Alison Diehl

As a award-winning creative marketing agency, a curated approach is taken to develop brands and digital experiences. As a Head of Marketing, I create brand experiences through customer-centric and results-oriented strategies. ◇ Led a digital marketing agency to create customer-centered solutions, managing a team of 10 to serve clients in fashion, lifestyle, luxury, CPG, corporate, food and beverage, healthcare, home furnishing, and nonprofit sectors. ◇ Shaped the agency vision and business strategy, supervised day-to-day operations, and cultivated a collaborative workplace environment focused on accountability, scalability, speed, and quality deliverables for clients. ◇ Owned key business functions as a co-founder including sales, operations, financial management and achieved 2x growth in the second year of operation. ◇ Executed integrated media strategies covering owned, earned, and paid media channels; initiated market research to gather consumer insights, conducting A/B testing for US brands; launched websites based on performance data.

Unibail-Rodamco-Westfield, a major player in U.S. real estate and retail, oversees 47+ shopping centers nationwide. The Brand team ensures consistent branding across the extensive portfolio, actively driving traffic and engagement. As a Project Manager, I developed strategic partnerships and collaboration, cementing the Brand Marketing team as a key contributor, enhancing the overall brand experience. ◇ Led strategic brand marketing projects in the US with alignment to international business objectives, fostering collaboration with internal stakeholders and partners for a multinational shopping center development company. ◇ Owned project lifecycle from ideation, planning, development, implementation, and monitoring to close-out, leading cross-functional teams of 5-10 staff from Marketing, Legal, HR, IT, Sales, and other internal departments. ◇ Implemented new tools and methods into project management practices including Monday.com and the RACI matrix to improve accountability and coordination across internal and external stakeholders. ◇ Launched a Lucidpress pilot program, facilitating design production and enabling the transformation of designs into branded templates for customized content creation while maintaining brand control and consistency.

As the world's largest home furnishing retail brand, IKEA is dedicated to creating a better everyday life through affordable solutions. As a Marketing manager, my team played a crucial role, driving the brand from awareness to engagement, ensuring omnichannel traffic, and collaborating cross-functionally within the organization. ◇ Headed regional marketing including public relations (PR), graphic design, loyalty programs, and consumer insights for the highest-earning country market for the world’s largest global home-furnishing retail brand. ◇ Crafted GTM strategies to support seasonal launches; authored the annual omnichannel commercial calendar, leading cross-functional teams of 6, and contributed to $130M in annual revenue plan. ◇ Developed a 3-year marketing strategy, including funnel plans for brand awareness and engagement aligned to the country’s vision, directing a team of 4; collaborated with media agencies on integrated marketing campaigns. ◇ Managed high-volume CRM system of 500k+ members and set loyalty program strategy focused on recruiting, activating, and retaining members, exceeding key results (OKRs) in Spain, increasing repeat visit rate by over 2x, acquiring 100k new members, and securing a 71% share of member sales in Valencia market. ◇ Guided market research with GFK, crafting impactful brand positioning and strategic marketing programs; used insights to pave the way for pioneering a global car-sharing pilot with Ford and Gateround, achieving 86% usability. ◇ Implemented marketing automation to monitor commercial campaigns, enabling Sales and Supply teams to make real-time adjustments to in-store plans and forecasts.

Hasbro Spain & Portugal delivers captivating brand experiences across toys, consumer products, gaming, and entertainment with an iconic portfolio. As a Brand Manager within Marketing as the largest team, my role was to connect audiences with the most iconic brands in the portfolio. ◇ Owned Disney brand portfolio for Spain and Portugal with 600+ SKUs representing 50% of the company portfolio including Star Wars, Marvel, Disney Princess, and Disney Frozen, managing key partnership with Disney for a multinational toy and entertainment company; reported to Hasbro’s Disney brand leader. ◇ Developed impactful marketing strategies, executed 360-degree campaigns, and monitored product and brand performance on NPD; made real-time adjustments in alignment with marketing budget and financial targets. ◇ Presented new product lines and marketing strategies to major retailers; collaborated with key partners, including hypermarkets, department stores, toy specialists, and Amazon, to successfully launch product lines. ◇ Set product directions, collaborating with Sales on commercial plans; monitored product and brand performance, tracking against financial targets, advertising spend, and promotional budgets.

◇ Revitalized the Furby product line and launched major entertainment million-dollar brands in Spain and Portugal, including Yo-kai Watch, Trolls, and Beyblade; designed local market strategy and managed product line launches, ensuring precise timing, pricing, margins, and forecasts to meet global and regional targets. ◇ Developed strategic partnerships with licensors, licensees, and broadcasters including Universal, Dreamworks on Trolls movie, and Boing, Nintendo, and Cartoon Network on Yo-kai Watch, which earned the #1 holiday toy ranking. ◇ Owned business-to-consumer (B2C) marketing campaign production, from studio localization to media execution, driving brand visibility and engagement; collaborated with the European Digital Team to align marketing strategies with the specific needs of the Iberian market, emphasizing the development of essential digital assets.

◇ Managed complete brand portfolio, implementing strategies and adapting product assortment based on consumer needs; enhanced market presence and adapted the portfolio to target emerging market; supervised 1 direct report. ◇ Unified the Marketing and Sales team of 30+, creating and presenting commercial plans for major retailers; achieved revenue growth of 24%+ year-over-year (YoY) from 2014 to 2015. ◇ Tracked product and campaign performance on GFK to trace product sales by store and compare performance against competitors; optimized campaigns based on data analysis from multiple data sources. ◇ Orchestrated the Monopoly World Championship for the game's 80th anniversary, partnering with El Corte Ingles' department store; led initiative to celebrate the game, boost brand visibility, and reinforce market presence.