Irina Diaz

Borusan Makina Kazakhstan (aka Borusan Cat Kazakhstan) is the official Caterpillar Dealer in Kazakhstan

https://www.borusancat.kz/en

• Led staff of strategic marketing professionals in developing and carrying out marketing strategies, responsible for company market share achievements, GP levels of Construction Industry, sales budgets realization, CRM culture enhancement and Customer Experience.
• Mentored junior team members, providing guidance and support to foster professional growth and skill development within the marketing department.
• Led the process of overall dealership strategies development and execution.
• Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs.
• Created company brand messaging, collateral materials, customer events, promotional strategies, and product commercialization.
• Collaborated with cross-functional teams to ensure consistent branding across all company touchpoints and communications channels.
• Managed marketing budget and associated P&L to develop and execute marketing strategies, budgets and sales plans for business segments.
• Performed market segmentations, targeting and positioning for each product line.
• Managed budget allocation and resource utilization to maximize marketing ROI.
• Conducted market research to identify new opportunities and target markets.
• Analyzed and reported on KPIs to validate and demonstrate success of marketing campaigns.
• Analyzed market trends to identify new opportunities, adjusting marketing plans accordingly for maximum effectiveness.
• Delivered compelling presentations to stakeholders, demonstrating the value of proposed marketing initiatives in driving business results.
• Managed budgets, allocating funds strategically towards high-impact initiatives that supported overall business goals.
• Organized and coordinated conferences and monthly meetings.
• Prepared and edited presentations on behalf of executives for both internal meetings and external conferences.
• Supported business and hospitality needs of corporate partners and staff during meetings and company events.

Achievements:

• Changed previous marketing practices to strategic marketing approach and formed new organizational structure with three main functional areas: Product Group, Marketing Communications (PR, Branding and Events, Digital), and Customer Experience.
• Led a strategic working group focused on Sustainable Construction Industry market share growth that tripled market share since 2017.
• Influenced corporate leadership to invest in creating two Internal Sales Representative positions that served as liaisons between the marketing and sales departments resulting in multiple transactions that exceeded targeted volume of sales results both for Prime Product and Customer Support in the first year.
• Led two projects (Retail Transformation and HEXLG Go-To-Market Execution), while serving as a Leadership Table Member in 2019-2020 that resulted in the formation of the Quarry Department in the General Construction Division.
• Developed Rental & Used, Quarry, Sitech, SEM brand strategies
• Created action plans while serving as a Marketing and Sales Excellence Program (MSEP) team member resulting in strategic initiatives that met the intent of Caterpillar Regional Headquarters.
• Served as a Corporate Customer Council Member that focused on customer relationship that led to improved customer experience.

• Served as a Due Diligence for Borusan Far East acquisition process team member for three companies
• Lean Six Sigma Deployment Champion at Borusan Far East
• Promoted Leadership goals and Borusan culture that resulted in better understanding of Borusan Headquarters mission and vision.
• Conducted comprehensive market research and analysis to identify emerging trends and potential areas of expansion.
• Monitored market trends and competitor activities to identify areas of potential opportunity.
• Established key performance indicators to track and analyze business progress and adjust strategies accordingly.
• Led cross-functional teams to successfully execute complex projects, ensuring timely delivery and client satisfaction.
• Analyzed performance metrics to identify areas for improvement and implement corrective actions.
• Collaborated with upper management to implement continuous improvements and exceed team goals.
• Developed compelling presentation decks to gain approval for ideas and communicate results.
• Collaborated cross-functionally with headquarters, regional and other teams nationally to maintain consistent message and experience.

• Served as Project Leader of Caterpillar Mining Dealer of the Future, and Across the Table initiatives
• Identified issues, provided action plans, and ensured action plans were completed, thus solving the issues
• Promoted Lean Six Sigma culture within the entire organization.
• Accomplished multiple tasks within established timeframes.
• Cross-trained existing employees to maximize team agility and performance.
• Communicated clearly with employees, suppliers and stakeholders to keep everyone on same page and working toward established business goals.
• Monitored and analyzed business performance to identify areas of improvement and make necessary adjustments.
• Developed a strong company culture focused on employee engagement, collaboration, and continuous learning opportunities.
• Achieved departmental goals by developing and executing strategic plans and performance metrics.
• Built high-performing teams through effective recruitment, onboarding, and talent development initiatives.
• Reduced operational costs through comprehensive process improvement initiatives and resource management.
• Mentored junior team members for career advancement, fostering a pipeline of future leaders within the organization.
• Streamlined workflows by identifying bottlenecks in existing systems and implementing appropriate solutions.
• Optimized resource allocation by conducting regular performance evaluations and providing personalized coaching for staff development.
• Led change management initiatives to drive organizational transformation without compromising employee morale or productivity levels.
• Championed diversity and inclusion efforts within the workplace, resulting in an inclusive environment that fostered creativity and innovation among employees from various backgrounds.
• Established team priorities, maintained schedules and monitored performance.
• Evaluated employee performance and conveyed constructive feedback to improve skills.
• Assisted in organizing and overseeing assignments to drive operational excellence.
• Developed detailed plans based on broad guidance and direction.
• Leveraged data and analytics to make informed decisions and drive business improvements.
• Worked with senior management to initiate new projects and assist in various processes.

