Diana Garcia Mendez

Marketing strategist with 10+ years of professional career; significant experience in the entertainment business in Mexico.
Adept in content distribution, films, TV series, music, etc.; skilled in developing highly profitable business models and implementing creative strategies.
Coordinated and organized premieres for dozens of movies, some attended by 10,000 people in gala format; promoted films in Mexico with the responsibility of increasing box office sales of new releases through marketing, promotions, and PR strategies. Solid industry knowledge on: content licensing & distribution, copyright & IP, business development, contracts & clearances, markets & windows, festivals & tradeshows, acquisitions, marketing, communication, production, event planning, PR, audiences, design thinking and behavioral economics.

AMAZON PRIME VIDEO | Streaming Platform SEP 2022- JUNE 2023

 Program Manager Marketplace                                                                                                     Mexico City

Manage the accounts of studios and major network group vendors for Mexico for two business lines: TVOD and Subscription. (Lionsgate+, MGM, Stingray, Kanal D Drama, WB, Paramount, etc.)Business planning around customer acquisition, retention and engagement tactics.Manage and execute content programming, merchandising, marketing & price promotions. Analyze and report performance to vendors and senior leadership.

MOWIES INC | TVOD Streaming Platform  OCT 2021- MAY 2022

Creators Acquisition Manager Freelance                                                                                         Mexico City

Become face of Mowies for creations acquisitions. Identify key independent producers and distributors in order to distribute and monetize their content on the TVOD platform. Manage creators on the platform up to the onboarding process. Establish strategic alliances with organizations, companies, film schools and festivals to create brand awareness and promote Mowies in Mexican territory. Attended international markets and festivals for creations acquisitions. (Ventana Sur, MEC Cali) Create strategies to increase sales and audiences on the platform through influencer marketing.

Achievements: Increased the number of users of the platform by 500% in Mexico by programming the unreleased film “Ok, está bien” for distribution in LATAM exclusively in Mowies.

ACTIA Group | Specialized in Onboard Entertainment Systems for Transportation AUG 2016- DEC 2020

Content Acquisitions Manager                                                                                                   Mexico City 

Defined, bought and managed digital content such as: movies, music, audiobooks, etc. in order to distribute it in ground transportation Mexico and LATAM based.Developed a highly profitable business model with national/international content distributors or content producers, business planning and royalty calculation.Collaborated with marketing and sales teams to market the new acquisitions with the best ROI; negotiated with distributors and collecting agencies (SOMEXFON, SACM and ANDI), contract management, deal memos and legal documents. Directed the laboratory (production section of the area) for mastering, duplication and token generation processes; evaluated content performance to make decisions about future purchases and established the process to constitute part of the supply chain of the company. Attended international markets and trade shows for content acquisitions (AFM, NATPE, SHOWEAST); managed content programming according to the season for each client.

Achievements: Created and built a new category for the company | Obtained ISO 9001: 2015 Certification | Pitched the business model to film distributors and content producers not present in the “Non-theatrical Window” in order to become vendors for this new revenue stream | Negotiated and close deals with companies such as TV Azteca, Cinepolis, Cinemex, Editorial Clío, etc | Achieved “day and date” with TVOD releases from major distributors (WB, Sony, 20th Century Fox, Disney, Paramount and Universal), providing a competitive advantage by having the content six months prior the competition | Contributed a better value proposition to our clients against the competition (Primera Plus chose Actia as his new vendor, after working with the competition for +20 years).

Labodigital |Post-production Laboratory                                                            MAY 2015- JUL 2016

Marketing Manager B2B                                                                                                                          Mexico City

Created marketing strategies for the company in order to achieve the best ROI; developed publicity materials to promote services (newsletters, press releases, brochures, banners, one sheets, etc). In charge of media buying; management and content creation for social media (Facebook, Twitter and YouTube).

Achievements: Negotiated an in-kind exchange to become a main sponsor of the 58th Edition Mexican Academy Awards of Motion Pictures Arts & Sciences (Labodigital was the only film laboratory that sponsored the event) | Assisted “Showeast” in Miami, Florida as an exhibitor | Successfully organized the Labodigital stand in an international tradeshow | Increased the number of followers (potential customers) organically by 50% on our social networks | Negotiated advertising spaces with specialized magazines and websites to create brand awareness (IMDB, Mexican Filming Commision, Pantalla.com, Brújula Audiovisual) | Analyzed proposals for event sponsorships; cross promotions with important Film Festivals in Mexico, such as Ambulante, FICUNAM, Monterrey Film Festival, Morelia Film Festival, Morbido Fest, FICJM, among others.

Quality Films | Home Entertainment Film Distributor        MAR 2011- APR 2015

Marketing Manager                                                                                  Mexico City 

Coordinated home entertainment new releases and the catalog of the company (2,000 SKU’s); developed strategies to increase DVD sales in retailers by creating promotions. Created the marketing budget; brought promotional partners/sponsors to the company. Developed the restock strategy of the Top 200 Films of the company’s catalog; in charge of media buying and sponsorship to promote film releases (Grupo Acir, TVC Deportes, Televisa Radio, Reforma, Seventeen Magazine, etc.) Product development to increase sales of the catalog of the company by creating special edition packaging and collectors’ packs; cross promotion with sponsors/promotional partners to give away premiums and boost product sales (Trip to Lollapalooza). Elaborated marketing strategies (Product, Price, Promotion, Retailer) to create successful promotions with most important retailers with a 75% of product sell out.

Achievements: Negotiated the restock strategy of the Top 200 Films of the company’s catalog with Mixup & Blockbuster (most important retailers) | Trip giveaway to promote the release of the film “The Perks of Being a Wallflower” | Obtained a sponsorship with a national travel agency to give away a trip to Chicago to assist in the Lollapalooza Festival (airplane fare, hotel and tickets); helped to sell 25K DVD units (70% sell out) | Lotería de Mixup: Created a cross-promotion with Mixup, Cinemark, Dairy Queen and VW to promote our annual catalog sale; every sale got a reward (free ice creams, free cinema tix, promo items) and the opportunity to win a car, becoming the company’s biggest catalog sale of the year (2012) | George A. Romero Meet & Greet with Blockbuster: Brand activation to increase the pre-release sales of a Collector's edition packaging of “The Night of the Living Dead” 45 years after their first release; fans could have the chance to attend a meet and greet with the director George A. Romero by getting the pre order of the special edition DVD.

Mexican Academy of Motion Pictures Arts and Sciences | Film Organization Public Relations Coordinator Freelance

In charge of press releases and promoting Mexican films through the organization.

UIP/Paramount Pictures | Distribution Company                                           MAY 2005- AUG 2007

Promotions Assistant                                                                                 Mexico City

 Promoted films for DreamWorks SKG, Paramount Pictures and Universal Pictures; coordinated events such as Premieres, Red Carpets, Cocktail, licensing events, etc. Direct contact with important media partners in the entertainment and movie industry, as well as with suppliers; executed PR to get sponsorship and media exchanges, and managed the production of promo items/ POP material.

Blockbuster Mexico | Retailer  Mexico City  DEC 2004- MAY 2005.  Marketing Trainee 

Organized and supervised POP material, as well as communicated promotions to all stores by writing an internal magazine; obtained approval for material and coordinated shipping.