Allison Dew is an accomplished marketing executive with significant experience in online, integrated cross-discipline global marketing, brand and marketing strategy, customer research and marketing analytics. Dew is currently the vice president of global corporate and consumer marketing at Dell. She joined Dell in 2008 to build the global customer research function and has been an integral part of Dell’s brand and marketing transformation, driving a renewed emphasis on customer understanding, brand & reputation focus and integrated marketing. Building on this customer focus and online background, Dew now runs the global brand team, social media strategy and global consumer marketing. Dew joined Dell from Microsoft, where she held a variety of marketing roles including running MSN marketing, running brand & advertising for Windows and leading community and marketing initiatives on Microsoft.com. Prior to Microsoft, she spent seven years working on the advertising agency side, five in a regional shop in Tokyo, Japan and two in an independent shop focused on multi-cultural advertising in New York.