in the wireless category and offers disruptive value & simplicity for the ‘Outsmarters’. Delivered record subscriber & EBITDA growth 4 years running which doubled the business.
SVP Marketing, Acquisition & Brand TMUS
T-Mobile
Greater Seattle Area
One of the architects of the Uncarrier revolution that has changed the wireless industry for good, driving customer acquisition and brand strategy for T-Mobile and MetroPCS as the leader of a 270-person marketing team relentlessly focused on the consumer. Delivering differentiation and meaningful solutions, we achieved post-paid and pre-paid growth for nine consecutive quarters, an industry first.
VP, Head of Marketing MetroPCS
T-Mobile
Greater Seattle Area
I partnered on the most successful merger in the history of wireless, T-Mobile and MetroPCS, leading the integration of the marketing and product organizations. I built a 200-person marketing team to support national expansion through Brand, Growth, and Customer Marketing, achieving 20 consecutive quarters of record growth and market share.
VP Marketing, Brand & Customer Acquisition
T-Mobile
As one of the strategic thought leaders who developed and launched the Uncarrier movement, I led marketing strategy, acquisition, and the development of the iconic Uncarrier Signature Move roadmap that set the company on a path of unrivaled customer growth and drive a five-fold increase in market cap.
Senior Marketing Director
T-Mobile
Reinventing Pre-Paid wireless with product and brand innovation, I doubled service revenue in 18 months by delivering a product that became the company’s lead growth engine.
Chief Marketer
The Mike's Hard Lemonade Company
Creating accessible cocktails for “beer” occasions. To revitalize the brand, I repositioned Mike’s Hard Lemonade as an all-occasion alcoholic beverage and led the product roadmap and innovation to spur its rise from #3 to #1 in its category with 20% revenue growth.
Global Innovation Director/Brand Marketing Director/Director of Regional Sales & Marketing
Diageo
I led marketing and product strategy for multiple global brands, including Smirnoff, Captain Morgan, Guinness and Crown Royal.
Marketing Manager/Research & Pricing Manager/Territory Manager
Labatt Breweries of Canada
Education
Simon Fraser University
Marketing and Accounting
Kevin Mclaughlin's Contact Information
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