
Diana Hilson
Integrated Marketing Strategist
Getting a consumer to ‘buy into’ a brand takes more than just an ad in a magazine or a :60 spot on TV. Consumers who develop a connection with the brand are the ones that ultimately make the purchase and, often become evangelists for the brand. I know how to develop and foster that consumer connection.
I help clients create the overall strategy of marketing tactics to reach their target consumers, then execute the go-to-market strategy.
In my role as an Integrated Marketing Consultant, I have taken on roles at various agencies and media outlets to aid them in developing and executing programs designed to achieve their client’s objectives, and Client Services Management.
My areas of expertise include experiential marketing; digital, social, print and broadcast media; and client management and new business development.
"A good idea can come from anywhere;
it's my job to bring it to life."Experience
Consumer Product Marketing Engineer Manager
Intel Corp.
November 2018 – Present
Portland, OR
I am responsible for the Go-To-Market (GTM) strategy and execution for the Small Business (SMB) segment for Intel® NUC mini PCs, kits and boards. My duties include:
- Drafting and executing the GTM strategy for the Intel® NUC Pro line of products
- Development, management, and execution of product launches within the SMB segment
- Development and management of event execution for my segment
- Management and direction of my team's marketing agency relationships
- Drafted and executed the consumer POV and GTM strategy for the Intel® NUC Performance line of product
- Developed and managed the Ecommerce solution on Intel.com/nuc
Integrated Marketing Consultant:
Director/Supervisor/ManagerNoel Consultancy
July 2008 - Present
Portland, OR; New York, NY
I have lent my expertise to various brands and companies as a consultant for various companies including: Channel One News, Black Enterprise, Culture Shift Labs, Houghton Mifflin Harcourt, and others. Functions for my clients have included:
- Creating custom integrated programs across digital platforms, broadcast, print, and events.
- Developing messaging and communications plans, new sales materials, sales and marketing plans, and assist with new business opportunities.
- Direct strategy and execution for initiatives across social media, CRM, and online (SEO/ SEM).
- Writing and deploying marketing assets via direct marketing (MailChimp, YMLP) and social media (Twitter, Facebook, Instagram, Pinterest, Google Plus, LinkedIn, Hootsuite).
- Digital and social media management, event management, creation of white papers, sponsorship sales, product training, client service.
Account Director (Contract)
UWG, Inc.
July 2018 - September 2018
New York, NY
I directed the overall strategy and integration of multicultural marketing for the US Navy as a part of a multi-agency partnership. I crafted and presented the FY19 Multicultural POV and Go-To-Market (GTM) strategy and I worked with the other agency partners to integrate this strategy into their FY19 plans. I drafted the FY19 Scope of Work (SOW) for my agency in alignment with the FY19 GTM strategy. I was also able to build strong and productive relationships within the agency partnership and Navy client to facilitate a successful working environment.
Director of Marketing (Contract)
NYPT Health and Rehab
April 2017 - February 2018
New York, NY
I was responsible for developing the overall marketing strategy for the multi-office physical therapy practices by studying economic indicators and impact on health care. I also tracked changes in the health insurance industry, identifying and developing potential patient referral streams and partnerships, and monitoring the competition. I created and increased their online presence via development of their websites, social media profiles and community engagement. I oversaw the creation of all marketing collateral from development through to production.
Director of Client Services (Contract)
BobCar Media
July 2014 - April 2017
New York, NY
BobCar Media is an experiential, sales, media and marketing company that utilizes their patented eco-friendly interactive mobile demonstration showrooms to engage with consumers in an interactive environment. In addition to client relations and business development, my responsibilities included the development and overall management of the T-Mobile Mobile Showroom campaign in nine markets across the country. My program was the winner of the Silver 2015 EX Award for Best Mobile Marketing Program.
Integrated Marketing Manager
Forbes
November 2010 - November 2012
New York, NY
I conceptualized custom integrated marketing programs across Forbes' digital, mobile, tablet, and print platforms for technology, business, finance, luxury, auto, and pharmaceutical categories. I worked closely with the editorial and new product teams to bring to life existing editorial and helped to create new, contextually relevant editorial programs for advertising partners. Leveraging proprietary franchises and incorporating syndicated and primary research I was able to strategically position Forbes properties against our client's desired target.
