About Daina

An expert in the digital marketing space and marketing professional with more than 20 years in the industry, Daina Middleton is the global CEO of Performics, one of the largest search and performance media agencies delivering performance marketing solutions and quantum business results for a list of blue chip clients by applying innovation and solving complex challenges.

Daina believes marketing and consumerism are undergoing a transformational change and tools, processes and language need to evolve as a consequence. She is known for thought leadership in the social marketing space – creating a new marketing lexicon including “participant marketing” – and has developed several ground-breaking market intelligence tools where brands can utilize social listening to effectively compete in interactive marketing. Participant marketing shifts the philosophy about how brands and people connect, creating new roles and equal status. Through her many years of client experience, she is also driven to redefine marketing to focus on performance, where agencies are compensated for the results they deliver for brands.

Before moving to the agency side of the industry, Daina spent 16 years working at Hewlett-Packard in key marketing positions. She was involved early in exploring the marketing impact of the then unknown phenomenon called the “Internet.” At the time of her departure she was the director of advertising for HP’s $28 billion global Imaging and Printing Group, managing both digital and traditional mediums.

She is a regular industry speaker with appearances at Conversational Marketing Summit, ad:tech, WOMMA, VideoNuze, and iMedia, to name a few. She was also named as one of Mobile Marketer’s 2011 Mobile Women to Watch.

She loves the outdoors and horses and lives in Alta, Wyoming.