Bob Boyle

  • Senior Director Marketing; Senior Director Brand Management; Senior Director Digital and Social Marketing
  • Chicagoland, USA
  • Apr 07, 2020
Full time Marketing Strategy / Planning Sales and Partnerships Marketplace / Channel

Work Experience

Director, Brand Management, Digital and Social, Kenmore
Jun 2017 - Apr 2020 Transformco Holdings LLC, KCD/Sears Brands Business Unit

Craftsman & DieHard, KenmoreDirect (B2B)

June 2017 - Present

Lead the KCD Brands' management, digital and social marketing team, analyze ongoing business results, and formulate recommendations for needed changes in brand strategy or cross-channel planning to meet performance, margin, and P&L goals. Drive multi-brand marketing strategy and execution through flexible product marketing plans and development of new features and capabilities within the product lines. Support the go-to-market strategy behind product categories undergoing Tier I innovation, including major appliances small kitchen, grills, tools, lawn & garden, and automotive.
* Head the Planning Development Cycle, set P&L targets, budgets, and direct agency partners on media planning, creative development, budget, and selection of communication platforms such as digital, mobile, in-store, OOH, etc.
* Led relaunch and rebranding of DieHard from an automotive aftermarket private label, to an enterprise asset sold for $200m in 2019.
* Supervised the content development and brand strategy for launch of Kenmore and DieHard on
* Spearheaded go-to-market planning for multiple product launches across major and minor appliance categories and automotive aftermarket category, while reducing marketing spend by double digits in both FY2018 and FY2019.
* Advise Product Management and Licensing teams on marketing requirements, product features, names, branding,
and competitive differentiation through positioning. Supervise and mentor marketing team on skills development.
* Managed a team of three who implemented and ran marketing campaigns, results and product launch lifecycle.

Vice President, Client Engagement
Jan 2015 - Mar 2017 Aisle Rocket Studios (ARS)

January 2015 - March 2017

As lead client manager, advised clients on strategic marketing and digital campaigns to support KCD Brands' global licensing expansion and externalization; supervised conceptualization and creative direction for brand executions including brand kick-offs in EMEA.
* Presented marketing support for KCD global expansion at an event for international vendors in Hong Kong.
* Orchestrated modernization of Craftsman website that improved brand loyalty and customer engagement through innovative voice-of-the-customer personalization feature and leverage of existing on-line brand ambassadors.

Digital engagement skyrocketed to millions of users, thousands of "likes" and "comments, " page views grew by 85%, and the site saw 77% rise in new traffic.
* Nurtured strategic relationships with senior client leaders. Led new business development, and oversaw
creative direction of branding, social and digital campaigns, and sales channel communications that included
new business proposals and pitches.
* Advanced plans to introduce Kenmore Smart content to and Kenmore blog, launched new mobile
and website capabilities, and added social media response mechanisms and escalation paths.
* Managed a team of four Digital Account Executives who supervised client marketing campaigns and programs.

Interactive Account Director
Jan 2013 - Jan 2015 Aisle Rocket Studios (ARS)

Pitched web and mobile digital marketing solutions designed to improve user experience and drive conversation and sales. Oversaw development and branding of Cookmore (part of Kenmore) website that improved customer
experience, engaged consumers, and drove e-commerce conversions.
* Improved overall team P+L by over 25% to exceed overall agency goals.
* Expanded executive-level relationships with KCD Brands and Sears/Kmart management to position agency for new opportunities.

Interactive Account Supervisor
Sep 2012 - Jan 2013 Aisle Rocket Studios (ARS)

Managed relationships with key brands, day-to-day support, creation of digital marketing strategy and solutions,
and deployment life cycles. Conducted analytics and reported on conversions, traffic, referrals, and source data.
* Grew brand revenue year over year by 2x in 2011 to 2013.
* Developed key relationships at KCD Brands C-Level that increased annual billings and established roadmap
to trending increase in agency work that lasted over four years.

Interactive Account Executive
Jul 2010 - Sep 2012 Aisle Rocket Studios (ARS)

Increased overall agency billings 2x through active prospecting with key contacts and relationship building across Sears Holdings business units.

Traffic Manager and Account Executive
Jan 2009 - Jun 2010 Gyro: HSR
Account Executive
Apr 2004 - Jan 2009 Fergus/Peters Group
Sports Information Director
Jan 2001 - Aug 2003 University of New Orleans
Director of Athletic Communications/Marketing
Sep 1998 - Dec 2000 Fairleigh Dickinson University

Assistant Director of Athletic Communications/Marketing

Director of Public/Media Relations/Game Operations
Sep 1996 - Sep 1998 Rockford Lightning Professional Basketball Team
Sep 1995 - May 1996 Media & Public Relations; Game Operations


Bachelor of Arts - History
Aug 1991 - May 1995 Illinois State University