Susana Diharce

Senior Director, Events, XO Group Inc.

In her role as Sr. Director for XO Group Inc, Susana oversees the creation of large-scale brand event programs and the execution of all events and activations for The Knot. Her team reaches tens of thousands of couples, clients and potential new partners every year, ultimately helping to drive over $3 million in annual revenue. Her local, on-the-ground expertise stems from her ability to handpick the best event partners, including event planners, venues, and caterers, in key markets to uphold The Knot status as the number one wedding brand. Special events are her passion and she has been in the business for over 17 years, starting at her alma mater, the University of Florida.

How do you define your purpose & mission in life?
Professionally, I want to help elevate the wedding industry. It’s filled with artists that have an amazing gift to create beauty wherever they go. I want to help them be better every day. Personally, to be a good wife and mother. Show my boys that women are equal and can do anything they can do.

What’s a moment that could’ve broken you, but didn’t? How did you get past the struggle?
I can’t point to one moment in time. As a Hispanic-American, I’ve faced too many stereotypes to count.  How did you get past the struggle? I just keep moving forward to provide a better future for my children.

If you could go back in time and give yourself one piece of advice, what would it be?
Don’t be afraid of feedback. It will help you learn and grow. Don’t be afraid to fail.

Who’s your biggest inspiration and why?
My parents. They left everything they knew (family, friends, country) to build a better life for their daughters. The sold all their belongings and moved their three small children to a country where they didn’t speak the language, didn’t have jobs and didn’t have any friends. That takes a crazy amount of courage. I can never repay them for the sacrifices they made.

If you could create a slogan for your life, what would it be?
I feel like this can change depending on where you are in life. Right now, I’m all about “spreading kindness.” I think the world needs it.