Dianne Larsen

  • Bellevue US-WA
Dianne Larsen


* Entrepreneurial, results-focused Business Executive offering more than 20 years of success driving strategic marketing, sales and brand building programs in domestic and international markets. * In-depth understanding of lifestyle marketing with the vision to correctly pair marketing programs with consumer demographics, culture, products and services. Focuses on the overall picture to ascertain needs and goals, identify obstacles, and formulate programs that develop market leadership positioning. * Extensive experience creating and executing on-line and off-line campaigns directed toward a variety of youth culture and adult demographic audiences. Spearheads new product and service launches to drive revenue earnings potential with a demonstrated record of success. * Culturally sensitive with superior communication skills. Constructs and presents business concepts and plans in a coherent and persuasive manner; to negotiate contractual issues; and to direct cross-functional teams.

Civic and Professional Affiliations

Board of Directors:  NEW BEGINNINGS,  2006 – PresentSteering Committee MemberAnnual Gala and Auction Co-Chair 2008 and 2009Member: DIRECT MARKETING ASSOCIATION, 2002 - 2006

Work History

Work History
Jun 2002 - Feb 2009

Senior Vice President, Commercial Group Marketing

Washington Mutual

Recruited to help establish the Commercial Group’s first divisional marketing function from ground level. Supported five business units with customer acquisition and marketing expertise. Led both internal and external activities within the division, administering a $10M budget. Accountable for assessing divisional objectives, developing business line level marketing strategies, creating a brand identity, and ensuring consistent messaging was filtered throughout the Group. Directed all marketing functions within the division, including strategic planning, research and analysis, communications initiatives, meetings and events, eMarketing campaigns, launching new products and services, and promotions. Hired, managed and mentored up to 20 direct reports, supporting a division of 1,400 employees.

As Senior Vice President, Commercial Group Marketing:

  • Grew Commercial Group operations to contribute $377+M in net income in 2007 and $148M in first half of 2008, becoming the most profitable division in the organization. 
  • Played a critical role in creating the Commercial Group’s first marketing department from ground level. Responsible for building marketing and customer acquisition programs supporting five business units.
  • Developed a tool to disseminate high quality leads on a monthly basis to the sales teams and managers, which has played a vital role in revitalizing critical relationships between marketing and field colleagues.
  • Generated response rates from direct mail campaigns averaging 3+%, and conversion rates of nearly 30%, which are six times the industry average.
  • Revamped web presence, content, and introduced a new email marketing newsletter program, which experienced more than 110% open rate and better than 20% click-through rates.
  • Achieved best in company internal and external event management results, including customer networking and appreciation events as well as internal business and recognition events.
  • Empowered loan consultants to contribute to marketing efforts by creating a print-on-demand web-based solution that produces fliers, postcards, semi-customizable letter, brochure-ware, etc.
  • Developed WaMu’s first dimensional marketing/telemarketing campaign used to support entry into the Chicago and New York markets, resulting in more than $150M in new leads generated.
  • Introduced numerous customer acquisition programs, including: sourcing hit lists, direct mail campaigns, lead generation programs, print advertising, promotions, and tracking program results.
  • Forged solid relationships with business line leaders by conducting pre-campaign analysis, program tracking, and determining post-campaign results. The quantifiable results played a critical role in achieving buy-in from support team, management, and executive team members for future programs.
1999 - 2000

Managing Director, International Operations


As the functional head of Marketing and Sales, directed the start-up initiatives to launch the fourth mobile service provider in Hungary resulting from a joint venture between Vodafone, Antenna Hungaria, RWE and Magyar Posta.  Administered annual budgets of 25GBP in support of marketing, advertising, branding and sales initiatives. Recruited, mentored and managed teams exceeding 126 employees.

