Diana Cubas
Marketing and Sales Manager
Summary
Strong foundation of over 15 years in marketing and sales across seven countries, marked by consistent results in renewals, pipeline management, Post-sale strategies, upselling, cross-selling. Expertise includes leading teams in both sales and marketing, project management, financial forecasting, and crafting value-driven digital strategies. Known for an ability to adapt, collaborate, innovate and foster positive culture change, while leveraging tech, automation, and AI integration to drive innovation and efficiency. Success has come through a balance of leadership and individual contribution, always with a focus on personal growth and operational excellence.
Overview
21
21
years of professional experience
6
6
years of post-secondary education
16
16
Certifications
Work History
Sales and Marketing Manager
LG Electronics Inc
Costa Rica
07.2024 - 10.2024
- I work for a BPO, and the client is LGE. I manage their US sales and marketing team. I have a team that has 27 individuals in different levels and roles. My direct reports are one sales supervisor and one marketing supervisor.
- Sales team of 17 reps from ISRs to AMs, LV I, and II. I trained them on pipeline management, including pipeline hygiene. I cleaned up their open pipeline and taught them how to properly work a BOA in SF and developed the strategies for end of Q2,Q3 and Q4. Implemented the use of weekly trackers, WBS, and meetings, where they presented directly to the stakeholder.
- Managed two RAMs in the USA and a combined 52 accounts with US teams. In charge of a total of 1,075 reseller accounts, managing open pipeline through contract closing.
- Managed a team of BDRs, working directly with Channel Marketing Sales, to procure enrollments into their benefits program. I provided guidance on how to convert from different distribution sources, creating new scripts, and implementing an AB strategy.
- Additionally, managed the BDMs that worked directly with Marketing and focused on an MQL to MQO conversion.
- Managed one Sales Engineer focused on product training, providing team assistance when closing bids, and creating solution builders for customers on complex products such as DVLED and CreativeBoards. Organized a strategy from a structure based on webinars for reseller education that starts in October through December focused on upselling for Q4.
- Tracked and reported weekly to 5 stakeholders. Sales - Tracked open pipeline, total pipeline, combined accounts pipeline, revenue YTD, CW and CLs, new pipeline created, and internal KPIs. Tracked product family growth, reported on targets vs. actuals, and attainment. Channel Marketing Sales - Reported weekly enrollments from 8 different source lists, amounts of leads disqualified and assigned in total, lead conversion, source conversion. Marketing - Reported weekly using Salesloft to gather total call and email performance reporting on email metrics, call metrics, call sentiments - positive and negative, amount of leads transferred to ecommerce, and number of opportunities transferred to sales. CDW - Reported on the amount of total open quotes that were managed throughout the week, the amount of strategic products, and measured also internal KPIs. Managed 1 member from the LGE internal Channel Marketing Team and developed webinar strategies for current clients.
- Managed one dedicated BI who processed POS data, managed the ownership file, master reseller list, and created dashboards.
- Managed my own creation of dashboards within Salesforce, supervisor and team views.
- My team managed the US territories, Education, Hospitality, Corporate, and Federal sectors and supervised the execution of strategies through my supervisors.
- Use of tools: Salesloft, PowerApps, PowerBi, Salesforce, EP Portal, Cloud PC for the client.
- Internal reporting tools: Concur, Workday, Compensation apps. Reported monthly on internal actuals vs. targets for team bonus.
Sr Manager, EA Renewals Americas RCOE
Microsoft
02.2024 - 06.2024
- The position was different from the original offer, and I politely declined pursuing this role further.
- I was the SMC SMB Sales Manager for Americas (CA, US, BR, and LATAM). My team managed renewals for existing enterprise agreement contracts, and provides them with cloud solutions, licenses, and subscriptions regarding their current contracts. Worked the pipeline from lead, opportunity, negotiating with the partner, and closing. Focused on upselling and cross-selling.
- My team is composed of 25 full-cycle sellers, each managing an average of 600-800 opportunities in their pipeline and a BOB of over 30,000 accounts.
- Sales Pipeline: lead qualification, pipeline flow through different internal stages, managed in Microsoft Dynamics, pipeline hygiene, and detection of bottlenecks within the pipeline.
