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Sharon White

@sharonwhite

I lead brand marketing and experiential events that increase visibility, engagement, and sales.

At Shaw Industries, I lead national events, trade shows, and marketing programs, managing a portfolio of 40 customer-facing events and $30M in bi-annual event spend. I created a 35-year residential events roadmap and introduced an event tiering framework that reduced low-value participation by 20%.

Previously, I built and led experiential marketing programs at Electrolux and directed brand marketing for Charlotte Regional Visitors Authority. I’ve increased venue attendance, generated leads, reduced event and display costs, negotiated contracts, and delivered integrated brand experiences across live and digital platforms.

Experience

Work history, roles, and key accomplishments

Current

Director Events and Experiences

Current

Shaw Industries

Jan 2024 - Present (2 years 8 months)

Led strategic initiatives for national events, trade shows, and marketing programs. Managed cross-functional teams and budgets to deliver innovative experiences enhancing brand reputation and driving business results.

Event Planning Budget Management Strategic Planning Cross functional Leadership Process Improvement Governance Brand Experiences

Current

Director of Business Development/Principal Floral Designer

Current

Blanc Designs, LLC DBA Blanc Flora

Jan 2019 - Present (7 years 8 months)

Lead floral boutique operations during COVID-19. Develop digital marketing strategies and design florals for weddings and events.

Digital Marketing Floral Design Business Development Customer Service

Director of Brand Marketing

Charlotte Regional Visitors Authority

Jan 2018 - Dec 2019 (1 year 11 months)

Led brand success, operational strategy, and media relations as Brand Champion. Directed planning, developed marketing, and negotiated sponsorships.

Brand Management Marketing Strategy Media Relations Sponsorship Digital Marketing Team Leadership

Senior Electrolux Brand Manager, Experiential Marketing Lead

Electrolux

Jan 2016 - Dec 2018 (2 years 11 months)

Led Electrolux brand launch across consumer, retail, and builder trade, developing plans for a new product line. Organized and executed diverse events, including major trade shows and internal meetings.

Brand Management Experiential Marketing Event Planning Product Launch Cross functional Leadership

Senior Event and Experiential Marketing Manager

Electrolux

Jan 2013 - Dec 2016 (3 years 11 months)

Established and supervised an event marketing team within Brand Marketing department. Oversaw creation of all product displays for events, photography, videography, and PR events.

Event Marketing Team Leadership Contract Negotiation Vendor Management Data Analysis Budget Management