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ALEX MCKINLEY  ABOUT ME  LINKEDIN


Alex McKinley

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Summary Creative Strategist with a track record of turning consumer insights into strong briefs at a nationally recognized agency, and an AI fluency that goes beyond prompting. M.S. in Business Branding from VCU Brandcenter.

Experience

Associate Strategist May 2025 - March 2026
McKinney, Durham, NC
Clients: Little Caesars, Popeyes, Skechers Running, Skechers Basketball, Plymouth Rock Assurance
  • Developed strategic briefs across QSR, footwear, and insurance categories, including Joel Embiid's debut Skechers Basketball signature shoe launch
  • Pioneered agentic AI workflows, building an automated trend intelligence dashboard that autonomously sourced and updated its own database, identified emerging trends, and cross-referenced signals across multiple data sources
  • Contributed to qualitative and quantitative research across client and new business engagements, including AI-moderated consumer interviews, patient and provider studies, focus group competitive testing, and ad performance tracking via Zappi
  • Conducted category research and cultural analysis for the agency's annual Food & Beverage Trend Report, identifying and categorizing emerging cultural signals to surface trends and define an annual macro theme

Creative Strategy InternJune 2024 - August 2024
On Board Experiential, San Francisco, CA
  • Identified and presented key insights from post-event surveys, foot traffic, and sales data for Chase Sapphire stakeholder events, recommending strategies to enhance future event success
  • Conducted in-depth social listening in Sprout to analyze influencer effectiveness and user-generated content for Dick's Sporting Goods and Nike events
  • Revamped agency capabilities presentation, highlighting production and creative technology departments to win new business and drive agency growth
  • Analyzed trends in experiential marketing at sporting events with an emphasis on the Paris Olympics, forecasting trends in upcoming global events hosted in the US
Student Director 
August 2022 – May 2023
Second Story Media, Boone, NC
  • Led cross-functional team of 20 students to develop and deliver brand-aligned marketing campaigns across video, print, social media, and web platforms for non-profits and local businesses
  • Strategized comprehensive brand platforms for multiple departments within Appalachian State University, elevating brand presence and image
  • Oversaw all aspects of internal and external communications, ensuring clear and effective strategies, efficient project execution, and high client satisfaction
EducationMaster of Science in Business Branding
May 2025
VCU Brandcenter, Richmond VA
  • Best in Show, Richmond Ad Club
  • Lab Monitor – Brandcenter IT

Bachelor of Science in Advertising
May 2023
Appalachian State University, Boone NC
  • Magna Cum Laude
  • Scholarships: Chick-Fil-A 55 Leadership, North Carolina Retail Merchants Association (2x), Autobell Car Wash Employee