Daniel McKean, Marketing Expert in Los Angeles, CA, United States
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Daniel McKean

Verified Expert  in Marketing

Marketing Expert

Los Angeles, CA, United States
Toptal Member Since
December 21, 2023

Daniel is a digital marketing strategist and data analyst known for impacting business ROI. He is skilled in optimizing strategies using market research, data, and analytics, as well as delivering actionable insights aligned with business and marketing goals. His emphasis on omnichannel brand experiences across competitive markets makes him invaluable for businesses seeking market growth and enhanced brand reputations. Across the board, Daniel positively impacts every brand's digital presence.

Project Highlights

Strategy | Digital Transformation Blueprint
Developed a strategic blueprint for Eli Lilly C-suite and executive stakeholders to reimagine organizational-level digital transformation.
Data Analytics | Campaign Performance Audit
Conducted a comprehensive annual campaign audit for Auto Auctioneer Barret-Jackson to ascertain strengths and weaknesses and campaign opportunities for optimization.
Campaign Design | Community Activation
Developed a series of three social media campaigns for renowned Bombardier Recreational Products to activate and engage larger targeted audiences across the European theatre.


Work Experience

Senior Strategist and Data Analyst

2002 - PRESENT
mPact Works LLC
  • Generated two billion impressions for Archos Entertainment—developer of a pioneering personal audio handheld device and precursor to Apple iPod—earning scores of Editor's Choice and Product of the Year awards for building a consumer market.
  • Achieved 265 million in global reach and $200 million in donations after leading the UN Global Malaria campaign's business intelligence and analyzing population trends and sentiments to shape campaign messaging and boost user engagement.
  • Crafted marketing and analytics frameworks for branding and audience engagement for Remy Martin, Nestle, Orange Telecom, and Swatch, integrating marketing channel strategy and best practices across digital channels, ad networks, and media.
  • Conducted digital marketing audits for top brands like Swarovski, Philip Morris, and FIVB as a strategic, actionable step to define digital best practices for optimizing marketing strategies and campaigns.
  • Increased enrollment significantly and improved user experiences after directing consortium analytics for the NIH's All of US research program—enhancing national campaign performance via advanced martech and data frameworks.
  • Developed and rolled out the social media strategic playbook for NIH's All of Us Research Program and provided continued support as the primary digital communications and marketing strategist and data analyst.
  • Performed messaging and creative focus group testing across diverse demographics, leading to precision campaign audience targeting and impact as a market research and web research analyst for an NIH healthcare initiative.
  • Designed digital analytics frameworks for brands including Wilson Sporting Goods, Peak Automotive, Plano Outdoors, and Demarini Baseball to elevate consumer brand exposure and appeal. I leveraged Hootsuite and other relevant tools.
  • Provided support as the US digital marketing lead for Emakina, a renowned European digital marketing agency group, crafting strategic client directions and research proposals and designing agency digital transformations.
  • Created and managed the data analytics requirements used in the historic Pepsi Refresh campaign, measuring ongoing influence and engagement to optimize digital campaign monitoring and messaging, content research and creation, and execution.

Managing Director | Vice President

1995 - 2002
Weber Shandwick
  • Managed and serviced a public relations portfolio of global technology clients valued at $1+ million annually in agency revenue.
  • Provided PR counsel, strategy, demand planning, and campaign development and management, supporting corporate brand images, business directions, market positions, new product or service launches, market valuations, and crisis communication.
  • Enhanced public profiles for brands like Amdahl, Cheyenne Software, FileMaker, FileNet, Microsoft, News Corp, Phoenix Technologies, Qualcomm, Quantumcorp, Seiko Instruments, and Toshiba.
  • Created the brand image for a News Corp technology division, launching the unknown UK division into the professional US broadcast market—quickly capturing 25% of the market category and culminating in a successful initial public offering.
  • Launched a startup company with disruptive technology into the US market using media relations, instantly positioning the company as a mainstream player and resulting in the solution's adoption as an industry standard.
  • Rebranded Amdahl, a legacy mainframe computer company, into an enterprise computing solutions provider using a "rolling thunder" media relations campaign (including press releases) to promote the company's new products and services.
  • Repositioned via corporate acquisition a unique PC workgroup computing products for Quantum Corp. into a rebranded, valued, industry-preferred solution via an educational campaign, leveraging a messaging platform and product positioning.
  • Used SWOT analysis to evaluate the organization's strengths and weaknesses.

Strategy | Digital Transformation Blueprint


Developed a strategic blueprint for Eli Lilly C-suite and executive stakeholders to reimagine organizational-level digital transformation.

In the document, I talk about how successful organizations understand that the power of a digital transformation strategy lies in its vision, scope, and objectives. Less digitally mature organizations will tend to focus on individual technologies and strategies that are decidedly operational in focus.

As digital technologies further emerge and mature, technology becomes the catalyst for digital disruption, reinforcing aspirations for business change and digital transformation. However, technologies are not necessarily the underlying reason for necessitating business change and transformation.