As the Head of Marketing and Sales:

  • Launched Vodafone in Hungary in record time and within budget. Delivered wireless service just 2.5 months after securing license from the Hungarian government.
  • Overcame substantial branding barriers. Achieved a youthful and informal image targeting the young adult demographic category, resulting in 85% unaided brand awareness for target audience within three months.
  • Developed “VitaMAX,” a prepaid mobile product that generated 200+% of sales goal. 
  • Grew subscriber base to exceed 150K customers in the first nine months of operation.
  • Negotiated and secured seven indirect retailer / dealer partnership agreements.
  • Recipient of the “Golden Lion International Advertising Award,” and Hungarian advertising awards for innovative print and local outdoor media placement.
1998 - 1999

Director, Marketing Operations

AirTouch Cellular

Accountable for tariff and terminal pricing, market research, P&L management in a matrix environment, across a 10-state Western region.

As Director, Marketing Operations:

  • Developed and managed a $100+M annual marketing budget supporting: FTE programs, marketing campaigns, advertising, market research, service revenue, telephony equipment, and commission expenses.
  • Developed regional revenue forecasts using a combination of macro- and micro-economic data, industry trends/expectations, and understanding operational constraints. The target projections played a critical role in maintaining industry leadership.
  • Developed and launched the first ever “pooled minutes shared” pricing plan within the continental U.S. 
  • Maintained “#1 Market Share Position” in all major markets, as well as all but two secondary markets.
1994 - 1998

Area Marketing Manager, Mountain Markets

AirTouch Cellular

Directed a all marketing related activities for a four-state territory in the Mountain region.  Responsibilities included developing and managing revenue budgets, new product launches, NPA/NXX overlays and splits, brand name change management, advertising and direct marketing.

As Area Marketing Manager, Mountain Markets:

  • Developed the revenue plans for the Colorado, Utah, Wyoming and southern Idaho territories, and managed all marketing functions for seven wireless markets that generated $250+ in annual revenues.
  • Managed brand name change initiatives for the region from U S WEST Cellular to AirTouch Cellular, resulting in 60+% unaided brand awareness of target consumers within 90 days of launch. The campaign included customer notification, new marketing collateral, store signage, and a major broadcast and print media campaign.
  • Developed service pricing plans and launched digital wireless service supporting 100+ new calling plans. Successfully activated all programs within assigned markets in one weekend.
  • Earned President's Club honor.
1993 - 1994

Key Account Sales Manager

U S WEST Cellular

Managed up to 16 direct, outbound sales staff to peak performance.

As Key Account Sales Manager:

  • Acquired an under-achieving direct sales team and turned it around to one of the highest producing teams in the region.
  • Coached the team through multiple compensation plan changes (during a single calendar year) and retained the best and brightest.
  • Worked under-performers out of the team to other positions internally and externally.
  • Several team members earned President's Club Awards under my leadership.
1990 - 1993

Manager, National and Major Accounts

U S WEST Cellular

Identified target national and major account customers, negotiated internally to develop RFP/RFQ responses, and earned business through complex negotiations.

As Manager, National and Major Accounts:

  • Earned nationwide business of General Electric, by developing programs that enabled a single-point-of-contact for all their wireless needs on a nationwide basis, despite disparate service providers and complications associated with the impacts of the divestiture of the Bell companies.
  • Negotiated complex referral agreements between U S WEST Cellular and other Bell Operating Companies located throughout the U.S.
1988 - 1990

Sales Executive

U S WEST Cellular

Responsible for meeting monthly and yearly sales quota as a direct sales representative.

As Sales Executive:

  • Met or exceeded quota every month, by actively prospecting for potential customers and diligently working referral network.
  • Earned President's Club honors.
  • Became the Sales Executive to U S WEST Cellular's Executive Leadership team, handling all their referral business and managing the relationships between the company, its leaders and their contacts.
1985 - 1988

Customer Relations Representative

U S WEST Cellular

Managed complex negotiations with existing customers, often requiring face-to-face meetings.

As Customer Relations Representative:

  • Achieved customer retention goals, while also minimizing credit issuances to customers.
  • Became a sought out billing system expert, teaching sales staff how to explain customer bills in a thorough but simplified fashion.
  • Promoted to Sales Executive.


Sep 1996 - May 1998


University of Washington