Jim Kiszka

Jim Kiszka Kalamazoo, MI 49009 |- |-| linkedin.com/in/jim-kiszka MARKETING & MEDIA DIRECTOR Connector. Builder. Partner. I am a dynamic marketing leader who thrives at the intersection of creativity, strategy, and data— driving brand growth and inspiring teams. I simplify complexity and foster innovation. I succeed at working across teams to generate ideas that translate into measurable results, leveraging storytelling, data-driven insights, and emerging technology to build lasting brand connections. Core Competencies • • • Mindset & Leadership: Collaborative, Growth Mindset, Simplifier, Positive Mindset • • • • Content & Creative Development: Content Development/Optimization, Storytelling, Engagement Strategies Brand Building, Omni-Channel Marketing, Marketing Strategy & Planning, Experiential, Public Relations Media & Performance Marketing: Media Planning, Media Analytics, Paid Social Media, Programmatic, Shopper Marketing, Retail Media, Emerging Platforms, Performance Media, Growth media, Media Measurement Data & Technology: 1P/2P/3P Data Management, CRM, CDP, Data-Driven Decision-Making, Privacy, Market Mix Modeling Search & Social Marketing: SEM, SEO, Social Media Marketing, Influencer Marketing Project & Account Management: Project Management, Account Management, Agency Collaboration, Budget/Financial Management EXPERIENCE Acorn Sausage Initiatives LLC- Michigan Cryptid Arcane, Kalamazoo, MI Founder/Creative Director/CMO 12/24 - Present • Developing an original storytelling brand rooted in Michigan folklore, blending narrative design, cryptid mythology, and immersive marketing • Creating visual assets, merchandise concepts, and a worldbuilding framework for cross-platform content • Building a branded e-commerce experience with vintage aesthetics and strategic lore-based engagement COREWELL HEALTH, Grand Rapids, MI 2/2023 – 3/2025 Director - Media, Digital Marketing & Measurement Led paid media, SEO, digital platforms, and measurement strategy across a $25M+ P&L in one of Michigan’s largest healthcare systems. Business Units: Brand, Cancers, Children’s, HR Recruitment, Neuroscience, Orthopedics, Primary/Virtual Care, Women’s Delivered $9+ ROI on performance and brand media strategies supporting a $16B healthcare organization across 3 regions; owned digital planning across key service lines including Cancer, Neuroscience, Women’s Health, and Primary Care. • Consolidated 5 media agencies into 1, reducing complexity, unlocking cost savings, and improving overall media performance. • Unified 10K+ legacy website pages into a single, streamlined platform while maintaining SEO strength, enhancing user experience, and aligning to Corewell's system-wide brand strategy. • Built and launched a cross-functional measurement platform to align KPIs, streamline data sources, and create visualization tools that enhanced reporting clarity for executive stakeholders. • Led digital transformation by integrating data, AI tools, and a conversion-based media model, improving targeting and crosschannel media effectiveness. • Partnered with internal teams (Brand, IT, Legal, Analytics) to drive continuous innovation in web publishing, media tagging, Find-a-Doctor optimization (Kyruus), and privacy governance. KELLOGG COMPANY, Battle Creek, MI 4/2013 – 8/2022 Director, Experience Planning (Integrated Communications Planning), 7/2016 – 8/2022 Served as ICP/IMC lead for CPG snacks & frozen foods brands. Delivered integrated brand & digital marketing/media and investment guidance within programs across multiple consumer touchpoints. Increased marketing effectiveness by removing silos & bridging connections to multiple teams. Ultimately increased HHP and total sales. Opportunity: Managed $70M+/yr paid digital media investment for several key portfolio brands across the Portable Wholesome Snacks & Frozen Foods category Brands: Pop-Tarts, Nutri-Grain, Rice Krispies Treats, Special K Bars, Eggo, MorningStar Farms, Off The Grid, Cheez-It Results: Developed transformational & award winning strategic and tactical integrated communication plans for 8 brands leading to 6 years of continuous growth. Delivered above $1+ total brand ROI’s and contributed to over $1B in annual sales • Successfully led 12+ cross-channel marketing integrations per year by providing investment & marketing leadership for $70M+ budget across all marketing touchpoints reaching multiple target audiences. • Led internal capabilities to drive adoption of new & existing paid media, SEM/SEO, influencer, social, content creators, promotions, mobile/desktop websites, PR initiatives, CRM and ecommerce through an omni-channel lens. Led/optimized all media strategy, tactical development, optimization and market mix modeling reviews. • Led social and video creative best practices development in direct partnership with YouTube, Meta, Pinterest, Snap, TikTok, and Reddit (promo & brand) to improve paid and organic media performance. Led push into emerging digital platforms i.e.: gaming, metaverse, audio • Collaborated on creative testing to drive optimization of assets based on insights & analytics feedback & real-time optimization data to deliver optimal GSV/ROI improvements • Responsible for managing 30+ outside agency team members as well as developing internal relationships with Insights and Analytics, ESG, legal, media operations, promotions, ecommerce/omni, and IT. Mentor to 4 team members KELLOGG COMPANY, Battle Creek, MI 4/2013 – 7/2016 Sr. Manager, KNA Digital Media Goal: Develop a