Technology has become the enabler of disruption, whereas changing consumer behaviors have become the business disruptor.

Digital transformation is the vision for creating greater value across the entire business ecosystem, which benefits the organization holistically, where value is defined as creating better omnichannel brand experiences. This is the opportunity. This is where transformation truly leads to greater business outcomes, profitability, and business ROI.

Data Analytics | Campaign Performance Audit


Conducted a comprehensive annual campaign audit for Auto Auctioneer Barret-Jackson to ascertain strengths and weaknesses and campaign opportunities for optimization.

A comprehensive annual campaign audit to quantify performance by leading KPIs and performance metrics while applying qualitative analysis insights to help steer future execution.

The audit scope included a review of corporate media values, campaign design and impact, and performance by business goals and objectives, with a final review of campaign execution parameters.

Insights were threaded throughout the audit, culminating with a review of campaign optimization opportunities with predictive modeling.

Campaign Design | Community Activation


Developed a series of three social media campaigns for renowned Bombardier Recreational Products to activate and engage larger targeted audiences across the European theatre.

Social Media Strategic Objective: Create a visually influenced aspirational brand experience with a highly engaged consumer audience in support of the Can-Am Spyder off-road vehicle and European marketing objectives.

Strategy | Digital Process and Methodology Roadmap


Designed a roadmap as an actionable framework for activating a digital transformational vision that has become a frequent starting point for re-architecting digital strategies.

You've got to start with the consumer experience and work backward to the technology. The greatest danger for most of us is not that our aim is too high and we miss it, but that it is too low and we reach it.

To strive for greatness is to aspire for greatness. The 1st step is to architect a framework as a guiding and adaptable business model—customizable for each department or business function's unique needs. Any building blocks implemented today must be designed to grow and mature over time as ROI is demonstrated and as internal expertise, experience, and skillsets grow and mature.

These 12 guiding steps can be used as a process roadmap. The framework may be unique for each organization based on specific corporate needs and requirements. No two initiatives will be alike, as every journey will be unique. Process and methodology become critical for aspirational change. This roadmap blueprint is a starting point for business innovation.

Strategy | Data Frameworks | Vision and Implementation Design


Developed a tool to elevate the C-suite discussion for clients implementing a new corporate enterprise data strategy to realign data to business value opportunities.

Most companies talk about managing and leveraging data and treating it as an asset to deliver more business value. The conversation is usually at a high level, but it's much more than these top-line objectives. The conversation needs to break down business values by operational and departmental needs to identify goals and initiatives that would benefit the organization holistically.

Every person in an organization uses data at some point during the day to make decisions and complete tasks. Still, most people understand data value only in the context of their individual activities. For a data strategy to truly develop essential internal business value, communicating the vision to all stakeholders becomes critical to its adoption and success, ultimately leading to greater cooperation and collaboration among all stakeholders.

Visual Analytics | Dashboard Best Practices and Design


Architected and managed dashboard builds while providing administrator and analyst support for national campaign initiatives for notable organizations such as ASM Global Entertainment, the NIH, and Eli Lilly.

A dashboard is essentially a data visualization tool that tracks, analyzes, and displays KPIs, metrics, and critical data points. Depending on stakeholder group needs, dashboards can be developed in one of the following three fundamental types:

1. Strategic or managerial dashboards focus on providing key performance indicators in an easily consumable and quick‐to‐understand visual. End users seek immediate answers rather than digging deeper into the data.

2. Tactical or operational dashboards focus on showing the progress of work being managed. These dashboards are designed to show the current state of a program or business operations initiative, which can visually highlight when there is a problem.

3. Analytical or data analysis dashboards focus on allowing end users to explore the data in as many ways as possible. This dynamic dashboard enables users to explore their data through filters and comparisons to uncover meaningful insights. These dashboards also support quantitative research.

Business Intelligence | Process and Methodology


Developed a process and methodology framework for conducting online community sentiment and behavior audits to collect business intelligence for planning strategic initiatives.

Every digital audit is like detective work involving qualitative and quantitative research. You must dive deep into the world of online communities, meticulously extracting valuable insights that align perfectly with audience and project specifics. Imagine knowing precisely where potential customers are discussing products, services, or brands that matter most to your organization. That's the promise of online audits!

Copywriting | Harnessing the Power of Predictive Analytics

Created thought-provoking blog posts and articles to stimulate discussion about the value of marketing data analytics.

In the fast-paced world of digital marketing, making data-driven decisions is not just an advantage; it's a necessity. Among the plethora of tools and techniques at the disposal of marketers and data analysts, predictive models stand out for their ability to transform complex marketing challenges into opportunities for strategic optimization. Today, I'd like to discuss the value of leveraging linear regression statistical models, particularly in the realm of paid media campaigns, to maximize returns and drive business growth.

Blogging | Six Steps to a Content Marketing Strategy


Developed a series of topical digital marketing blog posts as a ghostwriter and part of a content marketing campaign initiative for the European-based Emakina Group.