Integrated Marketing Manager
Black Enterprise
August 2009 - July 2010
New York, NY
I conceptualized and developed strategic integrated marketing programs and partnerships with Fortune 500 companies to increase revenue, profits, and brand awareness for both Black Enterprise and it's partners. I worked collaboratively with the sales and creative departments to generate marketing and sales tools as well as synergistic programs across multiple platforms at Black Enterprise: digital, mobile, print, broadcast and events.
Highlight:
• Directed sales and secured sponsorship for two $75K events catering to over 1K patrons to introduce the new franchise, BE Next.
Marketing Director
VIBE Media
September 2008 - July 2009
New York, NY
Conceptualized and developed strategic integrated marketing programs with Fortune 500 companies to increase brand awareness, revenue, and profits. Directed the Marketing staff and worked collaboratively with the creative and sales departments to generate marketing and sales tools as well as synergistic in-book advertorials, targeted client branded direct-to-consumer mailers and annual media kits. Oversaw and assisted with development and execution of experiential branded events which included talent negotiation and logistics, venue acquisition, event production, hiring of staff, budget management and integration of sponsor benefits. Directly supervised the ad proposal development process of the Marketing Associate, Event Manager, and the Designer.
Highlights:
- August 2009 VIBE issue - developed, presented, and sold advertising assets and sweepstakes promotion to Ford Motor Company. Art directed and copy wrote the ad; managed all aspects of sweepstakes and secured all prizing items
- Established partnership with ADCOLOR organization and co-sponsored awards season kick-off celebration; established both the Publisher and EIC/VP as hosts for event and gained exposure for VMG with the tastemakers within the marketing and advertising communities.
- Managed all sponsoring advertising expectations for participation in proprietary VSessions LIVE! events in New York, Atlanta and Chicago.
- Created VIBE Media Group overall capabilities presentation.
- Negotiated and directed media sponsorship of several 2009 Inaugural events with partners Hip Hop Summit Action Network and Hip Hop Caucus.
- Annual Yardfest proprietary concert tour - directed all aspects of South Pole brand integration in VIBE college concert tour.
Senior Account Executive
MKTG
September 2006 - May 2008
New York, NY
Crafted strategic and creative national programming for on and off-premise experiential marketing initiatives for Diageo. Partnered with various clients (Brand Teams, Trade Marketing) to bring lifestyle programs to fruition. Directed vendors and partners to ensure proper coordination of all program components and logistics (POS, venues, caterers, staffing, etc.).
Highlights:
- Project lead on multi-agency ten city national event tour - Tanqueray Style Sessions.
- Project/event manager - Dress for Success Gala (a not-for-profit organization promoting the economic independence of disadvantaged women), Something to Share (raised over $6m).
- Developed and managed successful national on-premise experiential program - Smirnoff In the Mix.
Marketing Associate (Contract)
MRM Worldwide
May 2006 - September 2006
New York, NY
Freelance Marketing Associate supporting various business groups and clients. Activities included creating custom integrated programs across digital platforms, broadcast, print, and events; developing messaging and communications plans, new sales materials, sales and marketing plans, and assisting with new business opportunities.
Program Manager
Platform Learning
September 2005 - April 2006
New York, NY
Directed and oversaw after-school remedial education program in six elementary schools in the New York Public School system. Generated crisis management plan and messaging for teaching staff and administration during seminal moments for the company. Responsible for all aspects of program at each school site including student and staff recruitment, training, school relations, operations, and program P&L.
Director Academic Success
The Princeton Review
April 2004 - September 2005
New York, NY
Developed, managed and taught remedial education program focused on reading, writing, and math at universities across the country. Directed all marketing and assisted in sales efforts for the Academic Success program. Interviewed, hired and trained all teachers associated with the Academic Success program.
Teacher/Trainer/Program Director
The Princeton Review
2002 - 2004
Irvine, CA; Dayton, OH
Taught standardized test preparation courses (SAT, GRE, MCAT, LSAT). Developed, managed and taught remedial education program focused on reading, writing, and math at Wilberforce University.
