Sales and Marketing

Diana Ochoa

631-***-**** ********@*******.*** www.linkedin.com/in/dianaochoa1

Professional Summary

Performance-driven, forward thinker and bilingual (Spanish/English) marketing professional with far-reaching expertise in all facets of leading and developing revenue-generating marketing initiatives. Superior understanding of the consumer needs and strong ability to effectively translate competitive and cultural insights into relevant creative concepts that connect the brand with each ethnic segment. Expert in leading and developing successful online and offline acquisition, retention and cooperative initiatives to effectively promote consumer products and services as well as achieve sales objectives. Strong leadership, communication and negotiation skills.

Areas of Expertise

Consumer Marketing

Strategic Marketing Planning

Sales Incentive Programs

Cooperative Partnerships

Data Segmentation

Consumer Promotions & Events

Customer Loyalty

Product Launches

Relevant Experience

RCN Telecom – Long Island City, NY August’15-Present

Marketing Strategist Consultant

Establish the company’s multicultural acquisition, retention, upsell and cross sell business and marketing strategies; including analyzing market opportunity, product package relevancy, cost and margin effectiveness as well as competitive positioning.

Present the overall vision/direction to Senior Management and how my recommended strategy will impact the bottom line.

Lead the product/offering launch plan; identify specific launch deliverables, and creation of key performance indicators.

Drive participation and feedback in support of the new product development process, including product introduction, development of marketing materials, sales guides and sales agent training.

Serve as the main product management interface with the sales team for products that are in market focusing on attaining margin goals.

Manage multiple RFP’s to identify the appropriate data and agency partners to develop a successful program.

Univision Communications Inc. February’14-August’15

Manager Digital Marketing Audience Engagement (Univision Networks, MasterCard Prepaid Card, T-Mobile, Experian, SSI)

Identify high opportunity segments and the best and cultural approach to drive editorial and video consumption, efforts resulted in significant lifts in performance and consumer engagement, leading to a company strategy roll-out.

Drive the strategy development and implementation of the company’s email program, including the licensed consumer products as well as the network’s editorial categories; efforts resulted in improved efficiency and higher audience engagement.

Optimize marketing and promotions based on content performance trends and stats.

Monitor cultural events, media industry trends and Hispanic consumer insights.

Establish forward-looking editorial calendar to build an integrated promotions and show launches marketing plan across all digital and consumer products leveraging synergies and timing opportunities.

Collaborate with the product team to build apps’ consumer marketing and branding strategy plan, including new app name, color scheme and logo.

Build and manage strong working relationships with agency partners, across internal departments (including but not limited to) product, ad sales, legal, IT and other external vendors.

Manage agency relationship and budget.

New Email Marketing – Content Based Strategy Performance:

Entertainment Programming Newsletter 128% lift in opens & 51% in CTOR

Sports Programming/Content Newsletter 66% lift in opens & 45% in CTOR

Monthly Horoscope Newsletter 51% lift in opens & 16% in CTOR

Exclusive Offers Newsletter 107% lift in opens & 149% in CTOR

NBCUniversal Inc. (Division of Comcast) – Englewood Cliff, NJ June '13-February’ 14

Manager, MVPD Marketing Strategy

Provide strategic recommendations to guide sales and distribution initiatives for the company's media portfolio.

Build and maintain strong relationships with affiliates and become the client’s main point of contact for all marketing initiatives.

Manage planning and submission of affiliates contractual marketing budgets.

Identify and evaluate key marketplace trends and seek opportunities to create relevant affiliate partnership and co-marketing offerings, such as promotions in the form of sweepstakes, contests, and events.

Develop and secure marketing and promotional partnerships that align with both partner and networks goals and further the promotional and tune-in exposure.

Regularly report on initiative status and return on investment to Senior Sales & Marketing team.

Balance client goals and requests against NBCU business strategy and brand lens.

Cablevision Systems Corporation – Bethpage, NY July’ 08-June’ 13

Sr. Marketing Strategy Manager

Lead competitive positioning strategies and marketing test concepts; efforts have resulted in substantial lifts in response rates, conversions and yields, leading to company-wide rollouts.

Create strategic communication plans that align with brand strategies to positively influence consumer’s perception of the Optimum services.

Interact with Senior Management to proactively identify and formulate consumer sales programs and promotions to acquire new Hispanic, African American and other Multicultural segments by evaluating margin, RGUs and forecast sales.

Negotiate and cultivate strong partnerships with international TV programmers to acquire funds in an effort to develop non-budgeted activity to increase subscriber base and loyalty through culturally and content relevant initiatives.

Collaborate with the sales team to design and develop an effective sales incentive program, negotiated 70% of the cost which was funded by programmers and reached 93% of aggressive goals.

Monitor Multicultural communities within Cablevision’s footprint and interpret cultural, social and competitive trends to ensure proper translation of strategies into effective and relevant acquisition and retention campaigns.

Identify high opportunity segments and the strategic approach needed to acquire new customers, i.e. high performers, offer models, etc.

Identify and analyze effectiveness of monthly marketing campaigns against plan and present results to Senior Management.

Lead the development of multiple acquisition and retention campaigns simultaneously including direct mail, email, events, product tutorials, radio and web content.

Build and manage strong working relationships with our advertising agency partners, TV programmers and across internal departments (including but not limited to) product, sales, call centers, legal, finance, government affairs, IT, research and other external vendors.

Manage staff and agencies, as well as develop and lead RFPs to identify alternative Hispanic advertising agency to replace agency of record.

Responsible for budget forecasting, planning and monthly reconciliation.

Top Five Successful Direct Marketing Strategies & Development:

Non-traditional direct mail format “Entertainment Magazine”

40% lift in response rate & 34% in sales yield

Bi-cultural acquisition package

24% lift in response rate & 52% in sales yield

Letter pack based on consumer’s trust

50% lift in response rate & 22% in sales yield

Straight-forward acquisition piece

51% lift in response rate & 36% in sales yield

Winback letter pack, recent disconnects

204% lift in response rate & 125% in sales yield

Scott Cooper Associates – Melville, NY Sep’ 07-Jul’ 08

Advertising Account Executive (Canon, NYU, DCAP Insurance and TXU Energy)

Assist in the strategy development of General Market and Hispanic marketing plans for existing and prospect clients.

Lead creative development of integrated advertising campaigns, including television, radio, print and online media.

Develop and oversee project timelines, create pricing proposals and manage budgets and billing.

Analyze effectiveness of direct marketing and media programs and present them to client.

Vitamin World (Retail division of NBTY) – Holbrook, NY Jan’ 04-Aug’ 07

Marketing Project Coordinator

Develop, execute and monitor General Market and Multi-cultural marketing strategies by identifying opportunities.

Lead the conversion of high density Hispanic and Asian population stores to become fully bi-lingual and in-culture.

Manage in-house agency: design and production of product packaging, direct mail, collateral and promotional materials.

Drive the new product launch strategy and lead direct marketing tactics for the consumer loyalty program.

Analyze effectiveness of programs and make appropriate recommendations to develop testing and improve results.

Educational and Industry Distinctions

Business Development, Entrepreneurial Program, Hofstra University, Hempstead, NY, 12/2015

NBCUniversal GEM award for leadership and strategic performance on a multi-million network negotiation, 2013

CTAM member since 2012

Bachelor of Arts in Marketing, University of San Martin de Porras, Lima, Peru, 2003

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