Silver Apples 2021

Each year the DMCNY presents its highly distinguished Silver Apple Awards to select professionals who have spent at least 25 years in marketing and who not only have excelled in their careers, but also have generously contributed their talents and time to the marketing industry. We’ll be introducing you to the 2021 honorees over the next few weeks, in advance of DMCNY’s annual Silver Apples gala on November 4, 2021, at Edison Ballroom in New York. 

Meet…

Donna Hamilton

SVP, data strategy, Alliant

Donna Hamilton has spent the better part of three decades leaving an indelible mark on the industry as a brand strategist, direct mail maven, and digital innovator. Her own digital transformation is always just ahead of the market, staying abreast of change and being an avid learner. As a result, Hamilton has and continues to help clients expand their marketing strategies to keep pace with an ever-evolving market; for example, moving beyond a focus on direct mail to adopting everything from email and mobile match programs to adtech-based engagement strategies. She’s led and launched an assortment of initiatives, including list fulfillment, enhancement services, database processing, modeling, and data-driven digital display advertising. 

While helping clients to move forward with marketing advancements, Hamilton also makes time to mentor talent and lead intern programs. She generously shares her knowledge, frequently speaking at industry events and serving on the boards of various industry associations, including SUBTA, IAB, and HVDMA.

What initially drew you to marketing?

Early on I was pursuing a singing career. I was a singer-songwriter, so I was marketing my music and myself for years. It was my first foray into marketing. When I eventually had a reality check that I wasn’t going to be making a living that way, I went to business school for marketing. It felt like a natural fit.

Tell us about a career highlight or turning point.

While I was pursuing a singing career, I also was working as an administrative assistant at Bank of America Insurance Group. While I was in business school, a manager gave me a chance by giving me a marketing coordinator position. I coordinated all the direct marketing and telemarketing programs for the insurance offers.

From there I just continued to grow in my marketing career. I needed that first opportunity, and it meant a lot to me that someone took me to that next level. I’ve tried to do the same over the years.

What excites you most about marketing right now?

Alliant is all about data and analytics, which is so much at the forefront of everything for marketing right now. At the same time, I’ve worked extensively in the digital realm, including the launch of Alliant’s digital audiences. What’s exciting is that marketing is ever-changing. There’s always something new—from digital applications to identity resolution to advanced analytics; you don’t know what to expect next. It keeps you on your toes.

Share a treasured story.

Anytime I’ve helped clients make or save money throughout my career, it’s been about supporting their business so they can keep growing. Launching the digital audiences program at Alliant is an example of that. But it’s also an example of helping a colleague advance and succeed in their career.

Alliant launched one of the earlier datasets for adtech years ago. I was working with Chris Morse, who was my right hand, and we were learning together about the connectivity of all the platforms and data delivery through them. Early on, we put a lot of resources against the initiative. It was taking time to grow; we were reporting lower numbers than expected because adtech was still in its infancy. And I would say, “Give it time. One day I’m going to be wearing a T-shirt that says, ‘I told you so.’”

Well, fast forward a couple of years and everyone said, “You were right!”

Chris and I had lots of help along the way, but we spearheaded that launch together. He’s now our director of platform partnerships, and it’s so rewarding to see how that initiative was able to advance his career.

What’s your go-to marketing metric?

Profitability metrics are my go-to. Sure, you may bring in lots of new customers, but sometimes it takes X number of orders to be profitable. How many times do you need that customer to order to be profitable? Knowing that for our customers, building solutions that prove that out, is a sweet spot for us.

What’s one piece of advice for someone just starting out in marketing?

Be curious and take advantage of all resources at your disposal. Getting a degree is great, but it’s just the start. Take online courses, participate in trade associations, and of course, learn all you can from experienced coworkers. Use your own initiative to keep learning.

What was the best piece of business advice you’ve received? 

I tend to be very creative, get excited, and jump into something and run with it—without stepping back and really planning. The best advice I received was to take a step back and see the big picture, and look at it from all angles, before jumping in. Now I do a lot more due diligence upfront than I had in the past.

Do you have either a personal motto or an inspiring quote that guides you?

Sometimes when people ask me for advice about making a big move in their personal or professional life, I say, “Life’s an adventure; go for it!” You’ve got to take some risks and be willing to change to make the most of your life’s journey.

What’s something surprising about you? 

As I said earlier, I started out singing. I was a songwriter and recording artist until my late 20s. That experience made me comfortable presenting and good in sales.

What are a few of your interests outside work? 

I like to get out and be active. I enjoy inline skating, I’m a serious walker—I walk miles and miles and miles. I grew up around horses, so I recently decided to take English riding lessons, which I’ve been doing for about a year.

What’s your hidden skill? 

I have a great memory for project details, numbers, and data. That ability for recall has served me well with all the work I do in data and analytics and with product creation.

About the Author

Ginger Conlon, editorial advisor at DMCNY’s MKTGinsight, catalyzes change in marketing organizations. Ginger is editor-in-chief of MediaVillage and president of DMCNY. She is a frequent speaker on marketing and customer experience, and serves in advisory or leadership roles for several industry organizations. Ginger was honored with a Silver Apple lifetime achievement award for her contributions to the marketing industry.​

Find her at @customeralchemy and on LinkedIn