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n 2014, the vertical integration of Sean “Diddy” Combs’ various endeavors is quite remarkable.Without even a thought you could be living the Bad Boy lifestyle by wearing the brand’s clothes and fragrances, listening to the music in the background, watch a plethora television programs and films, while sipping new-age spirits, then hydrate with the empire’s bottled water the next day.

As one of the heads of Combs’ foray in the world of marketing and advertising, uber executive Dia Simms is charged with the strategic execution of Diddy’s various businesses. Her days are spent overseeing Ciroc, Sean Jean Clothing and fragrances as well as Blue Flame Agency clients. Under her leadership, since 2009, Ciroc went from 40,000 cases sold annually to over 2 million, with celebrities like Rick Ross and Grey’s Anatomy’s Jesse Williams singing high praises.

Drawing inspiration from the book, The Other Wes Moore, (which tells the true story of two young men from the same city with very different paths in life) Dia offers insight into the philosophy which has guided her from the early days of Madison to moving up the ranks at Blue Flame. “What really inspired me [about the book] is the message that anything is possible. You don’t only have the path of a downward existence or a prison sentence, you can also become a Rhodes Scholar. It’s a wonderful message for children, but at any age you can make a difference and change your direction.”

“For everything that we do at Combs’ Enterprises, we have the mantra that it has to be product first,” proclaims Dia of the philosophy that drives her and her boss,. “At no time will we ask anyone to try, wear, taste or smell like something we’re putting out if it isn’t dope.”

Having conquered the world of vodka with the popular Ciroc brand, Simms is now leading Combs’ Enterprises charge into tequila with the introduction of DeLeon. Positioning this as a direct competitor to Patron in the luxury tequila space—some of DeLeon’s ads take some not so veiled shots at the other popular tequila. If this venture is like many others she’s worked on, there’s only a matter of time before While the numbers don’t lie regarding Ciroc’s success, she says it DeLeon dominates store and luxury home spirit shelves. pales in comparison to what she feels is her greatest achievement— Dia comfortably transitions from family mode back into professional motherhood. “My husband and I have had such wonderful experiences marketing mode when discussing the future of the brand and her in life, and you can begin to pat yourself on the back a little bit, but voice rises with excitement. “When we had the opportunity to see [they are] really so insignificant compared to the fact that we created and taste it, we were blown away and fell in love with it. There’s a real person walking around with organs and can walk and talk,” she something about this tequila which is kick-ass and provocative.” exclaims with laughter. “There’s nothing that comes close to having a wonderful family. And I think that’s the reason why we work so ON SUCCESS STARTING EARLY . . . hard, to enjoy those special moments with them.” “I totally realized that what you do in third grade will make a Holding positions at the Department of Defense, radio and difference with what happens in fifth grade and twelfth grade and pharmaceutical sales before joining Combs and his companies ultimately throughout your life. You’re building a monument of your in 2005, Simms’ first stab at the world of marketing was actually reputation, so make sure you make the right selection in how you running her own outfit. “We had a company called Madison out of brand yourself.” DC,” she reminisces. “We promoted a lot of events and brought on local clients and some national brands like Nabisco and Seagram’s. Whether it’s motherhood, being a wife or marketing executive, Simms We were a small team and we got those clients by outworking some realizes that no matter the challenge, her aim is always quality. She’s of the bigger guys.” Very proud of her pre-Diddy accomplishments, earned the title with and the respect of one of the country’s most she chuckles fondly about memories when she was the underdog. notorious bosses—Dia Simms is an unstoppable force. URBANLUX

URBAN LUX MAGAZINE - REVOLT ISSUE WINTER 2015  

It is an honor to present the winter 2015 Revolt issue of Urban Lux Magazine featuring actress Niecy Nash and several individuals that conti...

URBAN LUX MAGAZINE - REVOLT ISSUE WINTER 2015  

It is an honor to present the winter 2015 Revolt issue of Urban Lux Magazine featuring actress Niecy Nash and several individuals that conti...

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