Diaz to Oversee Marketing and Overall Business for the Leading Modern Youth Insights Company
ORC International, part of Engine Group, today announced the appointment of Alina Díaz as Senior Vice President for Cassandra, the leading provider of youth insights and emerging trends for the last 20 years. She will be reporting into Costas Pavlides, Managing Director at ORC.
Based in the company’s New York headquarters, Díaz will be responsible for overseeing the Cassandra business, driving revenue growth, developing new programs designed to unlock business opportunities for clients, and maintaining strong customer relationships. Diaz will lead product strategy and content output for the company’s quarterly insight reports, client strategy sessions and daily newsletters — all focused on today’s modern youth and their broader cultural and economic influence. Additionally, Díaz will work closely with Cassandra’s parent company, Engine Group, to partner on internal and client-related projects across multiple agencies.
“Alina’s experience, as a marketer and a business leader, along with her deep understanding of client needs, will undoubtedly contribute to Cassandra’s growth,” said Pavlides. “Given her extensive background marketing to Millennials and Gen Z on the client side, Alina is the right person to lead a team that exists not just to identify and follow changing youth culture, but, most importantly, to explain the drivers behind these trends in a way that creates a competitive advantage for our clients.”
Díaz joins Cassandra from Blue Flame Marketing Agency — a Sean “Diddy” Combs company — where, as VP of Consumer Marketing, she was responsible for brand growth by developing marketing plans, media and experiential strategies for CÎROC Ultra Premium Vodka and DeLeón Tequila. Prior to joining Blue Flame Marketing, Díaz served as the Marketing Innovation and New Business Director for Greencard Creative, a multi-cultural marketing agency, where she oversaw business development for the start-up. She also held previous positions at some of the country’s leading agencies, including a seven-year stint at BBDO where she managed multiple teams across Europe, Asia Pacific and Latin America.
“Understanding youth is about seeing tomorrow, today,” said Díaz. “We give our Fortune 500 clients a look into the future so they can innovate ahead of their competition, adapt to emerging trends and implement marketing programs that impact their bottom line. As a former client, I understand how difficult it is for brands engaging with Millennials and Gen Z to keep up with a rapidly changing marketplace, and I am excited to be part of a talented team that is making a difference for brands and consumers alike.”
In addition to her agency work, Díaz also held a senior position with The Partnership for a Drug-Free America leading multicultural youth programs. Throughout her career she has worked with some of the world’s most iconic brands, such as Gillette, Bayer Corporation, Pepsi, Pizza Hut and Frito-Lay.
For almost 20 years, Cassandra has been the leading company for modern youth insights through its ongoing study of emerging trends in youth behavior. Cassandra identifies developing movements in popular culture and translates data into insights for the nation’s top companies, brands, and institutions. Cassandra works with Fortune 500 companies including Google, Microsoft and American Eagle. From rich quantitative insights to robust qualitative learning, Cassandra is a must-have resource for marketers, consumer researchers, content creators, and product managers looking to the future and identifying Millennials and Gen Z as audiences to win. Cassandra is part of Engine Group, a mid-sized global marketing services network comprised of specialist communications agencies that transform brands through a collaborative culture and business approach. For more information, visit www.cassandra.co.