Hello. I’m RAf.
I’M A global CREATIVE director & CONSULTANT with a rich and varied career in tV and advertising.
I BUILD bold, consistent, culturally resonant brands WITH CONTENT AT THEIR HEART.
Insight, Brand purpose and storytelling are the backbone of my approach.
I know how to connect WITH AUDIENCES.
I lead TEAMS AND BUSINESSES through transformational change, helping them become more efficient, more creative and to deliver measurable growth.
I promote A POSITIVE AND INCLUSIVE WORKPLACE CULTURE that ENABLes PEOPLE TO be authentic and shine.
I bring vision, passion and my down-to-earth style to every project, inspiring people to achieve things beyond their own expecTations.
ALL YOU NEED TO DO IS BRING THE BRIEF.
A bit more about me.
I’m a bilingual, Australian Londoner of Spanish heritage.
My perspective is global but my accent is dodgy. 😁
I began my career working in Australian ad agency BADJAR Ogilvy, writing campaigns for BMW, McCain and Tattslotto before moving to London and making the leap into television.
I’ve spent the better part of two decades leading award-winning, multi-disciplined creative teams for global media companies like BBC, Sky, Paramount +. I’ve also struck out on my own and worked with brands like Netflix, ITV, Google, Virgin, LEGO and The Financial Times.
I’ve launched new products, built and refreshed brand identities, shaped new IP, managed large-scale entertainment events and led global integrated marketing campaigns that have driven cultural conversations for shows like Game of Thrones, Mad Men, Sherlock, Doctor Who, Top Gear and Planet Earth II. I’ve also won a few awards along the way - BAFTA, Cannes Lions, Clio, Lovie, Creative Circle, Shark, and Promax.
But it took a village to do it.
A people-first leader, I know how to create a positive and inclusive work culture. From small, nimble agencies to large, full service, in-house creative departments, I can recruit, mentor, and nurture talent - building thriving teams that deliver exceptional results every time.
With commercial focus and deep production expertise, I keep processes streamlined and resources optimised to ensure people are highly motivated and consistently delivering. And when we have to pivot, I’m there in the trenches, bringing energy, focus and new ideas.
Operating as a creative and strategic partner, I bring vision and clarity of purpose to every project I’m involved in. I foster strong, collaborative relationships with people from all walks of life and can navigate complex projects with multiple stakeholders to make sh*t happen.
Creatively restless, I always have a side hustle. I tutor Creative Business (MA) students at The National Film and Television School, develop neuroinclusion initiatives, and make ceramic art.
WHAT PEOPLE ARE SAYING
“There aren't many ECDs who can do strategy, creative execution & overhaul the running of a business unit.
Raf is the real deal. At BBC studios I saw her take a creative department from a few people who made promos to a full service award-winning design, content, events, advertising & trailer powerhouse. She redefined the BBC studios Masterbrand, franchises and took programme launches to another level. At Littlehawk, I commissioned her to lead creation of a strategic platform and advertising for the London Eye (Merlin's flagship brand) for it's 20th anniversary.
She gives her all and that's what makes the difference.”
— Sara Holt, UK Sales and Marketing Director - Midway Merlin Entertainments
“A powerhouse creative and dynamic leader of people AND projects.
Hugely passionate, ambitious and solutions driven, Raf is the type of person you want, and need around. With bundles of energy and new ways of thinking, she comes at her work with a unique angle, and the outstanding creative output always speaks for itself. A big fan.”
- Reece Littlejohn, Global Marketing & Brand Leader, Head of Prime Video Brand Partnerships at Amazon, BBC & Sky Alumni.
“Rafaela is a natural leader and born creative.
She delivers ground-breaking creative work and gains the trust and respect of her teams.
I have worked with Rafaela on and off over 9 years. As Creative Director at BBC Studios, she transformed the creative function and built a loyal department of world-class creatives, gaining engagement for content promotion that has never been achieved before.
I have engaged her on several projects as a consultant and whether it’s crafting creative, writing strategic narratives or physically delivering brand experiences - I can’t recommend her work enough!”
- Tia Mc Phee, Global Brand and Partnerships Director, The Financial Times
“You want creativity? Get Raf. You want follow through? Call Raf. You want someone who can Spin on a dime? Call Raf.
I think the point is made. Raf is an amazing person to work with. She's passionate, intuitive, collaborative and smart. We did several shoots on TV sets with A-list talent and her fantastic emotional intelligence was a plus. She knew the long game we were playing and how to get our needs (and the show’s) met. I miss working with her at Sky and would work with her again in a heartbeat. And she's got a great sense of humour.”
-Rebecca Segal, SVP, SKY
“She's a fireball, she oozes the kind of creative energy that helps make anything happen.
From the straight and narrow, to perfectly formed ideas that ricochet back and forth until they become something really special. I miss her infectious personality and creativity. I'm looking forward to working with her again.”
-Denny Tu, Chief Marketing Officer at IMAX, Entertainment Media & Tech Disruptor, Global Brand & Content Marketing Leader
“Raf is an exceptional creative & strategic leader with a passion for driving innovation.
At A+E Networks, she played a key role in building our co-production brands - she has a can-do attitude that inspires everyone around her. Seeing first-hand at Sky her ability to shape global brands and deliver end-to-end campaigns is truly remarkable and she consistently works with senior leadership to create strategies that engage audiences and influence culture.
What truly stands out is her unwavering commitment. No stone is ever left unturned. She is fully dedicated to every project and explores every option to ensure success. Raf truly lives and breathes her work, and with her, you are in the safest of creative hands.
She also fosters a collaborative, inclusive environment where creativity can thrive. Every team she has led from Sky to BBC has admired her leadership style - she brings out the best in everyone. Any organisation looking for a creative leader who combines vision, passion, and results… Raf is the asset to add to your team."
-Georgina Seddon, Ex-Sky, ITV, BBC, Global Strategic Partnerships, Commercial Development, Growth Marketing.
“ Rafaela is that rare leader who can turn departments and organisations around and demonstrate results in a short time.
I’ve worked with Rafaela at BBC Studios and The LEGO Group and can recommend her for her razor-sharp direction, her strong intuition and instinct for unlocking the means to deliver the greatest work possible - and her executive skillset in diagnosing organisational and cultural challenges and swiftly implementing solutions to them. Rafaela is that rare leader who can turn departments and organisations around and demonstrate results in a short time. I’ve never seen her make a wrong call.”
-Charlie Hennicker, Head of Brand Experiences at ITV | Ex-LEGO I Ex-BBC
“ Raf is a real creative tour de force.
She leads every project from the frontline; motivating and guiding creative teams to deliver the very best results. Her passion for creating bold and original advertising is enhanced by her objective and critical eye - ensuring the response to brief is always unique and strategically sound.
I worked with Raf during her time at both Sky and Littlehawk and her dedication to creative solutions is second to none. From brief, ideation, and through to final execution, no detail is ever overlooked. Raf is an exceptional creative leader.”
-Dan Morgan, Creative Director, Marketing; Cineflix Rights Limited.
