Summary
Overview
Work History
Education
Skills
Certification
Timeline
Generic

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, BC

Global Academics Program -

University of British Columbia
Vancouver, BC

B.A. - Commerce (Marketing)

TEC of Monterrey
Mexico City, Mexico

International Marketing -

ESADE Business School
Barcelona, Spain

Skills

  • 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

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Diana Paola Álvarez Valencia