This is the latest installment in "PII," a series featuring the talent that makes the wheels turn in our data-driven advertising world.
Daina Middleton rose to the top at a time when there weren’t many female leaders in marketing.
Before her current role as CEO of CRM agency Ansira, Middleton spent 16 years working across marketing disciplines at Hewlett-Packard. She then went on to head social, data and analytics at digital agency Moxie before becoming CEO at Publicis’ Performics. She also briefly ran B2B marketing at Twitter and was a CEO coach at San Francisco-based PE firm Griffin Consulting.
Middleton is the author of two books, “Marketing in the Participation Age” and “Grace Meets Grit.” The latter explores being a female leader in the marketing and advertising industry.
It hasn’t always been easy, and lessons in resilience were tantamount to her success.
“It’s upon you to become astute at recognizing the most subtle signals and following up, and to not allow others’ opinions, or an adverse environment, [to] stop you,” she said.
She spoke with AdExchanger.
AdExchanger: How did you get interested in marketing?
DAINA MIDDLETON: I started in journalism, working at USA Today in 1985. I saw how as a journalist you could have a cynical view of the world, and I didn’t want to be that person.
I moved into PR, working for US West Communications, which became Qwest. Through that I became acquainted with executives at HP. I went in on the PR side, but wore a number of caps, from branding to advertising to sales and promotion. They reorganized about every two years, so I got to try something different. It was pivotal to my ability to grow and succeed.
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