Rafaella Kanbar

[STARTED JANUARY 2022 AS VP]

• Key lead shaping agency's new vision & strategy, IMPACT, rooted in inclusion and CX. Led creation of new frameworks, processes, and training.
• Co-founded TBWA's first CX department, partnering with Data, Tech, and UX leads.
• Created Omnicom Health's first Experience Strategy group, uniting +100 strategists across the whole network to enhance CX operations and create thought leadership.
• Lead co-creation sessions with real patients, doctors, and caregivers and build offerings around UGC & social-first campaigns in healthcare.

Developed an authenticity-driven personal branding framework and led interactive workshops for organizations including Johnson & Johnson, Omniwomen, and the Healthcare Businesswomen’s Association- reaching 300+ professionals and creating a ripple effect of empowerment across marketing, ERG, and student communities.

• Grew theExperience Strategy team, led omnichannel, experience ecosystems, and content strategy for clients like Breyanzi, Regeneron, Lynparza, NUBEQA, and new business.
• Orchestrated energizing and fun omnichannel workshops, customer-first innovation brainstorms - empowering 50+ attendees to elevate healthcare experiences.
• Recruited back to TBWA's global leadership programs, Sea Legs & Wright Academy, as a mentor and speaker- guiding rising talent globally.

• Developed HCP & Consumer Experience plans for Moderna, bluebird bio, Repatha, Adempas, Entresto, andfocused on product launch (website & CRM). Key lead for activation, pitch, and tactical brand planning across the agency.
• Selected for Tiger Academy (among all TBWA employees worldwide), a leadership program for TBWA's 30 global Rising Stars.
• Led content strategy audits, frameworks, and shared/established digital best practices across various clients.

[STARTED JANUARY 2020 AS DIRECTOR]

• Evolved into CX department lead, mentored team of 8 and directed 15+ clients (KAY, Five Below, EltaMD, JetBlue Vacations, McDonald's, Planet Fitness, Jet's Pizza etc.).
• Innovated CX processes, including journey design, briefs, led creation of team podcast, and brought to life a "Content Studio" through key partnerships for agile content creation.
• Built experience & content strategy frameworks from awareness to loyalty with a focus on 'immersive commerce'.

• Launched KAY #LoveIsUnstoppable camaign just one week into COVID, one of the very first campaigns featured in Ad Age.
• Drove KAY's UGC & influencer campaigns: Pride #EveryKiss (500k engagements), NYE TikTok trend with Jonathan Bennett, and Neil Lane engagement ring contests in 2020.

• Served as social lead for Microsoft, mentored team, partnered with cross-functional teams, creative agency, and social partners to plan & activate multi-million media budgets.
• Built client rapport resulting in paid social activation shifting from 3rd party to Carat.
• Launched 1st to market media buys like Twitter's Spotlight Trend + First View (500% conversation lift and +29% purchase intent lift), hosted 'war rooms' for live monitoring.
• Established social KPIs, learning agendas, and attitudinal research for US & Global.
• Led global paid social reporting, hosted social strategy & activation trainings (EMEA/APAC).

PRIOR ROLES AT DKPeople: Social Media Manager, Experience Designer & Social Lead, Junior Experience Designer

• Transformed agency from traditional to digital, launching social, influencer, and experiential capabilities for Delta LATAM & USH.
• Launched Delta’s Brazil Fanpage to 1M, ranked #1 Engagement among competitors (Communicator Awards: Silver Content Effectiveness -2013 & 2015)
• Led #MyNextTripBackContest social campaign, partnered with +30 influencers (Communicator Awards: GOLD Social Media Excellence, Silver Social Branded Videos)
• Led Delta’s Rock in Rio sponsorship creative strategy & production and on-site team of 20;lounge photobooth ranked #1 most loved brand activity by festival attendees
• Planned a branded TV episode & webisodes hosted on social & Delta planes; led crew &celebrity host across US & Brazil, handling all logistics, budget, and negotiations (Communicator Awards: Silver Social Branded Videos)
• Created partnership activations, including Delta & GOL's Friendship Day contest & video series; directed production crew & flight attendants across US & Brazil (Communicator Awards: GOLD Content & Marketing Excellence)
• Crafted non-traditional activations like: “Wake up in NY,” turning a park into “Little NY” promoting a social contest (42k sign ups), and Delta's immersive out-of-home (Silver ADDY)

• Partnered with Digital Directors across Latin and Central America to optimize SEO/SEM performance, translating search and social insights into creative and media improvements.
• Developed and optimized SEM strategies for brands including Oral-B and General Electric, leading keyword strategy and translation in Spanish and Portuguese, and collaborating with Google to align investment with search potential.
• Informed campaign ideation and creative execution for Ariel, Blackberry, and Samsung through social listening and cultural insights, providing art direction feedback to enhance regional relevance.