Networks of 11Alive’s Amanda White shares the impact of trends in the workplace

Amanda White

Amanda White is a native of Atlanta with a solid work and business ethic that developed from an early age. Amanda received her bachelor’s in marketing at Georgia State University. It was there that she developed her passion for marketing research, with a focus in the media industry. With more than six years of experience in advertising sales, White is the research director at the Networks of 11Alive. In her role, she provides compelling research across every vertical of the TV station, including sales, news, marketing and digital. She has been instrumental in the understanding of performance metrics across new and emerging platforms, and proactively monitoring audience insights and industry trends.

What inspires you to show up at work every day?
I’m inspired knowing each day I will face challenges that will give me the opportunity to grow and achieve my goals. Every day that I learn something new, I gain a new perspective and appreciation for the people I work with. I’m proud to be part of a company that is innovative and passionate about our role in the community. It brings purpose to each work day.

How did you determine your career path?
After taking a marketing research class in college, I knew it was the perfect career path where I could apply my analytical skills and be challenged daily. Television advertising was appealing to me because everyone is informed, entertained and influenced by TV. I wanted to have a role where I could have influence in advertising decisions for companies. Through research and trends, I am able to help companies define, understand and effectively reach their target consumer.

What other industries connect to your career choice?
Nonprofit Organizations

Describe the future skill sets that are essential to future business leaders and innovators?
· Vision. Look beyond what is in front of you and see the big picture.
· Break tradition. Challenge the norm by being a creative and critical thinker.
· Ask questions and learn from others. Gain insight from different people. Learn from people who bring knowledge and experience deeper than your own.

Describe goal-setting methods you use and how you evaluate your success?
I am constantly setting goals to accomplish daily, weekly, monthly and yearly. Once a goal is set, I am persistent and hold myself accountable to follow through.

Name a book that changed how you saw life that you would recommend to others?
Linchpin by Seth Godin


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