InMarket

VP, Measurement Client Success

Director, Measurement Account Management

Associate Director, Measurement Account Management

Lead, Measurement Partnerships

Measurement Lead at NinthDecimal (acquired by InMarket)

Second Voice

Ghostwriting high-leverage digital assets for founders and operators. We create full done-for-you lead magnets to grow your business.

Founder

Verve

Sr. Performance Analyst

Mindshare

Accounts: Dyson, American Family Insurance, Sam’s Club, Ragu & Bertolli

Manager, Digital Insights & Analytics

Account: Kimberly-Clark (Brands: Kleenex, Cottonelle, Viva, Scott, Kotex, Poise, Depend)

Sr. Analyst, Digital Insights & Analytics

Accounts: Abbott Nutrition/Diabetes Care, Abbvie, American Family Insurance

Associate, Digital Insights & Analytics

Gonzaga University

School of Business Portfolio Management

Old Mutual Asset Management

Financial Analyst Intern

Marketing Intern

Hey, I’m Aldis.

AdTech exec. Personal brand builder.

I help founders and creators stop wasting traffic and start turning it into leads.

I’ve spent 13+ years in advertising and tech, working with some of the world’s biggest agencies, publishers, and AdTech startups.

On the side, I built a personal brand from scratch.

But it wasn’t until I created a 5-day Educational Email Course that things really clicked.

Now I help others do the same by turning all that attention you’re earning into a system that:

• positions you as the expert
• builds your email list
• and drives business

Want to see how it works?

Scroll down to my featured section.

Aldis Ozols

Shelli's Socials

Content creator focused on personal brand development and professional thought leadership.

Building a unique online presence by specializing in LinkedIn™ best practices, professional core values, operational excellence, and wellness, while experimenting with diverse content formats such as storytelling posts, polls, carousels, and humor-driven memes.

Currently focusing exclusively on self-directed content creation and brand-building activities.

LinkedIn™ Strategist and Coach

U.S. Department of Housing and Urban Development

Expert-level resource in the Processing and Underwriting Division for the Santa Ana HOC, specializing in underwriting and other Direct Endorsement matters.

My primary duties include:

•Supporting internal and external stakeholders with Handbook inquiries and technical requests related to FHAC.
•Supporting lenders in Test Case phase.
•Collaborating with team members to develop and conduct training meetings.
•Multiple reporting responsibilities.

With officer-level management experience in leading underwriters, mortgage operations, and post-closing and insuring, I bring a wealth of expertise to my role.

Senior Underwriter

Affiliated Services Group

•	Grew my Project Management skills by coordinating with multiple internal and outside stakeholders.
•	Developed lead delivery and flow from varied sources.
•	Drafted and edited contracts with outside stakeholders.
•	Constructed origination and best practices.
•	Created pipeline and other management reports.
•      Managed the Processing Team.
•      Supported originators with structuring complex loan files and lender underwriting escalations.

EVP - Chief Operations Officer 

Provident Lending Group

Responsible for operational flow, credit policy and risk management.
Developed company proprietary Non-QM guidelines.
Successfully launched the company’s FHA Test Case Phase initiative, engineering the file progression from application through insuring. 
Collaborated with IT to implement system updates to mitigate errors and provide a smoother workflow.
Built multiple reports and queues to better monitor overall pipeline and individual file progress.
VA, FHA, Conventional, Jumbo, and Non-QM loans.

Chief Credit Officer

Doorway Home Loans

Oversight of mortgage loan operations including Agency, Government, Non-QM and Jumbo transactions.

•	Challenged with excessive delays in pipeline progression, I restructured the loan manufacturing process to include quality metric reporting ultimately improving both closing and investor purchase turn times.
     o	Implemented Processing Quality Initiative, reducing number of “Underwriter Average File Touches” by 25%.
     o	Defined minimum underwriting submission standards.
     o	Designed the “Processing Quality Survey” program.
•	Engineered multiple reports to better identify trends and monitor file quality. 
•	Authored and maintained underwriting guidelines for Conventional and Government lending.
•	Created and managed the Scenario Desk.
•	Established the Pre-Closing Quality Control review process.
•	Chairperson of the Executive Loan Committee.

VA, FHA, Conventional, Jumbo, and Non-QM loans.

Senior Vice President, Operations

Endeavor America Loan Services

•	Performed second-level FHA reviews and provided training to conventional underwriters seeking DE authority.
•	Reviewed QC findings to identify trends and opportunities for training.
•	Audited loan files flagged as potentially fraudulent and reported findings to senior management.
•	Developed training material and contributed to guideline updates.
•	Further honed guideline knowledge by researching and responding to Account Executives’ scenario inquiries on complex loans.

