An expert in the digital marketing space and marketing professional with more than 20 years in the industry, Daina Middleton recently joined Twitter to run Sales Enablement Marketing globally. Before that she was the global CEO of Performics, one of the largest search and performance media agencies delivering performance marketing solutions and quantum business results for blue chip clients in over 30 countries around the world.
Daina began to see that marketing and consumerism were undergoing a transformational change nearly a decade ago, and as a marketer was facing the challenge of using dated tools, processes and language. It was then that she began to pursue a new method for marketers. 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 back in 2008. Participant marketing shifts the philosophy about how brands and people connect, creating new roles and equal status. These ideas are completely aligned with Twitter’s mission to empower people to connect and discover what is most meaningful right now. Through her many years of client experience and partnering with marketing professionals around the globe she is driven to redefine marketing to focus on performance, something important to all businesses in today’s competitive market landscape.
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 Mobile Women to Watch, and in 2013 received the Gold Stevie® Award in the Executive of the Year – Advertising, Marketing and Public Relations category, in the 10th annual Stevie Awards for Women in Business.
She loves the outdoors and horses and lives in Alta, Wyoming.