Bridging the gap between marketing and the boardroom.
What I do
I help companies connect marketing spend to business outcomes. That starts with measurement, marketing mix modeling, multi-touch attribution, incrementality testing, and the marketing accounting frameworks that put results in language a CFO already uses. Then it moves to the brand and demand strategy built on top of that foundation.
The work tends to look like this: figure out what's actually driving revenue, fix the reporting so everyone agrees on the answer, then reallocate the budget with confidence instead of instinct.
Background
For 20+ years I've led marketing across insurance, consumer healthcare, home services, and consumer marketplaces. That includes Allstate, CNO Financial, Fidelity Life / eFinancial, WellNow Urgent Care (The Aspen Group), Angie's List, and most recently Atrium Home Services, a PE-backed platform running five brands across roughly ten Midwest markets. My earliest work was in CPG at Miller Brewing and financial services at Discover.
Along the way I've managed budgets up to $95M, built analytics infrastructure from scratch more than once, and earned the CAAP credential (Certified Advanced Attribution Practitioner). I'm also a published contributor to M-Squared's attribution education platform.
My name is pronounced like "carry."
How I work
I build systems, not slide decks. The focus is infrastructure: the measurement, the operating cadence, the reporting that makes a marketing organization something you can run rather than just describe.
Most of my career has been inside PE-backed rollups and regulated industries, where the default is to move slowly. I don't think that's a requirement. It just means being deliberate about where you spend the speed.
Brand and performance aren't rival budgets in my experience. Treated as one system, they compound. And I have a low tolerance for vanity metrics. If a number doesn't tie back to a business outcome, it doesn't make the plan.
On the team side, I give people real ownership of their area, then show up with direction and feedback when it's useful (not before). The best work I've been part of came from teams that felt safe enough to push back and accountable enough to deliver anyway.
Where I add the most value
- Marketing measurement. MMM, MTA, incrementality testing, media effectiveness reviews.
- Marketing accounting. Translating spend and return into financial reporting a board will approve.
- Total Search. SEO and paid search planned as one strategy, extending into AEO and GEO.
- Full-funnel media. CTV, streaming audio, paid social, paid search, direct mail.
- Conversion optimization. CRO programs, A/B and multivariate testing, website product management.
- Lifecycle and CRM. Nurture programs, retention, LTV modeling, voice of customer integration.
- Multi-brand operating systems. Consistent, measurable marketing across many brands and markets.
- M&A marketing diligence. Evaluating acquisition targets and integrating them post-close.
"Keary has a clear vision for marketing excellence and the skills required to move an org towards first-class marketing measurement and activation, by always keeping his team focused on real business outcomes."
Lydia Fern, Principal Analyst, Bonsai Data SolutionsLeadership style
Six core competencies drawn from the Hogan Assessment, DISC, and Gallup CliftonStrengths, with the evidence behind each.
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