Digital Marketing Los Angeles

BRANDON KRAINES

Manhattan Beach, CA 310-***-**** **************@*****.***

PARTNERSHIP MARKETING

Leverage Market Dynamics & Consumer Behavior to Foster Strategic Alliances that Drive Brand Visibility & Revenue Seasoned new media executive with strong background in forging strategic partnerships, digital marketing, and brand promotion within traditional and digital media landscapes for high-performing IP (Barbie, GEICO, Microsoft). Collaborative problem solver with focus on revenue acceleration. Expertise in building demand creation and adapting in dynamic environments with demanding deadlines. Strategic thinker recognized for driving organizational transformation, promoting collaboration with cross-functional teams, and balancing department objectives to deliver results. Recipient of MarCom, Telly, Media Excellence, and Addy Awards. Core Competencies:

Agency Management Operations Digital Marketing Strategy Content Programming Influencer Social Platforms Media E-Commerce Business & Legal Negotiations P&L Ownership & Annual Planning Executive C-Suite Presenter PROFESSIONAL EXPERIENCE

MATTEL, INC, Los Angeles, CA 2018 - 2024

Head of Partnership Marketing

Led digital marketing team of 15 to seek, cultivate, and navigate new business and joint partnerships to execute commercialization strategies across Influencer and social media channels. Set brand marketing goals across Mattel portfolio to maximize toy sales, ROI, brand lift, and audience growth. Oversaw agency and vendor relationships. Strengthened internal relationships with cross functional teams (PR, Sales, Media, eComm, Global Brand Teams, Legal, Procurement) into omnichannel marketing campaigns.

• Spearheaded development and execution of comprehensive Joint Business Plan encompassing Google, TikTok, and Meta partnerships, strategically aligning efforts to optimize reach, engagement, and ROI while saving $200K YoY. o KPIs include: media to scale franchise brands, eComm sales to advance DTC and collector, and content to expand entertainment offering.

o Workstreams include: Allocation of DIF funds, special content deals, A / B media asset tests for unexplored audiences.

• Controlled and optimized $2M digital innovation budget via scope development, negotiations, contracting, onboarding, partner management and business review, ensuring Mattel received best in class rates. o Utilized AI tools, SaaS platforms, FAST channels and first to market opportunities to keep IP on the cutting edge.

• Lead Contributor for companywide initiative (Marketing Transformation), identifying savings of $37.5M.

• Informed content roadmap with YoY growth across YouTube library and increased viewership goals by 10 - .15% and achieved ad sales of $275K / year, resulting in company record high of 8.5B views across portfolio. BRANDON KRAINES **************@*****.*** PAGE TWO

BENT PIXELS, LLC, Los Angeles, CA 2017 - 2018

Vice President, Brand Partnerships & Operations

Mobilized Branded Entertainment team of 4 to grow revenue streams via creator-led content, paid social, YouTube media sales and artist management. Designed and executed marketing assets and collateral for content strategies, scripted / unscripted initiatives and case studies to solve RFP ingestion. Coordinated go to market strategy for Gaming and CPG brands across entertainment verticals. Conducted financial reporting and forecasting, break even analysis, pricing and yield monetization.

• Grew commercial revenue from $0 to $2M in one year, exceeding department targets and goals. o Introduced operational structure to enable data-driven decision making for sales collateral. o Pioneered efficient process via SaaS platforms such as Tubular, Paladin and Monday to activate sales pipeline. o Managed relationships with Fortune 500 advertisers and MediaCo for brand marketing objectives. THE WALT DISNEY COMPANY, Los Angeles, CA 2015 - 2017 Senior Director, Integrated Marketing

Shaped and unified top ranked team of 12 for Disney Digital Network. Formulated and launched cross platform promotions via broadcast, radio, print, experiential activations, and digital branded entertainment video series across portfolio.

• Realized $80M in revenue with Fortune 500 advertisers and exceeded department goals by $10M by forging content and ad sales partnerships.

• Boosted employee bandwidth 25% YoY by unlocking internal processes for greater efficiency.

• Served as cross departmental lead to align Corporate Brand Management, Finance, Legal, Ad Sales and Production, driving efficiency for MediaCo partnerships.

o Conducted audit to improve processes for content distribution, social video deliverables and internal legal contracts, reducing time for asset delivery from 9 to 6 weeks. MAKER STUDIOS, Los Angeles, CA 2012 - 2015

Senior Director, Branded Entertainment

Director, Branded Entertainment

Aligned top ranked team of 14, which planned, crafted and executed brand marketing collateral, RFP solutions and campaign management. Achieved sales process for new business unit that cooperated with Ad Operations, Account Management, Talent Management, Legal, Finance and Production.

• Aided in growing YouTube sales partnerships from $0 - $85M over 3 years by maximizing sales funnel process through implementation of business intelligence, DAM, and Salesforce. o Provided sales team with strategic insights on buying trends, competitive landscape through CMS and Google Analytics.

• Devised, produced and supervised 350 programs involving custom content and social activations across Gaming, Entertainment, Lifestyle and Family verticals over 4 years by exceeding viewership goals of 2 - 4x per campaign. o Developed best-in-class custom pricing packages, pre-post production efficiencies, distribution platform strategies, agency relations and post mortems.

TRAINING & CERTIFICATIONS

YouTube Certified (Channel Growth) YouTube Partner Sales Adobe Creative Suite FTC / COPPA Guidelines Complaint Creator IQ Captiv8 Paladin Microsoft Office Suite Tubular Khoros EDUCATION

Bachelor Of Arts (BA), Communications, Marketing, Boston University and Tulane University

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