VA, FHA, Conventional, Jumbo, USDA, and Non-QM loans.

Credit Risk Team Leader, Government Underwriting

Feeling the horsepower LinkedIn™ offers, but unsure how to harness it? You keep hearing about the importance of a 'personal brand,' but barely know what that is?

I feel you. That was me.

I was on this platform for years before I even had a profile picture. Talk about wasted time!

But here's the cool part: it is never too late, and you can start today.

Besides, whether you know it or not, you already have a personal brand. 

The question is, is it bringing you leads?  

If not, what if you could shape it into something that works for you 24/7?  That is where I come in.

Hi, I'm Shelli. Need help making LinkedIn™ work for you? Join the waitlist for my LinkedIn™ Cohort starting in July 2025!  https://www.shellissocials.com/contact-1

Shelli K. Spence

🔵 Do you ever wish you could go back in time?

I've decided to honor the journey instead.

At 17, I thought I had to prove myself.
On the other hand, I thought I knew everything!

Haha, we all know how that went.  Now I know better.

Here is what I'd tell this young soldier today:

→ People struggle as much or more than you.
✓ Trust me; no one's life is as easy as it looks. 

→ Don't set limits on yourself. 
✓ You can do anything you set your mind to.

→ It is great to make others proud.
✓ But first you must be proud of yourself. 

→ People will roll their eyes at you; duck them.
✓ Believe in yourself anyway, I do. 

→ Some as*hole treated you poorly?
✓ Shake it off; it's their dysfunction, not yours. 

→ Don't worry about fitting in with the crowd;
✓ You'll know when you find your tribe. 

→ There is joy to be found in fitness.
✓ So get your butt outside and find it. 

→ Talk kindly to yourself
✓ Because you are always listening. 

And lastly...

→ You are a badass.
✓Now go act like one. 

On this Veteran's Day, this is what I want to share with you:

One good thing about age?  

If you are lucky, some wisdom comes with it. 

Learn to appreciate your trips around the sun.
Because every time around, you're wiser and stronger than before.


📌What would you share with the earlier version of you today?

🔵 Making you “pivot-proof” with LinkedIn™ coaching | US Army Intelligence Vet | Classic Rock Lover🎸| Talking about Emotional Wellness ❤️‍🩹, Personal Agency, and Leadership

11/23 - Not sure what I was doing on here.

11/25 - Coaching execs how to succeed on here.

Late 2023 I started lurking on LinkedIn™.
I knew there was something to it, but no idea what "it" was.

I started building my brand while learning on the fly.

Stalking influencer content. YouTube videos. You name it.
I devoured all the info I could, but it wasn't enough.

Lacking cohesive understanding, I was chasing my tail.

Then came the LinkedIn™ Live session that blew my mind.
(Yes, I geek out on this stuff.)

Just minutes in, I could feel the FOMO bubbling up.

Not only was Jasmin Alić brilliant, he also had the missing pieces I needed to grow my business so I could help others grow theirs.

I couldn't stand it any longer. I just had to sign up.

And I'm so glad I did.

Membership in @Link Up has given me that edge:

✓ Weekly training
✓ Ready access to Jasmin for questions.
✓ Expert coaching for writing, DMs, mindset, and design.
✓ Growing library (the $1M Storytelling Framework is 🔥)
✓ Oh, and did I tell you about the trip to Bosnia I won?

But the real win wasn’t the training, or even the trip.
After a year in, here's the biggest impact it had:

Now I can coach my clients with confidence because I know what works.

Because I learned from the best. And now you can too.

📌 Got your own case of FOMO going on now?

If you want cohesive instruction in just six 75-minute sessions, check out my Featured Section to find out more.

But if you want to geek out on all things LinkedIn™ with my Link Up besties and me, here's your chance: Use code SHELLI to save 10%: https://lnkd.in/gdqv4Gb7

📌 PS:  Have you ever belonged to an online community?

🔵 LinkedIn™ Coach and Strategist for Executives & Solopreneurs | Personal Branding + Inbound Lead Systems | Army Intel Veteran | Classic Rock Lover🎸| Emotional Wellness, Personal Agency, and Leadership

Shelli Spence and Jasmin Alic on stage at Link UP meetup.
Shelli K. Spence - LinkedIn™ Strategist
Social Media coaching for executives and mortgage originators
Inbound Leads Made Simple™
Optimize → Attract → Convert™
LinkedIn™ Coaching for entrepreneurs 
shellissocials.com
shellionsocial.com
Social Media Coaching
Social Media Strategy Reno Nevada

The day I spiked the correction fluid across the office?

