Daina Middleton is the CEO of Performics. Performics is a lead performance marketing agency with more than a decade of experience connecting brands and participants in the digital marketplace.
Prior to joining Performics, Daina was the senior vice president of Sunao, at Moxie Interactive, a division of Zenith Media Services. Sunao, a Japanese word for the “untrapped mind” is a division comprised of participant insight, emerging trends, analytics, and market innovation.
Daina was the global director of advertising and interactive marketing for Hewlett-Packard’s $28 billion Imaging and Printing Group before leaving the company for Moxie in 2008. Her team’s mission at HP was to provide leadership, drive integration, and establish standards globally in both traditional advertising and Interactive marketing, including SEM & SEO, social media, video, website development, and cross-media effectiveness and measurement. Daina spent 16 years at HP in key marketing communications positions across most core segments in the company’s businesses.
A pioneer in the digital marketing space, she worked on a number of digital projects for HP as early as 1994. She is well known for thought leadership in the social marketing space in particular – developing a new lexicon including “participant marketing” and has developed several ground-breaking intelligence tools for effective brand conversations. Daina sits on the Standards Board for the Social Media Advertising Consortium (SMAC), and the OVAB (Out-of-Home Video Advertising Bureau) board of directors. What keeps her motivated at work is the exciting transformation happening where participants can activate brand conversations and integrate marketing.
Daina lives on a ranch with her family near Boise, Idaho, and lives during the week in Chicago. She has three children, ages 18 to 24, and raises Andalusian and Lusitano horses.
- Oregon State University
- Lakeview High School
- PerformicsGlobal CEO, present
- Hewlett-Packard Company
- Idaho State Bar and Law Foundation
- Boise Area Chamber of Commerce
- Qwest Communications
- Moxie Interactive