Troika Media Group has hired entertainment industry veteran Daniza Diaz as vice president of business development, where she’ll be responsible for promoting and developing new business opportunities for the brand creative agency.

Specifically, she’ll handle the agency’s expansion into digital marketing, data analytics, live fan engagement and experiential activation, in addition to their services in brand strategy, creative and marketing content.

“Danixa bridges both traditional media and the new disruptors,” Kevin Aratari, head of business development at Troika, said in a statement. “She embodies understanding, knowing, and respecting the industry, while also serving as a catalyst to help it move forward.”

Diaz is a seasoned business development executive with deep entertainment and media experience, combined with a broad understanding of targeted marketing creative across the U.S. domestic, hispanic and international markets.

She is also a long-term member of PromaxBDA and has served on its board of directors twice since 2005.

Prior to joining Troika, Diaz was founder and executive producer of the business development and consulting firm iartists. Her client roster included Prologue Films, among others, where she worked side by side with industry pioneer and founder Kyle Cooper, and developed opportunities for the studio with Apple, Bose, Fox, NFL Network, Infiniti and others.

Diaz started her career in entertainment and media in Miami, moving to Los Angeles in 2003, where she demonstrated her expertise in branding as executive producer at seminal agency 3 Ring Circus. She later became director of business development at Imaginary Forces, and has led the agency’s growth for seven years, during which the firm earned an Emmy for the title sequence of AMC’s breakthrough series, Mad Men.

“Troika is using really exciting innovative strategy to meet the challenges facing the media and advertising industries today,” said Diaz in a statement. “Their multidisciplinary media group approach of combining the agency’s branding and marketing expertise with performance measurement, data driven insights, and live engagement, is completely unique in the market. I am thrilled to join a group of old friends that have such futuristic vision.”

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