Content marketing promises to be a preferred content distribution model to better engage and influence target audiences at every step in the consumer journey. It is not an isolated tactic reserved for a single piece of content or campaign; rather it should be viewed as a critical and sustaining component within your overall content strategy and integrated digital marketing effort.

Platforms + Tools | Experience

Experienced in an assortment of data analytic platforms and tools.

• Website analytics: Google Analytics

• Dashboards: Datorama, DOMO, Tableau, Google Data Studio, Power BI

• Digital media: DSPs, DMPs, attribution modeling, UTMs, tags, pixels, website analytics

• Native social media analytics: Facebook, Twitter, Instagram, YouTube, Pinterest, LinkedIn

• SEO/SEM: MOZ, SemRush

• Social media management: Radian6, RivalIQ, Sprinklr, Sysmos, Synthesio, Hootsuite

• eCommerce platforms: Amazon Vendor Central, CitrusAd

• Surveys and focus groups: Toluna Surveys, Google Forms
1982 - 1986

Bachelor of Science Degree in Business Administration, Advertising, and Public Relations

Youngstown State University - Youngstown, Ohio, USA


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WordPress Essential Training



SQL Essential Training



Learning Google Tag Manager



Migrating from Universal Analytics to Google Analytics 4 (GA4)



Google Analytics (GA4): Audience-Building and Segmentation



Google Analytics 4 (GA4) Essential Training



SEO Fundamentals



Salesforce Dashboards



Power BI: Dashboards



Learning Excel What-If Analysis



Learning PPC with Google Ads



Marketing Tools: Digital Marketing Tools and Services



Learning Power BI Desktop



Power BI Essential Training



Learning SQL Programming



Excel PivotTables | PivotCharts



Excel: Using Solver for Decision Analysis



Excel Optimization | Scheduling Analysis



Tableau Dashboards



Google Tag Manager

Google Analytics Academy


Advanced Google Analytics

Google Analytics Academy


Digital Marketing Analytics

MIT Sloan School of Management


Google Data Studio

Google Analytics Academy


Data Visualization

LinkedIn Learning


Google Analytics Individual Certification (GAIC)

Google Analytics Academy


Google Analytics for Power Users

Google Analytics Academy


Google Display & Video 360

Google Analytics Academy


Public Relations (PR), Campaign Strategy, Digital Campaigns, Digital Marketing, Marketing Analytics, Brand Marketing, Marketing Mix, Brand Strategy, Branding, Writing & Editing, Marketing, Copywriting, Content Marketing, Content, Marketing Collateral Development, Blogging, Sales, Market Research & Analysis, Digital Advertising, Search Engine Optimization (SEO), Pay-per-Click (PPC), Google Tag Manager, Social Media Content, Keyword Research, Social Media, Social Media Design, Social Media Posting, Social Media Management, Audience Targeting, Channel Strategy, Campaign Monitoring, Research Proposals, AI Marketing

Business Models

Business to Business (B2B), Business to Business to Consumer (B2B2C), Business Models, B2C, B2B2C, B2B



Platforms & Tools

Google Analytics, Google Analytics 360, Salesforce Marketing Cloud, HubSpot, Google Display & Video 360 (DV360), Google Analytics 4, Looker Studio, Microsoft 365


Domo, Microsoft Excel, Sprinklr, Data Analytics, Data-driven Marketing, Strategic Planning, Campaign Optimization, Digital, Digital Media, Digital Strategy, Digital Marketing Design, Scheduling, Pivot Tables, Media, User Experience (UX), User Engagement, Publicity, Team Leadership, Team Management, Team Development, User Research, ROI, Data, Predictive Analytics, Growth, Leads, Quantitative Research, Qualitative Research, Optimization, Raw Data Analysis, Editorials, Press Releases, Media Relations, Strategy, Launch Strategy, Website Audits, Data Analysis, Content Writing, Direct Mail, Brochures, Sales Communication, Printing Press, Press Kit Design, Pitch Decks, Tableau, Datorama, Advertising, Digital Transformation, Visual Storytelling, Dashboards, Marketing Tools, Microsoft Power BI, Decision Analysis, User Experience Design, Customer Lifetime Value (CLV), Lifetime Value (LTV), Sales Support, Trends, Websites, Website Traffic, Corporate Websites, Pixels and Tag Management, Salesforce Reporting & Dashboards, Big Data, Finance, Looker, Web UX, UI Design, Artificial Intelligence (AI), WordPress, Blogs, Web Content, Audits, Research, Market Research, Research Methods, Customer Research, Business Intelligence (BI), Social, Predictive Modeling, Paid Media, Campaign Development, Hootsuite, Ad Networks, Marketing Channel Strategy, Demand Planning, Crisis Communication, Digital Communication, SWOT Analysis, Content Research, Web Research, Telecom Sales, Attribution Modeling, Advertising Technology (Adtech)

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