Bachelor of Science in Business Administration

Bike

Lifestyle

Outdoor

Self-directed and collaborative senior marketing strategist, talented at driving results by impacting consumer behaviors to drive action. Accountable and well-rounded marketing expertise encompasses media planning and buying as well as agency implementation and support with full knowledge of channel mediums across traditional, digital and experiential. Innovative and adaptable, known to establish processes that drive growth and enable teams to push past creative roadblocks. 

CAREER HIGHLIGHTS	

Marketing Strategy – Devised long-term branding strategy for 2,250+ Jack In The Box locations across 58 designated market areas, leading both brand and agencies in unifying messaging and strengthening market position.   

Diversified Category Experience – Served multiple client categories including CPG, QSR, Education, Automotive, Apparel, B2B and B2C. Overall client experience includes Mars Wrigley, Starbucks, Jack In The Box, UCSD, Brandman University, Kaplan University, ASICS, AGCO, Nissan and PayPal. 

Team Leadership – Strategic thinker with a background of success in both internal corporate marketing roles and agency / client support capacity. Presided over 45 team members across multiple agencies while leading the team at Jack In The Box. Groomed interns and entry level associates within media, client service, digital and creative teams through multiple agencies.

Communications Planning – Created holistic planning communication goals across broadcast, print, social, OOH and digital. Developed creative messaging approach to drive campaign performance based on holistic messaging strategy. Implemented and drove direct campaigns to appeal to diversified ethnic groups aligning within the target audience. 


Lead 2 offices (Denver and Des Moines) along with 8 direct reports. Portfolio includes Mars/Wrigley, Starbucks (In-Store),
PayPal, Orgain, Organic Valley, Loctite, Pella, Alliant, Circle K (Regional), Evo Fresh, and multiple new business pitches.
- Managed over $25MM in media budget across all accounts.
- Planned and led Mars Wrigley across 25 different brands focused across Connections Planning, Consumer Promotions
and Shopper Marketing.
- Drove innovation and holistic activations through Omni-Channel plans in partnership with Clients, Agencies
and eComm
- Created process and efficiency across planning, negotiations, finance and internal agency programs resulting in over 500
agency hours saved yearly. Process consolidated planning approach that led to over 20% in media value through
strategic negotiations for Mars Wrigley.
- Led holistic planning to drive Omni-channel plans with Account, Insights & Strategy, Data & Analytics and Creative to create a holistic approach to planning across brands and partners.

Group Director, Media and Connections

Drove Corporate and Agency teams across paid, earned and owned channels driving sales goals across markets. Lead a sales
focused approach across media, sponsorships, website, CRM and mobile app. Implemented holistic reporting across all
channels, while setting the foundation for agency modeling to drive sales. Managed and reported on SOWs, budgeting,
media and sales in close collaboration with product, regional and culinary departments for C-Level team.
- Successfully created a process to lead the brand across 58 DMAs/2,251 locations with holistic strategy while addressing
individual market nuances. Planned and launched 12+ limited time offers over tenure and continually optimized
campaigns-based innovations and performance to drive sales.
- Managed 45 team members across 6 agencies to unify messaging and marketing approach; drove transition to new
media agency, DAN Network (Carat, Posterscope, MKTG and iProspect).
- Worked in partnership with multiple sports properties across media and on-site activations including San Diego Padres,
Los Angeles Lakers and Los Angeles Dodgers.
- Drove innovation with e-sports with alignment of the JITB audience. Planned and implemented an esports strategy with both Call of Duty World League and Overwatch League, along with the paid partnership of Team Envy/Dallas Fuel.

Director of Media Strategy and Communications

Oversaw 7 employees while serving $20M client portfolio including Brandman University, AGCO (Massey Ferguson & Challenger), UCSD (Brand), UCSD Health, Caribou Coffee & Einstein Bagels, National Veterinary Association, Serengetti, ASICS,
Red Robin, Kaplan University, Garden Fresh and FreshBe. Mentored interns and entry level associates from Client Service,
Digital and Creative teams.
- Created and launched campaigns that delivered $56M in potential sales and secured $5M for Massey Ferguson.
o Primarily leveraged across Search, Social and Programmatic media (Included dynamic creative)
- Obtained campaign growth YOY across multiple clients increasing company profitability based on SOW and income:
Caribou (+130%), UCSD Health (+200%), AGCO (+70%).
- Expanded partnerships with Caribou Coffee (+5% Sales Goals) and AGCO (+30% Increased qualified leads) through
product and data analysis to increase sales and tangible growth.
- Designed a marketing plan that enabled Brandman University to surpass monthly lead goals for 6 consecutive months
and generate 45%+ for FY16/17 after missing goals 8 months in a row.
o Driven by Search, Social and Programmatic media through a revised communications plan, program audit and profitability comparison leading to a focus on key career paths (Business, Education, Nursing)
o Reset KPIs against Cost Per Lead and Cost Per Start
o Implemented test and learn approach to incorporate awareness driven media (TV, Digital Video, Audio)
- Secured and sustained $15M+ in new media business.

Media Director

RPA, Initiative, Digitaria and Vitro on contract basis.

Freelance Media Professional

Senior Manager Client Service

Planning Supervisor

Promoted from Strategic Planner as a result of outstanding contributions.

Strategy Supervisor - Nissan

Started as Assistant Media Planner, promoted to Junior Media Planner, then Media Planner/Buyer.

Media Planner/Buyer - Nissan (Regional Strategy Traditional & Interactive)

Find out detailed information about Fernando Diaz,  in Denver

Fernando Diaz: in Denver

Fernando Diaz

The Integer Group

Jack In The Box

Vitro

Agencies

The Active Network

PETCO (PETCO & Unleashed) & Vizio

OMD

Zimmerman Advertising

California State Polytechnic University Pomona