DIANA GARCIA-LORENZANAWinter Garden, FL 34787 || dianaglorenzana@gmail.com || https://www.linkedin.com/in/diana-glorenzana/ SUMMARYA driven and highly experienced senior marketing executive with comprehensive domestic expertise in brand awareness, product launches, strategic planning, campaign optimization, and media planning/buying. Excels at activating winning marketing and digital experiences across channels, with past wins in the restaurant/hospitality and consumer goods sectors. Emphasizes a positive, highly collaborative style that develops talented, high-performing teams and agencies while outpacing key goals/metrics. Proven success in building data-driven traditional and digital marketing strategies that grow brands and the bottom line.Brand ManagementMarketing StrategyDigital Performance MarketingCreative DevelopmentCRM and Loyalty ImplementationContinuous OptimizationP&L ManagementPipeline DevelopmentEXPERIENCEDARDEN RESTAURANTS, Orlando, FL || VP, Digital Marketing and CRM, 2019-2022Digital Marketing lead responsible for the development of highly successful, data-driven digital strategies across all online channels for the portfolio of Darden brands, a $10 billion combined business.Restructured enterprise digital marketing team as in-house agency, with keen focus on media effectiveness and efficiency, delivering $9 million per year in savings.Established digital marketing, CRM, and Martech enterprise vision, launching advanced digital capabilities at scale across eight brands and effectively delivering average 15% media ROI.Increased digital media efficiencies by 50% across entire portfolio.Launched predictive model targeting across all brands, improving conversions 10%-20%.Pioneered new digital measurement framework to enhance and improve attribution standards. Led and launched first-ever integrated digital media tracker to grow result visibility on all activations.Shifted digital approach from mass delivery to lifecycle, journey-based digital communications at scale, effectively growing engagement at 5% in owned channels.Accelerated digital learnings through launch of new test and learn standards facilitating cross-brand result-sharing for faster digital best practice adoption.LONGHORN STEAKHOUSE (DARDEN RESTAURANTS), Orlando, FL || Marketing Director, 2012-2019Brand leader responsible for establishing and implementing strategic communication plans designed to build brand awareness and long-term loyalty that generated profitable, incremental restaurant visits.Planned and executed all national and local offline and digital communication efforts for $2 billion brand, growing sales average of 7% overall year over year.Evolved brand communication model to deliver first-ever digital strategy to effectively secure $7 million digital investment while driving 5% incremental conversion to bottom line.Planned and launched activation of data-driven targeting and grew data assets by 140% year over year. Launched brand onto new enterprise digital platform and rolled out online ordering, growing incrementally to comprise 20% of total brand sales.Built new online directories strategy, securing improved listings and eventually leading to +19% clicks to website, +37% CTR, and +10% queries to conversion. ADDITIONAL EXPERIENCEJOHNSON & JOHNSON, Skillman, NJ, Brand Manager, 2011-2012. Provided management of Red Cross portfolio ($120 million P&L), including brand strategic direction, innovation pipeline creation, and implementation of integrated marketing support to drive sales. Avoided delistments due to outdated pipeline while bringing new innovation to shelf to sustain brand’s presence in retail and bottom line. Leveraged consumer insights to develop new innovation roadmap to deliver against consumer needs and provide new brand competitive advantages to solidify brand on shelf.JOHNSON & JOHNSON, Skillman, NJ, Brand Manager, 2009-2011. Facilitated management of anti-itch portfolio (i.e., Cortaid, Benadryl, and Caladryl)—$50 million P&L—including strategic vision, innovation strategy, and sales and operations management. Launched Cortaid and Benadryl line restages, including formulation updates, securing $1 million-plus incremental distribution among top retailers for Cortaid. Drove Benadryl Topicals share 17% versus prior year. Built portfolio innovation plans through stage-gate process, delivering new generation formulas to secure ongoing leadership at shelf. JOHNSON & JOHNSON, Ft. Washington, PA, Associate Brand Manager, Lactaid, 2007-2009. Named business plan lead, including overseeing implementation of integrated multicultural marketing efforts to maintain category leadership. Acted as forecast lead, delivering 0.5% planning accuracy to enhance inventory and reduce distribution gaps across retailer mix. Re-launched Lactaid Ice Cream and Evaporated milk, securing SKU line-up expansion at shelf. Guided seven agencies in development of marketing plans for dairy and supplements.THE VIDAL PARTNERSHIP, New York City, NY, Marketing Account, Director, 2006-2007. Oversaw all data-driven direct and digital marketing strategies for three top agency accounts (DirecTV, Century 21, and Home Depot) to define each brand’s purchase funnel and outline communication strategy to move consumers through path to expand share of market and billings year over year. Managed accounts´ growth, profitability, and business—building relationships with senior clients and delivering yearly agency objectives of retention, profitability, and growth. Led team of five in implementation of all group initiatives while ensuring top performance marks. Partnered with director of business development to identify and pitch new business opportunities.DUNNHUMBY, London, UK, Account Director, 2005-2007. Led cross-functional team in development of database marketing strategies for Vodafone, with total billings of £2 million annually. Achieved AOR status and kept profitability at 35% (10% versus average). Formulated and executed data and marketing strategies, including test and learn programs, campaign evaluation, best practice compilation, and roll-out, to increase sustained use of Vodafone’s infotainment services. Helped deploy model locally across six European countries, doubling KPI benchmarks. Maintained and presented monthly P&L tracking reports. Forecasted yearly goals and key financial metrics and determined ongoing staffing needs.EDUCATIONFORDHAM UNIVERSITY, New York, NY, M.B.A., Marketing RAMON LLULL UNIVERSITY, Barcelona, Spain, B.A., Management and MarketingAWARDSANA Genius Award, 2019Darden Brilliance Award, 2019, 2016, 2014, and 2013Darden Strategic Pillar Award, 2019 and 2015J&J Marketing Excellence Award, 2010LANGUAGESFluent in Spanish and Catalan.
