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Michael McKinney

  • Vice President of Digital Product
  • BridgeTower Media
Michael McKinney

Audience Engagement as a Product: Framing Your Digital Offering for Long-Term Value

Attention and trust are the new currency. Yet often engagement is treated as a marketing metric rather than a strategic product outcome. This session reframes engagement as a core product function—one that drives data acquisition, monetization, and brand loyalty. Through the lens of product management principles, we’ll discuss designing audience experiences that move casual readers toward lasting relationships, using first-party data to deliver personalized value, and organizing cross-functional teams around measurable user outcomes. Featuring practical frameworks and real examples from BridgeTower Media’s digital transformation.

Bio

Michael serves as Vice President of Digital Product for BridgeTower Media. He is responsible for leading digital product strategy, development, and operations with a focus on building solutions that provide exceptional audience and advertiser value. Michael leads Digital Product, Digital Operations, Digital Ad Operations, and IT functions.


Prior to BridgeTower Media, Michael held product leadership roles at PatchRx, Vetsource, and PennWell, where he built and scaled product teams, launched high-impact platforms, and led initiatives that delivered significant business results across media, healthcare, and e-commerce.
Michael resides in Tulsa, Oklahoma and is a graduate of the University of Tulsa.

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