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Whitney Duenas

Marketing Strategist
Ferguson Enterprises

Ferguson is the largest U.S. plumbing distributor with 1,400+ showrooms featuring plumbing, lighting and appliances. As a marketing strategist, I play a key role in helping the Owned Media Team execute marketing strategies with a focus on social media programs, influencer marketing, optimizing paid media campaigns, and creating brand awareness to drive new traffic and customer acquisition growth. I work with a team of social media specialists focused on content production, community management, paid social media, reporting, and benchmarking. Outside of our immediate team, I maintain relationships with service providers and agencies, as well as provide scalable marketing strategy support for all Ferguson Customer Groups.

I have proven time and time again not only the ability to drive myself to greatness, but to push those around me to become great— even through adversity. The resilience gained through a car accident that nearly took my life and a lupus diagnosis is proof that I have incredible perseverance even through the darkest of times. By witnessing the marketing industry shift within the last four years, it will be exciting to see what the next four years will hold. My sense of business marketing and passion for other people, combine in to a perfect marriage of work and philanthropy that I am proud to be a part of— a pride that is shared by so many.

Whitney Duenas’s Session

How Cross Business Unit Campaigns Can Improve Your Omnichannel Customer Journey

Omnichannel marketing strategy was a technique used by Ferguson Enterprises to provide an integrated experience across owned and earned media. To create an omnichannel customer journey we implemented a cross-channel marketing strategy with all hands-on deck. Throughout this presentation you will learn how to be successful by launching and executing a campaign across multiple channels. By doing this, you are marrying the integrated channels together and ensuring that your brand always remains top of mind.

How do we do this? We use mediums and platforms that complement each other. Think of relationships between LinkedIn and Facebook married with an email to unify your data and provide analytics internally, as well as externally. After attending this session, attendees will be able to dive deeper into cross-channel marketing campaigns, how they link to one another, and how to create that integrated experience all users seek to find.

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