• Managed Kazakhstan’s two biggest mining Customers
• Provided solutions to issues related to Prime Product, Customer Support, and Training, resulting in improved customer relations.
• Built and maintained strong client relationships to drive business growth.
• Strengthened client relationships through regular communication and effective problem solving.
• Delivered exceptional customer service by resolving client concerns quickly and efficiently.
• Conducted regular account reviews with clients to assess performance, identify areas for improvement, and strategize future growth opportunities.
• Coordinated with internal teams to ensure timely delivery of products and services, meeting client expectations.
• Negotiated contract renewals with existing clients, securing long-term commitment and fostering ongoing collaboration.
• Developed thorough understanding of key clients' needs and requirements to prepare customized solutions.
• Organized cross-functional teams to address complex client requests or projects efficiently, resulting in increased satisfaction levels among key accounts holders.
• Monitored competitor activity within the industry, adjusting strategies accordingly to maintain a competitive edge in key accounts management.
• Proactively identified potential issues within key accounts, taking corrective action to prevent loss of business or dissatisfaction.
• Met existing customers to review current services and expand sales opportunities.
• Presented professional image consistent with company's brand values.

• Spearheaded six projects over a three-year period, that resulted in improved processes for administrative, financial solutions, and spare parts supply areas.
• Communicated clearly with employees, suppliers and stakeholders to keep everyone on same page and working toward established business goals.
• Developed a strong company culture focused on employee engagement, collaboration, and continuous learning opportunities.
• Reduced operational costs through comprehensive process improvement initiatives and resource management.
• Led change management initiatives to drive organizational transformation without compromising employee morale or productivity levels.
• Drove operational efficiency through data-driven decision-making processes, leveraging analytics tools for informed strategy development.
• Cultivated partnerships with external stakeholders to maximize business opportunities and extend network reach within the industry sector.
• Developed detailed plans based on broad guidance and direction.
• Leveraged data and analytics to make informed decisions and drive business improvements.
• Launched quality assurance practices for each phase of development
• Planned, created, tested and deployed system life cycle methodology to produce high quality systems to meet and exceed customer expectations.
• Maintained documentation, detailing assignments, in-progress work and completed project milestones.

• Provided administrative and operational support to Customer Support Team to include, translation, coordinating travel and hotel accommodations, event planning, ordering and distribution of uniforms to field sites.
• Kept work areas clean, organized, and safe to promote efficiency and team safety.
• Learned all required tasks quickly to maximize performance.
• Contributed to team success by completing jobs quickly and accurately.
• Developed strong cooperative relationships with coworkers and managers.
• Maintained productive, efficient approach to all tasks.
• Contributed to a positive work environment by consistently demonstrating professionalism, adaptability, and strong interpersonal skills.
• Ensured smooth operations during peak periods via effective time management techniques such as delegation and task prioritization.
• Assisted in the onboarding of new team members by providing guidance, support, and training resources to ensure a smooth transition into the work environment.
• Greeted arriving visitors, determined nature and purpose of visit and directed individuals to appropriate destinations.

Orken LLP, Iron Ore Division of Qarmet previously known as Arcelor Mittal Temirtau

• Performed duties as translator and collected information on Iron Ore Sites Performance reports for the General Manager.
• Handled confidential and sensitive information with discretion and tact.
• Managed executive calendars, scheduling meetings and appointments and coordinating travel arrangements to optimize time.
• Served as a liaison between departments to facilitate effective communication throughout the company.
• Provided professional administrative support during board meetings, including agenda preparation and minute-taking duties.
• Delivered exceptional organizational support enabling executive focus on high-level strategic initiatives fostering company growth.
• Updated spreadsheets and databases to track, analyze, and report on performance.
• Transcribed meeting minutes to support business development and senior management teams.
• Wrote reports and executive summaries.