Bradley Craven Resume

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Bradley Craven

Profile

A seasoned negotiator and strategist of cross-platform media buys. Expertise in solutions for Fortune 100 clients across various categories: Automotive, Cosmetics, Movies, Packaged Goods, Pharmaceuticals and QSRs. Well-versed in Web 2.0 trends, including mobile, video and social media, and their convergence to On-air. Insatiable appetite for the pulse of current events and how it shapes industry. Ideas, strategies, tactics and problem solving keep me enthusiastic and passionate.

 

Experience

Carat – Advanced Platforms / Emerging Media Specialist

NYC / December 2007– Present 

Created new position to establish Carat as an active participant in the Emerging Media landscape, specifically with Video On Demand, Interactive Television and Addressable TV 

  • Create new revenue stream by recruiting clients to participate in new platforms
  • Partner with vendors to create relevant traditional and digital campaigns
  • Establish metrics and best practices through partnerships with vendors, 3rd party research companies and industry committees
  • Frequent travel for client presentations, conferences and new business pitches
  • Agency point person for high level negotiations such as securing import Automotive exclusivity World Cup deals for both the General Market and Hispanic

Carat - National Broadcast / Media Supervisor

NYC / April 2004 – February 2008

Managed $2,500.0M National advertising budget for WMG (consolidated Hyundai and Kia) across Broadcast, Broadband, Digital, Multi-Cultural and Sports 

  • Daily client interaction and management
  • Recommend adjustments to client marketing goals based on marketplace conditions
  • Negotiate added value opportunities across Broadcast, Digital, Print, Radio and OOH
  • Present recommendations, strategies and tactics to client
  • Responsible for all Primetime, Hispanic, Syndication and Digital purchases
  • Lead and mentor staff of eight buyers and assistants
  • Carat “Spotlight Award” recipient for outstanding achievement within the agency

 

Carat - National Broadcast / Media Buyer

NYC / April 2001 – April 2004

  •  Played integral role in winning new brands when Pfizer merged with Warner Lambert
  • Leveraged portfolio based on product performance to maximize efficiencies
  • Negotiated, executed and stewarded media buys for Hispanic, Prime and Syndication on behalf of Adams, Pfizer and Warner Lambert portfolios
  • Responsible for over forty brands, pharmaceutical and packaged goods
  • Advertising Age “Agency of the Year” recipient (2001)

Other 

  • Resourceful
  • Proficient in all standard office software systems (MS Office Suite, Lotus Notes)
  • Extremely comfortable with both Microsoft and Apple platforms
  • Basic video and photography editing skills
  • Familiarity with industry standard research and inventory management software
  • Understanding of Chinese culture and Asian business practices
  • Media Consultant / Gerson Lehrman Group
  • Licensed Real Estate Agent / Re/Max 

 

Education

 University of Cincinnati / Cincinnati, OH / September 1997 – December 2000

  • Foreign Language / Business Candidate

 Real Estate School

  • Awarded Real Estate License / July 1999 (New Jersey)

Capital Normal University / Beijing, China / September 1999 – August 2000

  • Intensive Chinese language / Cultural study

Universite de Paris IV – La Sorbonne / Paris, France / May 1998 – September 1998

  • Intensive French language / Cultural study

New York University / NYC / September 1996 – June 1997

  • Three terms intensive Chinese study (while in High School)