Resume

Dimas De La Cruz
https://dimasdelacruz.com | San Diego, CA
dimas@dimasdelacruz.com | Linkedin.com/in/dimas-de-la-cruz

Senior Marketing Leader — Influencer Strategy, Branded Content, & Entertainment Partnerships

Creative strategist with 10+ years leading high-impact influencer, celebrity, and IP-driven campaigns across streaming, retail, and experiential. Trusted by brands like Disney, Netflix, Paramount, Warner Bros., and NBCUniversal to deliver 6–8-figure brand visibility through social storytelling, fan engagement, and culturally resonant content. Adept at owning 360 campaigns, managing cross-functional teams, and translating insights into viral, measurable outcomes that generate revenue and industry buzz.

PROFESSIONAL EXPERIENCE

Funko — Sr. Marketing Specialist – Influencer & Campaigns
Feb 2024 – Mar 2025 | Everett, WA / Remote

Spearheaded influencer and celebrity campaigns ($15K–$200K budgets) across TikTok, YouTube, and Instagram
Activated 100+ creators across Scream, Captain America, One Piece, and Batman, delivering $1M+ in sales and 12M+ views for Funko’s most viral campaign of 2024 (Funkoween x Scream)
Collaborated with internal executive, legal, creative, ecomm, and brand teams to ensure timely, on-brand, and legally compliant campaign rollouts
Optimized influencer performance using Emplifi and Pixlee dashboards, achieving 3–4% average engagement
Produced social-first content and managed creative vendor coordination for fan-facing event activations

Funko — Producer, Global Branded Content
Aug 2021 – Jan 2024

Directed 120+ original episodes for YouTube and social (Pop! Talk, Fun Chat!, POP! Around the World), achieving 1M+ cumulative views
Led international production across 15 countries, capturing global fandom and collector culture through a localized content strategy; featured on CNN Philippines for its cultural impact and international reach.
Managed freelance teams, post-production workflows, and end-to-end creative development
Collaborated with celebrities and talent including Rosario Dawson, Simu Liu, Ernie Hudson, the Backstreet Boys, and Metallica
Delivered campaign-ready cutdowns across YouTube, TikTok, and Instagram platforms

Funko — Project Manager, Product & Licensing Creative
Aug 2015 – Jul 2020

Oversaw 200+ licensed SKUs per month across vinyl, apparel, and packaging while supporting $795M+ in annual revenue
Co-created Funko’s licensed cereal line with the CEO; named 2019 Employee of the Year for brand innovation
Negotiated SDCC celebrity talent deals (Mark Hamill, Kirk Hammett, David Harbour), reducing appearance spend by 80%
Led packaging for major IPs including Disney, Pokémon, Star Wars, One Piece, and Demon Slayer
Managed creative approvals and vendor execution across the U.S., Mexico, and China

SIGNATURE CAMPAIGNS & CULTURAL WINS

Funkoween x Scream (2024)
12M+ views • $1M+ in attributed sales • 2K-attendee event • Featured on E! News

SDCC “Pop! Talk Live” Hall H Panel (2023)
5K attendees • Guests: Rosario Dawson & Simu Liu • Livestream + influencer coverage

James Gunn Wedding Drop (2022)
5M+ organic views • Covered by Entertainment Weekly, IGN, Collider • Viral IP moment

SKILLS & TOOLS

Core Competencies
Influencer & Celebrity Marketing • Campaign Strategy • Fan Engagement • Brand Partnerships
Talent Relations • Content Production • Paid Media Strategy • IP Licensing & Approvals

Leadership & Ops
Global Vendor & Creator Management • Budget Oversight • Cost Reduction (25%) • Cross-Functional Alignment

Platforms & Tools
TikTok • Instagram • YouTube • Threads • X (Twitter)
Adobe Creative Cloud • CapCut • Emplifi • Pixlee • Asana • Monday.com • Microsoft Teams

Data & Insights
ROI Reporting • Performance Dashboards • Engagement Optimization • Trend Forecasting • A/B Testing

Letters of recommendation