DIANNE L. WILLIAMS

• Provided strategic marketing oversight to local markets within division, and provided leadership in different cross-functional projects and initiatives.
• Collaborated locally with market leadership teams within division, while partnering nationally with members of ChenMed Marketing COE (Center of Expertise) to develop and execute local marketing plans for ChenMed medical center brands (Chen Senior Medical Center, Dedicated Senior Medical Center) serving senior population
• Served as liaison and functioned as agency account manager between local market staff (internal clients) and ChenMed Marketing COE.
• Created, developed, and managed execution of local marketing plans (including media) for each medical center within division to help increase brand awareness and brand equity with prospects in and around geography of each center
• Significantly helped grow membership year over year, (25-30%) while managing local marketing budgets
• Measured effectiveness of marketing campaigns and activities and reported on their effectiveness. 90% effectiveness
• ·Optimized ROI for marketing initiatives through insights from marketing tests.
• Partnered with local market sales teams to support market-specific promotional campaigns and events that strengthened brand and grew their membership
• Coordinated effectively with marketing support team to design effective marketing collateral materials through succinct creative briefs for projects, ensuring development process was informed by consumer research and dynamics in local market.
• Guided creative process from end-to-end, including research oversight, creative brief development, creative agency management, media buying, production, and results analysis.
• Facilitated and engaged in planning and review process to improve marketing performance over time for company

Lead and manage all marketing communication needs of Miramar Cultural Center (MCC) to build optimal brand awareness and engagement of MCC key assets among target audiences to achieve its revenue goals.

• Developed annual marketing & communications plans to support performing arts season utilizing integrated strategy incorporating advertising, public relations, social media and grass roots tactics
• Directed and managed execution of social media initiatives for all programming and scheduled initiatives
• Increased attendance of annual theater performances 100% (12) of theater programs from 50% (6) prior year
• Achieved full house attendance to 90% of 16 annual internal theater programs booked
• Increased number of theater renters annually from 9 to 15 over previous year
• Directed, reviewed and approved all Ad agency media buys for MCC
• Maintained existing, and established new media relationships to encourage ongoing optimal media placement, significant editorial coverage and added value promotional opportunities
• Monitored success of programs/events at MCC in areas of revenue, ticket sales, attendance, patron response, and internal feedback
• Developed and fostered professional partnerships and relationships in key areas (media, arts & culture, and entertainment) to facilitate promotion of MCC's key assets

• Solicited and secured small to mid size business clients within the Southeast Florida region in need of consultative multicultural marketing, sales & media expertise to improve brand awareness, trial and revenue growth against target segments. 9 clients, 4 on retainer, others per project basis.
• Strategic guidance and planning provided to clients afforded success for all of them (9). From product launches to business turnarounds to achieving revenue growth goals.
• Reviewed and assessed client marketing & communications plans, collateral, media plans, product lines, promotions, budgets, etc. to advise/recommend areas for optimization
• Provided strategic consultation to marketing and sales executives on enhancements and/or revamps to sales & marketing plans, advertising strategy/creative design, collateral, product development and brand extensions to ensure relevance and resonance to the AA target market
• Analyzed and recommended adjustments/revisions to client marketing and media budgets to ensure companies are working on efficient and effective marketing model in order to achieve financial efficiencies, optimal brand awareness and reach

• Oversight for all aspects of B to B and B to C marketing to minority target audiences
• Managed strategic planning, media relations, publishing, web services, PR, community relations, signature events and marketing budget.
• Facilitated all internal and external corporate communications inclusive of building a corporate network of accomplished affluent professionals
• Successfully helped acquire and manage ICABA Media and Event sponsorships
• Directed development of initial phase of new social media website (icabaworld.com), targeting affluent African American professionals, worked in tandem with web developer on data mining requirements
• Supervised PR agency team to obtain in-depth press coverage, local and nationally from Black media outlets
• Implemented marketing/advertising campaigns for successful professional directory launch events
• Directed and managed production and publishing of full color, luxury, coffee table, print and digital directories profiling accomplished African American professionals in various industries, exceeding launch sales goals for each directory resulting in increased brand awareness and product trial
• Secured in-depth press coverage regionally, in support of launch events and new business initiatives
• Brand spokesperson for marketing and media events

