The Diamond Producers Association (DPA), an international alliance of the world's leading diamond mining companies formed to promote generic marketing, has appointed Deborah Marquardt as Chief Marketing Officer. Marquardt will lead all U.S. activities for the DPA, with a focus on integrated marketing and media initiatives, and will report directly to CEO Jean-Marc Lieberherr. She and her team will work closely with the U.S. diamond and jewelry trade, as well as media, to promote the diamond category with U.S. consumers.
“The addition of Deborah strengthens our leadership team at a pivotal time for the DPA,” said Lieberherr. “Her deep expertise in integrated, content-driven programs aimed at millennials, as well as cross-platform and social media, are critical to spearheading the launch of ‘Real is Rare,’ the DPA’s new category marketing platform.” Marquardt is an award-winning strategic marketing leader and expert in marketing to millennials. She has a proven track record of creating unique multi-platform programs that enable brands to engage, entertain and educate customers to drive loyalty, advocacy and purchase, the DPA said in a statement.
Marquardt most recently served as Vice President and General Manager of Time Inc.'s Style Network, where she led the publisher's digital product businesses in the beauty/fashion category to attract young, affluent readers via new brands, products and content experiences. Prior to Time Inc., Marquardt spent 10 years at L'Oreal USA leading media and integrated marketing-communications teams for iconic brands such as Maybelline New York and Garnier.
The DPA's marketing platform is the result of more than six months of development and in-depth research into the millennial mindset, which revealed insights about their perceptions of diamonds. The first campaign is set to launch this Fall with an initial focus on digital and social media channels.