Meet The Team

Bob McKay founded Tampa Bay’s first digital media agency, McKay Advertising + Activation in 2005. He developed a unique advertising agency experience for clients, employees, and associates. In 2009, McKay Advertising + Activation became a Google Partner and in 2015, it achieved the Google All-Star status, among the top 100 agencies in the world. Today, McKay Advertising + Activation is a Google Premier Partner, among the top 3% of digital agencies in the world. 

Bob takes a serious look at new advertising technologies and their impact. His creation of the Activation Bridge strategy and approach allowed the agency to take some of the most successful brands from non-attributed marketing models to ROI-driven marketing models.

As a frequent contributor to Forbes, Tampa Bay Business Journal,Entrepreneur Magazine and other titles, Bob is a trusted voice on the changing advertising landscape. Additionally, McKay Advertising + Activation’s rapid growth has fueled recognitions, such as Inc 5000 and USF Fast 56 over many years.


Director of Performance Marketing + Analytics

Matthew Giardino is responsible for the planning, execution, and reporting of Paid Search and Programmatic Campaigns for all of our clients. He has generated success through his efforts in the QSR, Entertainment, Medical, Career Services, CPG, among many other industries. In addition to providing successful campaign results, Matt is also passionate about building strong relationships with the clients he serves. In his free time outside of work, you can often find Matt playing golf, or supporting local Tampa sports teams.

Digital Accounts Director

Farida Abdelmonsif has roots in the US and Egypt and was always between the two while growing up. She graduated with a Bachelor’s degree in Marketing and set off to Dubai to embark on her marketing career and worked for two multinational FMCG companies, Robert Bosch and Henkel.

She then deep-dived into the agency world, serving clients like UN Women, twofour54, and Special Olympics, which enhanced her organizational and teamwork skills.

Now, she works as McKay’s Digital Accounts Director, where she handles project management and content strategy. When she’s not on client calls, she spends time with her family and likes to take her son on outdoor adventures.

Digital Marketing Director

Deirdre Powell has over 15 years of experience assisting businesses and non-profit organizations to create a strong digital footprint. Through her work, she applies user experience concepts to develop and execute strategic branding that drives engagement and increases conversion rates.

She earned a double bachelor’s degree in Communications and Multimedia Systems from London Guildhall University. More recently, Deirdre earned her Masters of Science in Marketing from the University of South Florida in 2021.

In addition, Deirdre has certifications in Google Analytics, Hubspot, Drift, as well as an Entrepreneur Certificate from the University of Florida.


Director of Paid Social Media

Kyle Norstrem was born and raised in Tampa, FL. After high school, he went on to pursue his athletic and academic career at Virginia Tech where he earned his degree in Marketing Management.

During his time at Virginia Tech, he was a 3 year varsity wrestler and NCAA qualifier while enrolled at the Pamplin school of business.

Kyle has certifications in Google Digital Marketing, Facebook Blueprint, Hubspot, and Google Analytics. Now works as a Director of Social where he builds, manages, and monitors Paid Social campaigns to maximize ROI.

Content Designer

Caleb Stockton, born in Hawaii and raised in Rockledge, FL, has always been fascinated with every aspect of business & in high school discovered his passion for design through a part-time job.

Since then, he began working on social media management during an internship while enrolled at USF’s Zimmerman Advertising Program.

In 2021, Caleb graduated from the University of South Florida, where he earned his Bachelors of Science in Business Advertising and is currently pursuing his Master’s degree.

Caleb is a part-time Content Designer, and assists our clients in achieving awareness and brand consistency through graphic design & social media strategy.In his free time, Caleb enjoys dabbling in creative writing, spending time with his friends and family, and playing basketball.

Director of Intergration and Technology

Alexander is a software/web developer proficient in a multitude of languages including PHP, MySQL, node.js, jQuery, javascript, HTML, CSS, Bootstrap, and many more. Alex is capable of creating effective & professional front-end websites, in addition to, a specialty in creating remarkable back-end web applications for an array of businesses. 

Since 2007, he has honed in on his skills and worked for various clients on a multitude of projects encompassing healthcare, telecommunications, entertainment, food, and other sectors.