• Developed strategic plans for key market segments such as family, multi gen and women, and professional organizations based on data driven insights to ensure cultural relevancy and best brand experience for guests
• Successfully developed and executed strategic marketing communications campaigns nationally for target market segments
• Revamped data capture components for online bookings to allow for first time, measurement of multicultural guest bookings, and targeting of segments for enhanced guest experiences
• Guest Experience ratings onboard increased significantly among minority segments, allowing for customization of onboard experience and ultimately increase in cruise travel from those audiences
• Established new local and national media partnerships to gain increased brand awareness and encourage first time cruisers within target market segments to sail with RCI

• Established first multicultural marketing department for RCCL
• Provided strategic oversight for the development and execution of first multicultural marketing & sales plans and Ad campaigns targeting African American and U.S Hispanic consumer markets
• Increased AA brand awareness by 7% and US Hispanic 5% year over year for RCI
• Identified and established strong strategic partnerships & alliances with national media partners and community groups/organizations Example: BET Networks, Essence Magazine, Hot 105 Radio, to name a few
• Lead collaboration with general market division to provide segment insights into overall brand product marketing efforts ensuring multicultural relevance and resonance
• Managed US Hispanic and African American AOR's (Ad agencies of record) and marketing and expense budgets of $10 Million
• Provided strategic guidance to Fleishman-Hillard PR agency which lead to award winning PR campaign (Silver Anvil Award ( First for RCCL)
• Successfully implemented relevant strategic programs and partner events onboard and onshore, to encourage engagement from AA/US Hispanic first time cruisers
• Campaigns encouraged targeted group sailings which increased significantly from 5%-20% over 5 year period
• Monitored brand metrics on monthly and quarterly basis, through Ad tracking, sales revenue trend for sailings by ship, by itinerary, etc
• Lead program development and execution of new ship inaugural sailings targeting AA/US Hispanic media representatives and community organization executives
• Created first AA & US Hispanic targeted marketing and sales tool kits for Royal Caribbean International (RCI) Business Development Managers, enabling their clients to provide more targeted consumer advertising and coop programs

• Successfully implemented and managed relevant strategic programs and partner events onboard and onshore, to encourage engagement from AA/US Hispanic first time cruisers
• Campaigns encouraged targeted group sailings which increased significantly from 5%-20% over 5 year period
• Monitored brand metrics on monthly and quarterly basis, through Ad tracking, sales revenue trend for sailings by ship, by itinerary, etc
• Lead program development and execution of new ship inaugural sailings targeting AA/US Hispanic media representatives and community organization executives
• Created first AA & US Hispanic targeted marketing and sales tool kits for Royal Caribbean International (RCI) Business Development Managers, enabling their clients to provide more targeted consumer advertising and coop programs
• Responsible for leadership and management of national account team's delivery of national marketing and advertising campaigns targeting multicultural consumer market segment to grow awareness and maintain brand position
• Strategic advisor and relationship manager to Burger King Corporation during marketing plan development process, applying data driven consumer insights, marketing & advertising strategies and tactics to enhance their business success within multicultural segment
• Responsible for securing $300K national partnership/sponsorship to reach target markets
• Delivered $1.5B in annual sales against ethnic consumer segment
• Directed national account team in areas of advertising, creative development, media planning, promotions/events and consumer insights
• Secured national event sponsorship of annual Essence Music Festival (New Orleans) for Burger King Corporation (500,000 attendees ), offered product coupons with successful redemption rates (10%) and drove lead generation
• Implemented ongoing new product competitive analysis to maintain market leader position within category
• Developed sales strategy based on research of consumer buying trends and market conditions

• Responsible for leadership and management of Southeast regional field sales team
• Monitored and managed team for optimal execution of marketing and sales plans for local franchise communities, including Co-op fund and media management, advertising, promotions, event planning, and customer advocacy to help grow their BK franchises
• Managed 8 senior level Regional Account Managers responsible for servicing top 80 target markets in Southeast
• Successfully increased level of local market investment from 10 targeted markets to 25, gaining additional revenue of $10 Million in 1 year
• Lead quarterly training and development of account team to ensure standard of excellence in Client service was maintained
• Developed internal sales support tools, training, and communications collateral