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I'm Diana Rocca, a 17+ year Brand Strategy Consultant working across CPG, Retail, Tech, and Professional Services. I help businesses sharpen their brand strategy, positioning, and messaging to connect, convert, and scale with clarity and confidence. I'm the founder of DREROC Marketing Strategy and partner with small-to-mid-sized businesses and corporate clients to develop brand strategy blueprints, actionable messaging and clarity plans, brand audits, and customer experience strategies. I also advise on channel strategy to scale marketing efforts and ensure messaging connects, converts, and aligns with the core brand strategy. My work includes large brands such as Google, PepsiCo, Dare Foods, and Loblaws, as well as entrepreneurial brands such as Stradigi Marketing, Will & Way, Soup Sisters, Canadian Mortgage Services, and Heroic Minds.…I'm Diana Rocca, a 17+ year Brand Strategy Consultant working across CPG, Retail, Tech, and Professional Services. I help businesses sharpen their brand strategy, positioning, and messaging to connect, convert, and scale with clarity and confidence. I'm the founder of DREROC Marketing Strategy and partner with small-to-mid-sized businesses and corporate clients to develop brand strategy blueprints, actionable messaging and clarity plans, brand audits, and customer experience strategies. I also advise on channel strategy to scale marketing efforts and ensure messaging connects, converts, and aligns with the core brand strategy. My work includes large brands such as Google, PepsiCo, Dare Foods, and Loblaws, as well as entrepreneurial brands such as Stradigi Marketing, Will & Way, Soup Sisters, Canadian Mortgage Services, and Heroic Minds.

Diana Rocca

PRO

Brand Strategist, Marketing Strategist, Marketing Consultant, +7

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I'm Diana Rocca, a 17+ year Brand Strategy Consultant working across CPG, Retail, Tech, and Professional Services. I help businesses sharpen their brand strategy, positioning, and messaging to connect, convert, and scale with clarity and confidence. I'm the founder of DREROC Marketing Strategy and partner with small-to-mid-sized businesses and corporate clients to develop brand strategy blueprints, actionable messaging and clarity plans, brand audits, and customer experience strategies. I also advise on channel strategy to scale marketing efforts and ensure messaging connects, converts, and aligns with the core brand strategy. My work includes large brands such as Google, PepsiCo, Dare Foods, and Loblaws, as well as entrepreneurial brands such as Stradigi Marketing, Will & Way, Soup Sisters, Canadian Mortgage Services, and Heroic Minds.…I'm Diana Rocca, a 17+ year Brand Strategy Consultant working across CPG, Retail, Tech, and Professional Services. I help businesses sharpen their brand strategy, positioning, and messaging to connect, convert, and scale with clarity and confidence. I'm the founder of DREROC Marketing Strategy and partner with small-to-mid-sized businesses and corporate clients to develop brand strategy blueprints, actionable messaging and clarity plans, brand audits, and customer experience strategies. I also advise on channel strategy to scale marketing efforts and ensure messaging connects, converts, and aligns with the core brand strategy. My work includes large brands such as Google, PepsiCo, Dare Foods, and Loblaws, as well as entrepreneurial brands such as Stradigi Marketing, Will & Way, Soup Sisters, Canadian Mortgage Services, and Heroic Minds.

Available to hire

Canada

I’m Diana Rocca, a 17+ year Brand Strategy Consultant working across CPG, Retail, Tech, and Professional Services. I help businesses sharpen their brand strategy, positioning, and messaging to connect, convert, and scale with clarity and confidence.

I’m the founder of DREROC Marketing Strategy and partner with small-to-mid-sized businesses and corporate clients to develop brand strategy blueprints, actionable messaging and clarity plans, brand audits, and customer experience strategies. I also advise on channel strategy to scale marketing efforts and ensure messaging connects, converts, and aligns with the core brand strategy. My work includes large brands such as Google, PepsiCo, Dare Foods, and Loblaws, as well as entrepreneurial brands such as Stradigi Marketing, Will & Way, Soup Sisters, Canadian Mortgage Services, and Heroic Minds.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Language

English

Fluent

Work Experience

Founder & Consultant, Brand Strategy at DREROC Marketing Strategy

January 1, 2019 - Present

Strategic consulting: Brand Growth Advisor to small-to-mid-sized businesses and corporate clients across CPG, Retail, Tech, and Professional Services. Specializes in Brand Strategy Blueprint development, Messaging & Clarity (positioning and voice), Brand Audit & Insights, and Customer Experience Strategy (optimizing the full customer journey). Advises on scaling marketing by optimizing existing social and digital channels to ensure messaging connects, converts, and aligns with the core brand strategy. Led 20+ major strategy engagements, including a high-profile contract with Google as a Retail Partner Strategist.

