Dia Simms

Chief Executive Officer, Lobos1707

About This Expert

Dia Simms is an executive, entrepreneur, philanthropist, and creative force. When she was the President of Combs Wine & Spirits, she oversaw the strategic execution of all Cîroc Ultra Premium Vodka, DeLeón Tequila and spirits innovation projects for the company. Dia worked with Sean “Diddy” Combs for many years and brought her relentless commitment to excellence and her unparalleled track record as a creative strategist and marketer to the leadership team of Combs Enterprises.

Under Dia’s leadership, Combs Wine & Spirits has grew and thrived. Dia was a key player in the acquisition of DeLeón Tequila in 2013 and last fall’s brand relaunch. Since 2007, Cîroc Ultra Premium Vodka has experienced over 1000% growth, going from obscurity to one of the most recognized vodka brands on the globe. And CWS has received several awards, including the coveted Diageo Golden Bar Award for ‘Best Spirits Advertising’ and Diageo’s 2011 Global Marketing Brilliance Award for best ‘Synergy 360.’ CWS was recognized at the 2014 Pro Awards for ‘Best Holiday Campaign’ and ‘Best Cause Based Campaign’ as well.

Dia’s professional journey began rather unconventionally: before joining Combs Enterprises, she worked for the Department of Defense, and later in advertising sales and the pharmaceutical industry. Now she is living the Combs Enterprises dream – having worked her way up through the ranks to her current role. Mr. Combs initially recruited Dia as an assistant, and although she had never been one, she accepted the challenge. Dia distinguished herself immediately and rose quickly to the position as Chief of Staff. She has since held numerous roles as part of the Combs executive team, including general manager of advertising and marketing firm, The Blue Flame Agency, and most recently executive vice president, Combs Wine & Spirits. The Network Journal recognized Dia in their 40 Under Forty Class of 2010 and, in 2011, Essence Magazine named her a ‘Leader of the New School.’

Dia is actively involved with the Network for Teaching Entrepreneurship, provides entrepreneurial training to High School students and sits on the Board of the Boys and Girls Club of Harlem. She received a Bachelor’s degree in Psychology from Morgan State University, a Master’s degree in Management with a concentration in Contract Management from the Florida Institute of Technology and is Level- II Certified by the Defense Acquisition University.

Dia balances her work and personal life by commuting weekly from New York to her home in Atlanta, Georgia where she resides with her husband and daughter.

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