Summary
Overview
Work History
Education
Skills
Timeline
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Diana Hicks

Haddonfield,NJ

Summary

Passionate Brand Storyteller with nearly twenty years experience both agency and client side.

Overview

19
19
years of professional experience

Work History

Senior Director, Integrated Marketing Communications

Comcast
05.2022 - Current
  • Oversee and lead the planning, strategy, creative development, execution, and implementation of end-to-end integrated marketing campaigns to drive awareness, consideration and brand love for the Xfinity brand portfolio
  • Drive cross-functional collaboration and provide leadership and guidance to broader marketing communications and cross-functional teams to ensure campaign strategy, creative and messaging alignment for all full-funnel go-to-market communications
  • Partners with cross-functional teams to strategically plan and align on key products and messaging priorities to develop full-year campaign roadmap
  • Collaborate and partner with media team to deliver on insight driven, contextually relevant mass and targeted media campaign creative for over $100M in media annually
  • Proven and respected people leader - manages team of ten in the development and execution of advertising across all media including national TV, Online Video, Display, Social, Online Audio, Print and Radio for entire Xfinity product portfolio
  • Lead and foster day-to-day advertising agency relationship to deliver strategic and effective end-to-end advertising campaigns on time and within budget; direct agencies to set short and long-term campaign planning roadmap
  • Steward the agency relationship including scope of work, priorities and deliverables, evaluations, tracking against milestones, managing budgets and resource optimization
  • Owns relationship with all Comcast partners (Universal Pictures, Universal Parks, NBC), overseeing co-branded creative campaigns aimed at driving Xfinity brand love
  • Leads all competitive intelligence and depositioning work, aimed at reducing churn and seeding doubt among prospects.

Director, Integrated Marketing Communications

Comcast
02.2017 - 04.2022
  • Strategic and creative lead for the launch of Xfinity’s first Loyalty program, Xfinity Rewards; exceeding projections of over 3M members within the first two months of the program going live
  • Developed the strategy and led the creative development of a multiyear effort designed to connect low-income families with in-home internet access through enhancement to our Internet Essentials program
  • Oversaw the strategy, implementation and operations for all in-store retail engagement and events tapping into consumer passions, elevating our hero products and brand themes to support business and retail objectives while driving brand love
  • Built the curriculum framework and implementation plan for Xfinity retail in-store engagement workshops for customers, scaled to all 500 retail stores in 2022
  • Led the 2020 Customer Experience brand campaign aimed at maintaining positive brand momentum; continuing to build trust in Xfinity and give potential customers the confidence to see us as a partner for them
  • Led the COVID-19 response communications, planning and execution, driving awareness of key company-wide initiatives taking place to ensure customers stayed connected throughout the pandemic
  • Developed and executed the 2019 Customer Experience brand campaign of the ‘Return of the Slowskys’ aimed at driving perception shifts around the Xfinity and Comcast brands while also raising awareness of digital tools – inclusive of all external communications and internal communications
  • Led the development of competitive strategy and manage the day-to-day execution of 360 depositioning campaigns against AT&T and DirecTV to ultimately decrease customer consideration of AT&T/DirecTV and aid acquisition
  • Led the development of competitive strategy and manage the day-to-day execution of 360 depositioning campaigns against Fios to aid acquisition and win back Fios customers in the face of strong Fios brand consideration
  • Collaborated with the divisional and HQ competitive intelligence teams to build out 18–24-month predictive outlooks on competitive trends and potential competitor product launches to develop a forward-looking perspective and gain better insight into the future competitive landscape.

