Chief Marketing Officer / United States · Global perspective
DianaHayes
Turning customer understanding into enduring brand value.
I help organisations connect a clear market position with a customer experience that earns it.
- Board appointments
- Advisory roles
- Speaking invitations
04
Market intelligence
#1
Category brand
From fourth in three years
2.6×
Customer lifetime value
Through loyalty and experience redesign
19
Markets launched
One brand, locally fluent
34
Effectiveness awards
For work that moved the business
I believe
Strong brands begin with a precise understanding of the customer and become valuable through consistent commercial choices. I connect positioning, experience and growth measurement, while staying honest about what the evidence can attribute to marketing.
— Diana Hayes
The work
Decisions that moved the needle.
- 01
Brand transformation
An expanding portfolio had blurred the organisation's proposition. I led work to understand the choices customers were making, clarify the role of each offer and establish a more coherent brand architecture. The programme aligned leadership around a common narrative and gave customer-facing teams a practical framework for communicating it.
- 02
Customer growth
Acquisition activity and customer experience were managed in separate conversations. We brought the journey into a single view, identified the moments that shaped confidence and linked marketing priorities with product and service decisions. The work created clearer accountability for the experience behind the campaign promise.
- 03
Market creation
Entering an unfamiliar segment required more than a new campaign. I worked with commercial teams to test the proposition, understand adoption barriers and develop evidence that helped customers evaluate the offer. We sequenced market activity around what we were learning, rather than committing every channel before the proposition had been tested.
Boardroom
Seats at the table.
Aurelia Consumer
Independent Director
Customer & Brand (Chair) · ESG
2023 — Present
The Creative Futures Trust
Trustee
Programmes
2019 — Present
Others say
Word from the boardroom.
Brought the customer into every boardroom conversation, with evidence rather than adjectives.
A brand builder who understands the P&L as well as the poetry.
An invitation
Let's talk properly.
Bold mandates, difficult turnarounds, board seats that need conviction — I want to hear about them.
- Board appointments
- Advisory roles
- Speaking invitations
office@dianahayes.example