Amaya Garbayo - Associate Director of Media, Kellogg's, USA

Amaya Garbayo is the Associate Director of Analytics and Portfolio Solutions at Kellogg. She is part of the Insights and Planning team for North America and leads the digital measurement strategies and analytics for the Kellogg portfolio of brands including Special K, Rice Krispies and Eggo. She is helping Kellogg to be an industry leader in tracking and measurement against Digital goals and leading breakthrough research initiatives which elevate Kellogg’s ability to win in the Digital marketplace.

Prior to Kellogg, Amaya spent seven years at one of the world largest media agencies, Mindshare (WWP) where she partnered with clients (including Unilever, CVS, Domino’s, and LG) to develop a research and analytics agenda that aligned their digital media strategies with their business goals. She established under the paid-owned-earned framework a measurement plan that determined success, optimization and reporting metrics to effectively line up goals with key performance indicators.

She holds a degree in mathematics from the University of Wisconsin -- Stevens Point and a Graduate degree in statistics from Baruch College (CUNY).