Sy Kraft

*** **** ***., #*** ********, NY *****

m – 917-***-****, acqqzp@r.postjobfree.com

Twitter: @sykraft

SUMMARY:

I’ve taken a holistic approach to brand planning over my 15-year career, with the understanding that the goal is to balance brand intention with consumer perception. Understanding the strategy and execution of traditional, digital, design and social output is critical. Analyzation and optimization of the work is “always on” and potentially the most important part of determining where a brand will go next. It’s not always about the easy answer, because the easy answer is often not the one that will transform your client’s business.

EXPERIENCE:

McCann Worldwide, New York City, NY 2015

SVP, Global Group Strategy Director

Microsoft

• Helping Microsoft create, explain and share new innovative products such as Windows 10, Surface and Lumia.

• Member of a relatively flat team of six strategists dedicated to the business. NYU SCPS, New York City, NY Present

Adjunct Professor – Master’s Integrated Marketing Program

• This course focuses on integrated strategy and brand planning. Its companion course focuses on media mapping, providing students with a comprehensive study of overall campaign development, execution, and management. Publicis Groupe, New York City, NY 2013 to 2015

SVP Integrated Strategy

Proctor and Gamble – Always (#likeagirl), Charmin, Vicks, Crest, Bounty, Scope, Oral B, Puffs L’Oreal – Garnier Skin, Color, Style, Hair Care

• Led holistic integration of all evergreen product franchise and initiative based programs.

• Overlaid traditional planning method with digital behavior segmentation and content performance analysis to achieve objectives.

• Led all strategic, creative and research planning for said brands.

• Directly managed a team of four Vice Presidents and several mid and junior level staffers. Grey Global, New York City, NY 2013

Sr. Strategy Consultant (Freelance)

Gillette, Pantene, Downy, NFL, TJ Maxx

• Defined these brands’ role in a multi-touch point environment as agency lead team.

• Launched new integrated, multi-cultural digital campaigns for Pantene, Downy and NFL (Together We Make Football).

• Focus on educating the team on new innovation, social, digital strategy and the online consumer decision journey. Real Resorts, Cancun, Mexico 2009 to 2012

Chief Marketing Officer

• Developed an entire creative brand, traditional, mobile and social media strategy for a Five-Star Beach Hotel business in the Rivera Maya including full media buying control with integrated social, digital, display, SEO and organic marketing efforts.

• Increased an original $40 million annual revenue stream by 40% while managing a $1.5M USD annual budget over a 10 month period.

Vigilante - Leo Burnett, New York City, NY 2006 to 2009 Director of Integrated Strategy

General Motors, NBA, Cox Communications

• Responsible for all digital and social strategic processes related to the urban launch of Buick Enclave, LaCrosse Super, Pontiac G8 including vast entertainment, sports and publication cross channel programs and events with key digital platforms across the brands.

G2 (Grey Global), New York City, NY 2004 to 2006

Director of International Marketing

Lucky Strike, BAT International

• Led development of creative elements: online, packaging and strategic planning for global BAR Formula 1 Racing Team sponsorship including land speed record attempt “Bonneville 400.”

• Developed and supervised production of international “Original Smoke” ATL and digital/mobile campaigns including a 40 country “toolkit” to be used in the hotel, restaurant, café environment (HoReCa).

• Was member of global, London-based task force that redefined the brand essence strategy worldwide. LatinWorks – Los Angeles, Austin, New York City 2001 to 2004 Account Supervisor

Hennessy/Johnnie Walker Black Label/ Beechnut Naturals/Pulte Homes

• Part of the integrated global strategy team that devised the “Keep Walking” campaign for Johnnie Walker, which is still in existence in the year 2000.

• Developed and implemented an entirely new fully integrated V.S campaign (Never Blend In) and Privilege marketing plan (Are You Privileged?) for Hennessy targeting of a new, younger, urban target for the brand.

• Opened and managed NYC satellite office for LatinWorks in 2003 autonomously. Ogilvy & Mather, Los Angeles, CA 2000

Account Executive

Jaguar/Symantec/Mag Instruments

EDUCATION:

California State University at Northridge, Los Angeles, CA (CSUN) Bachelor‘s Degree of Arts – Journalism/Public Relations/Communications OTHER:

• Reoccurring digital/social strategy panelist and speaker (current)

• Media Spokesperson and Member of American Foundation For Suicide Prevention (current)

• Film maker, motorcycle enthusiast, surfer, shelter puppy adopter

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