Digital 40 Over 40 2017: Dennis Wakabayashi, Group Director, Digital Marketing and Integration, The Integer Group

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Liz ValentineDennis Wakabayashi
Group Director, Digital Marketing and Integration, The Integer Group


Many people can say they were aware of the web in its early days, but how many can say they actually worked on its development? Dennis Wakabayashi can. Wakabayashi not only worked on the team that created the original Internet Explorer browser for Microsoft, and on early banner ad technology. He was also instrumental in building the national TCP/IP backbone that supports the internet.

Some 20 years later, Wakabayashi has recreated himself as a social media star. He ranks among the top 5 percent of influencers on Klear.com, has more than 240,000 Twitter followers and leads the Integer Group’s Consumer Experience practice known in the industry as CX3, where he oversees integrated engagement programs that improve brand reputation and drive strategic customer acquisition for clients like FedEx Office and Starbucks. Integer was behind My Starbucks Is, a campaign that attempted to woo consumers in the coffee aisle of the grocery store to buy Starbucks-branded products. Using an emotionally resonant hook, the agency was able to transform Starbucks visitors to Starbucks-branded grocery buyers. 

Wakabayashi can lay claim to being one of the first webmasters. He held that title at Internet Waterway Online in 1993. From there, he joined Verio, where he helped build the TCP/IP network. Over the years, Wakabayashi has also held various posts on the client side, running CRM and social media for Mary Kay and social and database marketing for Boston Market. Prior to joining Integer, Wakabayashi served as director of digital strategy at Moroch Partners, where he led the digital and social strategy for McDonald's across 5,000 restaurants in the US.

Wakabayashi has also applied his talents outside of commerce. He was a two-time board president of Mylifeline.org, a platform that uses crowdsourcing and social networking to support the journey of cancer patients.


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