As General Manager of Merkle’s Travel, Media & Entertainment (TM&E) practice, Coleen leads the development of people-based marketing strategies for key clients by leveraging digital media and technology capabilities. The TM&E portfolio includes clients such as AT&T, Cricket Wireless, Airbnb, Fox, NBC/Universal Parks & Resorts, Disney, Feld Entertainment, Marriott Vacations Worldwide, United Airlines and more. Coleen manages a team of experts with deep experience in increasing ROI through effective martech strategies, omni-channel communications plans, and optimized user experiences.
Prior to assuming the role as General Manager for Merkle’s TM&E practice, Coleen served as Merkle’s Chief Media Officer and was responsible for the leadership of Merkle’s communications and media practice of 500 people across offices in multiple geographies. In her first year at Merkle, Coleen integrated search, SEO, display, and social into a single, holistic offering and developed a proprietary methodology for delivering people-based media in a truly unique way. She substantially grew topline revenue and helped expand Merkle's media footprint to several new markets, including Los Angeles, Minnesota and Toronto.
Coleen is a seasoned executive with 20 years of experience in marketing, strategic planning, digital media, and technology. As an innovative and results-driven leader, she was named one of Advertising Age’s esteemed “Women to Watch” and was recently named by Campaign as one of the industry’s top 40 digital experts. She began her career in marketing and product development roles for American Express and The Coca-Cola Company after receiving an MBA from the University of Michigan’s Ross School of Business where she received the Pryor award for the most outstanding business plan.
Prior to joining Merkle, Coleen served as President, Client Leadership at Mediavest, a global agency, where she was responsible for strategic oversight, integrated solutions, and client adoption of new media technologies. Prior to being tapped for this role, Coleen was President of Strategy & Planning and was responsible for developing the agency’s communications planning methodology as well as its proprietary tools. Before Mediavest, Coleen held leadership roles at two other major agencies – she was Chief Strategist at Havas|MPG and President of Digital & Emerging media at MediaCom.
When she’s not working, Coleen enjoys spending time with her family and playing racquet sports. As for her personal media habits, her all time favorite series is The Office and she recently binge watched You. She also loves travel and new adventures.
Coleen's Articles, Blog Posts, Webinars and More
The Return to Travel: Rethinking Audience Strategy in the New Norm
No consumer industry has been as dramatically impacted by COVID-19 more than travel and hospitality. Though there's a tremendous desire to return to travel, that return comes with new consumer behaviors and demands.
Winning & Keeping Customers in the Face of Increasing Competition and Disruption
Covid-19 has caused a massive shift in consumer behavior in a short amount of time, as people have embraced digital experiences in an unprecedented manner.
When Your Client Pauses Ad Spend
A shutdown in ad spend doesn't mean brands can afford to stop having a conversation with their customers. Here's how they, and their agency partners, are coping.
The Good And Bad Of Airline Loyalty/Rewards Changes
One & Done vs. Many Happy Returns: An Important Choice for Travel Marketers
When it comes to growing their business, many travel marketers continue to ignore or under-utilize the most important weapon in their arsenal: their existing customer data.
