Advocating for clean drinking water in the US and abroad
CHINISSA SUMPTER WHITE
Growth Officer
Little Elm,TX
Summary
Growth Marketing Officer with a proven track record in optimizing online user experiences and executing successful brand campaigns. Expertise in managing multiple digital ecosystems and driving customer acquisition through strategic partnerships and influencer marketing. Strong background in performance marketing, media planning, and brand strategy, with a focus on maximizing ROI and revenue growth.
Overview
22
22
years of professional experience
5
5
Certification
4
4
Best in Class Industry Awards
8
8
Fortune 500 companies
Accomplishments
- 23 months of consecutive e-commerce growth.
- Increased ROI 22:1 for the last 18 months.
- Increased the average order value by 21% for all paid channels.
- Achieved record membership acquisition growth, exceeding annual goals by 7% over 24 months.
- Redefined a beloved natural pet brand increasing sales by 80% in 9 months.
Work History
Senior Director, Performance, Product, & Social Marketing
SAM'S CLUB
09.2021 - Current
- Company Overview: Omnichannel retailer | 600 locations | eCommerce
- Employed advanced data analytics and attribution models to enhance marketing expenditures, achieving a 37% increase in overall ROI within the first year of tenure.
- Developed and executed extensive product marketing strategies, leading to a 35% increase in product adoption within the first year.
- Managed alliances with crucial stakeholders, resulting in a 44% increase in ecommerce revenue.
- Orchestrated successful product launches across multiple markets, generating buzz and excitement that translated into a 25% early adoption rates
- Developed and deployed influencer membership acquisition platform reducing overall CPA by 30%
- Achieved a 21% increase in reach and engagement by establishing strategic partnerships and securing favorable terms.
- Omnichannel retailer | 600 locations | eCommerce
Head of Marketing
NATURAL POLYMER INTERNATIONAL COMPANY (NPIC)
07.2020 - 09.2021
- Created effective e-commerce distribution plans leading to $3.9MM revenue growth within six months.
- Optimized brand and product portfolio reducing waste by 13%.
- Led the successful re-branding of NBone and launched a lineup of four innovative products.
- Acquired 9 new regional and national retail partners including Petco and Walmart.
- Increased market share by 19% with Amazon in natural dog treats with 4 of 8 products ranked #1 for 32 consecutive weeks.
Head of Marketing
EYECARE SERVICES PARTNERS
07.2017 - 02.2020
- Company Overview: National ophthalmic, aesthetics, and ambulatory centers firm
- Created optimal online user experience by practice type, reducing SEM and digital advertising costs by 27%
- Developed and executed brand campaigns for premium services; increasing new customer acquisition by 18% in 6 months
- Managing 35 websites and 32 digital and social ecosystems
- Partnered with CareCredit on multiple offers to drive aesthetics and LASIK leveraging beauty bloggers and influencers
- Acquired 677 new patients, generating $1.1MM additional sales
- National ophthalmic, aesthetics, and ambulatory centers firm
Chief Marketing Consultant
VENTURES, INC.
02.2016 - 12.2017
- Company Overview: Private equity firm | 300+ locations
- Optimized marketing ROI by 200% for two retail chains
- Developed and implemented annual marketing plans for two quick service restaurant chains, achieving an annual savings of 12% - 33%
- Created email marketing strategies and plans for aesthetics chain targeting specific beauty segments
- Converted 24% of first-time customers to purchase at-home care products, generating $315M incremental sales
- Private equity firm | 300+ locations
Marketing Director, Health & Wellness & Consumables
WALMART STORES, INC.
10.2012 - 01.2016
- Company Overview: Multinational retailer | 4,500+ locations | E-commerce
- Directed budgeting and expenditure for media totaling over $800MM.
- Crafted multichannel strategies for online video users, financial services clients, and poly-pharmacy customers; generated sales that surpassed projections by 19% for financial services.
- Managed interdisciplinary team efforts, achieving acquisition of 30 million Facebook fans and calculating their lifetime value in a span of 18 months.
- Created innovative local grocery real-time multimedia strategy for price comparison campaign, achieving a 24% rise in sales ($535MM).
- Enhanced grand openings and ongoing quick-service restaurants through effective in-store and digital campaigns, achieving a 22% rise in visitors as well as 14% growth in revenue.
- Multinational retailer | 4,500+ locations | E-commerce
Marketing Director, Media Services
WALMART STORES, INC.
05.2010 - 10.2012
- Company Overview: Multinational retailer | 4,500+ locations | E-commerce
- Exceeded sales plan by 13% in 2012, 17% in 2013, 11% in 2014, and 10% in 2015
- Led the cross-functional team in developing the user experience for the Pharmacy integration into the mobile app; yielded an incremental $134MM in sales and 5% new customer acquisition
- Developed the world's largest health fair event, America's Biggest Health Fair, featuring free health screenings, product demos; yielded a 12% increase in new patient acquisition
- Launched new cosmetic lines and optical brands Flower by Drew Barrymore and Hard Candy exclusively through social and experiential media; Flower exceeded sales by 29%, and Hard Candy smashed projections by 41%
- Partnered with ALLURE Magazine Best of Beauty and Editor's Choice platforms to deliver an omni-channel and multimedia experience, delivering an incremental $49MM in sales
- Created $5 lipstick program with key suppliers promoted exclusively through social media platforms, resulting in an additional $800M in sales
- Multinational retailer | 4,500+ locations | E-commerce
Senior Manager, Media Services
WALMART STORES, INC.