- Weekly war rooms, biweekly 1:1s. My team launched Copilot for Corporations, and I automated our workflow in Dynamics, teams, and internal Excel documents using AI.
- Weekly forecast meetings to show revenue recapture, rate, conversion, and lead health.
- Use of Microsoft Dynamics and Power BI to create reports and track YTD revenue, amount of opportunities closed, and team impact.
- Developed an internal dashboard to track the hygiene of our leads and opportunities, and flow through the sales channel faster.
- Reports directly to the Program Manager in the USA. One stakeholder that oversees weekly pipeline.
- 140% of 100% goal on revenue recovery rate for March, 167% for April, 187% for May, and 205% for June.
- Conversion target is 85%, and actuals finished at 92%.
- Developed the Playbook and SOPs for the TUP Team for YR1 and YR2, reducing the learning curve from 6 to 3 months.
- Manage SMC Corporate, SMC Comm, SMB commercial, and government sub-segments.
- I have revenue attributed for Q4FY24 exceeding $9.9 million.
- Developed and implemented sales training programs that improved sales skills and resulted in a 35% increase in sales effectiveness.
- Trained and mentored sales representatives on effective sales techniques, resulting in a 45% increase in sales closures.
Marketing & Sales Director
White Media Services
Costa Rica
04.2022 - 02.2024
- As the Marketing Director at White Media Services, I spearheaded the establishment of a sales and marketing team for two regions: Brazil and Mexico.
- I increased conversion from 12% to 47% in 6 months and reduced the CPA to an average of 34 USD from the previous 80 USD for the client.
- I had 8 direct reports and 10 managers reporting to me. I managed the sales team, which included media buyers for traditional and digital marketing in MX and SP. I sourced deals with TV stations such as Fox and TV Azteca. Led a team in CR of managers for Content Creation, Web Developers, SEM, SEO, Graphic Designers, Operations, Processing, Legal, and Copywriting for both countries.
- We offered SaaS to clients, IaaS from Costa Rica.
- Built and led a sales and marketing team, I would be happy to discuss metrics and results for each.
- Managed a team of affiliates who focused on developing relationships and building our partner connection with other brands.
- Managed team of managers' 1:1s and weekly meetings with the CEO and CFO.
- Budget planning and allocation for PPC campaigns, offline and online media, social media, and other contracts we had.
- Designed a new User Interface for the two websites, which increased customer engagement, users found it easier to navigate, easier to find key CTA buttons and our browser to site conversion increased.
- Conducted extensive surveys using Typeform to identify and segment our database and worked on a 12-month plan to increase our overall performance. Our advertising budget increased over time, from $200,000 to one million in less than 7 months, making it profitable to run long-term strategies due to our ROI.
- Managed Meta ads, GA4, GTM, WordPress, SEM Rush, Ortho, Autopilot, Zendesk, Marketo, CRM, Power BI.
- Automated 85% of marketing processes, including e-mail journeys, creating various audiences by segmenting our DB, which increased client interaction from 2% to an open rate of 78% and a click rate of 5.7% to 32.8%.
- Led high-level negotiations with TV stations, sports teams, and airports.
- I traveled 70% of the time between Mexico and CR, and conventions in other countries.
- Secured a partnership with the SF Giants, the first of its kind with the NFL in Mexico.
- Optimized sales operations by streamlining processes, implementing CRM systems, and developing comprehensive training programs for new hires.
- Hired, trained and built high-performing team of sales representatives.
- Boosted sales revenue by developing and implementing strategic sales plans and initiatives tailored to the organization''s goals.
- Enhanced customer satisfaction with a focus on fostering long-term relationships, consistently addressing client needs, and providing exceptional service.
Sales Manager
Snapchat - Accenture
Costa Rica, SJO
02.2022 - 06.2022
- Snapchat shut down the operation in the US. I was offered another internal position but declined it.
- Managed two teams of 12 account managers in the US, 20 BDRs in the US, and 10 data scrubbers in CR to ensure successful delivery of services and client satisfaction.
- Developed and managed a team of account managers to ensure adherence to SLAs and customer service goals.
- Developed and implemented a CRM system to streamline sales processes and improve strategic value.
