Her Story
About Diana
I have been in the marketing industry for over 20 years and currently serve as Senior Director of Multicultural Marketing at Sage Dental, where I've been for 11 months. My areas of expertise focus on developing positioning and messaging by utilizing human behavior, data, and cultural intelligence to drive business impact and revenue. During my time at RCN, I achieved significant milestones including a 181% increase in e-commerce sales over 5 years through research, identifying root causes, analyzing the consumer journey, and conducting A-B testing and optimization of marketing messaging. I was also hired to develop their Hispanic marketing strategy from the ground up, and I was able to deliver over 54% increase in Hispanic subscribers and over 40% in recurring revenue through competitive analysis, understanding unique value propositions, messaging, creative positioning, and training for sales reps. In March 2015, I launched my book 'Built for Bigger Rooms: The Icon Guide for Ambitious Women Done Shrinking,' which brings together leadership, emotional intelligence, mindset, and strategy. The book is based on my ICON methodology, which stands for Identity, Clarity, Ownership, and Navigation. I'm also a keynote speaker and have presented at Miami Dade College, FIU, FAU, and Boca Innovation Center, with my most recent speaking engagement at FAU last year.
Her Interview
Ten minutes with Diana
01What do you attribute your success to?
I attribute my success to getting to know who I am and doing a lot of work understanding myself better than nobody else. Because when you do that, you can understand other people, and in business, anything in life, it's all about relationships and engaging with other human beings. So for me, it's all about understanding human behavior, and that starts with you. Leadership is self-command - you can't lead other people if you don't know how to lead yourself.
02What’s the best career advice you’ve ever received?
When I was younger, I was very shy and I was not comfortable speaking up. Someone who was my leader at that point trusted me, and the best advice that she gave me was to trust my inner voice. When I had an idea, she told me to say it out loud, because that's the reason why they hired me for my ideas.
03What advice would you give to young women entering your industry?
I would say for anyone entering in any industry is to get to know who they are. Because that really will help them shape their future. They have to be clear on their own identity - what are they trying to achieve and what are those non-negotiables?
04What are the biggest challenges or opportunities in your field right now?
I think it's a challenge and also an opportunity, both. Marketing is a field where you're constantly learning, you can't stop because it's constantly evolving. Now with AI, the challenge is that it's growing rapidly and constantly changing, so the challenge for us is to stay up-to-date on these changes. But it also creates the opportunity, because I believe AI is not here to replace us, it's here to help us be more productive and more efficient, as long as we understand the capabilities of AI and we are very skilled in our jobs.
05What values are most important to you in your work and personal life?
The values most important to me are authenticity, integrity, impatience, and congruence. Congruence goes with integrity.
Keep Exploring
More Influential Women · Florida
Join Influential Women and start making an impact. Register now.