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Brian McCraw
Senior Digital Ad Operations Manager specializing in OTT trafficking, QA, and programmatic delivery
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About
Paid media specialist with experience owning high-spend campaigns and shifting traditionally print-focused clients into digital (direct-sold + programmatic). Uses Xandr DSP and a KPI-driven full-funnel approach across Meta/Google/TikTok, with hands-on optimization, creative/audience testing, and campaign triage (e.g., resolving ad fatigue via frequency caps).
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Key Strengths
- Optimized programmatic spend by shifting budget toward higher-performing ads mid-campaign
- Data-driven KPI management across funnel stages (CPM/CTR vs CPC vs CPA/ROAS)
- Structured full-funnel channel allocation across Meta, Google, and TikTok
- Diagnosed and fixed performance stall via frequency cap implementation, stabilizing engagement
- Methodical testing approach using multiple creative and copy variants tied to audience segments
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