Diana Valencia
San Jose,CA
Summary
Dynamic communications professional with a proven track record leading strategy, crafting impactful messaging, and managing cross-functional teams in complex organizations. Skilled in developing clear, consistent communications that support public understanding and engagement. Experience includes mentoring teams, managing campaigns, and supporting community initiatives related to education, sustainability, and cultural engagement.
Overview
10
10
years of professional experience
1
1
Certification
Work History
Editorial & Content Manager II
Walmart
06.2022 - 02.2025
- Led integrated communications and content strategy for a large, multi-stakeholder organization, shaping public-facing messaging across digital, email, social, video, and in-store channels.
- Served as a central communications partner to product, UX, marketing, creative, and executive stakeholders, aligning messaging across departments and ensuring consistency and accuracy.
- Led strategy, creative briefing, and execution for campaigns across web, email, social, store signage, and video, driving engagement through premium storytelling and coordinated communication.
- Supported time-sensitive communications and rapid content deployment during major site updates and organizational initiatives, both for internal executive partners and external audiences.
- Lead development and executed high-visibility campaigns tied to seasonal and sustainability-focused initiatives, including Earth Day and refurbished electronics launches, increasing engagement and message clarity.
Editorial & Content Manager I
Walmart
01.2020 - 06.2022
- Developed scalable, user-centered content frameworks informed by audience insights to improve consistency and engagement across digital channels.
Site Merchandising Specialist, II
Walmart
08.2018 - 01.2020
- Piloted and implemented new editorial tools and workflows to improve content quality, governance, and efficiency.
Vendor Acceleration Program - KidKraft
Walmart
09.2016 - 08.2018
- Generated 35% YoY sales growth by serving as the account manager for key vendor, leading high-impact merchandise and marketing strategies across a $55M furniture portfolio.
- Achieved +35% sales growth by integrating SEO-driven product content and UGC strategies, enhancing visibility across high-traffic categories within 12 months.
Merchandise Buyer
Sears Holdings
07.2015 - 09.2016
- Managed strategic planning and performance for a large product portfolio, balancing budget constraints, organizational priorities, and market conditions.
- Collaborated with cross-functional and international partners to align expectations, timelines, and communication standards.
Education
Bachelor of Science - Fashion Marketing
Art Institute
San Francisco, CA12.2008
Skills
- Strategic Communications Planning
- Integrated Campaign Development
- Content Development & Execution
- Inclusive & Culturally Responsive
- Time-Sensitive Communications
- Metrics & Evaluation
Accomplishments
- Collaborated and executed communication strategies for multi-channel audiences, resulting in 25% increase in newsletter opens, 15% increase in site engagement (YOY)
- Crafted educational materials and resources tailored for diverse audiences that increased program adoption, understanding and attendance.
- Supervised global team of 10 staff members, fostering a culture of collaboration and innovation that improved team's consistency and rigor.
Certification
- SEO Certification BrightEdge 08/2022
Languages
Spanish
Native or Bilingual
English
Native or Bilingual
Timeline
Editorial & Content Manager II
Walmart
06.2022 - 02.2025
Editorial & Content Manager I
Walmart
01.2020 - 06.2022
Site Merchandising Specialist, II
Walmart
08.2018 - 01.2020
Vendor Acceleration Program - KidKraft
Walmart
09.2016 - 08.2018
Merchandise Buyer
Sears Holdings
07.2015 - 09.2016
Bachelor of Science - Fashion Marketing
Art Institute