Diana Esparza

Fulfill a mandate to enable this start-up technology organization to expand customer base, clearly identify value proposition to customers in the LATAM Region, and increase positive exposure to desired target market. Perform diverse functions in business development, marketing and product management. Key responsibilities include:

Business Development & Account Management:
• Develop team-based sales and account strategy to drive enterprise sales opportunities in the LATAM Region and achieve assigned quarterly and annual sales quotas in assigned verticals / territories.
• Utilize strengths in Spanish to communicate to clients in Latin America and provide product demos.
• Support sales activities by providing Pre-Sales/Business Analyst functions to capture customer solution requirements, and create use cases and workflow scenarios.
• Execute lead nurturing programs and liaise with key prospects through various marketing strategies throughout the technology buying cycle. Track lead activity into the CRM contact management database.





Marketing:
• Perform SWOT and Needs Analyses to assess/mitigate risk by collecting data concerning performance problems, identifying integration issues, and determining how to efficiently support customer solution.
• Conduct marketing functions including development of marketing collateral in both traditional and on-line formats. Create messaging documents through video and social media to drive demo requirements.

Product Development
• Act as the Subject Matter Expert and Technical Lead to deliver solutions for a range of products by successfully implementing pilot projects that set the standard for future implementations.
• Work with Custom Brokers and International Trade Companies to develop a solution that helps them manage their technology chain. Successfully completed projects from concept to full implementation.

Performed follow-up calls to respondents for the purpose of data collection and related duties for the Census of Agriculture. Complied with Statistics Canada policies and guidelines and procedures.

Performed diverse functions in this start-up technology organization including Marketing, Product Management, Account Management, Sales/Pre-Sales Support and Corporate Communications. Key responsibilities include:

Marketing & Corporate Communications:
• Developed marketing collateral in both traditional and on-line formats. Updated website content and format. Created fact sheets, press releases, media analysis, demo scripts, Q&A and messaging documents.
• Continually up-dated the company’s web presence and performed web analytics and SEO evaluation.
• Created corporate press releases and internal communication materials; developed the company’s first white paper on issues pertaining to compliance and business process automation.
• Identified emerging industry trends and potential client business opportunities through the completion of extensive product, market, industry intelligence and competitive research. Utilized diverse techniques for research including SWOT analysis, ROI analysis, forecasting and data mining.

Account Management:
• Provided project management services for key client portfolios. Managed all aspects of day-to-day project delivery. Supported sales efforts through the production of product brochures and manuals.
• Provided Sales Professionals with training and information to support effective product demonstrations.
• Utilized strengths in Spanish to communicate to clients in Latin America and provide relevant demos.
• Facilitated product training for the Sales Team to assist Account Executives in their sales efforts.
• Contributed to successful product launch by creating a User Guide for use by customers and sales.

Hired following a successful six-month internship to provide administrative support to company management.

Conducted diverse market research activities to determine potential sales opportunities for products and services.
Performed market analysis of competitors, pricing, customer preferences and economic conditions. Worked with management to identify potential sources of government funding.

Created strategic exporting plan for the leather and footwear industry sector. Worked with a committee to develop a strategic plan to promote the city’s export activities. Facilitated industry round table discussions in order to identify potential export/import opportunities.

Increased exportations from 4.4% to 18% within a year after the exporting plan implementation.

Assisted management in the implementation of ISO 9000:2000 quality standards.

Achieved the ISO 9000:2000 Quality Certification with zero discrepancies within a year

Established and managed import/export department and developed relationships amongst international poultry companies. Conducted asset analyses and performed supply/demand forecasting. Maintained inventory records.

Performed the first exportation to countries such Peru, Ecuador and Venezuela.

Increased Sales from 5.6 % to 11% within a year