Summary
Overview
Work History
Education
Skills
Accomplishments
Candidate Profile
Timeline
Generic

Gary KEFFER

Mount Juliet

Summary

Results-driven marketing executive with a forward-thinking approach focused on company success and competitive growth. Proven track record of building successful teams and managing profitable operations. Highly skilled in strategic partnerships, live entertainment, campaign management, and client development for brand partnerships and integration. Specializes in experiential marketing and celebrity sponsorship/ambassador programs with content and live/broadcast performances. Strategic thinker with the ability to listen, identify opportunities, assess risks, and navigate workable solutions to deliver against consumer targets and performance goals within targeted budgets and schedules.

Overview

18
18
years of professional experience

Work History

Vice President, Strategic Marketing

Universal Music Group Nashville / MCA
05.2016 - Current
  • Company Overview: Market leader in the country music genre; business includes four labels representing more than 25 active artists and ~40% market share.
  • Developed and implemented "flywheel" marketing strategy that assesses multiple drivers to compel audience engagement and increase revenue opportunity by aligning existing assets across artist, label, media, sponsor, and venue resources.
  • Creates, pitches, negotiates, and manages strategic marketing programs for live events, album launches, and artist development.
  • Manages paid media operations, including budget, forecasting, testing, and reporting.
  • Provides strategic guidance to maximize talent engagement while optimizing media buys, social media promotion, and cross-platform promotion between sponsor(s), artist(s), and audience(s).
  • Manages ideation, production, and operation of album launch stunts, live events, and sponsored content.
  • Identifies opportunities to improve business process flows and productivity.

Director, Media & Partnerships

Remington Arms Company, LLC
09.2014 - 01.2016
  • Company Overview: Business included a portfolio of eight consumer brands and associated business units. Partnerships included broadcast networks, industry organizations, conservation groups, and military charities.
  • Budget analysis, development, and P&L management for multiple cost centers totaling >$18MM associated with media, events, and marketing, including paid advertising, sponsorships, and product catalogs.
  • Managed corporate sponsorships, including programs with Bridgestone Arena/Nashville Predators; 10 broadcast TV shows; and various outdoor lifestyle and accessories brands.
  • Designed and drove social media strategy to 200%+ YOY growth in both reach and engagement (>3MM current followers across Facebook, Twitter, and Instagram).
  • Business included a portfolio of eight consumer brands and associated business units. Partnerships included broadcast networks, industry organizations, conservation groups, and military charities.

Senior Marketing Manager

Remington Arms Company, LLC
04.2014 - 09.2014
  • Company Overview: Business included a portfolio of eight consumer brands and associated business units. Partnerships included broadcast networks, industry organizations, conservation groups, and military charities.
  • Established digital catalog strategy, resulting in 3X growth of distribution to reach 1MM+ consumers.
  • Co-created, managed 'Remington Country' TV program (Outdoor Channel, 2014 - 2015; nominated for 2 Golden Moose Awards - Best New Show, Best Show Open); reached >200K weekly viewers.
  • Developed, launched digital magazine (http://www.remingtonezine.com); averaged >35K monthly readers.
  • Business included a portfolio of eight consumer brands and associated business units. Partnerships included broadcast networks, industry organizations, conservation groups, and military charities.

Marketing Manager

Remington Arms Company, LLC
11.2012 - 04.2014
  • Company Overview: Business included a portfolio of eight consumer brands and associated business units. Partnerships included broadcast networks, industry organizations, conservation groups, and military charities.
  • Developed, launched first omnimedia strategy in the outdoor industry.
  • Identified new TV and Web series for sponsorship; negotiated terms and managed relationships.
  • Managed media relationships for all paid broadcast, print, and digital advertising.
  • Business included a portfolio of eight consumer brands and associated business units. Partnerships included broadcast networks, industry organizations, conservation groups, and military charities.

Assistant Brand Manager

Remington Arms Company, LLC
09.2010 - 10.2012
  • Company Overview: Business included a portfolio of eight consumer brands and associated business units. Partnerships included broadcast networks, industry organizations, conservation groups, and military charities.
  • Developed and managed creation, production and distribution of annual product catalogs.
  • Assisted in trade show exhibit development and project management associated with annual show schedule.
  • Business included a portfolio of eight consumer brands and associated business units. Partnerships included broadcast networks, industry organizations, conservation groups, and military charities.

Marketing Manager

The Education Center, Inc.
12.2007 - 09.2010
  • Successfully managed $16MM annual marketing budget, including financial forecasting, scenario planning and reporting for The Mailbox, Teacher's Helper and The Bookbag brands.
  • Developed marketing strategy and advertising campaigns, including online promotions, print advertising, and telemarketing efforts for multiple brands across print and digital platforms reaching >250,000 monthly subscribers/readers.
  • Coordinated and managed direct mail and catalog strategies for B2B and B2C programs, including budget forecast and development, creative direction, and production management.
  • Coordinated e-mail and website campaigns to drive new subscriber base and higher share of customer.

Education

Master of Business Administration - marketing management, managerial communications, ethics

University of North Carolina Greensboro
05.2007

Bachelor of Arts - English

Old Dominion University
Norfolk, VA
01.1997

Skills

  • Marketing Strategy

  • New Business Development

  • Brand Management

  • Corporate Partnerships

  • P&L Management

  • Budget Forecasting & Reconciliation

  • Experiential Marketing

  • Content Marketing

  • Live Event Production

  • Project Planning & Management

  • Forecasting

  • Targeted marketing

  • Metrics tracking

  • Product Placement & Integration

  • Cross-Functional Team Leadership

  • Vendor Management

  • Agency Relations

  • Contract Negotiation

  • Corporate Communications

  • Reputation Management

  • Change Management

  • Conflict Mitigation

Accomplishments

  • 2025: Nominated for The Bizzy Awards' "Marketing Superstar Award" for George Strait’s “Wish I Could Say: A Journey Of Healing With Cowboys And Dreamers”
  • 2025: Created and managed the marketing strategy for "Bed of Roses," the first interconnected album and novel written by the same artist, released on the same day.
  • 2023 - 2025: Developed, launched, and managed Universal Music Group/MCA "festival within a festival" at Skydeck Broadway combining live performances, fan club experiences, and media to support artist promotion, audience growth, and revenue during CMA Fest.


Candidate Profile

  • High-performing marketing leader with expertise in strategic partnerships, campaign management, and client development for brand partnerships and integration; experiential marketing; and celebrity sponsorship/ambassador programs with content and live/broadcast performances.
  • Skilled strategist with ability to listen, identify and ideate opportunities, assess risks, and navigate workable solutions that deliver against consumer targets and performance goals within targeted budgets and schedules.
  • Proven ability to develop and deploy cross-platform marketing and media strategies that increase audience reach, brand affinity, and revenue growth.

Timeline

Vice President, Strategic Marketing

Universal Music Group Nashville / MCA
05.2016 - Current

Director, Media & Partnerships

Remington Arms Company, LLC
09.2014 - 01.2016

Senior Marketing Manager

Remington Arms Company, LLC
04.2014 - 09.2014

Marketing Manager

Remington Arms Company, LLC
11.2012 - 04.2014

Assistant Brand Manager

Remington Arms Company, LLC
09.2010 - 10.2012

Marketing Manager

The Education Center, Inc.
12.2007 - 09.2010

Bachelor of Arts - English

Old Dominion University

Master of Business Administration - marketing management, managerial communications, ethics

University of North Carolina Greensboro

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Gary KEFFER