The Interactive Advertising Bureau (IAB) announced that Craig Coleman has been named Vice President of Marketing, charged with harnessing data and analytics to drive the organization’s marketing efforts and to elevate its brand messaging across the industry. Coleman will ensure that IAB members and the entire industry get timely, actionable information that helps individual businesses thrive and that promotes the growth of the broader digital ecosystem. He will tap into his extensive background in mobile messaging, social media engagement, branded content creation and distribution, digital video production, and influencer marketing to develop successful data-driven marketing strategies on behalf of the trade group and its membership. He joins IAB from Gannett, where he led digital product marketing and client solutions for Gannett Digital and USA TODAY.
“Craig will leverage his extensive experience and skill set to drive deeper engagement with IAB members and widen our reach to the industry at large,” said David Doty, Executive Vice President and CMO, IAB. “He is a proven communications leader, who has delivered quantifiable results for digital publishers. Moreover, he has a strong background in what’s required in successful marketing today, ranging from customer acquisition to branded content, social media, and making the most of mobile.”
“I’m honored to be joining IAB at this pivotal juncture of rapid growth and development in interactive,” said Coleman. “I have had first-hand experience from a member’s perspective with the importance of IAB thought leadership, research, training, and best practices in the marketplace. I look forward to working closely with our members to add value and further our mission.”
During his three-year tenure at Gannett, serving as Vice President, Client Solutions and Marketing, Coleman launched the award-winning Gravity unit and refreshed the company’s B2B brand image to move the organization to a digital-first mindset. He also led communications strategy for the launch of Gannett’s native advertising solution and spearheaded digital innovation in virtual reality (VR) and augmented reality (AR), resulting in a landmark VR branded content partnership with Honda.
Prior to his time at Gannett, Coleman was Vice President, Marketing for Screenvision, where he cultivated new branded content offerings. Earlier, he served as NBCUniversal’s Vice President, Brand Manager and Partnership Marketing, overseeing management of the lifestyle brands Green is Universal, Healthy at NBCU, and Hispanics at NBCU. In that role, he spearheaded development and implementation of integrated ad sales marketing programs for advertisers across NBCUniversal’s portfolio, including the first-ever movie studio program with Sony. Coleman also directed all marketing and communications for Viacom’s Nicktoons Network as the channel’s Director of Marketing.