Databox

Director of Product Marketing

Brand & Community Manager

Lemonpie

- Led strategy to drive demand & revenue, and build brand awareness & trust
- Helped establish or refine positioning, ICP and messaging
- Led company rebrand & site redesign
- Wrote site copy and led SEO & content marketing efforts
- Set up qualitative attribution model to track "dark" channels through to revenue

Head Of Marketing

Pollen

I built a rewards program SaaS to help local brick & mortar retailers get more local customers, and keep them coming back. Ultimately unsuccessful, but valuable experience.

Founder

I helped various clients:

- Go from 1k to 9k+ organic uniques, driving increased organic leads
- Build an SEO program for their agency that served 50+ clients
- Run an organic content strategy, creating and optimizing all content
- Have better copy, and communicate with their target audience more effectively
- Test paid campaign effectiveness

Marketing Consultant

Construct-Ed Inc.

I was responsible for growing the e-learning marketplace for Construct-Ed. 

- Increased organic uniques from 500 to 9,000+
- Secured 150 courses and 20 instructors
- Drove 3,000+ user signups
- Led the marketing strategy
- Did all copywriting & customer communications

Growth Marketing Manager

Jurin Roofing Services Inc.

-Mobile Device Management.

-Troubleshooting for IT Equipment: provide basic computer, internet and printer IT support for employees.

-Dataforma database system administration

-Special Projects Management: complete new technology based initiatives assigned from management to help the company run more productively.

IT Manager/ Special Projects Manager

I've often been the first marketer on companies going from 0-1, responsible for creating & executing a strategy to help reach business goals. A few past projects include:

- Taking multiple companies from 1k to 9k+ organic visitors and increasing organic leads
- Leading website messaging & design updates
- Leading a company rebrand
- Creating new service lines of business to serve B2B marketing leaders
- Hosting brand podcasts
- Testing paid ad efficacy

I also built my own SaaS tool for that let small local retailers create a custom rewards program to get more customers and keep them coming back. Currently, I'm leading demand strategy at Databox. I'm most passionate about helping companies attract more of their best customer.

Jeremiah Rizzo

Shannjo & Co

• Provided tailored marketing strategy, positioning/messaging, or branding solutions that helped startups and business owners achieve their growth goals across industries

• Revamped positioning and messaging for a telehealth app startup, paving the way for their acquisition; conducted qualitative, quantitative, and competitive research to influence the product roadmap, created a core messaging framework, and refreshed customer-facing content across organic and paid channels

Product Marketing & Brand Strategy Consultant

Amazon

• Developed launch playbooks, marketing plans, and all customer-facing content for ~30 cross-channel promotions, including the 2017 Prime Day campaign that generated >2X revenue YoY. Launch campaigns typically involved creating all content and landing pages, defining customer targeting segments, launching traffic-driving campaigns across channels, and measuring performance

• Owned evergreen awareness and demand generation campaigns for the Home Services portfolio across email, Amazon.com, and affiliate marketing responsible for 70% of all revenue; generated 120X my base salary in sales (!)

• Optimized campaign performance through data analysis, segmentation/targeting, experimentation, and feedback loops to double traffic and customers YoY in 2017, and to reduce campaign go-to-market lead time from 6+ weeks to 1

• Implemented automated marketing reporting and owned business metrics for traffic, orders, and revenue

• Conceptualized numerous editorial, video, interactive, or graphic design projects and oversaw their completion through external agencies or contractors

• Orchestrated the 2016 city expansion press release in collaboration with key stakeholders to generate 165 stories, surpassing exposure expectations by 3x and resulting in a 33% WoW lift in orders

• Collaborated with the customer service team to translate customer pain points into FAQ help content to reduce contacts

• Created the positioning and messaging framework for a spin-off Business Services pilot by mapping platform features and benefits to surveyed customer pain points

• Adapted to evolving business needs to fulfill a variety of content, design, branding, UX, PR, and marketing functions

Content & Product Marketing Manager

HubSpot

• Managed the long-form (gated) content team’s editorial calendar; collaborated with strategic co-marketing partners, such as Twitter, LinkedIn, and SurveyMonkey to devise, co-create, and promote mutually beneficial content 

• Authored, designed, edited, and/or project-managed the launch of 50+ educational eBooks, templates, tools, or presentations and their promotional campaigns, including The Evolution of Advertising that garnered nearly 600K views on SlideShare 

