Hi 👋I’m Diana.
I'm a creative leader driven by a passion for problem-solving and strategy. I excel at identifying opportunities for growth and building the teams and systems to capitalize on them. This is what draws me to brands in their early stages and is why I've spent the past six years thriving in the dynamic environments of startups and agencies, including Pathfinders Advertising—a 45-year-old mid-sized agency—and Brilli Wellness Lighting, a $90M-backed startup.
Prior to that, I built and led high-performing digital creative teams for Wayfair’s lifestyle brands (AllModern, Birch Lane, Joss & Main, Perigold), specialized in e-commerce and email at Crabtree & Evelyn, and managed web design and development at Vertex Pharmaceuticals.
BRAND PORTFOLIO
E-COMMERCE PARNTER PORTFOLIO
For nearly 3 years, I’ve been leading Digital Strategy & Marketing at Pathfinders Agency. Pathfinders has been in business for more than 45 years, an achievement that places them in the top 3% of all marketing agencies worldwide. There, I partnered with notable brands such as Sony PlayStation, PayPal Business, and Naturally Fresh, and honed the skills to land competitive RFPs while also building a talented, high-output cross-functional team.
At Lucidity Lights, one of the largest global lighting suppliers and the parent company of the Forbes-recognized start-up brand Brilli Wellness Lighting, I crafted brand pitches that won new partnerships with Target, Lowe’s, and Home Depot, designed interactive brand experiences that earned press from Fast Company, and conducted consumer research that sharpened the design of award-winning products (Prevention, Sapphire, and House Beautiful).
Before Lucidity, I spent five formative years at Wayfair, where I built a team solely focused on breaking new ground in digital advertising for Wayfair’s four lifestyle brands, leveraging performance insights and the latest trends and technologies in digital animation and email marketing.