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McKinnon Marketing Method

EXPLORE THE MARKETING PORTFOLIO

THE WORK THAT COULD

BE YOURS

THE WORK THAT COULD

BE YOURS

Most people are simply looking for a job, a way to pay their bills, and many of them have found a way to do that through marketing.

I'm not looking for a job...I'm looking for the place where my drive, talents, & interests can be used to their full potential. I'm looking for that peak alignment between me and a business that's the equivalent of the partnership between Mike Tyson & Cus D'Amato (if you're not a boxing fan, sit that reference out).

If "by the numbers," marketing upsets you, then congratulations, that already tells me that we are a great fit together.
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Graphic Design Examples

STATIC DESIGNS:

KINETIC RESULTS

Templates are for underachievers.
The last thing you want your business to do is underachieve.


Video content has swept marketing by storm due to the impressive metrics they bring. I too share the love for video content, but unlike others, I still place significant importance on graphic design. I believe that when done right, an image can hold extraordinary power.


And my history with using graphic design across advertising platforms, and website user data shows that to be true.

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Platforms I've Used
  • Adobe PhotoShop
  • Adobe Illustrator
  • Figma
  • Adobe Express
  • Adobe Indesign
  • Canva

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Video content Examples

BELIEF IN

MOTION

BELIEF IN

MOTION

Video content has a special place in my heart because it's the most direct way I can live the dream I once had of making films. Films are about telling stories to make people believe something. That adventure awaits. That love will find you. That the hard times will pass.


I take that same philosophy into my video content, whether that's for advertisements, or organic content. The goal is to make people believe they've found the right choice.

Platforms I've Used
  • Adobe PremierPro
  • Adobe After Effects
  • Final Cut Pro

SEO/ Writing Examples

END TO END

STRUCTURES

END TO END

STRUCTURES

From backend to frontend, I have not only risen the rankings of businesses of various industries, but also directly increased revenue due to the structure of the content.


It's simple: Be found & drive sales.

WRITING EXAMPLE ONE
WRITING EXAMPLE TWO
WRITING EXAMPLE THREE
Avg. Revenue from SEOAvg. Organic Traffic IncreaseAvg. Backlink Growth / MonthAvg. Keyword Rankings Avg. Session Time (Minutes)
 14%28% 5% 1-5 3:58

Avg. Revenue

from SEO

14%

Avg. Organic

Traffic Increase

28%

Avg. Backlink

Growth / Month

5%

Avg. Keyword

Rankings

1-5

Avg. Session

Time (Minutes)

3:58

Email Marketing & Landing Page Examples

SEND WITH

POWER

SEND WITH

POWER

Avg. Conversion RateAvg. CTRAvg. List Growth/ monthAvg. Retention Rate 
 5.3%4.9% 3.8%76%

Avg. Revenue

from SEO

14%

Avg. Organic

Traffic Increase

28%

Avg. Backlink

Growth / Month

5%

Avg. Keyword

Rankings

1-5

Avg. Session

Time (Minutes)

3:58

Email Marketing Strategies

For many years now, businesses have used an email strategy that was like tossing darts in the dark. Some campaigns landed, most didn’t, and automation was barely more than a glorified autoresponder. Even I got caught up in this, but one day it dawned on me, and I overhauled everything. I transitioned from outdated, one-size-fits-none tactics to a system where automation does the heavy lifting: every touchpoint, from onboarding to upsell, is built around behavioral triggers and multi-step engagement. Instead of bombarding customers with generic noise, I use manual campaigns only when they actually matter; limited time offers, vital updates, and things that deserve a spotlight. The rest is automated intelligence working behind the scenes, learning from how people interact and responding in a way that feels personal, because it is.

Now, every email isn’t just “sent," requested through behavior. We monitor what customers view, where they click, how often they engage, and what they come back to. One click means curiosity; a pattern means intent. With that, the automation segments people dynamically, building tailored journeys that meet them where they are and deliver exactly what they’re looking for without them needing to ask. Not only has this dramatically slashed the day-to-day grind of email management, but it’s also resulted in wild spikes in revenue, customer retention, and real engagement. I treat my email list like concertgoers. They're here for the experience they signed up for, not a barrage of irrelevant pitches. When you respect your audience’s attention, they reward you with action.

