Summary
Overview
Work History
Education
Skills
Timeline
Recognition
Generic
DEANNA DAWSON

DEANNA DAWSON

Petaluma,CA

Summary

Brand + Growth Leader | Creator Strategy | Campaign Performance | Team Leadership Strategic and results-driven digital marketing leader with 10+ years scaling brand presence through award-winning social and influencer programs. Expert in building traffic-driving content ecosystems, activating creators at every level, and translating storytelling into measurable impact. Known for blending creative vision with data-first thinking to grow loyal brand communities.

Overview

2017
2017
years of professional experience

Work History

Director, Social & Influencer Marketing

Zenni Optical
01.2017 - 2024
  • Company Overview: Zenni is the #1 online eyewear brand in the U.S., with 6M+ monthly visitors.
  • Grew social traffic from 1% to 7%, turning it into a top-4 traffic driver — surpassing email, display, and affiliate
  • Managed $1M annual influencer budget, optimizing spend across celebrity, micro-influencer, and UGC campaigns
  • Launched first-ever celebrity campaign in Zenni’s history, featuring Rashida Jones — extended campaign value for 3+ years
  • Led 100+ multi-platform campaigns, including Pride, International Women’s Day, Fan Favorites, and Festival Style
  • Delivered high-ROI partnerships with celebrities, designers, gamers, and creators — boosting engagement and brand equity
  • Established Brand Ambassador and UGC programs to activate top fans and superusers
  • Directed quarterly reporting across platforms (TikTok, Instagram, YouTube, Pinterest, Snap), using insights to optimize performance and inform C-suite strategy
  • Developed high-performing teams by providing mentorship, guidance, and opportunities for professional growth.
  • Enhanced team collaboration through regular communication, goal setting, and performance evaluations.
  • Established a culture of continuous improvement by fostering open communication channels and empowering employees to voice their ideas.

Director of Design & Customer Experience

Snapfish (Hewlett-Packard)
  • Led CX redesign efforts to streamline online ordering and improve product satisfaction

Director, PR & Social Media

Snapfish (Hewlett-Packard)
01.2008 - 01.2017
  • Led public relations and social media strategy from startup through HP acquisition and beyond, supporting white-label photo services for Costco, Walgreens, and Amazon
  • Orchestrated brand’s largest PR moment with a product giveaway on Oprah, generating a record-breaking spike in traffic and engagement
  • Built Snapfish’s early presence on Facebook, Pinterest, and Twitter, positioning the brand as a digital leader
  • Created successful brand collaborations with American Girl, Martha Stewart, and multiple feature film campaigns
  • Pioneered BlogHer sponsorship and hosted early influencer events and “Blogging Parties,” establishing Snapfish in the early influencer landscape

Executive Producer / Managing Producer

NBCi / CNET / NBC Internet
  • Produced digital media and content strategies at the height of the early web, with a focus on news and consumer experience

Education

BA - English

University of Oregon

Skills

  • Goal-oriented planning
  • Strategic decision-making
  • Organizational strategy development
  • Sprout Social
  • Google Analytics
  • Meta Ads Manager
  • Pinterest Analytics
  • TikTok Creative Center

Timeline

Director, Social & Influencer Marketing

Zenni Optical
01.2017 - 2024

Director, PR & Social Media

Snapfish (Hewlett-Packard)
01.2008 - 01.2017

Executive Producer / Managing Producer

NBCi / CNET / NBC Internet

Director of Design & Customer Experience

Snapfish (Hewlett-Packard)

BA - English

University of Oregon

Recognition

  • Best in Class for Social Campaigns — HashtagPaid feature
  • Featured Guest on Boxx Podcast: Influencer Marketing Trends
  • Pinterest + Snapchat Case Studies: Zenni Success Stories
  • Bazaar Voice: Top Social Collaborations Recognition

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