Manager Strategy and Analysis at Digitas
Greater New York City Area
- Current
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- Manager Strategy and Analysis at Digitas
- Past
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- Business Development Manager at Reed Business Information
- Online Media Strategy at Manta Ray Music
- Strategic Planning Analyst at The New York Times
- Marketing Business Manager, Feminine Care Category at Procter & Gamble, France
- Global Retail Business Manager at Procter & Gamble France
- Retail Business Analyst at Procter & Gamble, Colombia
- Education
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- London Business School
- New York University - Leonard N. Stern School of Business
- Universidad de Los Andes
- Recommended
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4 people have recommended Diego - Connections
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290
connections
- Industry
- Online Media
- Websites
Diego Cristancho’s Summary
Online media professional with proven international experience in marketing, strategy and business development. Has occupied cross industry roles in Consumer Packaged Goods, Publishing and Online Advertising. Passionate to learn and keep up with the fast changing online media world.
Diego Cristancho’s Specialties:
New product development, online business models, business and strategic development, online media, online media trends, marketing, international business, advertising spending, advertising ROI, negotiations, sales and retailing.
Diego Cristancho’s Experience
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Manager Strategy and Analysis
Digitas
(Public Company; Online Media industry)
April 2008 — Present (1 year 4 months)
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Business Development Manager
Reed Business Information
(Public Company; 10,001 or more employees; Publishing industry)
June 2007 — February 2008 (9 months)
• Identified, structured and closed strategic traffic and content deals for Reed Business Information’s online portfolio (represents more than 60 websites including Variety.com, InteriorDesign.net, MultiChannel.com, with 5 million unique users and 20 million monthly page views).
• Deals included: traffic partnerships for TWICE.com and Publishersweekely.com (projected growth of 30%); content syndication deals for Expertbusinesssource.com (SMB website) and ad revenue partnerships across portfolio (doubling 2006 revenue to $110 thousand for 2007).
• Coordinated cross-functional teams (legal, editorial, IT, sales and marketing) to implement deals -
Online Media Strategy
Manta Ray Music
(Privately Held; 1-10 employees; Music industry)
January 2007 — April 2007 (4 months)
• Developed business plan for MantaRayTV, an online ad-supported promotional platform to promote live shows, album launches and to build a strong online fan base through SEO and SEM initiatives.
• Defined brand positioning, customer segmentation and online marketing plans for portfolio of bands -
Strategic Planning Analyst
The New York Times
(Public Company; 10,001 or more employees; Publishing industry)
June 2006 — September 2006 (4 months)
• Helped create distribution strategy and pricing model for NYTimes.com’s on-line video operations.
• Performed competitive analysis to quantify revenue opportunity and to design go-to-market strategy for UrbanEye, NYTimes.com’s NYC local e-mail newsletter.
• Analyzed acquisition targets in areas including social networking, entertainment and on-line gaming. -
Marketing Business Manager, Feminine Care Category
Procter & Gamble, France
(Public Company; 10,001 or more employees; PG; Consumer Goods industry)
January 2004 — September 2005 (1 year 9 months)
• Managed $65 million marketing budget for the French Feminine Care marketing team and led category to annual sales of $160 million and to achieve profit target two years in a row.
• Determined category’s annual media mix spending and led post-ROI analysis.
• Performed competitive intelligence to recommend new product launches and marketing investments. -
Global Retail Business Manager
Procter & Gamble France
(Public Company; 10,001 or more employees; Consumer Goods industry)
January 2004 — September 2005 (1 year 9 months)
• Managed $14 million sales budget for global retail negotiations team and coordinated finance managers in all 14 operative countries (across Europe, Asia and Latin America).
• Consolidated corporate sales negotiations between P&G and Casino/Auchan (3rd biggest retail customer) obtaining incremental sales support elements across all operative countries. -
Retail Business Analyst
Procter & Gamble, Colombia
(Public Company; 10,001 or more employees; PG; Consumer Goods industry)
October 2001 — December 2003 (2 years 3 months)
• Designed and implemented sales profitability tracking process to measure trade spending, pricing and sales force effectiveness; identified savings of over $1.2 million.
• Evaluated and recommended the viability of new category launches for the Colombian local market.
Diego Cristancho’s Education
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London Business School
MBA , 2006 — 2007
• International Exchange Program Participant, Spring 2007
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New York University - Leonard N. Stern School of Business
MBA , 2005 — 2007
• Member: Marketing, Media and Entertainment Associations.
• Consultant Intern at William J Clinton Foundation Small Business Initiative, Spring 2006 -
Universidad de Los Andes
BS , Industrial Engineering , 1995 — 2000
