Diana Paola Álvarez Valencia
Burnaby,Canada
Summary
Creative and analytical brand leader with 10+ years of experience across luxury retail, consumer goods, and eCommerce. Proven success in developing and executing 360 go-to-market campaigns, leading cross-functional initiatives, and building purpose-led brands through strategic storytelling and consumer insight. Passionate about wellness, community connection, and creating consumer-first experiences that align with organizational values. Known for a resilient, collaborative approach and a strong commitment to continuous learning and cross-cultural empathy.
Overview
16
16
years of professional experience
1
1
Certification
Work History
Head of Marketing & Commercial Strategy - B2B & DTC
Kenan 2.0 Enterprise Corp.
Vancouver, Canada
01.2019 - Current
- Company Overview: Luxury lingerie and loungewear brand distributed through DTC and global high-end and independent retailers.
- Direct 360 go-to-market campaigns across North America, Europe, and the Middle East, contributing to a 25% YoY increase in website conversion and revenue.
- Conduct post-campaign KPI analysis (engagement, conversion, ROI) to refine creative and improve performance.
- Repositioned the brand from functional nightwear to luxury rooted in self-love and comfort, increasing return customer rate by 33% and supporting premium pricing.
- Manage full campaign production lifecycle from concept, creative direction, and model casting to photography, videography, and delivery — ensuring consistent and impactful brand strategic storytelling.
- Drive digital marketing strategy (Shopify, Klaviyo, Meta Ads, SEO), generating 25% YoY online revenue growth.
- Lead cross-functional collaboration with design, production, operations, and sales teams across Canada and China to align seasonal plans with consumer insights.
- Execute consumer-facing activations, including influencer campaigns, digital launches, and pop-up events with local partners to strengthen community engagement and brand awareness.
- Mentor a team of 5 and collaborate with creative, PR, and digital agencies across Canada, the U.S., and Mexico.
- Developed brand messaging across retail, digital, and campaign channels to ensure consistency and alignment.
- Presented seasonal sales decks and product positioning to top retailers (Selfridges, Harvey Nichols, 51 East), supporting account growth.
- Optimized pricing and inventory strategy, reducing stockouts by 30% and improving margins.
- Support charitable initiatives, including breast cancer awareness and pandemic relief, to align the brand with social impact values.
- Adapt to evolving priorities with agility and focus, consistently delivering against timelines and brand goals.
- Luxury lingerie and loungewear brand distributed through DTC and global high-end and independent retailers.
Marketing & Key Accounts Specialist - B2B & DTC
Kenan 2.0 Enterprise Corp.
Vancouver, Canada
01.2017 - 01.2019
- Maintained and optimized the wholesale-exclusive website, catalogues, and pricing, ensuring 95% content accuracy.
- Created marketing assets and training for retail partners across North America, Europe, and the Middle East, boosting sell-through by 25%.
- Launched incentive programs for retail associates, increasing engagement and sales by 20%.
- Coordinated seasonal go-to-market campaigns across sales, product, and marketing teams.
- Produced catalogues, line sheets, promotional copy, and e-commerce content that contributed to consistent revenue growth.
- Analyzed competitor and revenue data to guide pricing and product mix decisions.
Customer Success Specialist - B2B & DTC
Kenan 2.0 Enterprise Corp.
Vancouver, Canada
01.2016 - 01.2017
- Gathered requirements and partner feedback to support the development of the wholesale-exclusive website.
- Managed seasonal orders and marketing material delivery for Canadian and U.S. wholesale partners.
- Trained partners on digital wholesale tools, boosting adoption by 30%.
- Resolved fulfillment and delivery issues with operations teams.
- Distributed marketing collateral and supported product launch execution.
Sales and Marketing Associate
We Love Van Inc.
Vancouver, Canada
01.2014 - 01.2016
- Company Overview: Natural Canadian food brand specializing in premium nuts, honey, coffee, and water.
- Executed regional marketing campaigns across Vancouver Island and the Lower Mainland, generating 35% revenue growth.
- Redesigned packaging and refreshed the website, increasing digital engagement by 25%.
- Launched in-store activations and demos, expanding the client base by 65%.
