Daniel Radman Email and Phone Number

As Visa’s US Media Director, I lead strategic media planning, tactical media plan development, media buying, and measurement/evaluation of plan results for all consumer marketing efforts. Visa's consumer media efforts span broad-reaching sports sponsorship platforms (NFL, Olympics, and FIFA World Cup), national broadcast, programmatic and direct-site digital buying, social media, print, and out-of-home. These efforts have continued to build Visa's brand value, drive enrollments and usage of key Visa products, and fulfil needs of Visa issuer and merchant partners.Key Accomplishments:• Led negotiation of network upfront deals that maintained key on-air real-estate, expanded scope into new digital platforms, and held cost increases below industry averages.• Implemented MROI-based learnings to shift media mix, driving a 45% decrease in promo-based CPA• Contributed media strategy, guidance, and support for 15+ new-business RFIs, leading to product expansion that achieved annual goals

As Brand Manager of the Bud Light FMB Family I directed the seven-flavor Bud Light Lime Ritas brand and the three-flavor Bud Light MIXXTAIL brand. In this role I created marketing and retail strategies, conducted briefing and production for brand advertising and experiential programs, and developed and managed packaging and flavor innovations. I was responsible for oversight of quantitative and qualitative research, data analysis, and developing plans to address brand weaknesses while exploiting strengths.Key Accomplishments:• Managed the US launch of Bud Light MIXXTAIL, including the full launch plan from idea to execution, generating wholesaler excitement, leading to orders of 300% above budget.• Chosen to participate in global management college recruitment outreach and candidate evaluation.

As Associate Brand Manager for Bud Light, I led large cross-functional teams in planning and implementation of 360 degree brand programs, including Bud Light Music First (Summer 2013) and Whatever, USA (Summer 2014) for the #1 beer brand in the US. I created and presented agency briefs for programs and creative/content creation, and led process through to project completion. I led production of retail strategies and tactics to drive on-premise and off-premise sales. I also managed agencies in development and production of creative executions for TV, radio, digital, print and out of home.In my role I developed results-tracking processes and dashboards to monitor program research and results. Produced and managed distribution of digital live streams of music events, including Bud Light 50.50.1 (Dierks Bentley, Kendrick Lamar, Empire of the Sun), and Bud Light Hotel Super Bowl XLVII – New York (Run DMC, The Roots, Imagine Dragons, Zac Brown Band, Foo Fighters.)Key Accomplishments:• Created and implemented the integrated campaign brief for the $50+ million Whatever, USA multi-channel program, resulting in the best on-premise summer sales in the last five years, share growth in Premium Light and directly engaging more than 2 million target consumers.• Cut Bud Light's on-premise share decline in half year over year by developing a toolkit for local brand and agency activation managers to secure bar specials and events and consumer auditions to attend Whatever, USA, which resulted in 20,000 specials/events and more than 200,000 consumer auditions. • Developed and executed a 360 plan for Bud Light Music First, an integrated marketing plan that involved a packaging redesign and a custom mobile application to drive purchase of Bud Light and reward consumers with 500,000 music prizes. Campaign resulted in $1.20 return on investment for the program.

As Consumer Connections Manager I developed media plans and managed media and sponsorship budgets for $280 million+ in annual media and sponsorship plans for Bud Light, Budweiser, Chelada, Anheuser Busch corporate and social responsibility programs and new product launches, including Bud Light Platinum. I worked closely with brand marketing teams to translate brand challenges, programs and strategies into effective media plans. I briefed media partners for branded content creation and managed process through production. I also analyzed research results to find and act on implications most likely to impact brand health and sales.Key Accomplishments:• Developed and implemented the IMC structure for Bud Light, streamlining the marketing process and creating more cohesive 360-degree marketing programs.• Developed corporate best practices and benchmarks for digital live streams of music events, driving down cost per contact by more than 200%. Live streams included Sensation NYC, Bud Light Port Paradise (FloRida, Wiz Khalifa) and Bud Light Hotel Super Bowl XLVII – New Orleans (Gary Clark Jr., Janelle Monet, Stevie Wonder).• Led evaluation and selection of third-party media optimization tool and managed installation of new system, designed to create efficiencies in media planning and spending. • Created new processes during on-boarding of new media planning agency, which enabled for a smooth transition of internal job functions to a third-party agency and changed the way the company handled media planning.• Trained the Bud Light marketing team on the IMC processes and best practices, standardizing processes and creating work flow efficiencies, leading to quicker campaign development.

As Associate Director of Strategy I led my teams in planning and execution of multi-media campaigns. I analyzed client data and developed strategies to impact media plans, and developed and cultivated relationships with clients and partner agencies. I was responsible for monitoring consumer, economic and media landscapes and regularly presenting findings internally and to clients. I was selected to compose and teach a "Print 101" course for agency new-hires and interns. I also created staffing plans and negotiated client contracts. Key Accomplishments:• Developed a new strategy for Recreational Equipment Inc. (REI) to increase awareness by expanding advertising to national television, which increased same store sales to new heights.• Negotiated agency contracts for REI and Cars.com, signing the largest-scope contracts for those clients, thereby growing agency compensation.

As Media Strategy Supervisor I planned and executed media strategies for clients totaling $330+ million in annual media spending. This included the management of media plans across multiple clients, including Dell Computers consumer campaigns, REI and Cars.com. For these clients I devised and executed media tests, and analyzed and presented findings. I compiled and presented response metrics data, comprehensive competitive analyses, and media/vendor opportunity point-of-view reports. In this management role I led teams of planning strategists, national/spot broadcast buyers, magazine and newspaper buyers, OOH buyers and online investment teams.Key Achievements:• Built and managed the direct response media plans for Dell Computers, driving down cost per response.• Bought and built Super Bowl media campaign for Cars.com, increasing brand awareness and dealership participation.

I supervised a team of planners for accounts, including Delta Dental Insurance (AARP-preferred dental insurance), Fisher Price, Rolling Hills Casino, Score! Educational Centers, Veridian Home Builders, San Francisco Examiner newspaper and Morrison & Forrester Law Firm. My teams assembled and presented media campaigns, competitive analyses and opportunity point of view.

In the first media planning role of my career I planned impactful media advertising campaigns for Alexian Brothers Hospital Centers, Score! Educational Centers, Jiffy Lube and Veridian Home Builders.

Negotiated and purchased spot TV, and spot radio in 15+ markets, including Charlotte, NC, Columbia, SC, Denver, CO, and Tulsa, OK, and also national/network radio.

Maintained records and files for spot TV and radio buys in four of the top five US markets for clients, including Allstate, AT&T Broadband, Cannon, Delta Airlines, E! Entertainment Television, Kellogg’s, Miller Brewing Company, Muscletech, Sara Lee, Showtime, Suzuki, Toys ‘R Us and Walt Disney Land/World.

Operated camera for the morning news on the NBC affiliate in Columbia, Missouri. Operated camera for Pepper & Friends, a local variety/talk show. Performed duties including floor manager for local news breaks during The Today Show, operated teleprompter, designed and dressed sets, and provided various production needs.

As producer of "Home Front with Don Zeman", a nationally syndicated radio show on the ABC Radio network, I connected signal feeds to the national network, screened phone calls, contributed to on-air discussion, coordinated time cues with local affiliate stations, and monitored audio levels.