Bradley O'Brien
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About
Bradley O’Brien is a global marketing thought leader who has worked on award winning media campaigns for the past 17 years. These tactics have driven over $300 million in new business while positioning dozens of Fortune 500 brands for digital engagement, launch, acquisition, conversion and retention strategies. His work has been recognized by Cannes Lions, Promax/BDA, The One Show and The Webby Awards.
He oversaw the crafting of strategic cross-channel media and marketing plans that span digital, e-commerce, mobile, gamification, brand storytelling and new media. These multi-platform strategies have extended the reach of many global brands including Nike, Chanel, Louis Vuitton Möet Hennessey, Sony, Pepsi, HBO and HBO GO, L’Oreal Paris, HP, Nokia, Chanel, MTV, Apple, Target, Jet Blue, Nickelodeon, Subaru, SC Johnson and Starwood Hotels.
Digital strategy, strategic planning, production and new media and are Brad’s biggest strengths and were honed while working on the global launches of Nike.com, Sony.com, HBO.com and the HBO GO app. HBO GO set the standard for moving broadcast television into the social space. It was even hailed as “the future of TV” by Forbes. While Nike.com set the standard for customized consumer retail experiences and increased sales by 22% in the first quarter following the launch of NikeiD.
He has led the brand positioning, discovery process, creative development, social engagement strategy promoting the launches of Nike True City, Nokia Vine, the global re-launch of Sony.com in over 35 countries and Sony's Pottermore, in partnership with J.K. Rowling. Brad’s business philosophy is defining what a brand “is”, not only what it represents. This identifies what type of behavior, interface or brand experience will be most effective in reaching our target audience.
Brad has worked on both digital and traditional marketing objectives and gained invaluable insight through working in both client and agency side settings. He is a brand storyteller and idea generator. He leads through his actions and collaboration both internally and with agency partners. He enjoys mentoring just as much as he enjoys driving progress, and believes above all else in loyalty, respect and transparent communication.
Brad lives in New York, NY and can be contacted at hibrad@me.com or by calling 917-279-1584. -
Education
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Bachelor of Arts (B.A.) CommunicationsColumbia University in the City of New York1988 - 1992In Progress (75%)
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Experience
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EVP, Global Integrated Marketing and Emerging MediaAd HabitNew York, NYAug 2012 - Aug 2014 (2 years)• Generated leads and developed new business relationships by educating and demonstrating strategic fully integrated global marketing solutions including strategy, planning, digital, video, eCommerce, traditional and emerging forms of consumer engagement and responsive design for Sony, Louis Vuitton Moet Hennessey, Mykita Luxury Eyewear and Starwood Hotels.
• Increased revenue and brand awareness for Fortune 500 brands by developing strategic engagements and overseeing and negotiating international media planning and reporting on consumer insights and behaviors.
• Served as the main client and internal team interface on multi-channel projects, clarifying strategic requirements, explaining complex ideas while managing expectations and staying at the forefront of new media opportunities.
• Drove all new business, led discovery process, prepared statements of work, proposals, timelines and budgets.
• Served as main client and internal team interface on projects; clarifying strategic requirements, explaining complex ideas while managing expectations. -
SVP, Global Web Transformation DirectorSonyMay 2011 - Aug 2012 (1 year 3 months)• Led the global web transformation process and best practices documentation for Sony.com global marketing across 45 countries including responsive design, eCommerce, brand storytelling, content management across multiple verticals, geo-targeting, user experience, digital retention, activation, SEO, SCE, SEM, social media and analytics. Identified key stakeholders by region to manage process over a 9 month period.
• Oversaw all global advertising plans, deadlines and process workflow with all internal Sony.com verticals for the launch of J.K. Rowling’s Pottermore.com e-book launch. Created core team to strategize how to effectively manage site traffic during lotteries to get early admission to Pottermore.com without compromising Sony.com. Lottery traffic peaked at 2.2M users throughout 4 hour periods of lottery submission.
• Drove national annual revenue of $150M monthly to Sony Electronics and oversaw internal P&L budget of $120M.
• Led the application design, architecture and implementation of e-commerce platforms that have included key components such as payment processing, merchant of record, product management tools, global address validation, security and order processing and fulfillment.
• Fostered and strengthened relationships with site key stakeholders including Sony Electronics, PlayStation, Music, Films, Blu-Ray, Sony Cierge, Home Entertainment and various other departments by creating key content for digital and on-air presence.
• Partnered with Adobe to create new software enhancements to provide consumers with new levels of eCommerce and CRM customization. -
Managing Partner, SVP, Digital Marketing , Strategy and Emerging PlatformsThe Star GroupOct 2010 - May 2011 (7 months)• Directed and mentored the agencies digital, strategy/planning, social and emerging media teams, articulating the agency’s views on consumer engagement and challenging each group to provide innovative and engaging work.
• Evaluated existing staff and brought in key staff hires to provide top CMS, site builds, eCommerce, SEO/SEM best practices and negotiated relationships with top vendors including Adobe CQ5, HTML5, Interwoven, Joomia and Magento, Demandware and ATG eCommerce.
• Managed cross-functional teams and implemented technical solutions for new initiatives as conceived.
• Prepared statements of work, budgets, resource allocations, burn reports, new business presentations and site analytics.
• Key thought leader publishing and educating agency on new business, discovery, digital, eCommerce, mobile, broadcast and social media best practices focused on retaining and building client relationships.
