Meet Our Franchise Marketing Experts

Driving Franchise Success Through Expertise and Innovation

At McKay Advertising + Activation, our dedicated team of franchise marketing experts combines decades of hands-on experience with innovative strategies that are specifically designed to help businesses thrive and achieve sustainable success. Our leadership team is committed to crafting personalized solutions that elevate brand visibility, strengthen customer engagement, and drive consistent growth for franchises across the nation. By focusing on the unique needs of each client, we ensure that our approach aligns seamlessly with their business objectives, resulting in impactful marketing strategies and measurable results.

Bob McKay

Founder & CEO

Bob McKay founded Tampa Bay’s first digital media agency, McKay Advertising + Activation, in 2005. With a focus on franchise marketing, Bob developed a unique advertising agency experience for clients, employees, and associates. Under his leadership, the agency became a trusted partner for driving franchise growth and visibility through data-driven strategies and innovative approaches.

In 2009, McKay Advertising + Activation became a Google Partner, and in 2015, it achieved Google All-Star status among the top 100 agencies worldwide. Today, McKay Advertising + Activation is recognized as a leading franchise marketing agency, with a proven track record of delivering impactful results for clients.

Bob’s expertise in franchise marketing and his creation of the Activation Bridge strategy have enabled the agency to help some of the world’s most successful brands transition to ROI-driven models. His thought leadership in the industry, featured in publications like Forbes and Entrepreneur, has made him a recognized franchise marketing expert and a trusted advisor for brands looking to succeed.

Kate Webb

Account Supervisor

Kate Webb is a senior marketing leader with 13+ years of experience driving integrated brand and media initiatives for a large consumer brand operating at national scale. Her work spans strategy through execution, with a focus on building marketing programs that perform across complex, fast-paced environments.

Matthew Giardino

Director of Digital Activation

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.

Kyle Norstrem

Director of Paid Social

Kyle 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 Paid Social where he builds, manages, and monitors Paid Social campaigns to maximize ROI.

Caleb Stockton

Director of UX + Customer Design

Caleb is a graduate (B.S. Advertising + M.S. Marketing) from the University of South Florida. Born in Hawaii and raised in Rockledge, FL, Caleb was always fascinated with every aspect of business. Now, at McKay, Caleb is on as the Director of UX + Customer Design. He utilizes his video, graphic design, and social media strategy skills to create content that will help clients achieve awareness and brand consistency.

Lindsey Cataldo

Director of Creative Services

Lindsey joined McKay Advertising + Activation in 2022 as an intern in the Creative Department.

She graduated from the University of Tampa in 2023 with a degree in Advertising and Public Relations and now has completed her Master’s Degree in Social and Emerging Media at the same university.

As our Director of Creative Services, Lindsey helps clients boost their online presence through content creation and manages our social media platforms. She specializes in writing blog posts, creating email campaigns, copywriting, and curating creative content.

Roberto Paz

Creative Consultant

With over 25 years of experience in advertising and marketing, Roberto has held creative roles at both small and large agencies, as well as in-house teams across Florida. Rob brings a strong blend of creative and strategic expertise to developing and executing campaigns that drive sales and elevate brand awareness. He’s also a proven coach and leader of design teams, dedicated to upholding visual brand standards while streamlining workflows and improving efficiency.

Chuck McAulay

Local Store Marketing Coach

Chuck McAulay joins McKay Advertising + Activation as a true industry veteran with over 30 years of experience moving the needle for some of the world’s most iconic brands. From Burger King and Hard Rock Café to Bonefish Grill and Main Event, Chuck has spent his career mastering the art of the “Local Mile.”

As the leader of our Local Store Marketing (LSM) Program, Chuck bridges the gap between corporate strategy and “boots on the ground” execution.

MaryAnn Kaplan

Traditional Media Buyer

MaryAnn Kaplan is a veteran in the Media business bringing decades of experience in the traditional media space. With a deep understanding of broadcast, print, and out-of-home channels, MaryAnn combines long-standing industry expertise with a sharp eye for value, placement, and audience alignment.

Her career spans every evolution of the media landscape, and she remains a trusted strategist for delivering high-impact campaigns that connect brands with their target markets. At McKay, she plays a key role in planning and executing integrated media strategies that bridge the gap between traditional and digital activation.

Alexander Santa

Director of Integration & 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.

Our Team (NEW)