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Micah McKay
Principal at Okay Coyote
Micah McKay is a brand development and growth strategist with a strong background in marketing and brand partnerships. Currently, he serves as the Principal at Okay Coyote, a creative marketing agency based in Los Angeles, California.1
Professional Background
Career Highlights
- Okay Coyote (2021-Present): As Principal, McKay focuses on creative marketing strategy and deployment1
- Huckberry (2017-2020): Served as Executive Director of Brand, where he:
- Led marketing initiatives contributing to 72% revenue growth
- Launched the company's first brick-and-mortar store
- Built a sponsored content program generating $900k in annual revenue1
- Equator Coffees (Previous role): Developed significant marketing strategies, including:
- Growing email subscribers by 120% YOY
- Increasing active coffee subscriptions by 81% YOY
- Building an affiliate program featured in major publications like CNN, Bon Appetit, and USA Today1
Creative Achievements
McKay is known for innovative marketing campaigns, including:
- Developing the Huckberry Field Guide series, which featured collaborations with artists like Wilco and Portugal the Man2
- Creating unique content and partnership strategies across various industries1
Professional Philosophy
He describes himself as a brand strategist with a passion for building purpose-driven brands through creative and impactful partnerships.13 McKay believes that the most successful brands are driven by social and cultural intentions beyond mere financial goals.
Education
- Graduated from Bowdoin College with a B.A. in Art History1
Highlights
We are thrilled to announce that Okay Coyote has been named North American agency of record for Finisterre.
Longtime believers in Tom Kay's mission and vision for the brand, we are excited to work with such a talented crew (Bronwen Foster-Butler, Megan Gay, Lawrence Stafford, Harry Fricker) to spread the good word and bring their functional and sustainable products to a new audience across the pond.
Onward!
Over the past three years Okay Coyote has been working alongside the team at Hyperlite Mountain Gear helping them become one of the most recognizable names on the trails and in the backcountry.
In 2022 we pitched the team on working with pro skier Cody Townsend to develop a more technical line of ski packs. Cody, along with many other skiers, had been adjusting previous HMG pack models for ski expeditions, but we knew some changes could be made to make a pack more exclusively suited for skiers in the backcountry.
After countless hours of R&D and product testing by Cody and his team we are stoked to introduce The Crux 40, the first ultralight ski pack built with fully woven Dyneema®. The Crux features special strapping for carrying skis (or a snowboard) along with ice axes, internal sleeves for avalanche gear, a removable lid and hip belt, and a crucial rear-access zippered panel - all in time for the first flakes of the season to fall.
Thanks Field Mag for the feature, Cody, The FIFTY team, Bryan Cole and the great marketing crew (cc: Ryan Shadrin, Christina Cozzens, MBA, Marina French, Mark Sirek, Beau Gaughran) and product team at HMG for bringing this to life .
