She’s the social media expert behind the scenes, ensuring campaign strategies are executed accurately, on time and in the most efficient way possible. Consistently exceeding client social media goals is her forte, working on the strategy and analytics side of agency business. And she loves bean burritos so much that she could eat them every single day.
Meet Kiley Cowley, Supervisor, Social Media at Mindstream Media Group’s Dallas headquarters.
Kiley first became interested in the media industry while earning her Master’s degree. She recalls, “I fell in love with analytics. Gathering, analyzing and finding the implications of the data from Facebook and Google sparked my interest. Once I graduated, there was an analytics position open for the Search and Social team – I applied and the rest is history.” Now she’s been with the agency for over four years.
According to Kiley, one of the most interesting topics currently in the industry relates to how data is being used and shared in media. When she first started out, platforms were integrated with 3rd party data sources and marketers could target audiences very gradually. Over the years, though, restrictions have been put into place that have consistently challenged advertisers to find new ways of connecting with consumers. Words of wisdom from Kiley? “First party data is king. The sooner companies can understand the power their first party data has, and harness it, the better.”
The ever-changing nature of social platforms is what keeps Kiley on her toes. With new platforms always on the horizon, she stays informed through a variety of thought leaders and media sources, like the Daily Carnage, Facebook Marketing Partners resources and Digital Chadvertising on Instagram. “It started as a meme account but does post very informative news stories as well (yes that is the millennial coming out in me).” Kiley also follows Steven Bartlett, who is the Founder of Social Chain. “I got to see him present in person at the Social Shake-Up conference. He is one of the most interesting people I have met.”
Often having been one of the youngest people in the room and speaking about topics like social media which are newer and less understood, Kiley has faced challenges like not being taken seriously and doubted in her abilities. She has overcome those challenges by displaying confidence in her knowledge of the industry, sharing her expertise and finding a way to draw comparisons between social media and more traditional media types.
For someone starting out in the industry or wanting to pursue a media career, Kiley recommends being adaptable. Because the industry is constantly changing, “you should always be learning and keeping up with what is going on. Also, don’t be afraid to raise your hand when you don’t know something or need help. The industry isn’t a one-man industry, it relies on teamwork and collaboration.” Since collaboration is one of the most valued qualities of a Mindstream employee, we totally agree. Kiley also recommends David Ogilvy’s book “Confessions of an Advertising Man” to any prospective or current media and marketing professionals.
In addition to Ogilvy in the marketing realm, Kiley has always looked up to Emmitt Smith as a personal and professional role model. His grit and determination to not only achieve, but exceed, goals and expectations is something she has strived for in her own life.
Some of Kiley’s hobbies include watching football, cooking, reading, traveling, doing connected fitness workouts and hanging out with her sassy wiener dog, Kuechly (named after one of her favorite football players, Luke Kuechly).
An enormous part of what makes Mindstream Media Group successful is the collective talent and collaboration of its employees across the country. While we as an agency love to share stories about client successes, industry news and product updates on our MMG Blog, we also want to feature the actual people behind the work we are doing to grow client business.
Our recent video series, Fast-Forward the Conversation, discusses the HOW behind supporting client growth through media strategy, with topics like shopper marketing, franchise work, QSR challenges, agency partnerships and more.
We’re also featuring a Mindstreamer (as we like to call ourselves) periodically to share their stories and celebrate the diverse people, backgrounds, interests and qualities that make us unique.