Proactive and achievement-oriented marketing leader with 15+ years of experience delivering exceptional marketing campaigns, content and collateral based on established and innovative strategies. Results-oriented and collaborative professional bringing expertise in brand management and social media engagement. Detail-oriented, attentive and decisive leader.
Hi, I’m
Alicia Diaz
Strategic Brand Marketing Manager
Davenport,Fl
Summary
Overview
15
years of professional experience
3
Languages
10
years of post-secondary education
Work History
Merlin Entertainments Group Ltd.Orlando, FL
Strategic Account Sales Manager North America
06.2022 - Current
Job overview
- Promoted to North America National team to grow international portfolio of clients, planning strategy and marketing integration to align accounts to budget expectations.
- Developed and maintained relationships with +15 top customers and suppliers through account development.
- Achieved and exceeded company-defined sales quotas by +7% vs 2019 for LATAM & Brazil markets in mist of delayed market recovery trend due to the pandemic.
- Engaged functional areas across prospect or client organizations to uncover business opportunities resulting in +500K additional revenue.
- Increased profitability and lifetime customer value by coordinating go-to-market strategy, implementation and post-sales service experience.
- Fostered lasting relationships with customers through effective communication and quick response, resulting in long-term loyalty and expanded client base.
- Negotiated prices, terms of sales and service agreements.
- Selected correct products based on customer needs, product specifications and applicable regulations.
Merlin Entertainments Group Ltd.Winter Haven, FL
Senior Brand Marketing Manager - LEGOLAND
02.2020 - 07.2022
Job overview
- Developed, planned and executed innovative customer-centric go-to-market strategy to drive incremental volume, gate admission, hotel occupancy, loyalty program growth and strong community relations.
- Spearheaded +100 successful and engaging marketing campaigns from creation to execution integrating media planning, e-commerce, CRM, market research, and traditional tactics surpassing YOY sales expectations by 21%.
- Championed Annual Pass/Loyalty Program increasing +30% vs 2019 Active Customer Base, +3% vs 2019 Renewals, +11% vs 2019 in total sales through mixing traditional and digital strategies promoting “New News” increasing value to the pass to increase visitation during pandemic times.
- Launched New Annual Pass holders Hub and optimized web pages increasing to 1.3% conversion rate vs 2019.
- Revamped and migrated the customer journey online for Youth & Education business resulting in a +10% increase in bookings vs 2020.
- Developed +28 strategic points of view and business cases identifying areas of opportunity, effectively articulating them into actionable strategies and recommendations supporting management into data driven decision-making.
- Assigned as Mentor for Data Analytics + Insights and Annual Pass/ Loyalty Program for 2 sister attractions in North America.
- Generated sponsorships with related and partnering entities to enhance marketing objectives.
Magic Development Orlando, Fl
Marketing Manager
01.2018 - 01.2020
Job overview
- Planned annual strategies and created company brand messaging, online presence, collateral materials, customer events, promotional strategies, and product commercialization for growing international real estate developer.
- Performed market segmentations, targeting and positioning for each product line. Identified target personas and defined buyer's journey to facilitate lead nurturing efforts for sales conversion.
- Leveraged data insights from surveys, previous campaigns and market research to develop targeted marketing initiatives, generating + 5,000 leads with 1.3% conversion in sales.
- Researched and developed Canada and India new markets marketing strategy optimizing budget by 23%
- Worked with graphic designers and writers to establish theme and tone for content, revamping corporate website and social media platforms that increased followers by 16% in 2-month period.
- Surpassed by +10% Open Rate goal and tripled Click rate established benchmark with our "Be an owner" email campaign using Mailchimp.
- Utilized market trends and target audience statistics to effectively and appropriately market products.
WundermanMiami, Fl
Sales Enablement Project Manager
01.2015 - 01.2018
Job overview
- Influenced perceptions to drive demand along the customer journey, managing the execution of annual strategic marketing programs, demand generation campaigns, integrated product, and brand initiatives to support sales team readiness and channel growth.
- Developed and initiated projects, managed costs, and monitored performance. Collaborated to $120MM in sales by planning and executing 50+ events in 2017.
- Planned end-to-end marketing communications content, strategy, execution, optimization, and timeline management.
- Campaign owner and budget owner of Enterprise and Corporate marketing initiatives for Latin-American & Caribbean region reducing cost expenditure by 13%.
- Led highest satisfaction index in customer satisfaction survey for 2 years in a row (198 points out of 200) for CXO Forum Event (2015 & 2016), survey conducted to 600+ C level customers (highest satisfaction results in 13 years)
- Negotiated and managed third-party contracts related to project deliverables.
Plaza Provision CoSan Juan, PR
Business Development Brand Manager
01.2013 - 01.2015
Job overview
- Championed 9 recognized brands, exceeding sales goals and margin growth for one of Puerto Rico's leading distributors of consumer goods sold.
- Restructured brand's marketing annual activity plans and their investment funds (total of +$4million) by client/product to ensure sales growth and balanced expenses. Resulting in 3% margin growth (+$800k revenue) in 6-months period.
- Revitalized underperforming categories by redefining processes, inspiring culture of collaboration and open communication between finance, sales and marketing teams.
- Approved/modified marketing collateral and digital content (POP material, Facebook posts, ad material), promoting multi-brand activities to increase market share and brand awareness.
- Reestablished trust in top clients resulting in $14M revenue generation among my brand portfolio in 2014.
- Launched 2 new brands and extended product lines, generating $300k monthly (+14% vs goals) in 7-month.
- Strengthened and standardized brand image that resulted in 8% of portfolio growth in sales YOY.
Education
University of Puerto RicoSan Juan, PR
BA from Business Administration Marketing Management
01.2001 - 2007.05
University Overview
Microsoft CertificationFort Lauderdale, FL
Digital Marketing course
05.2013 - 05.2023
University Overview
Skills
Multi-channel marketing
Additional Information
Additional Information
Adept in Microsoft Office including Word, Excel, and PowerPoint
Knowledge in CRM, Salesforce, Accesso, Insights, Mailchimp, Crystal Reports and Google Ads tools.
Demonstrated strong organizational and time management skills while managing simultaneous events and multiple projects.
Excellent communication skills, both verbal and written.
On track learning to verbally communicate in Portuguese.
Timeline
Strategic Account Sales Manager North America
Merlin Entertainments Group Ltd.
06.2022 - Current
Senior Brand Marketing Manager - LEGOLAND
Merlin Entertainments Group Ltd.
02.2020 - 07.2022
Marketing Manager
Magic Development
01.2018 - 01.2020
Sales Enablement Project Manager
Wunderman
01.2015 - 01.2018
Microsoft Certification
Digital Marketing course
05.2013 - 05.2023
Business Development Brand Manager
Plaza Provision Co
01.2013 - 01.2015
University of Puerto Rico
BA from Business Administration Marketing Management
01.2001 - 2007.05