Diana Parsel
Costa Mesa,CA
Summary
Collaborative leader with dedication to partnering across various departments. Documented strengths in building and maintaining relationships with diverse range of stakeholders in dynamic, fast-paced settings.
Overview
30
30
years of professional experience
Work History
Senior Manager, Marketing
Irvine Company
01.2015 - Current
- Create company brand messaging, collateral materials, customer events, and promotional strategies
- Develop and manage regional center's signature events and programming such as Style Week OC, Holiday Programming including Tree lighting Ceremonies, Lunar New Year, Weekend entertainment program, Newport Beach Film Festival and tenant grand opening events
- Oversee and manage advertising, public relation agencies and creative service vendors
- Develop and maintain positive tenant relations, point of contact for daily communication with over 140+ merchants
- Collaborate and supervise creative team and outside vendors on all graphic production and install for barricade artwork
- Manage traffic and editing of all promotional materials such as seasonal advertising pieces, monthly newsletter to merchants/hotel concierge and Digital/handheld directories
- Develop and direct retail tourism program for Fashion Island including 3 consultants
- Developed and foster key relations for Irvine Company while participating on OC Visitors Association Board of Directors (2016-2020), Marketing Boards for Destination Irvine (2016 - 2020) and Visit Newport Beach (2016 - present)
- Develop and manage synergy opportunities within Irvine Company divisions and portfolio
- Manage social media and agency for Fashion Island
- Develop and manage shopping group events and activities
- Provided strong leadership to enhance team productivity and morale
- Consolidated vendors and renegotiated contracts to optimize costs
- Managed over 50 store grand opening events
Marketing Manager - Fashion Island
Irvine Company
02.2011 - 01.2015
- Develop and maintain positive tenant relations, point of contact for daily communication with over 140+ merchants
- Oversaw and maintained positive key relations with advertising, public relation agencies and creative service vendors
- Coordinated and executed Fashion Island signature events such as Style Week OC, Tree lighting Ceremonies, Lunar New Year, Weekend entertainment program, Newport Beach Film Festival and all grand opening events
- Coordinated traffic and editing of all promotional materials such as seasonal advertising pieces, monthly newsletter to merchants/hotel concierge and Digital/handheld directories
- Collaborated with creative team and outside vendors on all graphic production and install for barricade artwork
- Conduct all FAM tours and shopping group events and activities
- Coordinated and executed over 50 store grand opening events.
Custom Homesite Manager
Irvine Company
01.2006 - 01.2009
- Custom Homesite Manager for custom lots at Newport Coast, Shady Canyon & Crystal Cove
- Managed off site office and budget along with architectural consultants and property coordinators
- Liaison to architectural design teams and Board of Directors along with Executive team for Irvine Company
- Oversaw all custom home communication and correspondence along with design review processing.
Tenant Coordinating
CJ Segerstrom & Sons
01.2001 - 01.2006
- Tenant Coordinating Associate for South Coast Plaza
- Facilitated over 100 tenant openings, vacates, and remodels to ensure proper procedures were followed
- Managed lease and rent commencement communication to 300+ tenants to ensure space was delivered per lease and all landlord work was scheduled and completed per deadlines
- Developed and oversaw marketing/advertising campaign and coordinated tenant design images for placement on barricades and environmental signage throughout the center
- Liaison with leasing agents regarding tenant prospecting and marketing department.
Manager, Custom Lots
Irvine Company
01.1994 - 01.2001
- Established and maintained strong positive relations with Irvine Company and Board of Directors for five custom home communities within Newport Coast and Shady Canyon
- Managed custom lot office and budget
- Reported to Board of Directors on the status of 300+ custom lots from purchase to final build-out
- Participated in pre-construction meetings, design meetings, Board meetings, and final inspections
- Managed and participated in Newport Coast and Shady Canyon Custom Home special community events
- Managed design office, (4) outside consultants, and daily functions while supervising a staff of four
Education
Bachelor of Arts - Sociology
California State University, Long Beach
Skills
- Team Leadership
- Idea Development and Brainstorming
- Project Management
- Event Management
- Operations Management
- Marketing Strategy
- Interpersonal Relations
- Problem-Solving
Timeline
Senior Manager, Marketing
Irvine Company
01.2015 - Current
Marketing Manager - Fashion Island
Irvine Company
02.2011 - 01.2015
Custom Homesite Manager
Irvine Company
01.2006 - 01.2009
Tenant Coordinating
CJ Segerstrom & Sons
01.2001 - 01.2006
Manager, Custom Lots
Irvine Company
01.1994 - 01.2001
Bachelor of Arts - Sociology
California State University, Long Beach
Similar Profiles
DANIEL RIVASDANIEL RIVAS
Centralized Applicant Services Representative at Irvine CompanyCentralized Applicant Services Representative at Irvine Company
Derek C. FlandersDerek C. Flanders
Chief Engineer at IRVINE COMPANYChief Engineer at IRVINE COMPANY
DIANA TORRESDIANA TORRES
Talent Acquisition Recruiter at Irvine CompanyTalent Acquisition Recruiter at Irvine Company
Garrett WankGarrett Wank
Associate Planner at City Of Laguna BeachAssociate Planner at City Of Laguna Beach
Carter ChapmanCarter Chapman
Registered Behavior Technician at Caravel Autism HealthRegistered Behavior Technician at Caravel Autism Health