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Director of Sales & Marketing Diana Wetherly

Diana Wetherly

Director of Marketing & Brand Experience

Diana Wetherly brings over 13+ years of brand marketing experience from her former roles overseeing the global strategic partnerships for Fairmont Hotels & Resorts, Swissotels Hotels & Resorts, and Raffles Hotels & Resorts. During this time, she developed industry-leading partnerships and guest programming with world-class brands such as Universal Music, Le Labo Fragrances, Napa Valley Vintners, Saks Fifth Avenue, BMW, Lexus, Adidas, TaylorMade and more. One of her most cherished accomplishments was her trailblazing initiative which led to the first-ever partnership deal for Abbey Road Studios and The Peace Hotel in Shanghai.

During this, Diana also oversaw the development and execution of sales and marketing plans for new hotel developments in China, Dubai, Abu Dhabi, and Baku, and the rebranding and reopening of the world-famous Savoy in London and The Plaza Hotel in New York City.

As a former VP of Business Development & Partnerships at Silver Lining Marketing, Diana was able to expand her skill set to drive new business accounts and revenue to the newly founded agency. Her ability to identify ways for businesses to optimize operations, drive customer engagement and increase revenue provided the agency with the opportunity to grow and scale.

As the Director of Sales & Marketing at Carmens Group, Diana leads the strategic development of all marketing initiatives, customer experience and sales across our diverse portfolio. She is responsible for ensuring all aspects of our brand’s experience adhere to the company’s core values and continuously deliver on our promise of exceeding our client’s expectations across all operations. Diana is passionate about bringing positive energy into the workplace with a strong work ethic and transferring that vibe into our customer experience. She is truly a hospitality expert at heart, and it shines through in her ability to connect with colleagues and clients.

Diana joined Carmens Group in April 2020, at the height of the pandemic. Her claim to fame is being the company’s first-ever virtual onboard. She recently led our company through a corporate rebrand and continues to drive change and elevate our brands across the collection.

As a former competitive synchronized skater, she values the importance of teamwork and dedication. She enjoys good food and wine but most importantly good company and conversation. In her spare time, you can find her taking adult hip-hop dance classes and spending time with her fun-loving husband, Ryan, her hockey-loving son, Oliver and her tiny dancer daughter, Addison.

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