I wasn't just angry; I was trapped.

I was a 29 year old manager, on the phone with my boss.
My team could hear every single word.

He was screaming at me. 

(Yes, screaming).  

Hammering me over circumstances outside of my control.

Raised in a home where speaking up was labeled "back talk, I was conditioned to take what my leaders dished out. 

Not allowed to fit in one word.  

Furious tears streaming down my face. Standing there helpless to defend myself.

In that moment, being caged tipped to enraged. 

My nervous system needed an escape valve.   It found one by launching that bottle.

I didn't understand it at the time, but my anger wasn't about the verbal beatdown itself.  

It was because I lacked the personal agency to stop it.

I thought I had to sit there and take it. 
And it was excruciating.

Here is what I wish I'd understood then:

If had built personal agency into my life, I wouldn't have had to sit there and take that beatdown.

I needed the principle of the "Personal Agency Loop:" 

→ Boundaries create freedom 
→ Freedom expands options 
→ Options strengthen agency.

Knowing this, I never have to feel caged-in again.

And neither do you.

I admit I am still ashamed of my behavior that day.  Have you ever had a boss lose their chit on you? I bet it wasn't much fun.

🔵 "Comment for two hours a day?!?  You aren't serious."

(Sounds like a lot, I know.  But hear me out.)

I used to 'host my post' (rhyme intended 😁) for an hour.
Meaning I'd respond to all engagers during that time.

I'd also interact with others' content as time allows.

But over the last few months? I’ve extended that window.
I keep LinkedIn™ open for a 2nd hour. 

I’m usually multitasking, but stay around to reply.

Has it been worth it?  You tell me:

I often get more comments that second hour than the first!

I've booked a couple of calls directly from this practice, and picked up one new client too.

Also, showing up more for my community has helped me feel more connected to my community.  

Here's my take:

Commenting is the foundation of an overall savvy strategy.

And yes, doing it right takes time. Maybe more time than you already spend.

Just like I often tell my clients:  if you aren't getting the results you want, why not change things up a bit to see what happens?

That little bit of extra effort may make all the difference.

❓PS:  How much time do you engage after publishing?

Woman in black and white with quote:  "Read this before your next post"
Shelli K. Spence - LinkedIn™ Strategist
Social Media coaching for executives and mortgage originators
Inbound Leads Made Simple™
Optimize → Attract → Convert™
LinkedIn™ Coaching for entrepreneurs 
shellissocials.com
shellionsocial.com
Social Media Coaching
Social Media Strategy Reno Nevada

"Throw spaghetti at a wall to see what sticks."

Likely is the worst LinkedIn advice right now.

I see this all the time on LinkedIn™ and when I'm working with clients.

Everyone starts out ok.

They study the platform.
Follow really smart people.
Do everything they know to do.

But without a strategic roadmap?

They are scattered all over the place.

⨉ Commenting willy nilly
⨉ Profiles that don't drive action
⨉ Posting with no content strategy

In other words, no real plan. And their results show it.

Here's the deal:

There’s more than one way to reach success.

↓ The road with detours and dead ends
↓ The long way around
→ The direct route

Which one do you want to be on?

When I developed my "OPTIMIZE → ATTRACT → CONVERT" framework, I designed it to help you chart most direct course by:

✓ Optimizing your profile to draw inbound leads
✓ Attracting your ICP with a cohesive content strategy
✓ Building an engaged network with strategic commenting
✓ Identifying sales signals ready for conversion

All the foundational knowledge you need to succeed, all in one course.

Wouldn't you like to join me?

Linkie for more deets: shellissocials.com

PS: I spun my wheels for months on here, I'm about 1 year behind where I should be. 🤦🏼‍♀️Has your success been delayed by hyped methods that didn't actually work?

Shelli K. Spence - LinkedIn™ Strategist
Social Media coaching for executives
Social Media coaching for mortgage originators
Inbound Leads Made Simple™
Optimize → Attract → Convert™
LinkedIn™ Coaching for entrepreneurs 
Optimize → Attract → Convert™
shellissocials.com
shellionsocial.com
Social Media Coaching

What am I most grateful for in 2025?

My time.  It's mine, and I guard it fiercely.  

My days were controlled by others for most of my life:

→ Parents. 
→ School.
→ Partner.
→ Employer.

Once I reached adulthood, I exhausted myself meeting everyone else's demands.

The only free time I had to take care of me?

It went to church duties, housekeeping, and sleep.

I ended up not taking care of myself at all.

I bet you can relate. 

