Rafael Araya Campos

• Lead media investment strategy and execution for WK Kellogg Co. across U.S. National Television and CTV platforms, ensuring optimal audience reach and consumer engagement outcomes.
• Manage budget allocation and performance tracking using data driving methodologies, monitoring KPIs to optimize campaign delivery and business impact.
• Act as primary point of contact between internal teams and external partners (Disney, Paramount, AMC, NBCUniversal, Warner), coordinating investment execution, planning and performance alignment.
• Utilize advanced data analysis and reporting tools to monitor pacing, delivery performance and operational efficiency.
• Pioneer the adoption of AI driven optimization tools (Cross Media Optimizer) to improve decision making enhance performance outcomes.
• Support operational improvements by standardizing workflows, enhancing reporting clarity and improving process efficiency.
• Collaborate cross functionally to align business objectives, consumer insights, and operational execution.
• Support onboarding and knowledge sharing processes during organizational restructuring, helping ensure continuity and operational consistency.

• Led creative strategy and content development for 30+ clients focusing on brand positioning and consumer engagement.
• Managed and mentored a creative team, overseeing deliverables, workload distribution, and quality assurance.
• Developed internal workflows, process manuals, and standardized practices to improve operational efficiency.
• Built strong client relationships, translating business goals into effective consumer focused creative strategies.
• Oversaw campaign planning, execution and performance alignment with marketing objectives.