Managing Partner, Chief Brand Strategist Maxus, a GroupM agency
Kenetta Bailey joined GroupM/Maxus North America in January 2014 as Managing Partner, Chief Brand Strategist. In her role at Maxus, Kenetta led the agency’s Total Market Approach to media planning; ensuring brand and cultural alignment was managed along all segments of a client’s value chain. Additionally, Kenetta worked with account teams to tackle key marketing issues for the agency’s media clients. She mined social currencies and their strategic impact on clients’ brands, accelerated Maxus’ entry into addressable advertising, and Kenetta worked with the agency’s development team to pitch business in key categories.
Prior to joining Maxus, Kenetta served as Chief Marketing Officer for TV One, where she led all marketing and advertising efforts for the cable television network. Specifically, Kenetta was responsible for brand strategy development, including creative, media, digital and social strategies, maximizing advertising and promotional investments, and re-branding the network. She served in this capacity for two years. During her tenure, TV One achieved its highest historical network and series ratings, brand awareness scores, web traffic and social engagement. Prior to TV One, Kenetta headed marketing for AMC Network’s, WE tv. As SVP of Marketing, she launched some of WE tv’s most successful campaigns, led the network through positioning and rebranding efforts, and was instrumental in launching a new wedding-focused digital network. Kenetta’s first foray into television was at NBC Universal’s Telemundo Network, where she led a 26-person integrated marketing, production, and creative team charged with driving ad sales revenue and producing the network’s annual Upfront.
Kenetta spent five years in the music industry as well, serving as Vice President of Strategic Marketing at the RCA Records Label and Sony BMG. There, Kenetta led digital media and other branded partnerships for artists including Christina Aguilera, The Dave Matthews Band, Elvis and Tyrese. Earlier in her career, she held marketing positions at the Pepsi-Cola Company and Kraft Foods, where she managed brands, drove consumer affinity, developed new products and led partnership and promotional initiatives with retailers, music artists and sports leagues.
Kenetta holds a MBA, and a master’s and bachelor’s degree in journalism – all from Northwestern University. She has served on national industry boards of directors, and is a member of organizations including: Advertising Women of New York, National Association for Multi-Ethnicity in Communications, Women in Cable Telecommunications, and Cable Telecommunications Association of Marketing.