But the truth is, you don't have to live that way.
When you own your day, you don't ask permission.

You ask yourself.

Need to wrap up early for a holiday? 

Get up at 4:00, grind until 2:00 and leave at 3:00.
You've still put in a full day's work.

Want to get your hair cut Monday at noon?

No problem.
You put in an extra 7 hours Saturday, you are still ahead.

You get the picture.

Here's my message for you: 

Time is the ultimate currency.  

When you own yours, you can spend it however you like.

Doesn't that sound better than handing it over to someone else to spend for you?

I thought so.  And that is what I wish for you.

You can start building this kind of life for yourself by building your personal brand on LinkedIn. 

Do you ever feel like you’re running yourself ragged just to keep up with someone else's schedule?

Woman in stylist's chair with hair in tin foil wraps.
Shelli K. Spence - LinkedIn™ Strategist
Social Media coaching for executives and mortgage originators
Inbound Leads Made Simple™
Optimize → Attract → Convert™
LinkedIn™ Coaching for entrepreneurs 
shellissocials.com
shellionsocial.com
Social Media Coaching
Social Media Strategy Reno Nevada


I seriously can't believe I pulled this off.

And it's given me back $3K in savings. 💅🏼

So what happened? I redesigned my website.

Completely by myself.
For free. 

(Take a look: shellionsocial.com)

No templates. 
No designers.  
Just me.

How did this 60-year-old non-techie pull this off?

I prompted ChatGPT to ask me 10 questions.

I answered them.  
90 seconds later, BOOM!
I had an HTML file for a clean, simple one-page site.

Of course there was fine-tuning:

Refining my copy (97 times 'cause that's how I roll).
Housing my photos online.
Perfecting my layout.

The final upgrades were no cakewalk.  

And yes, there was a learning curve.
Maybe even a little cussing. 😂

But my end result was worth every minute.

Here is the big thing about being an entrepreneur:  

Invest time in learning AI.

It will push you far ahead of your competition and open doors to things you never imagined you could accomplish.

You can either:

Hang back and let yourself be intimidated with the rest of the skeptical old crowd, or you can hop on and let it take your business further, faster.

You pick.

Who knows?  You might even have some fun.  

Think of it as fingerpainting for grownups.

📌 PS: Are you someone who adapts slowly to new tech or do you jump on it quickly?

Snapshots of a green and yellow website 
Shelli K. Spence - LinkedIn™ Strategist
Social Media coaching for executives and mortgage originators
Inbound Leads Made Simple™
Optimize → Attract → Convert™
LinkedIn™ Coaching for entrepreneurs 
shellissocials.com
shellionsocial.com
Social Media Coaching

Think people aren't interested in your offer? 

That's not it.  Something just isn't running right.

Let's run a quick diagnostic:

→ Profile views but no inbound?
Your profile isn't doing its job.

→ DMs not leading to booked calls?
Your DMs aren't doing their job.

→ No profile views?
Your headline isn't doing its job.

→ Content and comments not attracting attention?  
They aren't doing their job.

What is the cost when one part breaks down?

↓ Before you can close deals, you have to book calls.

↓ Before you book calls, you must have an effective DM strategy.

↓ Before you have leads to DM, you must have a strong content strategy.

↓ Before any of that happens, your profile must convert.

And so on.  You get my point.

Here's the foundational principle I teach in every session:

Just like the parts in a car, if something isn't firing efficiently, the whole thing can break down.

If your LinkedIn™ system isn't producing booked calls, something's not running right.

The good news?  It is fixable. 

I haven’t met a single system that couldn’t be improved with the right adjustments.

Take a moment to look at yours.  
If you had to fix one thing today, what would you pick?

For me, I'm always pushing to up my writing game.

📌 PS:  For those who celebrate this week, are you ready for Thanksgiving yet?  

I'm not!  😭

Shelli K. Spence in green satin shirt on quote visual.
"Not booking enough calls? Read this." 
Shelli K. Spence - LinkedIn™ Strategist
Social Media coaching for executives and mortgage originators
Inbound Leads Made Simple™
Optimize → Attract → Convert™
LinkedIn™ Coaching for entrepreneurs 
shellissocials.com
shellionsocial.com
Social Media Coaching
Social Media Strategy Reno Nevada


Please don't answer this. Just don't.

If you fall for this trick, it will muck up your feed.

Those posts with a visual asking a simple question?
One that could be answered by everyone over 2 years old?

They meet the very definition of "clickbait."

And play on our desire to show we're clever.
Yes, I fell for it too. 🤦🏼‍♀️

The first post about "name a horse" was novelty.

