Diane Hatch
About Diane Hatch
Diane Hatch is the Director of Brand & Media Performance at CIBC, with extensive experience in market research and policy analysis.
Director, Brand & Media Performance at CIBC
As Director, Brand & Media Performance at CIBC, Diane Hatch has held this position since 2013, working in Toronto. In her role, she manages research related to Brand, Advertising, Media Effectiveness, and Sponsorships. Diane is responsible for a marketing research budget exceeding $1 million. She integrates CRM data with marketing research insights and implements action plans based on these insights to improve business strategies.
Previous Roles at CIBC
Before her current role, Diane Hatch was Director, Brand & Market Research at CIBC from 2011 to 2013 and Senior Consultant, Market Research from 2000 to 2010. In these roles, she developed and tested mass advertising campaigns, performed competitive intelligence, conducted market analyses, and was involved in new product development and pricing strategies. Her work consistently informed and supported business strategies.
Professional Experience Prior to CIBC
Diane began her career with roles including Senior Associate at The Strategic Counsel (1998-2000), Project Director at Goldfarb Consultants (1996-1998), and Policy Analyst positions at the Treasury Board Secretariat (1995-1996) and Health Canada (1995). Her early roles also include Research Analyst at Agriculture & Agri-Food Canada (1994-1995) and Teaching Assistant at Carleton University (1993-1995).
Educational Background
Diane Hatch holds a Masters in Public Administration from Carleton University, earned between 2003 and 2006. She also attended the University of Salamanca for one year from 1992 to 1993. She obtained a BA with Joint Honours in Political Science & History from McGill University, studying there from 1988 to 1992. Her earlier education includes a year at Neuchatel Junior College from 1986 to 1987.