Diana Pavlov’s journey from leading entertainment marketing for Marriott International’s global brand portfolio to founding +Pavlov Creative is a testament to her creative vision and strategic expertise. Now at the helm of her own consultancy, Diana partners with top-tier brands to craft bold, impactful campaigns that leave a lasting cultural imprint. In this interview, she offers a glimpse into her career, her approach to creating disruptive brand experiences, and what’s next for +Pavlov Creative.
Where are you currently based?
I’m a New York transplant, now thriving in Miami—cities fueled by bold thinking and creative momentum, much like my business. While +Pavlov Creative is proudly rooted in Miami, our work spans coasts and continents.
What are your specialty practice areas?
+Pavlov Creative is a boutique marketing consultancy that partners with visionary brands to craft bold, disruptive, and strategically rich experiences. We specialize in luxury and lifestyle—spanning hospitality, F&B, entertainment, wellness, and beyond—helping brands find their voice and shape culture-defining moments with lasting impact.
Our collaborative model embeds us as an extension of our clients’ teams, delivering innovative campaigns, immersive activations, and breakthrough partnerships that spark emotional connection and drive measurable results. From concept development to execution, we offer full-service project management, brand positioning, content strategy, and experiential production. Think of us as your dream matchmaker—connecting agencies, talent, brand partners, and consumers to deliver long-term brand value and drive consumer loyalty.
Tell us about your career background before launching your consultancy.
Before founding +Pavlov Creative, I launched and led Entertainment Marketing for Marriott International’s global brand portfolio, crafting omni-channel campaigns, partnerships, and experiences that drove cultural relevance and emotional connection. Earlier in my career, I worked alongside industry pioneers like Rande Gerber and The Opium Group, honing my expertise in lifestyle hospitality and learning how to shape magnetic brands.
Who are your clients and some of your favorite projects?
We’ve had the privilege of working with iconic brands like Four Seasons, Netflix, Diageo, 1 Hotels, Amex and many more. Our projects are as diverse as our clients, but all share a common thread: creating brand momentum that demands attention and drives conversion.
We helped reimagine Steve Madden’s iconic “Big Head Girls” through Maddenverse, an AR-driven campaign featuring Sydney Sweeney and Normani that spanned e-commerce, digital, OOH, and beyond—bringing a new generation into the fold. With Amazon Luxury Stores, we led their first-ever in-person activation, crafting an immersive, high-fashion moment that earned coverage in Vogue and Daily Front Row while spotlighting D&I ambassadors and co-branded partners. And with Four Seasons, we developed a first-of-its-kind Beverage Activation Toolkit to create brand affinity across their F&B outlets globally.
We’re especially energized by clients who are building cultural capital while scaling with intention—and trust us to help steer that growth with creativity and purpose.
What are your favorite aspects of consulting life – and most challenging?
I love how collaborative and hands-on the work can be. We’re not just checking boxes—we’re shaping stories, building momentum, and often acting as true thought partners to our clients. I naturally gravitate toward the finer details (that’s usually where the magic happens), but one of my challenges is being intentional about zooming out to steer the bigger picture. And like any founder, I’m learning to pace myself. When you move fast and care deeply, carving out time to recharge is key.
Who would be a dream client?
Spotify is at the top of our list—a global powerhouse that’s revolutionizing music and entertainment with unparalleled influence and storytelling prowess. Spotify doesn’t just dominate the streaming space; it shapes how communities connect through music, podcasts, and shared experiences. We’re equally inspired by Poppi’s meteoric rise—a soda brand that’s redefining the beverage game with its daring campaigns and vibrant cultural pull. Both brands embody the energy we live for at +Pavlov Creative: boundary-pushing, community-driven, and unapologetically bold.
