Jonathan Graviss has worn multiple hats – installer, real estate manager, sales rep, sales manager, general manager – in a 28 year career in out of home.  Billboard Insider is running a series in which Jonathan reflects on what he’s learned.  Today Jonathan talks about getting into the business and gives advice to anyone whose just entered out of home.

Tell us about your background

With a career spanning 28 years in the world of Out of Home, I initially found myself climbing poles and putting up posters for Scout Outdoor during my college days. What started as a part-time gig in rural Middle Tennessee evolved into a lifelong passion for the OOH advertising business.  Upon graduation from college, the owner of Scout Outdoor recognized my potential and invited me to join full-time, offering to teach me the intricacies of the OOH industry. In my mind, I was taking the job as a short term position until I could find something better.  I have not found anything better!

Early in my career, I honed my skills in sales and real estate with prominent players like POA, Universal Outdoor, Eller Media, OCI, Chancellor Outdoor, Advantage Outdoor, and Bressler Outdoor. In 2003, I made a strategic move to Lamar Advertising, serving as a sales manager in both Clarksville, TN, and Knoxville, TN. This decision proved pivotal, providing me with a more substantial and enduring professional platform.  In 2011, an opportunity to broaden my horizons led me to become the VP of Sales for Clear Channel Outdoor in Atlanta, GA. This experience not only exposed me to the intricacies of selling in a highly competitive market but also provided insights into national sales on a top 10 market scale. Over my 11 years in Atlanta, I played a pivotal role in doubling revenue and expanding the nation’s largest digital footprint.  In 2022, I embarked on a new adventure with Adams Outdoor in Charlotte, NC, taking on the role of General Manager. This position allowed me to apply my comprehensive knowledge in operations, real estate, finance, and sales to lead and manage a dedicated team. Through each move, I’ve not only gained expertise in all facets of running an OOH plant but also had the privilege of building relationships with exceptional individuals across the industry.

In addition to my extensive career in the OOH industry, I take great pride in having raised four remarkable children alongside my supportive wife. As our children now embark on their own career journeys, my wish is for them to find the same fulfillment and passion in their chosen industries as I have throughout my career.

What advice would you give to someone just starting out in the industry?

For someone just starting in our industry, I’d offer the following advice: buckle up for a thrilling ride! This business has thrived because it knows how to pivot when needed. Over the last two decades, we’ve witnessed innovation, from recyclable materials to digital deployment and advancements in audience measurement. Our ability to deliver messages quickly to diverse audiences is unmatched. Stay the course and give yourself time to learn the ins and outs of this dynamic industry. In your first year, focus on understanding the basics – whether it’s about posters, bulletins, or the intricacies of your company’s processes. Year two is the time to delve into more sophisticated ways of going to market, whether in sales or real estate. By the third year, you’ll experience a leap in productivity, armed with a better understanding of what it takes to be successful. I’d also recommend seeking mentorship from those who excel in your peer group. Observe, listen, and absorb the successes and failures of those around you to shape the kind of teammate you aspire to be. Embrace the learning journey and be ready to adapt, as our industry is all about evolution and staying ahead of the curve.

What’s next for you?

I am exploring opportunities in sales leadership and general management both inside and outside of the OOH industry.  Recently I have started looking into buying some assets and becoming an operator.  That would be the ultimate test of putting into practice all I have learned in OOH!  The outpouring of support from friends and colleagues has been fantastic.  I am confident that my next grand adventure is just around the corner.  If anyone comes across an opportunity they think I might be a fit for you are welcome to email me at jgraviss12@gmail.com

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