Kevin Smith

Kevin Smith is a digital marketing and branding strategist with over 20 years of experience driving impactful growth for clients across diverse industries. He leverages his strategic thinking, meticulous attention to detail, and collaborative spirit to develop and execute data-driven campaigns that resonate with target audiences and achieve measurable results.

Expertise:
◦ Brand Strategy & Development
◦ Digital Marketing & Advertising
◦ Campaign Management & Optimization
◦ Data Analysis & Insights
◦ Client Relationship Management

Credentials:
◦ Master of Business Administration (MBA) with dual concentrations in Strategy & Analytics and Marketing, Boston University
◦ Bachelor of Science in Marketing, Advertising & Public Relations, Emerson College

Recognition:
◦ Digital Marketer of the Year, AIMI, 2017

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4 min read

Why Comfortable Rebrands Fail

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Have you ever been part of a rebranding project and had a board member or senior leader say, "That's not who we are."

Advertising Strategy Branding
Split graphic comparing Brand Marketing (green background) and Performance Marketing (blue background) with “VS” in the center.

5 min read

Brand vs. Performance Marketing: How to Align for Growth

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Brand leaders are tasked with developing marketing budgets each year, but many struggle to balance quick wins with long-term growth.This creates a...

Strategy
Mini caution cone on a keyboard, representing risks of using free video editing tools and potential IP issues.

4 min read

The Hidden Cost of 'Free' Video Editing Tools for Brands

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Creative tools like CapCut make it easy to generate short-form video content fast. But before you or your team upload anything branded, you should...

Digital
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5 min read

The End of 'Member-First' as a Differentiator: How to Win in a Flat Market

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Credit unions have always claimed to put members first. But so does everyone else now, including big banks and fintechs. In a marketplace full of...

Strategy
Illustration of a smiling robot, positioned behind a search bar with a magnifying glass icon on a light blue background.

3 min read

How AI Overviews Are Reshaping Search Marketing and Content Strategy

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AI-powered search is rewriting the rules of digital visibility. With the rise of AI Overviews (AIOs), rich snippets that provide immediate,...

Digital Strategy
What Happens to Marketing If TikTok Gets Banned?

3 min read

Will TikTok Be Banned? Here’s What to Do

Picture of Kevin Smith Kevin Smith:

As policymakers in the United States debate the fate of TikTok, marketers are keeping a close eye on the potential ripple effects.

Digital

4 min read

The Decoy Effect: How a Third Option Can Steer Consumer Decisions

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When thinking of conversion rate optimization, people often jump right to page design; however, the psychology behind decision-making often plays an...

Strategy
Cartoon illustration of a bullhorn projecting colorful icons symbolizing storytelling elements like books, hearts, thumbs-up, and speech bubbles, representing brand storytelling.

5 min read

The Art of Brand Storytelling: How to Craft Narratives That Resonate

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In a world flooded with advertisements and promotions, it's not enough to simply showcase your product or service to attract sales. Product research,...

Strategy

4 min read

Timing is Everything: When Should Brands Start Their Holiday Marketing?

Picture of Kevin Smith Kevin Smith:

The holiday season is a pivotal time for many businesses—a period relied upon to boost sales, engage with customers, and strengthen brand loyalty.

Strategy
The image shows three young football players wearing helmets and uniforms lying on the ground during what appears to be a youth football game or practice. The players are dressed in bright yellow and dark blue uniforms. Two players are lying on their backs, while the third has their legs in the air, as if falling or recovering from a tackle. The grass field is visible, and they seem to be taking a moment to rest or recover after a play.

3 min read

Marketing Lessons From Fantasy Football

Picture of Kevin Smith Kevin Smith:

While many may see fall as a return to school, cooler weather, and pumpkin-spiced everything, many welcome fall by subjecting themselves to Fantasy...

Strategy
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