Dena White Email & Phone Number

Portland, Oregon Metropolitan Area

Portland, Oregon Metropolitan Area

Portland, Oregon, United States

As Associate Director of Integrated Marketing Strategy, I led key Digital Marketing team members in helping our clients across hospitality, biotech, family entertainment and real estate industries create brand traction in the marketplace. •Developed impactful marketing recommendations by auditing brand foundations, audiences and segments, channel activities, and the competitive landscape through stakeholder interviews, research, and analysis of client-provided materials and information.•Identified areas of greatest commercial and brand opportunities; distilled insights and recommendations into client-facing presentations and tactical roadmaps.•Championed omnichannel marketing, go-to-market and campaign project briefs that included goals and KPIs, journeys, copy, content and digital requirements, and editorial calendars.•Identified key messaging themes across different channels throughout business cycles and seasonal activities and partnered with channel specialists to bring them to life in market.•Stewarded strategy and messaging cohesion across channel activities, continuously identifying areas for improvement.•Produced and maintained regular reports on marketing channel activities against KPIs, interpreting analytics into impactful data-driven insights for clients and internal teams.•Facilitated meetings and workshops with clients and internal teammates to improve the work, cut through challenging areas, create buy-in, and build trust and rapport.•Oversaw performance management and mentorship of one direct report.

Portland, Oregon, United States

•Launched and championed paid media programs for 25 retail shops across multiple third-party delivery services including DoorDash, UberEats and Yelp; these paid media acquisition and retention strategies were crucial to total sales particularly during COVID-related shop closures.•Rolled out monthly menu marketing materials to all shops, oversaw the development of brand merchandise and shop signage; launched a print-on-demand site to better service all stores.•Supported the opening of 2 new shops including Disney Springs; coordinated and executed regional events and PR including The Food Network's South Beach Wine and Food Festival.

Remote

Maternity coverage for an award-winning digital agency. This performance marketing role oversaw account management for several prominent D2C health/beauty brands.

Portland, Oregon

As the leader of Tony's US marketing, I ideated and executed strategies to create brand and issue awareness to support rapid business growth without any paid media.-I pioneered, developed, manage the holistic strategy and execution of Tony's experiential Chocotruck tour. So far we've completed 2 tours along both coasts, and activate at key retail partners, universities, festivals, and community events. The Chocotruck went viral before it even kicked off at SXSW, garnering over 4B total potential impressions from national media titles. Performance has exceeded expectations by a landslide. Approx 164K people have sampled/purchased chocolate outside the truck and 33K visitors have stepped inside the truck to engage with the interactive experience.-Grew Tony's US social accounts organically. In the last 2 years, we grew Instagram by 4x, Twitter by 3x and Facebook by 2x. -Spearheaded all US events like SXSW, Design Week Portland, restaurant collaboration series, blogger events, and the Reframed pop-up exhibit and launch at the Okay Space gallery.-Co-developed 360 degree campaigns for local product launches and impact moments, and provided input for global strategies.-Oversaw US Trade Marketing programs (SWAG, retail partnerships, sales materials and our new trade show booth).-Networked and fostered relationships with key impact makers including NGOs, local and federal political offices, policy makers and activist groups.-Delivered TED-style talks at universities, conferences and events (Yale, UNC, Northeastern University, Philadelphia Innovation Festival, Design Museum Portland, Okay Africa..)-Defined local tone of voice and visual identity and serve as brand guardian. I managed and curated local content strategy and copywriting across all B2B and B2C touchpoints.-Oversaw internal communications updates for all locally-owned marketing initiatives.-Hired, trained and managed a team of 4 direct reports and multiple external agencies and consultants.

Portland, Oregon Area

Championed the email program, from calendar planning, to ideating and briefing emails, stakeholder buy-in, and deployment.- Facilitated a +124% lift in email traffic YoY with consistent growth each month from June onward, +269% increase in gross sales, and +65% increase in conversion rate. - Implemented best practices such as long format templates for additional cross-selling opportunities, strategic calls-to-action, copy optimization, color swatches, audience segmentation, and A/B testing. - Doubled the average Open RateWorked with agencies on day-to-day Paid Search tactics and developing bidding strategies.- Contributed to a +6% growth in SEM traffic and +36% growth in sales from the year before with less budget. - Launched RSLAs and ETAs, piloted promotion ad extensions, and managed all ad and sitelink extension updates.Managed display and native advertising programs.- Collaborated with the social media team on customer acquisition strategies.Expanded display, social, email, and on-site retargeting programs through AdRoll and Lytics.- Piloted email retargeting, resulting in 3x growth in retargeting traffic and gross sales YoY.Analyzed and reported traffic, sales, and digital marketing program performance.Built and oversaw project management templates in Asana and Wrike.

Greater New York City Area

Authored and championed local social media accounts and brand initiatives for the Americas zone, including content marketing, influencer and paid media strategies.Spearheaded all email initiatives for the Americas zone; produced qualitative and quantitative performance analyses and competitive benchmark reports.- Coordinated and executed global communication plans, adapting as needed to ensure relevance to local markets. - Developed and managed all local email campaign including peak seasonIdentified digital best practices and trends, and advocated their implementation to cross-functional global teams.Oversaw SEM strategy, analytics, budget and overall management.

Greater New York City Area

Managed the Louis Vuitton US Twitter account and implemented content and paid media strategies that resulted in an unprecedented +147% increase in followers within 1 year and record-breaking levels of engagement.Coordinated and executed all email initiatives for the zone.Produced qualitative and quantitative campaign recaps for all digital initiatives, as well as competitive benchmark reports.Recruited and hired digital agency, now an official LVMH partner.Led the marketing department and all projects during manager transition.

Greater New York City Area

Supported the relaunch of 30+ international websites by creating tool-kits for the zones and back-end site management. Developed digital brand and social media strategy, including an influencer partnernship with Chiara Ferragni. Managed the internal digital media hub, reported on website analytics, and researched digital and social media trends and best practices to increase brand relevance for social-first millennial consumers.

Paris Area, France

360° traditional and new media partnerships across international magazine titles, graphic design, secure social media initiatives, digital marketing strategies for GEO Magazine iPad app, viral video teasers, event planning and management for the first ever GEO Magazine Biodiversity Action Day in France.

Greater Boston Area

Supported Reebok.com international homepage and e-mail blasts creative, created e-commerce warehouse inventory assessment catalogs, collaborated with content specialists and merchandisers to manage product imagery and content for upcoming global footwear and apparel lines, and researched best competitor e-commerce practices and overall digital trends within the sporting goods industry.

Bachelors Of Science, International Business, Marketing, French

Activities and Societies: Council for University Programming: Marketing Committee and Springfest

Bachelors Of Science, International Management And Marketing

Education record

Certification, Digital Marketing