Michael White

• Established and scaled a global customer advocacy program from the ground up, transforming it into a strategic growth engine within its first year.
• Delivered a record volume of customer stories, increasing advocacy output by over 300% and ensuring consistent representation across key industries and regions.
• Cultivated relationships with 100+ C-level representatives, discussing strategic benefits of Citrix deployments and facilitating success story creation.
• Built a pipeline of 100+ advocacy candidates and 150+ active references, equipping Sales with credible proof points that directly accelerated deals.
• Embedded advocacy across the business by training 200+ Sellers and ATS members and launching a repeatable EMEA enablement workshop that continues to generate new leads.
• Enhanced visibility and executive engagement through bi-weekly ELT reporting, highlighting progress with major accounts and elevating programme’s strategic profile.
• Designed a framework enabling large enterprises to showcase innovation while maintaining compliance with strict publicity policies through CABs, roundtables, and 1:1 engagements.
• Modernised customer storytelling by diversifying content formats and leveraging ABM strategies, effectively targeting key customers.

• Strategic lead for the retention and growth of the Cloud Ecosystem brands, including AWS, VMware, Intel and Kyndryl, growing annual agency revenue from £1.5m to £2m
• Consulted between partner alliances to develop and execute the joint ABM strategy for Kyndryl, VMware & AWS targeting the FSI sector, delivering 200% of pipeline target
• Spearheaded ABM initiatives across client portfolio, most notably for Dell, harnessing intent data insights to guide key campaign decisions, resulting in customer pipeline ROI of 25:1+
• Pitched C-Suite stakeholders at global tech companies, identifying challenges and formulating customer-centric strategies that secured six-figure investment
• Led multi-faceted demand generation campaign for SaaS client into 4 new verticals, implementing strategies that increased customer breadth by 200% and average CLV by over 50%

• Managed £11m marketing investment across 60+ brands, maximising return for clients including Microsoft, Intel, Dell and Samsung
• Launched Exertis’ Cloud proposition to the EMEA market, onboarding new clients such as Adobe and Vimeo to achieve £1m+ revenue in the first 12 months
• Formulated and executed three-year business strategy through cross-functional board-level collaboration, that achieved 18% marketing PBIT growth over tenure
• Crafted customer lifecycle strategies with Sales and Commercial teams, driving 10% organic growth in customer base
• Led and mentored a high-performing team of 14, transforming them into award-winning star performers
• Pioneered a unique gaming experiential environment with Xbox, PlayStation, and Razer within Hamleys' flagship store, successfully introducing gaming as a new category for the Hamley’s brand
• Global technology sales, marketing & distribution firm with an annual turnover of £4billion

Undertook a series of progressive roles, consistently earning promotions through exceptional performance against business and personal objectives:

• Senior Marketing Manager (April 2017 – December 2019)
• Marketing Manager (September 2016 – April 2017)
• Marketing Executive (January 2016 – September 2016)

• Identified, developed and evaluated marketing strategies based on knowledge of company objectives and market trends.
• Prepared detailed marketing forecasts on a daily, weekly and quarterly basis.
• Created sales strategies to promote advertising offerings and motivate larger deals.
• Secured a position in a two-year rotational graduate programme at a global sales, marketing, and services company.