• Implemented MQL attribution reporting to identify top-performing content, resulting in greater team efficiency and a strategic focus on updating outdated lead drivers to re-promote anew

• Liaised with internal teams, including Funnel (email, paid, social, and search marketing), Product Marketing, International Marketing, and Sales Enablement to ensure content projects supported their lead generation goals

• Contributed to the renowned HubSpot Blog with articles such as 7 Unglamorous, Unpopular Truths About Content Marketing

• Mentored an editorial content marketing intern; coached her through the completion of several eBooks

• Spoke about inbound marketing and content measurement on behalf of HubSpot at digital marketing conferences such as Digital Summit Phoenix and HubSpot's INBOUND

Content Strategist & Inbound Marketer

Salesforce Marketing Cloud

• Authored, coauthored, edited and/or project-managed dozens of educational social media blog posts and eBooks such as How to Craft a Successful Social Media Content Marketing Plan, Meet Customers Where They Are: Incorporating Social Media Into Your Customer Service Strategy, and The Building Blocks of a Sound Social Media Policy

• Served as the designated social channel strategist for Facebook, LinkedIn, Google+, Pinterest, and Instagram; boosted average Facebook post engagement 160% YoY

• Armed the agency sales team with helpful content to share with agency customers and prospects

• Bridged communication with the product marketing and events team to ensure social content planning incorporated product updates and upcoming webinars

• Implemented an image generator in partnership with an internal designer to enable the content team to scale visual asset creation for blog and social media posts

• Coordinated several speaker presentations for Salesforce’s annual industry conference, Dreamforce

• Monitored, workflowed, routed, and responded to conversations while holding regular shifts on the Radian6 social switchboard; helped manage the Dreamforce 2012 conversation as part of the on-site Social Media Command Center

Community Content Marketing Manager

Sitewire

• Developed and executed social media strategy plans for clients across disparate industries 

• Monitored, moderated, and reported on insights from brand- or industry-related social media conversations

• Managed and optimized client social media accounts; collaborated with the content team, account managers, and clients to develop ongoing social content calendars 

• Kept clients and colleagues abreast of social media industry news and trends as a designated subject matter expert

• Managed and mentored a social media intern 

• Collaborated with agency principals to develop or refine social media service offerings (competitive assessments, blogger outreach plans, social media strategies, social media monitoring and reporting, community management, social CRM, etc.)

• Managed a company UserVoice forum to coordinate content and presentations for company-wide, weekly Lunch & Learns to spur innovation and idea-sharing

• Co-managed a team of leaders who coordinate with the rest of the company to plan company parties, breakfasts, and community service events as a Culture Club Leader

Social Media Strategist

• Certified Google AdWords Professional

• Managed bids, budgets, and proof of performance for organic and paid online search campaigns

• Conducted keyword research for organic and paid search campaigns

• Conducted social media and web presence competitive assessments and opportunities analyses

• Provided clients with social media as well as paid and organic search marketing recommendations (for social profiles, blogs, and websites)

• Completed PPC and SEO overhauls & campaign restructures

• Trained other media planners

Media Planner

Well hello there! I’m Shannon. I'm a collaborative product marketing professional and entrepreneur with 14 years of experience in aligning business objectives with customer needs to devise marketing solutions that drive measurable impact against KPIs.

As an empath, my happy place is where marketing overlaps with helping customers achieve more and transform their lives for the better. 

I got my start at a full-service digital marketing agency over a decade ago, and have since worked on marketing teams inside leading B2B SaaS and B2C tech companies where I’ve had the opportunity to work on oodles of high-impact, cross-channel go-to-market campaigns to drive brand awareness, inbound traffic, leads, and sales.

As a data-driven creative and long-time student of language (I studied Spanish for 11 years), I enjoy the challenge of unearthing compelling origin stories and market positioning and translating differentiated key messages into stories and campaigns that educate, entertain, and inspire audiences to take action. 

I’m also a headshot and portrait photographer who loves capturing my clients’ confidence. I find immense joy in creating a safe space for others to celebrate their individuality using play and collaboration as primary tools to arrive at authentic expression.

When I’m not doing photo shoots or at my desk doing computer stuff, you might find me reading anything related to personal development or on a dance floor somewhere twirling around in shoulder pads, bell bottoms, and a few sensible sequins.

Wanna chat about any of the above? Shoot me a DM and let's connect.

taplio

The Battle

Jeremiah Rizzo

Shannon M. Johnson

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