Alexandra J.White Email & Phone Number

London, England, United Kingdom

London, England, United Kingdom

I led the Dyson digital business across EMEA hubbed out of London. Key focus on UK, FR & DE. Responsible for client servicing including commercials: SOW’s/ SLA’s, fees & reconciliation. Achieved business growth by adding incremental services, growing digital investment, and achieving PRB assessed on client direct sales performance and service levels. Revised the planning process and approach to ensure a structured response which is strategically strong through tools & tech insights… Show more I led the Dyson digital business across EMEA hubbed out of London. Key focus on UK, FR & DE. Responsible for client servicing including commercials: SOW’s/ SLA’s, fees & reconciliation. Achieved business growth by adding incremental services, growing digital investment, and achieving PRB assessed on client direct sales performance and service levels. Revised the planning process and approach to ensure a structured response which is strategically strong through tools & tech insights. This lead to winning Mindshare Team of 2021 due to pivoting to direct-to-consumer model in the pandemic. Whilst retailers pulled back, we leaned in to deliver strongest revenue year to date.Brought in key innovation to increase digital’s role in brand & NPD discovery & consideration. Drove increase in digital transformation roadmap scoring ensuring longer term future proofing wasn’t ignored for short term gainsIntroduced digital diversification to leverage cross platform data signals & developed audience activation framework to support 1st party data and drive efficiency through minimizing overlap. This supported delivering ZBS cost savings. Show less

London, United Kingdom

A dual client role. Firstly, I was the global lead working with Unilever’s joint business partners (Facebook, Google, Twitter, Snap, Spotify & Pinterest). The key function of the role is to drive, guide and support the digital transformation roadmap. Areas of focus include data driven marketing across social and search, eCommerce, influencers and innovation test and learns. This role supports 50+ local markets. In the second element of the role I was the global strategy director for the food… Show more A dual client role. Firstly, I was the global lead working with Unilever’s joint business partners (Facebook, Google, Twitter, Snap, Spotify & Pinterest). The key function of the role is to drive, guide and support the digital transformation roadmap. Areas of focus include data driven marketing across social and search, eCommerce, influencers and innovation test and learns. This role supports 50+ local markets. In the second element of the role I was the global strategy director for the food category. This involves leading the development of cross media channel strategies and guiding local implementation for Hellman’s and Knorr, Unilever’s second largest brand. A key benefit of the hybrid role has been bringing the strategic communication frameworks to fruition through partnership activations. In 2015 I returned to the UK to continue working on American Express until 2018. Whilst the role transferred from New York there was a key step change at this time through bringing brand and demand frameworks together to create holistic media and data strategies. This resulted in the strongest acquisition growth outside the US AmEx had ever achieved. A key highlight was launching Shop Small beyond the US into UK, Australia and Canada. Show less

New York

Global digital strategy Director on American Express International (formerly Intercontinental Hotels Group). I managed digital strategy and activation for 19 local markets focusing on UK, AU, CA & MX. I was responsible for creating integrated channel strategic frameworks from key consumer insights. Key areas of specialty are content planning/distribution, adaptive marketing, programmatic media, audience targeting and cross digital channel planning and measurement.

Sydney, Australia

I was the digital lead for over 15 of OMD’s prestigious clients. Key accounts were Apple, Pernod Ricard, Wrigley, Frucor, Luxottica, Beiersdorf and Roadshow Films. It was a challenge to grow the team, build clients use of digital and manage a broad portfolio. However, the hard work paid off. From taking over the team I significantly lowered the team attrition rate, grew digital spend by 63% YoY and achieved best media campaign for Wrigley 5X at Ad News, B&T and won silvers at Cannes.

London, United Kingdom

Harvest Digital is a top 15 full service independent digital agency in the UK. I started my 4 years as a Account Executive. Throughout my roles at Harvest, I focused on a wide portfolio of clients, including top-tier financial clients (GoCompare, LV= and Swinton), travel (Thomas Cook, RIU, PV Holidays), third-sector charities (Shelter, Plan International, Salvation Army) and retail (House of Fraser). I was the primary client contact, responsible for all aspects of the campaigns… Show more Harvest Digital is a top 15 full service independent digital agency in the UK. I started my 4 years as a Account Executive. Throughout my roles at Harvest, I focused on a wide portfolio of clients, including top-tier financial clients (GoCompare, LV= and Swinton), travel (Thomas Cook, RIU, PV Holidays), third-sector charities (Shelter, Plan International, Salvation Army) and retail (House of Fraser). I was the primary client contact, responsible for all aspects of the campaigns, predominantly focusing on display (Direct Response 75%, Branding 25%). I also managed social media, affiliate and search channels to provide a full digital service. Show less

Whilst travelling I worked for a government department which promoted Sydney and NSW nationally and internationally. I assisted with the planning and production of radio, TV, print and online advertising campaigns.

An all round marketing role which provided experience in all areas of client side communications. The business unit was newly launched within the steel giant’s portfolio to supply steel framed off site production of housing units. I was responsible for developing a marketing plan in co-ordinance with the business plan. A key area of the role was organising launches and events to promote the company. This included an exhibition at The Houses of Parliament, open days, trade shows and… Show more An all round marketing role which provided experience in all areas of client side communications. The business unit was newly launched within the steel giant’s portfolio to supply steel framed off site production of housing units. I was responsible for developing a marketing plan in co-ordinance with the business plan. A key area of the role was organising launches and events to promote the company. This included an exhibition at The Houses of Parliament, open days, trade shows and seminars.This position was covering maternity leave and then provided the opportunity for a gap year to travel. Show less

This graduate role provided general office experience upon leaving university. Working as a PA developed my organisational skills. I was responsible for general PA tasks such as organising appointments, taking meeting notes and general office duties.

Professional Diploma, Marketing

Modules: Marketing Communications, Marketing Planning, Marketing Research, Marketing Managment.

Ba (Honours) Media And Cultural Studies

Education record