Scott Cooper is a Senior Consultant of McMillanDoolittle and is Principal of Marketing Engine Group, a marketing strategy and planning firm located in Madison, Wisconsin. The firm specializes in marketing research, strategy and marketing planning helping companies find their marketing story, develop the strategy to communicate a differentiated value promise and measure the results.

Over the last two years, Scott has worked with McMillanDoolittle on their Firestone Compete Auto Care, Walmart and All Things Automotive (national automotive franchise) business.

Scott was formerly SVP Marketing for Famous Footwear and SVP Corporate Brand Marketing for Brown Shoe. He was an instrumental part of a senior leadership team that led the turnaround of Famous Footwear. The successful repositioning laid the foundation for store growth to over 1,100 stores and a greater than 300% gain in operating profits over five years. Prior to joining Brown Shoe and Famous Footwear, Scott was President of The Hiebing Group, a marketing research, strategy and advertising agency serving clients such as Clothword, Northwest Fabirics and Crafts, McDonalds, Pecks Businessmen’s Wear, Rokcy Rococo Pizza Coors, Mercury Marine, Jan Sport, Culligan , Coca Cola, Orkin, Norwest Bank, Anchor Bank, Epic Software, American Automobile Association, and Kimberly-Clark.

Scott is the co-author of four books published by McGraw Hill, The Successful Marketing Plan (3rd edition), The One Day Marketing Plan (3rd edition), The Successful Marketing Plan Brief Edition, and Tips and Traps for Marketing Your Business. Scott was also an adjunct professor for 16 years at the University of Wisconsin teaching at the MBA level and undergrad in the schools of Business, Retailing and Journalism. He’s been a keynote speaker and led seminars on marketing strategy and planning for the University of Wisconsin Continuing Education Program, BrandSlam, Inc. Magazine, The American Marketing Association, National Trade Associations, and businesses across the country.