Email Platforms Used
  • Klaviyo
  • Hubspot
  • OmniSend
  • Mail Chimp
  • Brevo (SendinBlue)
  • Active Campaign
  • Attentive
  • Constant Contact
  • Zoho Campaigns
  • MailerLite
Website Platforms Used
  • Shopify
  • WooCommerce
  • WordPress
  • Wix
  • WebFlow
  • Zoho Sites
  • HubSpot
  • Webnode
  • SquareSpace
  • GoDaddy

PPC Optimization/ Scaling

FROM CREATION TO

IMPLEMENTATION

FROM CREATION TO

IMPLEMENTATION

PPC Strategies

My PPC strategy is aggressive, data-driven, and unapologetically efficient. I approach every campaign with a full-funnel mindset. From audience targeting and competitor data extraction on Meta and LinkedIn, to scaling high-performers across platforms like Google, Pinterest, Amazon, and beyond. I don’t just chase hard metrics like CTR and ROAS; I also study soft metrics like engagement quality and scroll depth to spot early signs of potential. Many agencies obsess over vanity metrics, but when used correctly, even impressions and saves can forecast future winners.

I treat every ad dollar like it's not mine...because it isn’t. I operate with a "Win or Die" approach: either the ad shows promise fast, or it’s shut down and tagged for later testing. Yes, some ads eventually take off after a slow start, but I don’t gamble on maybes when budget is on the line. I trim fat early to double down on what works. Still, no amount of backend targeting can save bad creative. I put just as much effort into bold, scroll-stopping visuals and copy as I do into targeting logic. That’s how I’ve created multiple viral ads that didn’t just perform, they moved the needle on company growth in ways that far exceeded expectations.

Platforms I've Used
  • Meta
  • Google
  • LinkedIn
  • Microsoft Ads
  • Amazon Ads
  • TikTok Ads
  • Pinterest Ads
  • Twitter Ads

Data/ Analytics

NO STONE LEFT

UNTURNED

NO STONE LEFT

UNTURNED

Storing & Usage Strategy

My data and analytics strategy is built around total visibility and real-time decision-making. I use platforms like Domo, GoodData, and Adverity to centralize actionable data from every marketing channel into a single, automatically updating dashboard. This eliminates the need to manually combine spreadsheets or rely on fragmented data sets that only tell part of the story. Instead, I get the full ROI picture at a glance, which allows me to make informed decisions quickly and confidently. I can see in real time which channels are performing best, how fast each one is growing, and use that growth rate to make accurate projections and strategic adjustments. 

More importantly, this centralized approach lets me identify patterns and trends year over year that would be nearly impossible to see by looking at individual dashboards. When paired with my Playbook, I can track exactly how new strategies, messaging, or creative changes impact performance across all channels. For instance, if a new landing page design is used in PPC, social media, email, and even print, I can monitor its ripple effect across the entire marketing ecosystem. This level of clarity removes the guesswork from analytics. I can pivot campaigns, shift messaging, or double down on high performers with sharp shooter precision, because I trust where the data leads.

Platforms I've Used
  • Adverity
  • Good Data
  • Domo
  • Excel
  • Whatagraph
  • Tableau
  • Wrike
  • Google Sheets

Project/ Team/ Campaign management

INTRODUCING THE

PLAYBOOK

INTRODUCING THE

PLAYBOOK

My approach to project, campaign, and team management is built around a system I developed called the Playbook. It's a dynamic, centralized workflow housed in platforms like Trello, Asana, or Monday that connects business goals to marketing campaigns, breaks those campaigns into actionable projects, and assigns tasks to the right internal teams, freelancers, or agency partners. This structure gives everyone full visibility into what we’re doing, who’s responsible, and how each piece ties back to larger strategic objectives. It allows me to monitor current, past, and future initiatives while identifying roadblocks early and keeping timelines and budgets tight. Automated updates keep all stakeholders in sync, and I stay looped in on every change, which helps maintain a high rate of on-time completions and enables performance reviews backed by real data.

As we move through the year, the Playbook evolves into a strategic planning tool. We can clearly track which goals are advancing and where we need to put more weight. By layering in data on time, cost, and campaign outcomes, I can pinpoint what’s working, what isn’t, and why. It allows for real-time strategy shifts and ensures that execution is both efficient and high-impact. This level of precision, accountability, and adaptability has driven consistent growth and performance across every team I’ve led.

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