Maggie Magellan

I lead the Integrated Digital Media team within Petco's Retail Media division; my team is responsible for developing all paid media strategies (channel/tactic, investment, campaign, creative, testing, reporting) across web, digital, social media, CRM for +60 Retail Media clients. Further, we analyze data and impact from campaign performance and provide clear insights into ROI, pipeline contribution, and impact on sales, then develop testing hypotheses to drive on-going growth. My approach primarily focuses on demand gen, performance/growth, acquisition and retention media to prospect, accelerate the buyer's journey, drive sales and create higher LTV customers for our clients (the brands we sell at Petco or the endemic/non-endemic brands who advertise with us). My role is a bridge between the Enterprise functions (Integrated Marketing, Media, Merch) and Retail Media Sales, ensuring alignment of enterprise marketing efforts with RMN sales objectives, and translating overall cross-functional strategy into actionable Retail Media strategies that drive pipeline and sales goals through our account based programs. Additionally, I oversee key business areas inclusive of, but not limited to: sales enablement, omni-channel revenue risk analysis, revenue/media pacing, pipeline management and margin tracking.

Led all media, channel, creative and testing strategy, focused on paid acquisition and demand gen campaigns for T-Mobile’s two biggest Lines of Business: 5G Home Internet and T-Mobile's 5G Network. Additional responsibilities, but not limited to: Ideated content and storytelling narratives that translate technical product capabilities into tangible, customer benefits; measured and interpreted data/performance to identify and optimize areas for revenue efficiencies; Created roadmaps for implementing findings for future success; managed budget and P&L, oversaw creator/influencer programs for both LOBs Key Successes: - Improved primary success KPIs: -45.17% $/QT (price per quality traffic), and +68% total QT by spearheading custom content programs, developing A/B tests, leveraging market research, implementing advanced methods for real time optimizations and managing creative fatigue - Launched multiple new tech products into market nationally: T-Mobile Home Internet, T-Mobile Network Pass, SyncUP Kids - Nominated for PEAK (award recognizing top 1% of company) for management style & business impacts. - Led a creator/influencer campaign that won Gold at the Festival of Media (North America) Awards, beating AT&T Fiber and Google Pixel in the category of Best Campaign For Technology and Telecommunication

Transformed in-house content studio's approach to social creative, implemented technical and tactical strategies to increase performance, drove creative strategies to prospect a new +higher LTV customer through social storytelling and content diversification (Brand education, Influencer, Borrowed equity, Content franchises, PR/CSR, Community).

Key Clients: Amazon, T-Mobile, Washington’s Lottery, Microsoft As the principal social strategist at the agency, I oversaw strategy, creative, campaigns, paid execution, and measurement for my retainer clients, led pitches/RFPs for prospect clients, and developed tactical go-to-market plans for project based clients (events, product launches, thought leadership, evergreen, SMB/B2B).

Key Clients: Nationwide, Grant Thornton, RBC, Puma, Nixon, Malbon Golf, Forza (Microsoft) Led all strategy and execution for both retainer clients and key new accounts, focusing on channel strategy, investment frameworks and developing data-driven content opportunities with athletes, creators and partners.