Kala Elkinton
Senior Director of CX and Content Strategy | Digital Storytelling | EMBA Candidate
- Role
- Group Director, Content Strategy at VML
- Location
- Kansas City, MO, US
- LinkedIn followers
- 500 followers
About Kala Elkinton
I transform brands by creating seamless customer experiences across all touchpoints. From elevating Ford.com to #1 in its category to driving groundbreaking campaigns for Betty Crocker, I blend omnichannel marketing expertise with customer obsession to deliver measurable growth through personalization strategy, capitalization of critical customer experience moments, and empowering people. With 15+ years of strategic leadership, I build high-performing teams that turn complex challenges into clear strategies. I believe in setting high standards, fostering a culture of empowerment and inclusion, and coaching team members to their desired career growth. My approach combines operational excellence with a human touch—because I know a friendly smile can work magic and the right story can transform a brand.
Experience
Group Director, Content Strategy
May 2024 — Present · Kansas City, MO, US
VML delivers enterprise content strategy and human-first storytelling that produces relevant, actionable, and measurable content across every journey, connecting ecosystems at scale- Spearheading an enterprise transformation initiative examining alternative agency business models through comprehensive financial modeling and market research, consulting directly with the executive leadership team as part of strategic business evolution- Orchestrate integrated marketing ecosystems across owned, earned, and paid channels for multi-billion dollar brands, balancing brand storytelling with performance-driven customer acquisition and retention- Lead annual strategic planning initiatives for a variety of brand verticals, including but not limited to Microsoft, Ford, General Mills, Workday, T-Mobile, and athenahealth, translating business objectives into integrated marketing strategies- Managed a subject matter expert team of 9 while serving on the leadership group of a 150+ person team driving Ford.com transformation, resulting in over $5M+ incremental revenue for VML and elevating Ford from #17 to #1 in JD Power\'s Mass Market OEM website ranking in just 6 months- Directed strategic decisions for Ford\'s $20M digital budget, regularly planning, scoping, and leading projects for VML, ranging from $1M to $20M in partnership with executive stakeholders- Architected comprehensive go-to-market transformation for Ford\'s product portfolio, driving measurable conversion improvements and establishing new industry benchmarks for automotive digital experiences- Served as strategic contributor for mission-critical merger experience supporting T-Mobile-Sprint\'s $26B merger, demonstrating capability to operate at enterprise scale during high-stakes business transformation
Education
Rockhurst University
Executive MBA Candidate, Business Administration and Management, General
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