Kevin Coll
19 years turning marketing spend into provable growth — across paid media, incrementality testing, and measurement.
I lead paid media strategy and marketing measurement for national consumer brands — building the incrementality tests, attribution models, and media mix frameworks that tell you what your marketing actually did, not just what the dashboard says it did.
19
Years in Marketing
15+
Years Digital/Performance
8
National Brands
WHAT I DO
Marketing expertise that holds up in the room
Paid Media Strategy
SEM · PMAX · META · PROGRAMMATIC · LSA
Enterprise B2C budgets across search, PMAX, paid social, and programmatic — built to balance revenue growth against a customer acquisition cost that actually holds.
Incrementality Testing
GEOLIFT · MASTERCARD APT
Geo-based lift studies and holdout testing that answer the question every CFO eventually asks: what would have happened if we hadn’t spent the money.
Attribution & Call Tracking
MARCHEX · KEYMETRIC · INVOCA · CALLRAIL
Attribution built for businesses where the sale happens on the phone, not the checkout page — connecting media spend to booked jobs and closed calls.
Media Mix Modeling
MMM · BUDGET SCENARIO PLANNING
Cross-channel modeling that shows where budget is actually working — and gives the room a straight answer when the budget gets cut, not just when it grows.
CRM Experience
HUBSPOT · SALESFORCE · ZETA
CRM & marketing automation across HubSpot, Salesforce, and Zeta — with a specialty in Zeta’s identity-based audience infrastructure. Used Zeta’s identity graph and audience infrastructure to build first-party, identity-based targeting — a meaningful edge as third-party cookie deprecation and walled-garden data restrictions have made platform-native audiences less reliable.
Content Management Systems
WORDPRESS
Full-stack WordPress ownership — from domain registration through content architecture — across four active properties. CMS decisions made with search visibility in mind from the start — not retrofitted after launch.
Brand Strategy
CREATIVE · MESSAGING · HEALTH · PARTNERSHIPS
As a brand manager I have ushered in new creative refreshes, messaging strategies, brand health metrics, brand to brand partnerships, corporate responsibility programs, national ad campaigns.
Business Development
START-UP · INNOVATION
I spend a small stint working for a start up company in tech to help go from $0 to $5M in revenue through strategic growth. I have managed affiliate partners to drive lead generation and performance based partners, and I have partnered with innovation teams to unlock differentiators that can disrupt the market.
Affiliate Management
AFFILIATE PARTNERS
At Terminix/Rentokil I oversaw a $20M affiliate partner program that drove $100M + revenue through aggregators, referral partners, cash back partners, pay per call partners, and review sites.
Where I’ve Built It
Strategy & Management Director, Performance Marketing
Led enterprise paid media strategy across the full acquisition funnel for a national automotive service and retail chain — paid search, local service ads, and programmatic, managed through a mixed B2C media budget.
The Pep Boys
Performance Marketing Leadership
Led digital paid media and customer acquisition strategy within the pest control division — building the measurement infrastructure behind national lead generation.
Marketing Leadership Team
In my last two roles I have served as a valued member of the marketing leadership reporting to CMO.
American REsidential Services
Brand Building + Strategy
Before I shifted into performance marketing I spent my time on the creative and brand side of the marketing department. Developing strategies and plans to push brands like Merry Maids from a traditional business into a digital first, lead generation business. I ushered that brand into the social media era at its infancy stage back in 2011. I also developed a corporate responsibility program to grow the brand, on a national scale with key brand to brand non-profit partnerships. I helped usher in a new creative and messaging refresh. While at Terminix, I worked with the Innovation team, to steward the brand into DIY product offerings that could unluck new market potential for the brand and incremental growth. At agency, I was the lead account representative, that lead Lone Mountain Waygu into the next stage of growth which lead to their purchase.
American REsidential Services
B2B Marketing, Start-up, & Sales Experience
For 4 years I worked for a small start-up company in the Fintech space, that developed SAAS technology, to help streamline electronic payments for companies and reduce costs. Following the EOS and Hockey-Stick curve frameworks, that company grew from $0 to $5M in the first year. I oversaw marketing, inbound appointment setting sales, and sales engineers.