• Conducted weekly meetings to showcase latest work and promote a sense of camaraderie although agency was staffed across 3 center city offices and large office in NJ. Wrote performance reviews and made recommendations to directors of each team. -
Digital Strategy & Emerging Media Director, Executive ProducerNew York, NYSep 2007 - Oct 2010 (3 years 1 month)• Supervised and led teams of up to 50 producers/product managers to produce robust strategy, global media plans, digital site redesigns, eCommerce, mobile, video, social and emerging products on time and on budget for multiple accounts including Chanel, Nike, NikeID, Converse, HBO, Loreal Paris, Pepsi, MasterCard, SC Johnson, Nokia and HP.
• Led discovery and new business exercises, conducting focus groups and using consumer research to develop an understanding of specific consumer behavior to create and manage the user experience design.
• Oversaw client relationships and managed ROI and P&L in excess of $200M. Liable for account growth, staffing, client satisfaction, prioritization of all deliverables and ensuring quality and client objectives.
• Educated team and clients of current trends and technologies.
• Directed eCommerce solutions for Fortune 500 clients utilizing customer acquisition through design SEO, SEM, SCE, affiliate marketing, email, merchandise planning and allocation to influence and acquire customers.
• Oversaw all global media planning and strategy, regional budget allocations and campaign management across multiple brands.
• Wrote and compiled master statement of work, staffing plans, statements of work, resource allocations and burn sheets.
• Strong negotiating skills. Accustomed to overseeing numerous verticals and ever changing buying strategies. -
Director of Sponsorship IntegrationsDouble FusionOct 2006 - Aug 2007 (10 months)• Developed revenue-generating in-game ad placement and engagement opportunities for console and casual games, fostering relationships with publishers including Ubisoft, Konami, THQ, Rockstar, Zynga and Oberon.
• Developed product marketing plans, including product positioning, campaign strategies, creative briefs and market research insights and pricing. Position against the advertisers audience, current campaign and goals.
• Identified and secured new opportunities negotiated and executed deals with publishers -
Production & Creative Development Team Lead, Absolut Vodka - CONTRACTNew York, NYFeb 2006 - Nov 2006 (9 months)• Managed creative development and pitch for ‘In An Absolut World’ and ‘Find Your Flavor’ global brand campaigns.
• Strategized and communicated all digital, traditional, OOH and experiential direction from global creative director to seven teams of art directors reflecting each global market. Kept all ideation current, so teams worked in a collective manner.
• Created master schedule, staffing plans for 10 producers and numerous statements of work that reflected current campaign.
• Led production of absolut.com and absolutdrinks.com and managed vendors to produce rich media content and banners. -
Team Lead, Brand and Retail MarketingNew York, NYJan 2004 - Feb 2006 (2 years 1 month)• Partnered with executive team, station producers for over 130 channels of music, sports, news and entertainment channels to create a strong branded retail presence and a CMS that producers could update easily.
• Analyzed industry trends and competitive landscape; oversaw opportunity indemnification and evaluation to formulate new quarterly offers and promotions in-store and online. Negotiated real estate with Best Buy, Circuit City and Radio Shack.
• Oversaw all media plans, contracts and agency fees. Measured and reported success of each campaign. -
Director, On-Air Production and Integrated MarketingSep 1999 - Jan 2004 (4 years 4 months)• Managed the planning, production and implementation of on-air broadcast, post-production, digital, events and print projects for Nickelodeon, Nick at Nite and TV Land. Monitored budgets and staffing for Blues Clues and Little Bill’s animation teams.
• Worked closely with new series development to successfully launch Spongebob Squarepants and Fairly Oddparents.
• Oversaw production of ‘Slime Time Live’ through live-feed and worked with building resources to budget, create set and staff ‘U-Pick Live’ out of New York City MTV Networks headquarters. -
Media Planner / Executive AssistantNew York, NYApr 1997 - Aug 1999 (2 years 4 months)• Managed client relationships for IBM and American Express print and broadcast media. Updated daily media sheets and budgets of up to $50M in ad spend.
• Worked cross platform with Ogilvy One and media buyers to assure all content was being delivered per schedule.
• Oversaw all sponsorships, events and international quarterly planning meetings.
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Awards
Digital Awards
HBO.com Site Redesign – Best Visual Design – Webby Awards 2010
Nokia Vine – Gold – Design, Cannes Cyber Lions Awards 2009
Ad Council “That’s Not Cool” Teen Cyber Bullying - Design
Integrated Media Campaign - Silver – Cannes Lions Awards 2009
Design - Bronze – Cannes Cyber Lions Awards 2009
Nike Human Race – Silver – Media, Cannes Cyber Lions Awards 2009
Pepsi “Dear Mr. President” Rich Media Banners –
Best Rich Media Banners – Webby Awards 2009
Absolut Vodka “In An Absolut World” –
Gold – Design – Cannes Cyber Lions 2007
Broadcast Awards
TV Land Network Launch – Design -
Gold - Promax/BDA Awards 2002
TV Land’s Family Table On-Air Promotion – Design
Silver, Promax/BDA Awards 2001
2000 Kids Choice Awards – Live Event
Silver – Promax/BDA Awards 2001 -
Affiliations
AIGA
IDSA
IxDA -
Skills
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On Coroflot@bradleyobrien, member since 2014
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