Sr Manager, Customer Success
Amazon.com
12.2019 - 03.2022
- Senior Manager for a group of strategic account managers, led the AM side of Gateway events such as Oprah's Favorite Things, single-handedly picking the AMs to successfully drive 13M in a span of 12-15 weeks. Organized directly with Oprah's team and coordinated internally, the launch of many new brands for the event only for 3 years.
- I managed a portfolio of brand owners that sell on Amazon, and I was in charge of their digital strategy, often extending outside of Amazon and impacting their internal board meetings. I report directly to the stakeholders and manage all communications with our strategic team at Amazon.
- Managed 14 program SMEs for an organization of 200+, from Advertising, and reported directly to Seattle.
- My focus was hardlines, so I managed clients in the Tech Industry, but also focused on the Supplements and Softlines verticals as I successfully launched new brands into the Amazon marketplace.
- I set up their campaigns and allocated over 1M in advertising for their internal campaigns, designed their entire year strategy, and tracked business progress on a weekly basis.
- Designed strategies for new product launches, new creative look on existing products. Organized their catalogues for better SEO and optimized their products.
- I successfully worked with Business Development, being offered a position to transition and attended trade shows such as CES to meet with existing and potential clients.
- My portfolio had a 49% increase in my first year, and I had a steady set of accounts for my entire time at Amazon. I had two promotions but continued to manage Band A clients.
- Created and implemented a customer retention strategy that resulted in a 40% decrease in churn from the project.
- Established strong relationships with clients and stakeholders, ensuring long-term partnerships and repeat business.
- Held monthly meetings to create business plans and workshops to drive successful business.
Customer Success Manager
Amazon
10.2018 - 2 2020
- Created and implemented a customer retention strategy that resulted in a 40% decrease in churn
- Managed a portfolio of 20 companies and their subsidiaries who sold over 20M per quarter
- Created their yearly business and advertising plan advising directly to their board of directors on the amount we would be spending for Amazon per quarter
- I managed budgets of up to 1 million USD only for Amazon for brands like Goal Zero, DR Harvey's, Furbo, National Geographic Toys, HandsOn Gloves, aSquared Nutrition and plenty more
- Category manager for Advertising - Managed 14 SMEs from every Advertising program within Amazon
- Overview logistics, catalog, product improvement, advertising, performance and worked along with their internal teams to align on a multi channel strategy not only involving Amazon
- Managed display ads, sponsored ads, sponsored products, sponsored brands, video ads
- 100% use of Salesforce, Seller and Vendor central, Pardot, Tableau, Amazon Advertising, various reporting tools.
Regional Director of Sales and Marketing
Blue Pear Digital
04.2018 - 07.2018
- We outsourced business intelligence, digital marketing, sales strategies, web development, SaaS, and lead management across different industries, mainly technology. I managed different companies in the public and private sectors in MX, CR, US, and SA. I have worked on implementing various Google-based strategies in the digital world, as well as the entire implementation of traditional marketing campaigns for renowned furniture brands, radio stations, clothing brands, and technology brands.
- I managed a team dedicated to setting up my strategy for the client for paid advertising, SEO optimization. I successfully launched 5 different American brands in South Africa and redid the website and entire ecommerce strategy for two major Costa Rican brands.
- I manage different companies in the public and private sectors, and the RAMs located in different territories across various countries.
- I am very well-versed in the ever-changing Google environment, the e-commerce world and a leader in Sales. I managed a team from anywhere to medium-sized, to large-scaled projects.
- Increased regional sales by implementing targeted marketing strategies and fostering strong relationships with key clients.
- Collaborated with cross-functional teams to develop new products and services, meeting customer demands while driving revenue growth.
- Led a team of managers to achieve consistent revenue growth through effective leadership and strategic planning.
Marketing Manager
Blue Pear Digital
02.2015 - 04.2016
- Raised company profile by securing press coverage in key publications and speaking engagements at industry events
- Built a comprehensive database of customer and prospect contacts, resulting in a 30% increase in new customers
- Managed e-commerce development, strategy for companies in Mexico, Costa Rica, South Africa, el Salvador and Guatemala
- Our clients ranged from technology industries to radio, furniture, dog supplements and we offered SaaS and IaaS services depending on their need
- I managed the initial analysis, the proposal for optimizing the website, SEO, setting up an SEM plan, Social Media structure, e-mail marketing and would accompany the clients until the launch and months after our technical teasm continued to provide support.