I commented.
I scrolled by the second.
By the third, I figured it out.

Now I just click "not interested."
I don't want this junk in my feed.

Here's how I explained commenting strategy to my executive client:

When you engage with low-quality content, you are informing the algorithm (and the poster!) you are an easy mark.

Not only will that result in more of it in your feed, by engaging you're handing your name over to data-aggregators who may later spam you.

Do you want more spam in your DMs? I sure don't!

Wouldn't you rather have more high-quality content in your feed? I thought so.

Resist the temptation to engage with this garbage. And over time, you will see your feed quality improve.

❓Tell the truth: have you fallen for this like I did?

Yellow and teal parody quote:  "Can you tell me a number between 1 - 3?"
Shelli K. Spence - LinkedIn™ Strategist
Social Media coaching for executives and mortgage originators
Inbound Leads Made Simple™
Optimize → Attract → Convert™
LinkedIn™ Coaching for entrepreneurs 
shellissocials.com
shellionsocial.com
Social Media Coaching
Social Media Strategy Reno Nevada

Thank you Laura Faro for reviewing my Social Media Marketing service. It was great working with you. To learn more about my work, visit my Service Page.

Working with Shelli Spence was such a great experience. She’s insightful, supportive, and really knows how to bring out your authentic voice on LinkedIn. Her guidance helped me see how to share my story and expertise in a way that feels natural and impactful. I walked away with practical tools, clear direction, and a lot more confidence in how I show up online. Highly recommend her to anyone looking to elevate their LinkedIn presence.

Laura Faro reviewed Shelli K.’s Social Media Marketing services

153K layoffs in one month?  No way that's right.

Umm, yep.  I double checked, it's correct.

October 2025 was a record month for layoffs in the US.
Worst we've had in 20 years.

Whether you are an employee or small business owner, this is big news.

As someone who's been laid off and had to reinvent herself from scratch, I know it impacts everything.

Not only ability to pay the bills, but it shrinks discretionary spending:

Fewer visits to the nail salon (sigh).
Less cash for eating out.
Skipping a visit to my hair stylist.

You get the picture.

I'm not negative by nature, but whoa!  
The highest number in 20 years is not a record we're going for.

Here is my take:

Even if you aren't worried about getting laid off, reductions of this size can impact everyone.

I coach my clients for moments exactly like this:  A strong personal brand gives you room to pivot when life brings surprises your way.

So what do you think about this development?

Vote in my poll!

Are you concerned about your job or business right now?

1. 😰 Yes, I've been concerned for awhile.
2. 🧘🏼 No, I'm financially secure regardless.
3. 🫣 I try not to think about it.
4. 🤷🏼‍♀️ Other

Are you concerned about your job or business right now?

The author can see how you vote. Learn more

Despite all the manufactured outrage, I can assure you:

LinkedIn™ isn't cooking in gender bias. But the algo might be.

"Wait, doesn't LI program the algo?" you ask?

Of course it does.

But if there is any bias going on, it starts with us, the users.

Have you seen the posts?

Some say their reach improved after indicating “prefer not to say” or “male” on their profile.

Sure, that may have happened. But here’s the nuance:

Algorithms don’t invent bias out of thin air.
They learn from the patterns we create.

If the feed appears to favor content based upon gender, it is due to user bias (as evidenced by their scrolling and clicking habits over time).

Not because LinkedIn™ engineers baked discrimination into the code.

Here's my take:

Most of these posts come from a misunderstanding of how algorithms learn or from riding a “rage wave” to spark engagement.

As I teach in my coaching sessions, getting swept up into outrage or posting from confusion isn't a good look.

And it’s definitely not good for your brand.

But this isn't all about my opinion! 
Tell me what you think, take a vote in my poll.

Do you think LinkedIn™ purposely employs bias as part of the content delivery logic?

A. Yes, too many people say they've seen it.
B. No. Any bias comes from user behavior, which trains the algo.
C. I have no idea, I didn't know this was a thing.
D. Other, tell us all about it below.

📌PRO TIP:  
Before you buy into these claims, remember:
These aren’t controlled experiments.
They are anecdotal.

And they’re not strong enough to support an accusation this serious.

📌 PS, how has the feed been treating you lately? I am not seeing much of a change.

Do you think LinkedIn™ purposely employs bias as part of the content delivery logic?

taplio

The Battle

Aldis Ozols

Shelli K. Spence

Followers

Posts

Engagements

Likes

Performance ScoreShelli K. Spence's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Aldis Ozols

Shelli K. Spence

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Shelli K. Spence's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreShelli K. Spence's LinkedIn Performance