McKinley Peter

About McKinley Peter

As a Florida State University Marketing graduate, I specialize in developing and executing integrated marketing strategies. My experience in fast-paced, high-volume environments has equipped me to effectively support and lead marketing, product management, and sales teams. Known for my positive attitude, collaborative communication skills, and ability to learn quickly, I am confident in my capacity to enhance your organization’s strategic marketing initiatives.Since starting my career, I\'ve progressed from a marketing intern to a key player in product positioning and omni-channel digital strategy at Target RWE. My strong work ethic and ability to lead projects have earned me recognition from managers and peers alike. I excel in driving progress, evidenced by accomplishments such as:* Website Overhaul: Outlined and led a complete website update in four months, enhancing design and content through effective cross-functional communication, showcasing my project management skills.* Content Development: Created pre- and post-event content that resulted in a 100% increase in organic traffic and form submissions, fostering meaningful connections for Business Development Representatives.* SEO Strategies: Established foundational SEO practices that significantly boosted brand visibility.* Metrics Tracking: Implemented online tracking systems, achieving a 75% increase in monthly users and a 20% rise in engagement rates post-update.I thrive on building relationships with thought leaders and developing impactful content, from video presentations to press releases, all while ensuring cohesive messaging aligned with our strategic goals. My expertise in Real World Evidence has given me unique insights into healthcare data, AI curation, complex statistical methodologies and product marketing. I\'m eager to leverage my skills and passion for marketing to make a meaningful impact in my role.

Experience

1. Digital Marketing Specialist

   Target Rwe

   Mar 2024 — Present · Durham, NC, US

   Led a comprehensive website update through cross-functional collaboration, showcasing strong project management and execution of complex digital marketing strategies.Developed pre- and post-event content to enhance awareness and facilitate meaningful conversations for Business Development Representatives, resulting in a 100% increase in organic traffic and form submissions prior to events.Established foundational SEO strategies, significantly boosting brand awareness.Directed omni-channel digital lead generation initiatives.Implemented online metric tracking to support data-driven decision-making across channels:Google Analytics: Achieved a 75% increase in monthly users and a 20% increase in engagement rate post-website update.LinkedIn Analytics: Secured bi-quarterly growth, exceeding the industry benchmark by 10%.SEMRush: Boosted organic traffic by 100% and improved Authority Score.Cision PR: Increased frequency, awareness, and pickups by over 100%.Developed conversion tracking in Umbraco (CMS), linking submissions to user interests.Filmed and produced presentations with renowned thought leaders in clinical research, enhancing advocacy and meaningful content across our channels.Crafted content and strategies for an integrated marketing plan from top to bottom.Created videos and documentation for product marketing to ensure consistent storytelling and smooth external product adoption.Developed PowerPoints aligned with brand strategy, informed by extensive competitive research.Authored articles and press releases linked to SEO strategies, ensuring cohesive messaging and cross-functional success.

Education

• Florida State University

  Bachelor of Science - BS, Marketing