Senior Brand Manager, Real Canadian Superstore, Loblaws at Loblaws

August 1, 2017 - December 31, 2018

Led business planning and brand campaigns for categories totaling over $1B in sales. Achieved a 10x lift in brand favourability and +342% above awareness benchmarks. Drove Meat Value (+145% sales growth) and Produce From Your Farmers (+2M incremental units, 6M social impressions). Partnered with Loblaw Digital on customer acquisition/retention plans (website, email, social, retargeted ads); supported digital pilots (e.g., 5-minute pickup). Initiated a new planning process and post-game methodology adopted by other Loblaws brands. Mentored two direct reports and promoted a Specialist to Manager.

Brand Manager North America, Crackers and Fine Breads at Dare Foods

November 1, 2015 - August 31, 2017

Led annual strategic planning for categories totaling $1B+ in sales; managed multimillion-dollar budgets and P&L for Dare brands $100M+. Turned Fine Breads around through product revamp, chef partnerships, and pricing strategy, delivering 5 consecutive growth periods after 22 periods of decline. Led Breton Popped! renovation and Veggie Crisps innovation, exceeding sales expectations by 42% and winning a PAC Award. Managed Breton Organic launch into Costco U.S., exceeding sales expectations by 62%. Led a cross-functional team of 20+ with 1 direct report.

Customer & Brand Marketing Manager, Food Service at Dare Foods

July 1, 2014 - November 30, 2015

Led 2015 execution plan and multi-year strategic plan, reshaping focus areas and re-engaging brokers. Secured business deals with the Ottawa Senators and Calgary Flames. Managed first-time relationship with Cineplex and led the Menchie's program launch.

Innovation Brand Manager, Candy and Cookies at Dare Foods

April 1, 2013 - July 31, 2014

Selected as 1 of 10 individuals into PepsiCo's Accelerated Leadership Program. Led innovation and execution for the Ethnic business (South Asian and Chinese populations), including Kurkure, PepsiCo Canada's first South Asian snack. Led Dare Cookie Chips innovation in a 3-month timeframe, winning Best New Product Award (Grand Prix and Canadian Living). Championed a Stage-Gate process resulting in executive team alignment and organization-wide adoption.

Associate Marketing Manager, New Business at PepsiCo Canada

September 1, 2011 - April 30, 2013

Led Quaker Bars national graphics re-launch and product line restructuring; earned the Super Bravo Award from the Executive Leadership Team. Executed national innovation launches for Chewy Whole Grains/Cocoa (+60%) and Quaker Fibre & Omega-3 (+23%), contributing to category growth.

Assistant Marketing Manager, Quaker Granola Bars at PepsiCo Canada

June 1, 2009 - September 30, 2011

Led Quaker Bars national graphics re-launch and product line restructuring, receiving the Super Bravo Award from the Executive Leadership Team.

Marketing & Communications Coordinator at PTC Accounting & Finance

July 1, 2008 - June 30, 2009

Coordinated marketing and communications activities, supporting campaign materials and collateral development.

Senior Brand Manager at Real Canadian Superstore, Loblaws

August 1, 2017 - December 1, 2018

Led business planning and brand campaigns, delivering a 10x lift in brand favourability and +342% awareness. Drove growth in Meat Value (+145% sales) and Produce From Your Farmers (+2M incremental units, 6M social impressions). Partnered with Loblaw Digital on customer acquisition/retention across website, email, social, and retargeted ads; launched digital pilots including a 5-minute pickup promise. Initiated planning processes adopted by other brands; mentored two direct reports.

Brand Manager North America at Dare Foods

November 1, 2015 - August 1, 2017

Led annual strategic planning for categories totaling $1B+ in sales (Dare brands $100M+), managing multi-million-dollar budgets and P&L. Turnaround for Fine Breads with product revamp, chef partnerships, and pricing strategy, delivering 5 consecutive periods of growth after 22 declines. Led Breton Popped! renovation and Veggie Crisps innovation (+42% vs forecast; PAC Award). Managed Breton Organic launch into Costco US (+62% sales). Led a cross-functional team of 20+ with one direct report.