Chief Executive Officer
A pioneer in the digital marketing space and marketing professional with more than 20 years in the industry, Daina Middleton is the CEO of Performics, the performance marketing division of Publicis Groupe. As one of the largest and oldest search and performance media agencies, Performics delivers performance marketing solutions and solid results for a list of blue chip clients through smart innovation and solving complex challenges.
Daina believes marketing and consumerism are undergoing a transformational change. 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 the world of conversational 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. Daina rallies her team to provide strategic insight and leadership with an intense concentration on client success, and willingness to put skin in the game to prove it.
Prior to joining Performics, Daina served for two years at Moxie Interactive, another Publicis Groupe agency, as senior vice president of Sunao, a division comprised of four departments: participant insight, emerging trends, analytics and market innovation.
Daina spent 16 years working at Hewlett-Packard in key marketing communications positions across most of the core segments in the company's printer businesses. She worked on a number of digital projects for HP in the early 1990's, including the first cross-IPG printer chooser tool for HP and 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 through integration and establishing global standards for traditional and digital activities, including SEO, SEM, social marketing, web site development, and cross-media effectiveness and measurement.
Daina currently sits on the Board for the Digital Place-based Advertising Association (DPAA) and was a former Standards Board member for the Social Media Advertising Consortium (SMAC). 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.
Daina has a Bachelor of Science in technical journalism, and a minor in fisheries and wildlife sciences, from the College of Liberal Arts at Oregon State University. She lives on a horse ranch outside of Boise, Idaho where she raises Andalusian and Lusitano horses.