capability to drive more effective and efficient paid digital media in support of Kellogg Co. and its myriad of CPG brands, promotions, and shopper marketing teams: movie IP, NCAA Hoops/Football, MLS, Big Game, Q4 Holiday & Gaming Opportunity: Managed $120M+/yr paid digital media investment for Kellogg NA across Morning Foods, Snacks and Frozen Foods portfolios reaching priority target consumers to drive measurable sales. Digital lead team member of KNA Media Investment team. Results: Increased sales and built/educated multiple levels of the organization on the “what” and “how” principles and brilliant basics of paid digital media while building an advanced digital capability inclusive of all elements of programmatic media (social, video, display and mobile channels) as well as providing insights on content development and best practices • Increased multiple brand’s YOY ROI >$1 and increased creative effectiveness driving overall topline sales • Developed and scaled programmatic capabilities (DSP, DMP, 1P/2P/3P data) across internal teams, agencies, and media/tech partners—leading RFIs and applying machine learning to optimize digital media. Championed test-and-learn initiatives and evaluated emerging platforms for Kellogg, including mobile, paid social, programmatic display, and video. • Built, educated & evolved digital marketing capabilities inclusive of media/programmatic understanding within the organization regarding: paid digital, social, video, display and mobile • Led internal teams on media/industry KPI development to shift into more performance accountability: viewability improvement, AVOC, removal of fraud, and frequency management. Resulted in cost avoidance of $30-$40M YOY and improving overall creative effectiveness with empirical learning and measured results • Implementation team member shifting Kellogg into a purchase-based targeting (multiple segments) approach within the digital ecosystem using Nielsen and DLX • Heavy focus on data application and measurement supporting new/existing/evolving business-driving KPIs alongside Kellogg & Agency Solution Center/Measurement teams KOHL’S CORPORATION, Menomonee Falls, WI 11/2010 – 4/2013 Digital Media Strategist & Site Monetization • Led $29M+ in paid digital media campaigns across multiple business units, driving short-term and 3-year cross-channel marketing strategies encompassing media, ecommerce, SEM, seasonal, and direct marketing delivering consistent +$1 ROI. • Directed social media innovation, launching a multi-million-dollar Facebook media program and pioneering efforts in emerging platforms like Pinterest, Twitter, and mobile, while managing over 10 agency and partner team members • Spearheaded site monetization strategy for Kohls.com, projecting $20M+ in net profit, and co-developed advanced measurement models with analytics teams to track in-store and ecommerce impact of digital efforts. • Drove a data-first media approach, partnering with Marketing Intelligence to define consumer segments, refine KPIs, and optimize retargeting and performance metrics (CPE, CPI, CPA) to maximize ROI. Multiple Chicago-based Advertising/Marketing/Promotional Agencies, Chicago, IL 3/96 – 10/2010 • Held progressive roles in digital marketing, media strategy, account leadership, and project management across top-tier agencies supporting major national brands 166 brands/divisions (multiple target audiences) supported during my professional career “It’s not the years, it’s the mileage” – Indiana Jones, Raiders of the Lost Ark • Corewell Health (17), Kellogg company (24), Kohl’s Corp (19), Digitas (70), MindShare Interaction/mOne (18), ARC Worldwide (formerly Frankel, 4), CPE Communications (8), EURO RSCG Tatham (6) RECENT AWARDS/MENTIONS • 2022: Pop-Tarts Frost Shop (nominations: multiple experiential/WOM/Youth), “Have You Ever Put Butter on a PT (multiple nominations) • Reggie Award Gold 2018 – National Consumer Budget under $3MM Sat. vs Sun., team member, PT Multicultural. RKT Effie 2019 • Pop-Tarts Soda-Mazing Effie Award 2017 • Kraft Foods - Team Award Winner – 2007 Jell-O Red Carpet Ready Promotion • Clio Advertiser of the Year 2006: Axe – member of winning team • Jack Myers Media and Creativity Gold Award: Axe Machinima promotion 2006, Degree for Men campaign 2005 • Contributed to New Business Pitch that resulted in the Wrigley New Business win for MindShare – Chicago THOUGHT LEADERSHIP/SPEAKING ENGAGEMENTS • Featured Speaker: Indiana University Masters Program Pop-Tarts Spotlight Partner (2021), Ramp-Up Panel (2019), Programmatic I/O, MediaPost OMMA, DSP Summits, and more. • Guest Lecturer: Northwestern University, CCNY, Stuart School of Business, University of Chicago, and Michigan State — topics ranging from digital media disruption to brand strategy and audience innovation. • Participated in numerous panels and conferences alongside CMOs and industry leaders (2008–present), including The Onion National Sales Conference, Marketing 2 Women, and CAF Career Day. EDUCATION/CERTIFICATIONS • Michigan State University, East Lansing, MI, BA in Communications, Advertising Major • GA Certified Marketer • ANA Committee Member: Media, Digital Marketing, Integrated Marketing, Social Media TECHNICAL PROFICIENCIES – On-Going Industry Training & Learning • Microsoft Word, Excel, PowerPoint, Teams, Outlook • Google Suite/Analytics/Applications, Miro, Figma, SEO Tools, Programmatic platforms (DSP, DMP, SSP), CDPs, CRM • Marketing Technology, AI & ML application References available upon request