Account Executive
Integrated Marketing Services
2000 - 2002
Irvine, CA
Developed and implemented customer and market specific consumer-marketing promotions in the consumer packaged goods segment for Unilever Best Foods in the Nevada, Colorado, Arizona, Oregon, Washington, Utah and Idaho markets. Created shopper marketing programs at point of purchase (Carolina Coupons, etc.), in-store partnerships with retailers. Managed relationships with the national, regional and local management teams of major grocery retailers including Safeway, Albertsons, and Kroger. Created and executed a proprietary brand program, Ragu Classic, an annual national high school basketball tournament in Salt Lake City; directed client sponsorships of major regional events: Bite of Seattle, Los Angeles Black Business Expo and Safeway Golf Classic.
Assistant Account Executive
bds mktg
1999 - 2000
Irvine, CA
Developed and implemented customer and market specific consumer-marketing promotions for multiple clients including RCA, Quest Communications, Canon and Xerox. Defined the standards and executed on-going development programs for the field staff and was responsible for the availability of qualified personnel for each project.
Customer Service Specialist
MKTG
1998 - 1999
Cincinnati, OH
Developed and implemented customer and market specific consumer-marketing promotions for Duracell, Starkist and Millstone Coffee. Coordinated internal trafficking and maintained monthly billing and processing.
Skills
Tools I've picked up over the years.
Social Media
Integrated Marketing
Digital Marketing
Strategy
Event Marketing
Advertising
SEO/SEM
Sponsorship/Fundraising
Program Management
Communications
Awards & Organizations
2015 Silver Ex Award -
Best Mobile Marketing Program
Event Marketer Magazine, May 2015
The world's largest recognition program for experiential marketing and the only marketing awards judged entirely by client-side marketers. I won the award for the T-Mobile Mobile Showroom campaign I managed at BobCar Experiential Media. Use this link to read more about the award and my program: http://bit.ly/1AbwKM9
Council of Urban Professionals (CUP)
Leadership Board, Chair 2013-2014; Vice Chair 2012 -2013, Member 2010-2015
the Makers
Development & Relationship Director 2011 – present
Education
University of Cincinnati
Business Administration, Marketing
What Others Are Saying
John Guillaume Farr
Social Media Director at BCEX
Diana knows her work, inside-and-out. Her past experience paired with a contagious drive to succeed have helped the company surpass on client goals, and new business. Diana's tenacity to only deliver amazing work is a prime reason why she's an asset to any project or client.
Jill England-Mosley
Senior Marketer
Diana is a truly passionate integrated marketer with vast experience in successfully designing strategic marketing campaigns. Our role consisted of ongoing strategic consultation for clients to create, manage and implement integrated marketing plans - during my time working with Diana, I have witnessed her architect exciting and effective campaigns. She is also an enthusiastic social media expert who is extremely detailed-oriented yet passionate and can capture any clients’ confidence. Diana would be a fantastic addition to any company because she not only brings her skills in brand creation, integrated marketing, social media and traditional marketing, but she as a person is warm, open, friendly and professional and was always willing to help a fellow teammate. I would love to work with Diana again and hope in the future that we get that chance.
Nancey Harris
Account Executive, BET Networks
I've had the distinct pleasure of working with Diana at Black Enterprise. From day one, Diana jumped in with her knack for creativity and assisted in helping me craft an incredible marketing proposal. Diana was knowledgeable, passionate and extremely reliable and competent. Her manner is easy, engaging and magnetic. Diana is a savvy business person who gets the fundamentals and cuts directly to the chase to identify alignments, synergies and win/win scenarios in crafting winning deals. Her ideas are truly worth a million bucks! Without a doubt, Diana is an invaluable asset to any organization that she is a part of and I'm glad that I had the chance to work with her first-hand.
Alysia S. Christiani
Print Producer | Content Creator
Working with Diana was a pleasure, both personally and professionally. She makes smart choices, learns quickly and is willing to go above and beyond to get the job done. Her attention to detail ensured that nothing fell through the cracks. She would be an amazing asset to any team.
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Copyright 2016