For nearly 15 years, Shelby White has held various marketing positions at Atlanta-based Waffle House, Inc. Currently, as senior marketing manager, White is responsible for branding and promotional campaigns from concept to completion. She has created integrated, multi-faceted campaign strategies with various partners, including Smithfield Foods, Richard Petty Motorsports, the Atlanta Falcons, and the Georgia Lottery Corporation. In addition to her marketing duties, she also serves as chairman of the Waffle House Foundation.
Previously, she was responsible for crafting Waffle House's local-store marketing strategy and, as R & D specialist, she led a cross-functional team to explore menu innovations. Originally from Memphis, Tennessee and raised in Glendale, California, White considers herself fortunate to possess a balance of Southern sensibilities and a laid-back West Coast attitude.
Breakthrough: The Next Wave of Marketing