Araceli Guillén-Tuerpe

Oversee the strategic allocation of a $50M+ annual media budget with a focus on cost efficiency and measurable impact. Skilled in aligning media and marketing strategies with client business objectives across a fragmented national landscape, with targeted efforts toward multicultural audiences—particularly Hispanic and African American communities. Proven track record in leveraging competitive analysis to identify high-impact media opportunities around key cultural moments. Adept at leading cross-functional teams across analytics, creative, and strategy to deliver innovative, data-driven media plans. Oversaw end-to-end creative production and campaign execution across traditional, digital, and emerging platforms, ensuring brand integrity and timely delivery. Strong vendor and partner management, including contract negotiation and RFP oversight. Consistently ensured cross-team alignment and accountability through structured stakeholder engagement and KPI tracking.

Led the execution of media strategies with a focus on cost efficiency, successfully negotiating media rates and placements at 10% below SQAD benchmarks. Served as a multicultural marketing expert in client pitches, demonstrating the value of targeted strategies and contributing to the establishment and growth of budgets aimed at reaching African American U.S. audiences. Actively mentored junior team members, promoting media best practices and supporting a culture of professional development and continuous improvement.

Developed and executed regional market strategies for clients across California and Texas, driving enhanced brand visibility through strategic and diversified media partnerships. Delivered measurable improvements in campaign reach and performance. Established standard operating procedures (SOPs) for campaign reconciliation, performance analysis, and team workflow, streamlining operations and improving overall efficiency.

Negotiated and executed marketing strategies with traditional media outlets on behalf of leading advertisers in the automotive, retail, entertainment, and packaged goods sectors. Consistently delivered strong campaign performance, achieving over 95% post-performance measurement against clients’ target impression goals, ensuring effective media delivery and ROI.

Oversaw radio media buying teams across the Southern California market, ensuring alignment with client objectives and campaign goals. Conducted annual market reports focused on Hispanic media trends, providing strategic insights to guide media planning and optimize audience engagement.

Monitored and analyzed campaign performance data to generate actionable insights that informed and optimized future media strategies. Supported the development of comprehensive reports that highlighted campaign effectiveness and return on investment, providing clear value to stakeholders and enhancing strategic decision-making.