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PROFESSIONAL PROFILE
SENIOR INTEGRATED MARKETING & MEDIA PLANNING DIRECTOR with Proven Track Record
Committed to Impacting Bottom-line Results
Well-rounded and accomplished director of marketing and strategic communications planning with a solid history of
building a loyal client base.
Fine attunement to clients business, producing customized, innovative, multi-platform advertising that achieves
verifiable growth and commendations from clients and management.
Expertise in the end-to-end process, from inception to completion.
Resourceful leader with robust managerial and analytical skills, complemented by an empowered outlook.
Diverse experience in a broad range of categories: consumer packaged goods, retail, entertainment, health care,
insurance, apparel/accessories, media, tourism, education, fast food, publishing, and multi-cultural efforts, etc.
SKILLS / EXPERTISE
Communications Planning | Broadcast, Digital, Print, & Out-of-Home Advertising | Marketing Communications | Media
Insights & Research Analytics | Competitive Analyses |Brand Development | Strategic & Tactical Marketing | Multi-channel
Programs | KPIs & Performance Metrics | Project Management | Relationship Media | Written/Oral Communications |
Client Relations & Loyalty | Team Leadership & Building |Critical Thinking & Problem Solving | Negotiations | Budgeting|
Microsoft Office Products (Excel, Word, PowerPoint) | Syndicated Research | Cantonese & Toishanese basic proficiency
PROFESSIONAL EXPERIENCE
KZSW Advertising, Setauket, NY (Interim)
Print Media Director
2015-Present
2008 - 2015
Headed an integrated team on all media aspects including research, planning, negotiation, and buying for a broad range of
accounts, while seamlessly partnering with both advertisers and agencies. Created integrated media plans that blended
broadcast, digital, print, and Out-of-Home activations.
Designed media campaigns for the Helmsley Park Lane Hotel targeting both domestic and international travelers,
yielding optimal occupancy consistently in the 95% range.
Implemented tourism strategy for LI Convention & Visitors Bureau, generating increases in leads, up to 50%.
Developed budget-driven, strategic campaigns for Foster Grant, resulting in recurring annual sales lifts ranging
from 7%28% over a six-year period.
Launched multi-channel ad campaigns for Centers Health Care to introduce new services / locations, exceeding
awareness goals within targeted communities. Within six months, the facility had a waiting list of prospects.
Formulated integrated multi-cultural programs to expand the brands customer bases.
Consistently negotiated aggressive rates, providing significant client value and over-delivered performance.
Performed in-depth analyses of media research and campaign delivery.
Other accounts managed: Build-A-Bear, Loews Hotels, Delta Dental, Kozy Shack, Winthrop Hospital, Pomi
Tomatoes, Hotel Mela, and publishers, i.e., Amazon, Disney-Hyperion, Doubleday, Random House, etc.
DIANE CHAN
Flushing, NY | 718-938-1028 | dchan3121@gmail.com | www.linkedin.com/in/dianeychan
1997 - 2008
Directed a media group on all aspects of media for a wide range of accounts encompassing all media vehicles. Group
functioned as the media arm of agencies, providing them with the expertise and clout of a full service media agency.
Doubled billings and revenues for team by increasing spending of existing clients and gaining new accounts.
Executed integrated media campaigns (broadcast, digital, print, Out-of-Home, sports advertising, B2B) for Delta
Dental, resulting in eight years of record-breaking sales growth. Elevated product awareness significantly over a
broader audience and gained sizable market share. Delivered media plans with rates at 30-45% off contract levels.
Implemented cross-platform media programs that led Maine Office of Tourism to outperform all five of its major
regional competitors in year-over-year share and revenue growth.
Conducted media training seminars for media assistants internally to develop staff and also at the client level.
Other accounts managed: Madison Square Garden Entertainment, New York Palace, T.Anthony, Natures Earth,
Lincoln Tech, Publishers, i.e., Doubleday, Random House, and Putnam.
1995 - 1997
Supervised all media functions for Toys R Us and Babies R Us domestic broadcast campaigns.
Performed research analyses of demographics, competitive positioning and proprietary sales data.
Budgeted, planned, implemented and maintained institutional, seasonal and promotional TV and radio campaigns
on a national and regional basis in over 150 markets within tight time parameters.
Organized dynamic, multi-market promotions for retail Grand Openings, special events and on-going campaigns.
1994 - 1995
Managed all aspects of media servicing for various retail, consumer packaged goods, health & beauty, and health care
accounts through advertisers and advertising agencies.
Built strong client loyalty leading them to follow team from previous agency to current agency.
Accounts managed: Huffman Koos, Greenwich Hospital, Mercy Health Plans, BioCosmetics, Komix Bicycles,
Xanthus Footwear, Quasar Cologne, Topps Meat.