Diana Mullins
Brockton
Summary
Proven marketing strategist with a robust background at DESTINATION XL GROUP, INC., where I led budget management of $32M and forged impactful co-op partnerships with brands like Polo Ralph Lauren. Expert in content development strategy and adept at leveraging data insights for campaign optimization. Demonstrated ability to drive revenue growth and enhance brand visibility through innovative social media initiatives.
Overview
18
18
years of professional experience
Work History
Associate Marketing Operations Manager
DESTINATION XL GROUP, INC.
02.2020 - 01.2025
- Managed and allocated an annual Marketing budget of $32M across various channels (digital, print, events, influencer marketing, etc.) to ensure alignment with overall business objectives.
- Executed monthly and quarterly budget reforecasts for the Marketing team, ensuring compliance with budget requirements across the department.
- Monitored and managed month, quarter, and year-end closing processes to ensure marketing budget remained within approved spend, making adjustments when needed.
- Collaborated with the marketing team and other departments to accrue and forecast expenses on a monthly basis.
- Managed and processed all monthly invoicing with the Finance team.
- Reviewed AR aging reports and determined items to follow up with vendors.
- Oversaw the vendor-paid co-op marketing program, executing customized, integrated marketing campaigns for vendor partners across various sales channels and digital platforms, including: direct mail, paid and organic social media, Affiliate and email marketing, eCommerce website and retail
- Forged co-op partnerships with major brands such as Polo Ralph Lauren, Columbia, UNTUCKit, Haggar, and others, driving revenue for DXL through paid marketing campaigns and expanding brand reach.
- Presented and secured seasonal commitments with vendors, managed open positions, facilitated approval processes, acquired credit memos for finance, and allocated them to the monthly marketing budget.
- Managed and distributed press releases for new store openings and brand launches using Cision, ensuring broad media coverage and strategic communication alignment.
- Led promotional setup and execution, including coupon generation, markdown reporting, and store communications.
- Assisted in managing and trafficking creative projects, marketing campaigns, and communications across all channels to ensure effective cross-functional communication and timely delivery of all elements.
- Supported various ad hoc projects and additional duties as requested.
Digital Communications Social Media Specialist
DESTINATION XL GROUP, INC.
02.2015 - 01.2020
- Developed and managed the monthly social media calendar using the Sprinklr platform, scheduling and analyzing posts, creating engaging content, and generating data-driven reports on campaign performance.
- Designed and executed social contests and giveaways using the Wyng platform to increase brand awareness and drive New To File, collaborating with the legal team to ensure compliance with terms and conditions.
- Spearheaded the launch of a first-of-its-kind influencer-exclusive in-store discount, securing CEO approval and executing the initiative within three business days, driving significant sales growth.
- Led cross-functional meetings to analyze sales metrics and competitor performance, using insights to refine business models and drive competitive sales strategies.
Media Buyer Planner
Destination XL Group Inc.
06.2007 - 01.2015
- Led negotiations and implementation of all media activities, including the placement of outdoor and print media.
- Acted as a liaison between DXLG and the media agency to plan and execute media buys.
- Tracked campaign goals and business metrics, providing results to senior leadership.
- Assisted with billing and purchase order processes for all services.
- Oversaw all "make-good" negotiations and ensured compliance with contractual obligations.
- Coordinated creative assets to meet availability and deadlines.
- Maintained communication with stores for grand openings and ongoing media events.
- Collaborated with the Customer Service team to execute social media content, contests, and promotions.
- Managed the DXL Blog, including content calendar, article research, and content curation.
- Contributed to various marketing projects, including department presentations and activities.
Education
High School Diploma -
Brockton High School
Brockton, MA06-1991
Skills
- Content Development Strategy
- Reporting and Data Insights
- Campaign Strategy Development
- Effective Messaging Development
Timeline
Associate Marketing Operations Manager
DESTINATION XL GROUP, INC.
02.2020 - 01.2025
Digital Communications Social Media Specialist
DESTINATION XL GROUP, INC.
02.2015 - 01.2020
Media Buyer Planner
Destination XL Group Inc.
06.2007 - 01.2015
High School Diploma -
Brockton High School
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