Kelly McKay

Senior VP of Sales The Krazy Coupon Lady

Kelly McKay is the Senior VP of Sales at The Krazy Coupon Lady (KCL), where she leads partnerships that connect consumer brands with millions of value-minded shoppers. She helps brands drive measurable growth by turning shopper intent into action across multiple channels. Kelly is passionate about building the relationships, strategies, and campaigns that deliver real results for partners, while supporting KCL's mission to make smart shopping simple and accessible.

DAY 1 | Monday, March 1 | Where Growth Comes From Now

8:30 AM Chairperson Opening Remarks

9:20 AM Keynote Panel: Decide How to Run Creators: Brand-Direct, Retail Media, or Affiliate, and What Changes

Social used to be the top of the funnel. Now it's the whole thing: a shopper finds you on TikTok, watches a real person use the product, trusts that face more than any ad, and buys. But most brands still treat creators like a media buy instead of the front door to the brand. This panel gets past the hype into the mechanics: when creator content is brand-direct, when it's retail media, when it's just a fancy affiliate deal, and how to keep it authentic enough that Gen Z trusts it while still trying it to a sale. Real brands, real numbers, real talk on what's working and what's just expensive noise.

Takeaways:

• How to tell when creator content should run as brand-direct spend, retail media, or an affiliate deal, and what changes in each case

• A way to pressure-test whether "authentic" content can still carry a hard call to action without losing Gen Z's trust

• What real brands are actually measuring on creator programs today, and which numbers are vanity

11:10 AM Interactive Panel: Internal Storytelling: How to Sell Commerce Media to Skeptical Leadership

Commerce media leaders are being asked to move real money, but the people who sign off on that budget often don't believe the story behind the numbers. Incrementality tests, ROAS replacements, clean-room graphs, and channel reports are necessary, but they don't win skeptical CFOs, CMOs, or sales leaders on their own.

In this interactive panel, brand-side operators walk through how they re-framed commerce media from "retail media line item" into a growth narrative that leadership could actually repeat: the before-and-after story, the handful of metrics that matter in the boardroom, and the moments when they had to kill their own favorite slides to keep the story simple.

How to translate commerce media performance into a simple business story your CFO and CMO can repeat without you in the room.
The 3–5 slides that changed budget decisions in real companies, and what was deliberately left out to keep leadership focused on incrementality instead of vanity metrics.
Practical ways to reframe "tests, ROAS, and RMNs" as a growth narrative tied to category share, shelf velocity, and profit, so skeptical stakeholders see commerce media as a core lever, not a side experiment.