04.2007 - 05.2010
- Company Overview: Multinational retailer | 4,500+ locations | E-commerce
- Optimized marketing and strategic media plans for the entire box, modernizing the channel offerings and messaging, delivering more than $318MM in incremental sales while reducing overall cost by $73MM
- Developed the first comprehensive, hyper-local media strategy for new store openings, saving $4.9MM in the first year and $18MM in the second year
- Developed Walmart's first mobile campaign, exceeding opt-in goals by 330%
- Created the first Facebook seasonal badge campaign, acquiring 1MM fans in 14 days
- Redesigned print circular strategy and optimized the distribution channels, reducing overall cost by $63MM and maintaining 97% store coverage
- Multinational retailer | 4,500+ locations | E-commerce
Vice President, Assoc. Communications Director
GTB (formerly TEAM DETROIT)
01.2003 - 03.2007
- Company Overview: Full-service global advertising agency, division of WPP
- Created Ford's first concert brand experience, the Rhythm on the Road tour, including a brand pavilion across 18 cities
- 5,600 test drives, 2 MM mobile pics, 1.4MM experience visitors delivered 7,811 new-car owners
- Created a multichannel fitness platform, getfusionfit.com; exceeded enrollment by 18% and yielded 4,751 vehicle sales
- Created the most effective women's event strategy, Studio D: 33%+ change in perception of the Ford brand and a 16% increase in sales
- Created award-winning multimedia retail alliances with OPI Nail Lacquers, Sephora, and Ben Sherman that exceeded year 1 and 2 sales projections by 55% and 72%
- Full-service global advertising agency, division of WPP
Skills
- Marketing Optimization
- Media Planning & Buying
- Performance Marketing
- Product Marketing
- Brand Strategy & Planning
- Social Media Marketing & Content Development
- CRM & Lifecycle Marketing
- Local Field Marketing
- Brand Evangelism
- SEO
- SEM
- CRM
- Affiliate Marketing
- Community Moderation
- ROI Analysis
- Data Analytics
- E-Commerce
- Content Creation
- Brand Management
- Social Media Marketing
- Experiential Marketing
- Leadership
- Strategic Planning
- P & L Management
- Productivity Optimization
- Storytelling
- Budget Management
- Adobe Creative Suite
Collaborative leadership
Culture transformation
Team management
Policy development
Key performance indicators
Organizational development
Awards
- Best Affiliate & Partnership of the Year, 2023, Global Performance Marketing Awards
- Advertiser of the Year, 2023, Golden Links Awards
Education
Bachelor of Science - Marketing & Finance
CENTRAL MICHIGAN UNIVERSITY
Mount Pleasant, MichiganCertification
- Google Analytics IQ, Google
- Blueprint Certified Planning Professional, Facebook
Volunteer Experience
- Go Red for Women Ambassador, American Heart Association
- Virtual Ambassador, March of Dimes
- Goodwill Ambassador, United Way
- COVID-19 International Taskforce
Interests
Active advocate for healthy babies and their mothers
Pop culture curation
Creating content that is entertaining and profitable
Cinephile that has seen every Oscar-nominated film
Avid reader, completing two books each month
Work Availability
monday
tuesday
wednesday
thursday
friday
saturday
sunday
morning
afternoon
evening
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Languages
English
Native or Bilingual
Spanish
Professional Working
Software
Microsoft Office
Adobe Creative Suite
Sprinklr
Salesforce CRM
HubSpot Marketing Hub
Magento
Shopify
Asana
Airtable
SproutSocial
Hootsuite
SocialPilot
Affiliations
- Zeta Phi Beta Sorority, Incorporated
- American Heart Association
- March of Dimes
Quote
I plan and play to win.
Timeline
Senior Director, Performance, Product, & Social Marketing
SAM'S CLUB
09.2021 - Current
Head of Marketing
NATURAL POLYMER INTERNATIONAL COMPANY (NPIC)
07.2020 - 09.2021
Head of Marketing
EYECARE SERVICES PARTNERS
07.2017 - 02.2020
Chief Marketing Consultant
VENTURES, INC.
02.2016 - 12.2017
Marketing Director, Health & Wellness & Consumables
WALMART STORES, INC.
10.2012 - 01.2016
Marketing Director, Media Services
WALMART STORES, INC.
05.2010 - 10.2012
Senior Manager, Media Services
WALMART STORES, INC.
04.2007 - 05.2010
Vice President, Assoc. Communications Director
GTB (formerly TEAM DETROIT)
01.2003 - 03.2007
- Google Analytics IQ, Google
- Blueprint Certified Planning Professional, Facebook
Bachelor of Science - Marketing & Finance
CENTRAL MICHIGAN UNIVERSITY
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