Gemma Craven

Gemma Craven

Head of Social & Mobile at McCann Worldgroup, New York
New York, United States

Summary

I am a digital marketer with deep expertise in brand and digital strategy, social media, and storytelling. I thrive on building engaged brands and running teams working at the intersection of community, influence and technology

Currently, I am SVP, Director of Social & Mobile at McCann Erickson. The agency operates 180 offices in more than 120 countries and boasts a client roster that includes preeminent global marketers and many of the world’s most famous brands. My role focuses on the integration of social and mobile thinking across all McCann teams' work.

Prior to McCann, I was VP Strategic Accounts at Spredfast, a social media marketing platform. There I lead Spredfast’s Customer Partner team as well as a global team of social business consultants, advising brands and media companies on the intersection of technology, brand marketing and social media.

Previously I held senior positions at Ogilvy New York, the flagship US office of the world’s largest advertising agency. As Executive Director Social Customer Engagement for OgilvyOne I worked with enterprise digital clients - including Weight Watchers, IBM, E-Trade and Aetna - to build social and digital into their existing customer engagement programs, working across CRM, e-commerce, customer care and loyalty programs. I was New York Group Director for Ogilvy's Social@Ogilvy practice. I led a team focused on developing and executing across paid, owned and earned programs for clients such as IKEA, British Airways, Caterpillar, The Gap, Nestle and American Express. I grew the practice from a group of two to a multi-million dollar division, part of the group that was awarded social agency of the year by the Holmes Group in 2013.

Positions

Head of Social & Mobile
New York, United States
October 2015 - Present (1 year 10 months)
I head up McCann's social and mobile practice. I focus on talent, strategy and innovation, partnering closely with the social platforms to integrate social at the heart of agency creative work. I work with McCann XBC's Mastercard team, mentoring an integrated social team and consulting on social strategy and planning. I was a lead author of LIVE, McCann's operating system for social developed to ensure a common approach to social across our global network.

McCann New York is the flagship agency of McCann Worldgroup, the world’s leading creatively driven marketing network.
VP Strategic Accounts
Spredfast
April 2014 - October 2015 (1 year 6 months)
I joined Spredfast as Executive Director, Strategic Markets to lead Spredfast's Market Director team. This is a group of social business practitioners and trusted advisors to Spredfast's customers, based in offices globally. My focus was in enabling this team of subject matter experts to bring their smarts to both new business and existing customers.

I also took over managing a global customer partner team in January of 2015. This group is responsible for over 600 customers, including all five major broadcast networks and many of Interbrand’s World’s Best Brands. My role included working directly with customers on overall social + platform strategy as well as setting continued direction for Spredfast's Market Directors.
Member of WOMMA Board of Directors
United States
November 2012 - October 2015 (2 years 11 months)
WOMMA is the premier non-profit organization dedicated to advancing and advocating the discipline of credible word of mouth marketing. Through best practices, industry education and member value, WOMMA advocates word of mouth as a solution to business challenges and a key component in the creation of digital Talkable Brands. I played an active role on the Board of Directors for my three year term.
Executive Director, Head of Social Customer Engagement
New York, United States
May 2013 - April 2014 (11 months)
Social customer engagement focuses on relevancy; connecting customers and brands in the right locations, context and at precisely the right time to create value, rather than extra noise. I work with clients – from Weight Watchers, to IBM, E*Trade, Aetna and more - consulting with teams across OgilvyOne to integrate social thinking into existing customer engagement programs, such as CRM, e-commerce, customer care and loyalty programs.
Executive Vice President & NY Group Head
Social@Ogilvy
April 2010 - July 2013 (3 years 3 months)
As New York Group Director, I led a team that developed and executed measurable digital communications strategies, with an emphasis on social media and word-of-mouth. My role included establishing new partnerships with online platforms, managing internal capabilities and development of strategies across our client portfolio.

-- Grew the New York team 700%, from 2 to 20, with a keen focus on offering innovative work, growing talent, career pathing and attracting the right mix of new hires to bring team to award-winning level for Fanta Timeline and IBM work.

-- Senior client relationships across many of the Ogilvy portfolio including Nestle, Caterpillar, British Airways and IBM. Development of digital strategy that crosses paid, earned, owned and shared media as well as organizational development and training.

-- Thought leadership and training with regular speaking engagements at external events including SxSW, Social Media Week, 4As, WOMMA and more; internal workshops for Ogilvy staff and clients and regular input to Social@Ogilvy thought leadership platforms
Vice President
Breakaway Communications
May 2007 - May 2010 (3 years)
Vice President at Breakaway Communications, a full-service public relations and marketing communications firm in New York - a role I was recruited from London for. This included managing bicoastal teams for clients across verticals including online services, wired and wireless communications products and services, digital entertainment and enterprise computing.

Achievements included bringing billion dollar chip manufacturer Broadcom's business to the US and leading a global team to support the business out of the Breakaway New York office. Position as account lead on IBM's InfoPrint division in the US saw additional revenue and growth with this account, and responsibilities included managing a network of agency partners across Europe.
Head of Technology and Digital Media
Brighton, United Kingdom
May 2006 - May 2007 (1 year)
Team lead at technology and digital media team at a leading boutique agency in the South of England, working with clients including AOL's Advertising.com, Greenlight SEO, Swedish social network LunarStorm and VoiP provider Coms. Mentor role to local start ups and technology innovators including community development and support for the UK's first grassroots developer conference, d.Construct.
Account Director
Sherpa Media
2005 - 2006 (1 year)
Working with US clients to implement pan European PR campaigns. This work included French language outreach for the Hackett Group and top tier media support for semi-conductor giant Broadcom.
Senior Account Manager
Metia (Write Image)
September 2003 - May 2005 (1 year 8 months)
Integrated digital marketing and communications campaigns for clients such as Microsoft, BBC Technology, BT and CyberSource. Headed up company public relations and awards entry program which subsequently saw Metia awarded PR Week's agency of the year accolade. Launched Microsoft's Innovative Teachers program in UK to obtain top tier press coverage in national press, print and online media.
Account Manager
London, United Kingdom
2000 - 2003 (3 years)
Role after merger of TSI with Golin/Harris through Interpublic network, working managing technology accounts and including a six-month secondment as in-house PR support for Lawson Software. Worked with accounts including News Corp's technology arm NDS Group. Achievements included major push at IBC for NDS Group at IBC, the broadcast industry’s major annual show, hosting 40+ pan European media event and garnering wide-ranging top tier print, online and broadcast media coverage. An in-house secondment at Lawson Software grew skills in internal communications and pan-European planning.
Account Executive
TSI Communications
1999 - 2000 (1 year)
Account executive role on IBM team at TSI with IBM iSeries and Printing Systems divisions as lead clients. Research, pitching and technology understanding development, with achievements included leading several IBM press trips to user conferences in the USA.

Education

BA French and European Studies

University of Sussex, Brighton
1995 - 1999 (4 years)

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