- Organized trade show participation, securing 80+ wholesale leads and strengthening partnerships.
- Natural Canadian food brand specializing in premium nuts, honey, coffee, and water.
Sales and Promotions Representative
We Love Van Inc.
Vancouver, Canada
01.2014 - 01.2016
- Exceeded sales targets (100–120%) through relationship building and product storytelling.
- Communicated brand values (10% of profits to local homeless initiatives) to deepen consumer trust.
- Engaged in community initiatives that elevated brand credibility and social impact.
Marketing and Promotions Intern
Commercial Drive BIA
Vancouver, Canada
01.2013 - 12.2013
- Company Overview: Non-profit business improvement association promoting tourism and community events.
- Assisted in executing Italian Day Festival (100K+ attendees), coordinating 100+ volunteers.
- Created print and digital collateral and managed tourism outreach.
- Increased merchant participation and visitor turnout through local campaigns.
- Non-profit business improvement association promoting tourism and community events.
Marketing Specialist
Global Experts
Mexico City, Mexico
01.2012 - 01.2013
- Company Overview: Marketing and promotions agency specializing in CPG and hospitality sectors.
- Managed nationwide in-store activations for FMCG clients across 600+ points of sale.
- Directed consumer events and co-branded activations with hotel, wellness, and apparel brands.
- Led and trained 180+ brand ambassadors to deliver consistent brand experiences.
- Coordinated with clients and retail partners to align activations with sales and marketing objectives.
- Marketing and promotions agency specializing in CPG and hospitality sectors.
Supply Chain and Commercial Specialist
Grupo Modelo – AB InBev
Mexico City, Mexico
01.2010 - 01.2012
- Company Overview: Global brewing company and leader in beer distribution.
- Collaborated with the New Products Committee on sales and logistics strategies for launches.
- Conducted market analysis to identify customer needs and inform product development.
- Optimized SKUs by analyzing retail brand performance, driving short-term sales success.
- Led S&OP and CPFR meetings with supply chain teams and key customers to improve forecast accuracy and service targets.
- Advised Key Account Managers on stock levels and sales opportunities.
- Presented sales and distribution reports to VPs, Directors, and Key Account Managers.
- Achieved a 98% fill rate, reduced warehouse costs by 8%, and increased annual sales by 12%.
- Global brewing company and leader in beer distribution.
Education
MBA - Business Administration
University Canada West
Vancouver, BCGlobal Academics Program -
University of British Columbia
Vancouver, BCB.A. - Commerce (Marketing)
TEC of Monterrey
Mexico City, MexicoInternational Marketing -
ESADE Business School
Barcelona, SpainSkills
- Go-to-market strategy
- Omnichannel marketing
- Brand messaging and storytelling
- Campaign planning and execution
- Consumer insights
- Cross-functional leadership
- Digital marketing
- Influencer marketing
- Post-campaign analysis
- Project coordination
- Pricing and merchandising strategy
- Community engagement
- Learning agility
- Marketing platforms
- Analytics and reporting
- Collaboration
Certification
- Neuro-linguistic Programming for Sales & Marketing, TEC of Monterrey
- Space / Category Management in Retail, Nielsen
Timeline
Head of Marketing & Commercial Strategy - B2B & DTC
Kenan 2.0 Enterprise Corp.
01.2019 - Current
Marketing & Key Accounts Specialist - B2B & DTC
Kenan 2.0 Enterprise Corp.
01.2017 - 01.2019
Customer Success Specialist - B2B & DTC
Kenan 2.0 Enterprise Corp.
01.2016 - 01.2017
Sales and Marketing Associate
We Love Van Inc.
01.2014 - 01.2016
Sales and Promotions Representative
We Love Van Inc.
01.2014 - 01.2016
Marketing and Promotions Intern
Commercial Drive BIA
01.2013 - 12.2013
Marketing Specialist
Global Experts
01.2012 - 01.2013
Supply Chain and Commercial Specialist
Grupo Modelo – AB InBev
01.2010 - 01.2012
MBA - Business Administration
University Canada West
Global Academics Program -
University of British Columbia
B.A. - Commerce (Marketing)
TEC of Monterrey
International Marketing -
ESADE Business School