Senior Brand Manager, Integrated Marketing Communications

Comcast
01.2013 - 02.2017
  • Led day to day XFINITY Brand marketing efforts, across various work streams, inclusive of Divisions and Regions
  • Served as day-to-day agency contact, overseeing the strategy, creative development and implementation of all marketing communications including TV, Print, OOH, Digital, Social and Radio
  • Led the 2017 XFINITY brand marketing efforts for the launch of Xfinity Mobile, inclusive of managing agency relationship, developing campaign assets and overseeing go to market strategy
  • Managed the strategy and development of all creative deliverables for the 2016 Holiday Brand campaign, which drove XFINITY X1 awareness and penetration around Comcast’s Netflix integration, resulting in 2.5 million YouTube views, and named People Magazine’s Top Holiday commercials of 2016
  • Supported the ‘Front Road to Rio’ 2016 Summer Olympics campaign and led the NBC partnership integration, ‘Olympic Rio Moments’, managing multiple simultaneous productions across different regions
  • Built an operational plan and approach to socialize the launch of the XFINITY Customer Commitment throughout the entire Organization - a plan that is now used internally to facilitate large scale messaging shifts across the company
  • Supported the strategic development and production of Comcast’s first ever accessibility campaign, ‘Emily’s Oz’, touting the industry’s first voice guidance product, part of Comcast's commitment to helping people with disabilities enjoy entertainment
  • First airing during the 2015 Academy awards, ‘Emily’s Oz’ garnered almost 8 million YouTube views and resulted in a plethora of accolades: Adweek’s Top 10 Commercials of 2015, Adweek’s ‘Ad of the year’ finalist, and Cannes Bronze Lion winner.

Senior Account Manager & Director of Internships

Red Tettemer & Partners
06.2010 - 12.2012
  • Account lead for Visit Philly Tourism and day-to-day client contact -oversaw the strategic development of the 2011 & 2012 Philly tourism campaign, putting ‘more heads in beds’ and evolving the iconic ‘With Love’ footprint in Philadelphia
  • Account lead for PARX Casino – led the strategy initiative for the 2011 ‘Step into Epic’ launch campaign to create brand awareness through spot marketing in NYC, DC, Baltimore and Philadelphia
  • Led the PARX Casino production of five TV spots, three radio spots, OOH, print, digital and guerilla marketing tactics
  • Served as account lead for Maaco and day-to-day client contact - Led the rebranding and strategy development of the 2012 Maaco ‘Give us’ campaign, directed at consumer awareness of both business pillars.

Account Manager

Bartle Bogle Hegarty
07.2006 - 05.2010
  • Served as day-to-day client contact for global Vaseline business and acted as global account manager for all regions
  • Managed the development and creation of integrated marketing communications platforms consisting of strategy, ideation and execution for Vaseline Total Moisture, Sheer Infusion and Intensive Rescue
  • Account lead for the North America Johnnie Walker business and acted as the key liaison between the US and UK clients
  • Managed the 2009 Axe brand hair care and body wash launch, including new product development and innovation, and planning incorporating TV, print, interactive media/website launch, in-store media, POP materials
  • Led the production and development of the Axe ‘100 Girls’ website, resulting in a Cannes Cyber Gold Lion
  • Led production for Axe hair launch with a $5.34M production budget produced in five weeks across Buenos Aires, Los Angeles, Las Vegas, and Sweden
  • Oversaw the launch of the Ally bank checking and mortgage products, incorporating all communication and channel strategy
  • Worked with brand planning to develop strategy for Dyson product launches and brand re-launch of SoBe Life Water
  • Developed creative briefs for British Airways seat sale campaigns and Promise/Becel new variant launches
  • Managed the launch of the Smirnoff Ice viral video ‘Tea Partay’, resulting in a Cannes Cyber Gold Lion.

Assistant Account Manager

TBWA\Chiat\Day
06.2005 - 07.2006
  • Account management for Snickers, Starburst, Skittles, Combos, Embassy Suites, Nivea

Education

Bachelor of Business Administration - Marketing

University of Delaware
Newark, DE
05.2005

Skills

    Collaborative Leadership

    Team Management

    Strategic Planning

    Creativity and Innovation

    Customer Engagement

    Marketing and Advertising

Timeline

Senior Director, Integrated Marketing Communications

Comcast
05.2022 - Current

Director, Integrated Marketing Communications

Comcast
02.2017 - 04.2022

Senior Brand Manager, Integrated Marketing Communications

Comcast
01.2013 - 02.2017

Senior Account Manager & Director of Internships

Red Tettemer & Partners
06.2010 - 12.2012

Account Manager

Bartle Bogle Hegarty
07.2006 - 05.2010

Assistant Account Manager

TBWA\Chiat\Day
06.2005 - 07.2006

Bachelor of Business Administration - Marketing

University of Delaware

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Diana Hicks