<aside> ❇️ Hello! I’m Diana Ebanks, an experienced Digital Marketing leader, brand/creative strategist, and analytical thinker currently based in Texas.

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💬 About Me

I’m known for a unique combination of creativity, audience empathy, analytical thinking (always focused on objectives and desired outcomes), and effective leadership across many fast-evolving areas of digital marketing, communications, and brand strategy.

I have 18 years of experience working in Fortune 500 financial services companies (AIG, American Express) and reputable education organizations (Rice University, Scholastic).

When I’m not at work, you can find me reading fiction 📚 or writing, mastering my next recipe, or traveling somewhere naturally beautiful 🌲 with my husband.

💼 Recent Work Experience

Senior Director, Growth Marketing & Analytics - Rice University | December 2023 - Present

• Grew Marketing Comms team from 1 to 4 FTEs
• 📈 Delivered double-digit enrollment and revenue growth as an internal start-up
• Helped improve U.S. News & World Report program rankings +39 spots over three years (#49 —> #10), advancing Rice’s reputation

Director, Digital Marketing - Rice University | June 2021 - December 2023

• 💻  Grew online master’s program enrollments +87% YoY (FY 24 vs. FY 23), growing from $1.5 million+ in gross revenue to $3 million+ gross revenue for new enrolls. only (excluding revenue from return enrolls)
• Grew qualified lead volume for online master’s programs by +116% YoY (FY 24 vs. FY 23) by using audience insights to refine targeting strategy and overseeing campaign restructures to find cost-per-lead efficiencies
• SEO: Published extensive Helpful Content (x32 blog posts over 16 months) and pursued technical SEO opportunities to improve SEO rankings for target non-branded terms from “Not Ranking” (Dec ’21) to Page 1-2 positions, increasing organic leads by approx. +40%

Director, Brand and Creative - AIG | 2018-2021

• 🌎  Spearheaded global brand refresh program to develop and implement a research-backed visual identity system across 80+ global markets, helping to reinvigorate and reposition the AIG brand
  • Led steering committee to plan, scope, and deliver 36 implementation workstreams using a mix of in-house and external agencies
  • Delivered $1.5M in cost savings through use of in-house Creative Studio
• AIG 100 Centennial campaign: Developed brand design system and creative tactics for AIG 100 program by connecting with stakeholders in local markets to drive uniform brand messaging, which generated record-level employee engagement, marketing adoption, and cost savings in 50+ regions worldwide.
• Merged and restructured a new in-house Creative Studio comprised of 8 FTEs + contractors, with ****oversight of multimillion-dollar special projects budgets
• 🎨 Managed the in-house Creative Studio to intake and execute approx. 1,458 annual work requests from 23 internal clients
• Grew in-house Creative Studio client satisfaction by +69% by improving B2B digital content effectiveness and quality, simplifying processes, and increasing agility