cmo Joseph Kuna

Joe Kuna

CMO, Consumer Marketing Strategy

Washington, D.C. 703.915.4529

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Executive Marketing Positions

  • President & General Manager, Time Life Books
  • Executive Vice President, Marketing & Media, Time Life, Inc.
  • Senior Vice President, Marketing, Time Life Inc.
  • Vice President, Product Management, Time Life Books
  • Senior Product Manager, New Business Development, The Bradford Group


  • MBA, Marketing, Finance and International Business, Northwestern University
  • BS Business Administration Marketing, Indiana University


  • Driving New Product and New Business Development
  • Planning and Executing Successful Business Turnarounds 
  • Expert in Direct Marketing Business Models and Media
    • Hero Product, Continuity, Subscription, Catalogue, Cross-Selling
    • Television, E-Commerce, SEO, Social, Paid Search, Print and Mail.
  • Profitable New Customer Acquisition
  • Customer Lifetime Value Optimization (CRM)
  • Using Data & Analytics to Drive Growth
  • Organizational Structuring for Profitability and Growth
  • Strategic and Tactical Multi-Media Integration
  • Creative Development - Branding, Positioning, Value Proposition, Offer Development, Production

Success Stories

  • Successfully launched over 80 new products - and numerous new businesses - across a wide array of consumer categories, including content & publishing, entertainment, consumer collectibles, personal finance and health & wellness.
  • Led Time Life's $130MM Cornerstone business unit - Time Life Books - out of five straight years of double-digit loss to profitabililty
  • Revamped a 35-year-old product development model, lowering cost and quickening the pace and frequency of new product launch, resulting in a 40% increase in revenue and 25% increase in margin.
  • Improved the ROI on $150MM in marketing expenditures through multi-media re-alignment - digital and off-line media - and CRM initiatives.
  • Led strategic revamping of corporate customer communications, improving lifetime value through message consistency, branding and offer optimization.
  • Contributed over $40MM in incremental profit to Guthy Renker Corporation through offer testing, CRM improvements, relational database development and monetization.
  • Founded KUNAdirect, a full-service marketing firm boasting such DTC clients as Scholastic, Guthy Renker Corporation, Healthy Directions Inc. Servicemaster, JCWhitney & Company, VIACOM and MTV.

Where Joe Can Help Your Business

  • Working with you to develop strategies for growing your business with practical budgets and positive ROI.
  • Expanding into New Markets and Segments
  • Providing informed Market & Media Opportunity and Risk Strategies
  • Integrating Multiple Media and Channels (Digital and Off-line) into a Cohesive, Profitable Business Model.
  • Optimizing Customer Lifetime value
  • Driving New Customer Acquisition Efforts
  • Developing and Communicating your Brand Message
  • Organizing People and Resources for Customer-Centric Marketing Implementation

Joe Kuna Biography

Joe Kuna is a seasoned executive with over 30 years of success in consumer - and specifically, Direct to Consumer - marketing. Joe is an action-oriented, straight-shooting business driver. He is an expedienced leader in the Publishing & Content, Health & Beauty, Entertainment, and Insurance sectors. Also a creative and adaptive strategist, Joe’s career has been marked by success growing both the top line and bottom line of businesses in all stages of lifecycle.

In his 20-year career on the client side, Joe held a progression of marketing and general management roles, most notably with Time Warner where he held positions including Executive Vice President of Marketing & Media for Time Life, Inc. and President & General Manager of Time Life Books.

Prior to joining Chief Outsiders, Joe founded and operated KUNAdirect, a marketing services company providing media development and turn-key campaign management services to companies across a wide array of consumer categories - Home Services, Beauty, Neutriceutical, Cosmeceuticals, Health, Education, Gaming, Video Streaming, Automotive, Collectibles, Music.

Before striking out on his own, Joe held a progression of roles at Time Warner’s Time Life Division. As EVP, Marketing and Media, he was charged with optimizing ROI across Time Life’s Music, Video and Books divisions.   Specific accomplishments include: driving a 30% growth in ROI for Broadcast media, developing Time Life’s fledgling website into a significant profit-generating e-commerce medium, re-purposing Time Life’s 600-rep outbound telemarketing sales unit for greater profitability and successfully integrating all media for optimum customer lifetime value. During this time Joe also launched Time Life’s Hispanic business, led the company’s Customer Branding/Communications Re-Development initiative and introduced significant new third-party revenue streams. 

As President & General Manager of Time Life Books, Joe orchestrated the turnaround of an aging $130MM business unit, taking it from five consecutive years of loss to profitability.  Joe led a decisive re-structuring of the business, re-aligning editorial development to better leverage key proprietary assets and critical brand attributes across channels. The result was lower development cost, increased rate of NPD, accelerated time to market, and improved marketing performance and profit.

During the 1990’s Joe held roles of increasing marketing and P&L responsibility with Time Inc..His career began with product management and development roles at Rand McNally & Company and The Bradford Group – a $500MM consumer products company - both in the Chicago area..

Joe earned his MBA in Marketing, Finance and International Business from Northwestern University’s J.L. Kellogg School of Management. His BS degree in Marketing is from Indiana University.



“Joe promised strong strategic leadership, direct ownership of the project, and breakthrough thinking at each stage of the project . . . He delivered. I've received a tremendous end product and also a bit of an education working with one of the absolute top pros of the direct response marketing industry” .

Ben Quigley - CMO, Songbird Hearing Inc.

“. . . one of the brightest and most entrepreneurial marketers I have ever had the pleasure to  know.” 

Steven Janas - Former CEO, Time-Life, Inc.

"Joe is a resource that you simply do not find everyday. When it comes to direct marketing and marketing in general - Joe rises to the top".

Adam Elliott - President, ID Insight, Inc.

"Joe is an outstanding marketer blending both the strategic and the tactical to produce a proven track record of successful products across a range of categories and markets."

John Hall - General Manager, Fratelli Carli USA, Inc.

“ . . . a real thought leader, driving the company to pursue new and better ways of doing business. While primarily a marketer, Joe's overall strategic value to the company was limitless.”

Tim McAndrew - COO, Business Network Consulting

"I've been in the Direct Response business my entire career and run across many so-called experts. Joe is a true DR expert, an "expert's expert". Joe has that fine and scarce balance of analytics and creativity.  It was also a huge benefit having such a seasoned professional take a leadership role and drive my staff to new levels of productivity and innovation during a time of change and renewal for MetLife Direct."

Steve Schwartz - Head of Marketing, MetLife

"Joe is an extremely talented and rare direct marketing expert who led Time Life to its peak performance and profitability through visionary breakthrough creative, sound financial strategy and analytical detail. I value his integrity, direct communication style, ability to quickly produce a successful outcome and ability to create an environment in which those around him deliver 110%". 

Nancy Gallo - President, Gallo Marketing 

“Joe is very sharp, comes up to speed rapidly, asks outstanding questions, and takes you gently from what you think you want to what you actually need.”

Walt Petticrew, Founder, LuvYa Reader