American REsidential Services
Fused Digital, LLC
Independent digital media consultancy spanning publishing, podcasting, and client marketing work — the long-running proof of concept for everything above.
American REsidential Services
Brands I’ve driven growth for
Recognition & Background
Outside the day job
Volunteer Work
CHURCH LEADERSHIP · SOCCER COACH
I cherish the time I get to lead at church in small groups and sunday school classes. I also love that I get to coach Kindergarten and under youth soccer for ECS school.
Industry Involvement
ANA, HUBSPOT CERTS, ZETA CUSTOMER ADVISORY BOARD
Contributing to industry conversations on AI, MarTech, digital transformation, and the future of B2B and B2C marketing.
Education
FONTBONNE UNIVERSITY
Graduated in 2007, with degrees in Communication Studies and Business Administration. Focusing in Advertising, Journalism, Finance and Management.
What it’s like in the room
Matt Wilkinson, SVP @ Radius Marketing Division
FORMER COLLEAGUE, RENTOKIL/TERMINIX
“I have had the pleasure of working with Kevin for several years, and I can confidently say that he is a true marketing guru. He has a deep understanding of the industry and an exceptional ability to manage agencies and grow others internally.
What sets Kevin apart is his data-driven approach to marketing. He has a keen eye for analyzing data and using it to make informed decisions. I have seen him tackle some of the most challenging marketing problems with ease, thanks to his agility and adaptability.
As a team player, Kevin is a joy to work with. He is always willing to lend a helping hand and share his knowledge with others. He brings a positive attitude and a sense of humor to the workplace that makes him a pleasure to be around. In short, Kevin is an all-around good guy, marketing wizard, and a highly skilled professional.”
Vince Vindetti, President & co-Owner @ Premier Home Services
FORMER COLLEAGUE, AMERICAN RESIDENTIAL SERVICES
“Kevin is a true asset to any team. I had the pleasure of working with Kevin at ARS. Not only did I enjoy working with Kevin, I learned a ton from him as well. Kevin is inquisitive, confident, and tactical. The ultimate partner for any sized team – watch out for Kevin, he’s on a great path.”
Taylor Oaks, Director of SEO + Digital Enablement @ Pep Boys
CURRENT COLLEAGUE, PEP BOYS, TERMINIX, & AMERICAN RESIDENTIAL SERVICES
I’ve had the pleasure of working alongside Kevin as a peer for more than 10 years, and he’s consistently been one of the people I’ve respected most professionally.
Kevin is one of the smartest marketers I know, with deep expertise in full-funnel paid media, lead attribution, and driving efficient, sustainable revenue growth. He has a unique ability to connect marketing strategy with business outcomes, ensuring every investment is tied to measurable performance.
Beyond his technical expertise, Kevin is a great leader and collaborator. He builds exceptionally strong partnerships with agencies, fosters a team-first environment, and elevates the people around him. He’s also one of the most effective communicators I’ve worked with, able to translate complex marketing performance into clear, compelling stories to executive leadership.”
Jennifer Lux, Global Growth Marketing @ Hubspot
FORMER COLLEAGUE, SMARTBUG MEDIA
“Throughout the course of two decades, I have rarely come across a colleague with the combination of skill sets that Kevin demonstrated during his time at SmartBug Media. As Kevin’s direct supervisor, I worked with him daily, and was consistently impressed with his focus on client satisfaction, as well as his grasp of big-picture strategic direction. In fact, his clients often praised Kevin for his ability to drive results and build collaborative relationships along the way.
Kevin’s willingness to learn and grow, as well as support others on the team, made him a strong contributor. The passion for his work was evident in everything he delivered. Most importantly, Kevin’s optimism and positive attitude elevated conversations with both (challenging) clients and team members. He cared about the professional relationships he formed, and invested in those around him regularly. As a team member or a leader, Kevin will transform those around him, and he has earned my highest endorsement.”