SY KRAFT
Brand Strategist & Marketing Executive.
From P&G to Nike SB
CMO-level brand steward and marketing executive based in Los Angeles. Currently a fractional CMO for Second Sun and LIVD. I also build positioning and strategies for global brands and founder-led companies from the ground up. Work spanning P&G, L'Oréal, adidas, GM, Diageo, and Darktrace.
My focus is the strategy underneath the work: the insight that makes a brand worth building in the first place.
Leadership
Leadership means two things to me: building teams that ship strong work under deadline, and building client relationships strong enough to push back when the work calls for it.
I've led creative and strategy teams inside Publicis, Vitro, Ogilvy, and McCann, and sat directly across the table from clients at P&G, General Motors, American Express, adidas, and El Pollo Loco.
growth
I've won and grown business across some of the most recognized brands in the world: leading the pitch that brought Gillette into Grey, driving launch strategy across Microsoft's Windows 10, Surface, and Windows Phone, and growing El Pollo Loco from a regional account into a national rebrand story. At Publicis and MSL, I was promoted to SVP and asked to bridge advertising and PR into one connected discipline for Garnier — proof that growth isn't just client-side, it happens inside the building too.
$146M Global Business Won
Promoted to SVP to bridge ad and PR as one.
Grew Golf from a standalone category into adidas' global Creators platform
Scaled launch strategy across Windows 10, Surface, and Windows Phone.
execution
I built Fantastic Brands to execute strategy, identity, go-to-market, the works. All for founder-led companies who needed a brand built from the ground up or need to be touched up. I don't wait for the brief, I create it.
Briefs
Every brand decision starts with a single sharp insight. These are the strategic briefs behind major campaigns for some of the most recognized brands in the world. The data inspired thinking that became the inspiration.