ARTHUR MUTUOTA MUIYURO
Media Strategist, Planner & Buyer
Summary
As an experienced brand & marketing consultant with a background in media strategy, buying and planning, my career objective is to leverage my skills and expertise to drive impactful campaigns through storytelling, strategies, systems & scale. Ultimately, my objective is to become the trusted market leader, collaborating with cross-functional teams to shape and execute comprehensive marketing strategies that foster long-term success in a rapidly evolving digital landscape.
Overview
6
6
years of professional experience
5
5
Certifications
1
1
Language
Work History
Marketing Strategist, Media Planner & Buyer
Saracen OMD
09.2023 - Current
- Brand & Connections Strategy Development – Lead development of integrated digital and TTL strategies across Diageo brands (Tusker, WhiteCap, Cider, Lite, and Malt), aligning to business objectives, consumer journey frameworks, and brand Must Dos. Translate insights into executable connection plans across Visibility, Trigger, Consumption, and Recommendation stages.
- Integrated Media Planning (Digital + TTL) – Develop full-funnel media architectures across Meta, YouTube, Programmatic, Spotify, DOOH, TV, and Radio. Build structured channel roles, phasing strategies, audience frameworks, and budget allocations tailored to Kenyan market dynamics and alcohol media compliance.
- Omnichannel Campaign Leadership – Oversee end-to-end campaign execution from strategic rationale through trafficking, optimization, and post-campaign learning integration across multiple platforms.
- Advanced Performance Optimization & Learning Integration – Move beyond tactical optimization to insight-led performance refinement, embedding historical learnings into FY planning cycles (FY25–FY26).
- Data Interpretation & Business Storytelling – Translate campaign performance into commercially meaningful narratives, linking media effectiveness to salience growth, consideration uplift, and penetration objectives.
- Budget Stewardship & Financial Governance – Own digital pacing, quarterly spend alignment, and PO reconciliation in collaboration with finance to ensure governance accuracy.
- Innovation & Progressive Media Development – Introduce culturally relevant and distinctive executions including contextual Spotify integrations, DOOH countdown formats, and programmatic urgency strategies.
- Cross-Functional & Stakeholder Collaboration – Partner with creative teams, clients, publishers, and hub teams to ensure cohesion between strategy, creative expression, and media deployment.
Digital Media Buyer, Planner & Digital Data Executive
Saracen Media Limited
08.2021 - 08.2023
- Digital Media Planning – Developed structured media plans across Meta, YouTube, and Programmatic platforms, translating campaign objectives into audience targeting frameworks and budget allocations.
- End-to-End Media Buying & Campaign Setup – Executed full campaign builds including audience segmentation, bidding strategies, creative trafficking to hub teams, and weekly post-promotion management.
- Performance Optimization & Delivery Management – Conducted daily monitoring and in-flight optimizations to improve delivery efficiency, CTR, engagement rates, and cost metrics.
- Data Reporting & Insight Development – Prepared monthly mastersheets, brand reports, A&P documents, moderation reports, track-it and catalyst reports, translating raw platform data into actionable insights.
- Financial Governance & PO Management – Collaborated closely with digital finance to reconcile monthly spends, validate purchase orders, and eliminate billing discrepancies.
- Digital Strategy Contribution – Supported development of strategic digital frameworks that contributed to business wins and brand growth initiatives.
- Tender & New Business Support – Contributed to tender submissions for Trademark, NHIF, Communications Authority of Kenya, and the State Department for Housing and Urban Development.
- Corporate Social Media Management – Managed Saracen’s social media presence, executing structured content calendars and live event coverage across LinkedIn, Facebook, Instagram, and Twitter.
Out-of-Home (OOH) Media Coordinator
Saracen Media Limited
06.2021 - 07.2021
- OOH Campaign Monitoring & Reporting – Managed performance tracking for billboard and outdoor executions, ensuring accurate proof-of-flight documentation.
- Spend Reconciliation & Financial Oversight – Verified planned vs. actual spend, identified discrepancies, and ensured financial accountability across outdoor placements.
- Client Servicing Support – Provided status updates and campaign documentation to maintain transparency and strengthen client relationships.
- Geographic Visibility Strategy Support – Supported placement decisions based on audience movement patterns and high-traffic visibility zones.
Marketing Intern – TV & Radio Planning
Saracen Media Limited
02.2021 - 05.2021
- Broadcast Media Scheduling – Developed detailed television and radio advertising schedules aligned to client briefs, audience targets, and allocated budgets.
- Client Alignment & Workflow Coordination – Collaborated with internal teams and clients to ensure timely approvals, accurate flighting, and smooth campaign execution.
- Campaign Performance Reporting – Monitored campaign delivery metrics and prepared post-campaign reports evaluating reach, frequency, and overall performance efficiency.
- Foundational Media Buying Exposure – Gained hands-on experience in rate analysis, placement strategy, and broadcast compliance processes.
Bookkeeping Intern
Triple X Communications Ltd.
12.2019 - 01.2020
- Recording Sales on excel
- Arranging documents in the office
- Tracking and updating monthly sales logs
- Digitization of company documents
- Ensuring figures on the organization’s cash-at-hand and the actual stock match
Education
Bachelor of Commerce - Marketing
Strathmore University
10.2022
Culinary Arts
Strathmore University
03.2018
Kenya Certificate of Secondary Education (K.C.S.E) - undefined
Consolata High School
12.2017
Skills
Strategic thinking
Brand awareness
Brand strategy
Campaign management
Partnership development
Competitive analysis
Customer segmentation
Certification
Twitter Certification
ACTIVITIES
Playing football and swimming I was an active member of the Consolata football and swim team (2015-2017) Playing the piano I have been playing the piano for 7 years Volunteer Experiences As a member of Twakutukuza Trust Choir since 2014, the following key achievements were made: Sang in the choir to raise funds for cancer patients Assisted in selling tickets during concerts Visited the hospices where cancer patients were and donated food items
Timeline
Marketing Strategist, Media Planner & Buyer
Saracen OMD
09.2023 - Current
Digital Media Buyer, Planner & Digital Data Executive
Saracen Media Limited
08.2021 - 08.2023
Out-of-Home (OOH) Media Coordinator
Saracen Media Limited
06.2021 - 07.2021
Marketing Intern – TV & Radio Planning
Saracen Media Limited
02.2021 - 05.2021
Bookkeeping Intern
Triple X Communications Ltd.
12.2019 - 01.2020
Culinary Arts
Strathmore University
Kenya Certificate of Secondary Education (K.C.S.E) - undefined
Consolata High School
Bachelor of Commerce - Marketing
Strathmore University