Digital Marketing Director
Rocketshop
12.2013 - 12.2015
- Forged strong alliances with American companies like Marblue and Targus to become exclusive suppliers in South Africa.
- Became South Africa's #2 leader in e-commerce sales, offering imported products not available elsewhere. This allowed for the sale of the company later.
- Improved customer retention by designing and implementing email marketing campaigns.
- Expanded the marketing HC from 8 to 12.
- The reporting teams I had were web development, logistics, sales, and I managed directly the SEM strategy, outbound email, social media strategies, and developed custom customer loyalty programs.
- Fostered strong relationships with external agencies, vendors, and partners to ensure successful collaboration on joint projects.
- Decreased our delivery time to 24-48 hours and enabled on-site pickups directly from our warehouse in Johannesburg and Cape Town.
- Optimized website performance and user experience through strategic SEO implementation.
Operations Manager
Rocketshop
11.2012 - 11.2013
- Streamlined operations across departments ensuring seamless workflows and peak efficiency
- Led high profile projects with corporate clients ranging from Deloitte, FF and Kalahari
- Achieving a 25% increase in corporate deals and 30% improvement in overall success rates
- Spearheaded business initiatives onboarding over 50 partners expanding business reach to Dubai, Europe and Canada.
- Conducted regular performance reviews, identifying areas for improvement and developing action plans to address them.
- Supervised operations staff and kept employees compliant with company policies and procedures.
Paid Advertising Manager
Rocketshop
04.2009 - 09.2012
- I started at Rocketshop while completing my studies
- I had the certifications and experience required to manage their digital sales team
- I set up and launched the campaigns in different channels and was in charge of their social media
- From then on, they asked me to relocate after offering me a full time position in their Johannesburg headquarters.
Digital Manager
Freelancer
09.2003 - 09.2009
- Analyzed and reported digital campaign performance with focus on program optimization.
- Worked cross-functionally with various departments on projects.
- Created engaging content, optimized for specific platforms and intended audience.
- Designed and implemented digital, web and social strategies to align with client business goals.
- Managed the SEO and SEM strategies for various e-commerce businesses in South Africa, USA, and Europe.
- Managed Google Ads, Google Adroll, Magento, Prestashop, SM platforms.
Education
Bachelor of Arts -
University of South Africa
Johannesburg 01.2006 - 06.2009
Bachelors in Law - Law (Pre-Law)
Universidad Autonoma De Nuevo Leon
Monterrey 01.2011 - 06.2013
Skills
Inside Sales
Personal Information
Nationality: Costa Rican / Mexican Permanent Resident
Locations
- Mexico
- Costa Rica
Languages
Spanish
Native or Bilingual
English
Native or Bilingual
Portuguese
Professional Working
German
Limited Working
Italian
Elementary
Afrikaans
Limited Working
Certification
Data Storytelling
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Work Preference
Work Type
Full TimeWork Location
RemoteHybridImportant To Me
Company CulturePersonal development programsCareer advancementHealthcare benefitsWork from home optionFlexible work hoursStock Options / Equity / Profit SharingTeam Building / Company RetreatsTimeline
Sales and Marketing Manager
LG Electronics Inc
07.2024 - 10.2024
Sr Manager, EA Renewals Americas RCOE
Microsoft
02.2024 - 06.2024
Marketing & Sales Director
White Media Services
04.2022 - 02.2024
Sales Manager
Snapchat - Accenture
02.2022 - 06.2022
Sr Manager, Customer Success
Amazon.com
12.2019 - 03.2022
Customer Success Manager
Amazon
10.2018 - 2 2020
Regional Director of Sales and Marketing
Blue Pear Digital
04.2018 - 07.2018
Marketing Manager
Blue Pear Digital
02.2015 - 04.2016
Digital Marketing Director
Rocketshop
12.2013 - 12.2015
Operations Manager
Rocketshop
11.2012 - 11.2013
Bachelors in Law - Law (Pre-Law)
Universidad Autonoma De Nuevo Leon
01.2011 - 06.2013
Paid Advertising Manager
Rocketshop
04.2009 - 09.2012
Bachelor of Arts -
University of South Africa
01.2006 - 06.2009
Digital Manager
Freelancer
09.2003 - 09.2009
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