Open to opportunities

Diana Evans

@dianaevans1

Message

I build evidence-led brand strategies, narratives, and growth systems for emerging businesses.

United Kingdom

Message

What I'm looking for

I'm looking to build evidence-led brands where positioning, narrative, and growth execution are connected to measurable commercial outcomes.

At Haxo Labs, I lead growth for boafuo, a WhatsApp-native AI assistant for tailors and fashion businesses serving 2,000+ registered users across 15+ countries. I built its brand from zero—positioning, voice, narrative, messaging architecture, and investor story—while grounding decisions in consumer and behavioural research.

I've built and repositioned brands across beauty, property, technology, and culture, including growing Yendy Skin's audience 12% month over month and lifting retention 22%. My work combines positioning, quantitative research, full-funnel marketing, activation, and measurement to make brand strategy commercially accountable.

Experience

Work history, roles, and key accomplishments

Current

Marketing Lead

Current

Haxo Labs

Apr 2024 - Present (2 years 5 months)

Lead growth for boafuo, a WhatsApp-native AI assistant for tailors and fashion businesses, now serving over 2,000 registered users across 15+ countries. Built the brand from zero, defining positioning, voice, narrative, and messaging architecture, and grounded brand decisions in evidence through consumer and behavioural analysis.

Brand Strategy Positioning Narrative Development Messaging Market Research Go To Market Earned Media PR Storytelling

Marketing Strategist & Digital Community Lead

Yendy Skin

Feb 2022 - Sep 2023 (1 year 7 months)

Owned full-funnel marketing across content, paid, organic, email, and creator for a D2C skincare brand. Grew audience 12% MoM and lifted retention 22%, and ran creator and co-branding strategy including an Adobe collaboration that earned British Vogue best-product recognition.

Full Funnel Marketing Content Marketing Paid Advertising Organic Growth Email Marketing CRM Creator Partnerships Retention Strategy

Brand Activation Lead

My Runway Group

Aug 2022 - Feb 2023 (6 months)

Led a full brand repositioning end to end, rebranding Black in Carnaby across identity, logo, and website, plus a brand overhaul for the group's 10th anniversary. Shaped five cultural brand campaigns across the UK creative industries, including a flagship activation with the Mayor of London's cultural programme.

Brand Strategy Brand Identity Campaign Management Cultural Marketing Activation Strategy

Marketing & Digital Strategy Lead

Buildaf Ghana Limited

Jun 2021 - Jul 2022 (1 year 1 month)

Built the brand from scratch for a luxury real estate developer, positioning and identity for a defined diaspora and HNW audience. Stood up the brand's foundations, voice, content frameworks, templates, and a brand playbook the team built on.

Brand Strategy Positioning Identity Content Strategy Real Estate Marketing Audience Segmentation