Growth Marketing and Consumer Experience Lead

DIANA ABEHSSERA

646-***-**** ad8ooa@r.postjobfree.com LinkedIn: Diana Abehssera

Agile, impact-driven marketing strategist with extensive experience in cross-platform brand architecture, growth marketing, original content and campaign development, and the passion inspire innovation. Demonstrated record in building alliances with internal stakeholders and external partners. Dynamic, curious self-starter with an entrepreneurial spirit and dedication to collaboration and winning as a team. Experience in entertainment, publishing, consumer products, and health tech industries. CORE SKILLS

B2C Growth Marketing Brand Management End-to-End Campaign Development Content Creation Storytelling & Critical Thinking Entertainment Marketing Experiential, Live Events & Recreation Consumer Products & Licensing Partnerships Linear & Non-linear Media Social, Digital & Paid Media Retail Integration Cross-platform Marketing Cross-functional Team Leadership Curious & Innovative Mindset Cheerleader at Heart PROFESSIONAL EXPERIENCE

Leal Health, Remote 2022 - Present

Consumer Experience & Partnerships Lead

Create innovative B2C end-to-end marketing strategies to generate growth and engagement with our brand. To date, have grown the brand’s digital footprint by 570%, created promotional campaigns which have yielded >300M impressions, grown the consumer community by 166% with a 15% growth rate MoM which has led to >5.5M treatment matches.

• Develop original B2C content strategy and content including educaVonal eBooks and informaVonal shorts, evocaVve social and digital campaigns, radio spots, television spots, print and out-of-home ads.

• Conceptualize and oversee all creaVve campaigns and execuVon across company stakeholders.

• Elevate the paVent voice through original story arches shared in cross-plaXorm, paVent-facing campaigns.

• Oversee original educaVonal webinars by creaVng event narraVve and ROS, securing partners and guests, moderaVng the events, and creaVng promoVonal content and schedules around the events.

• Lead our Press Agency to amplify our brand and paVent stories.

• Speak and present at naVonwide industry events, including paVent and advocacy conferences.

• Develop strategies for partner engagement and spearhead partner relaVonships through a menu of offerings.

• Manage a team of 4 direct reports.

A+E TELEVISION NETWORKS, New York, NY 2015 - 2021

Sr. Director Consumer Marketing & Strategy (2018 – 2021) Led marketing strategies, customer acquisition and retention strategies for Consumer Enterprises lines of business including eCommerce, Brand Licensing, Events, Consumer Products, and New Ventures across the entire network portfolio (HISTORY, A&E, Lifetime).

• Identified profitable opportunities, supporting experiential (in-person and virtual events), consumer products, and ecommerce launches.

• Targeted and acquired new customers, built CRM programs, and developed and implemented plans for consumer relationship growth.

• Conceived and produced “A+E trade marketing stories” that positioned A+E as a first-in-class partner of choice for a broad assortment of strategic, multi-platform business partnerships.

• Built marketing campaigns that leveraged internal stakeholder teams (Marketing, On-air, Scheduling, Corp Coms, Social, Digital, Creative, Talent, Research, etc.) for seamless linear and non-linear promotional support and execution of Consumer Enterprises priorities.

• Conceived, created and chaired ACT, an employee resource group for A+E breast cancer survivors and their families. Director of Brand Licensing & Marketing Innovations (2015 – 2018) Developed and managed marketing strategies for alternative revenue streams, across the A+E Networks Portfolio, in Live Events, Recreation, and Experiential business areas. Consumer-facing events include 5 Alien Con events and the sold-out 2016 Bring It! Live Tour, which delivered Y/Y fiscal growth 2017 - 2018, followed by 3 additional national tours.

• Directed external partners in all aspects of event production and collaborated with internal teams on integrated marketing strategies (Programming, On-air, Non-linear, Social, Digital, Press, Ad Sales, Brand and Trade Marketing, Research, Creative Services, Talent, International, etc.) to ensure seamless 360 campaign execution.

• Created strategies for new business development and joint ventures against revenue diversification goals.

• Spearheaded all creative and marketing efforts (ideation through execution) in revenue-generating industry events including 3 Licensing Shows.

• Created cross-platform marketing strategies and roll-out plans for consumer product lines.

• Built trade advertising campaigns to support department initiatives and managed creative and content development of all cross-platform, hard/soft marketing assets and collateral materials (decks, one-sheets, promos, sizzles, & press releases). MAXIM MAGAZINE, New York, NY 2015 - 2015

Director of Brand Management

Drove all brand activities including research, planning, trade potential licensing categories (categories included gambling, swimwear, calendars, beverage, etc.).

• Spearheaded licensing programs and product launches with marketing campaigns, managing all communication, line development and promotion between licensees and the brand, including the launch of the MAXIM Swimwear Line.

• Lead Ad Sales and Marketing to maximize joint opportunities and create integrated campaigns.

• Managed the Creative and Product Development Teams insuring brand alignment with licensing and retail strategies. KEY VENTURES, New York, NY 2004 - 2014

Director, Sales & Marketing

Built corporate brand identity and original sales model. Designed, wrote content and directed development of corporate web site. Created promotions, rewards programs and managed corporate sponsorships.

• Identified critical business opportunities and strategic partnerships including programs/relationships with Scripts, The NY Daily News, TLC’s Moving Up, Bravo’s NYC Million Dollar Listing, etc.).

• Developed grass roots, cross platform sales program and managed annual marketing & advertising budget. MTV TELEVISION NETWORKS, New York, NY 2000 - 2003

Marketing & Retail Development Manager

Conceptualized, pitched, and implemented strategic programs for 7 business verticals. Planning included marketing and retail presentations, promotions and partnerships, media buys, event production, sweepstakes development, creation of print advertising campaigns, on-air spots, radio spots, collateral print materials and show implementation.

• Created, pitched and executed retail-specific marketing programs. Retail partners included Target, Best Buy, Bed Bath & Beyond, and others.

• Developed 360 marketing program for the MTV Karaoke business that resulted in our partner winning LIMA’s “Best Corporate Licensee of The Year Award”.

• Produced MTV’s Licensing Show Party, at the MTV Studios, in its entirety.

• Created alternative revenue stream for The MTV Store by developing RFP value-add programs for Ad Sales clients including BMW, Philips, Listerine, etc.

THE ECONOMIST MAGAZINE GROUP, CFO MAGAZINE, New York, NY 1999 - 2000 Marketing Associate

Managed Sales RFPs with integrated marketing strategies.

• Oversaw all print and media collateral; spearheaded international events and global sales meetings.

• Developed media plan for CFO's advertising campaign with a multi-million-dollar budget and created internal style guide. EDUCATION & CERTIFICATIONS

EMERSON COLLEGE, Master of Arts, Global Marketing & Advertising, Boston, MA INTERNATIONAL ADVERTISING ASSN., International Advertising Diploma, New York, NY HARVARD UNIVERSITY, General Studies Coursework, Cambridge, MA VIRGINIA TECH, Bachelor of Arts, International Studies, Blacksburg, VA

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