Diane Romena
Tracy,CA
Summary
Results-driven marketing leader born to build strategic, successful campaigns to drive profits, increase market share and cement industry dominance for demanding customers. Focused, performance-minded manager with proven skills in marketing, team building, stakeholder relations and campaign optimization.
Overview
13
13
years of professional experience
Work History
Sr. Integrated Product Marketing Manager, Retail Stores
Allstate Insurance Co
Calfornia, United States
08.2022 - 01.2024
- Led and managed new product launches for over 530 retail locations, overseeing messaging and positioning, target audience identification, content creation, creative production, and pre-and post-program evaluation.
- Managed store marketing strategy for end-to-end execution, encompassing paid media planning, testing, creative development, and optimization.
- Partnered with sales and stores to effectively implement local activations via in-store promotions, community partnerships, and sponsorships.
- Implemented quarterly national promotions and partnerships resulting in a significant 65% increase in online, in-store sales, and leads.
- Created annual product launch calendar and GTM framework of key initiatives.
- Aligned and led channel marketing strategy and creative program asset delivery for retail store promotions and partnerships from the creative brief phase until launch.
- Ideated, tested and measured various growth strategies including traffic counter studies, win-back and retention initiatives, focus store programs, and competitive analysis.
- Achieved a 25% increase in annual sales by successfully implementing multimillion-dollar budget management and comprehensive omni-channel strategies for retail stores.
- Led creative development for a wide range of online and in-store assets, such as POP, signage, promotional collateral, and paid and social media.
Sr. Marketing Manager, Franchise (Growth & Strategy)
Qdoba Restaurant Corporation
California, United States
11.2021 - 08.2022
- Led strategic planning and growth strategies for 500+ franchise business units, overseeing all aspects of local marketing and channel management
- Served as liaison between corporate and field partners, addressing marketing-related matters; offered feedback and recommendations on sales performance, competitive activity, marketing plan direction, and grand opening support
- Develops marketing toolkits inclusive of advertising templates, new restaurant openings (NRO), and remodels
- Led and managed content and creative for franchisees on CMS platform
- Enhanced execution of sponsorships, company-wide partnerships, and community events through effective leadership and alignment of channel tactics
- Led and managed development of in-store point-of-purchase, signage, and collateral for weekly and monthly new product rollouts with all vendor partners.
- Managed internal team communications, developed local marketing strategies, and coordinated NRO planning for market expansion into Puerto Rico
Marketing Manager
Boost Mobile
California, United States
12.2017 - 11.2021
- Led marketing efforts for retail media and product strategies, driving growth and profitability across 2,000+ Boost Mobile locations in the Pacific Northwest resulting in a remarkable 45% YOY sales increase within my region.
- Managed and executed omnichannel marketing strategies including email campaigns, paid social media ads, landing pages, media placements, out-of-home advertising (OOH), and in-store promotions.
- Led local and national retail partnerships, including big box retailers and local franchises
- Efficiently converting digital metrics and trends into actionable retail strategy
- Negotiated and managed the marketing budget to find the best value and exposure for my business units through local print vendors, community sponsorships, and paid media
- Led the creation of engaging channel assets, including signage, in-store collateral, and point-of-purchase materials.
- Leveraged data and customer insights to drive leads and conversions for new product launches, competitive intrusion, grand openings, and underperforming support.
- Successfully oversaw the operations of over 65+ new 4.0 doors in the Pacific Northwest region, handling tasks such as writing creative briefs and leading kick-off calls
- Spearheaded the strategic utilization and administration of approximately $1.8 million in local marketing funds to drive success for the new 4.0 marketing initiative. Responsible for budget planning, forecasting, project management, as well as in-depth analysis and meticulous tracking across more than 60 new retail locations.
Project Manager, Design & Client Services
Duarte, Inc.
Santa Clara, CA
01.2017 - 12.2017
- Developed, supported, and managed multiple highly visible technology company design campaigns from concept through execution
Project Manager, Creative Services
Wente Vineyards
Livermore, CA
07.2015 - 11.2016
- Managed creative campaigns for on-site events and property promotions such as the Concerts Series at Wente Vineyards, Golf Course, Tasting Rooms, and Restaurants.
- Led and managed multiple channels including on-premise print collateral, streaming/terrestrial radio, point-of-sale suites, media, email, and online digital platforms.
- Managed the annual marketing and promotions calendar, optimizing based on seasonal relevance, property and in-store performance, and traffic.
Project Manager, Creative Services
Ivie & Associates Inc.
Sacramento, CA
03.2011 - 07.2015
- Achieved seamless implementation of diverse media projects by leading cross-functional teams to success
- Developed and executed scalable strategies for all first-to-market product launches within their private label brand
- Writer and researcher for radio and the quarterly publication Something Extra magazine
- Collaborated with internal team and on-site vendors, increasing in-store sales and customer foot traffic through event organization and in-store promotions
- Led Food for Families 'Day of Giving' campaign in California and Nevada, resulting in a donation of 154,671 pounds of food within a single day via radio, TV, and paid media.
Education
High School Diploma -
San Joaquin Delta College
Stockton, CASkills
- Retail marketing & brand management
- Product strategy
- Social & paid media planning
- Local and franchise marketing
- Lead generation
- Marketing & consumer insights
- Vendor & agency management
- Creative asset management & delivery
- Project management
- Content creation
Timeline
Sr. Integrated Product Marketing Manager, Retail Stores
Allstate Insurance Co
08.2022 - 01.2024
Sr. Marketing Manager, Franchise (Growth & Strategy)
Qdoba Restaurant Corporation
11.2021 - 08.2022
Marketing Manager
Boost Mobile
12.2017 - 11.2021
Project Manager, Design & Client Services
Duarte, Inc.
01.2017 - 12.2017
Project Manager, Creative Services
Wente Vineyards
07.2015 - 11.2016
Project Manager, Creative Services
Ivie & Associates Inc.
03.2011 - 07.2015
High School Diploma -
San Joaquin Delta College