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Summary

About Me

I strive to present my best self to the world I greet every day. I currently work as an Associate Trade Marketing Manager at Electrolux®, one of North America's leading appliance brands. I have 4+ years of experience in trade marketing, brand marketing, product marketing, digital marketing, and social media marketing. I am working towards completing a Digital Marketing Management Certificate from The University of Toronto. Digital and social media have transformed marketing into a perpetual experience. Reaching your target audience is continuously evolving and we, as marketers, must adapt!

Education

University of Toronto

Sep 2015Present

Digital Marketing Management Certificate

Digital Marketing Management, Social Media Strategy, SEM

Honours Bachelor of Business Administration

Minor degree in Economics

Dean’s List Academic Excellence – 2009- 2011

Work Experience

Associate Trade Marketing Manager - National Accounts

  • Responsible for executing national promotional and brand marketing programs.
  • Ensure the overall brand and promotional messaging across all platforms is aligned; radio, print, digital, social, and in-store.
  • Responsible for managing and allocating national account trade spend.
  • Tailor the overarching brand campaigns to suit the varying channel marketing capabilities.
  • Manage channel promotional activity – ensure new product introductions are aligned with peak selling periods to ensure penetration in the market place.
  • Collaborate with National Marketing and Digital teams to ensure alignment of communication strategies.
  • Launch and support digital web and landing pages on retailer websites.

Associate Trade Marketing Manager

  • Managed the Frigidaire® and Electrolux® branded dishwasher, freezer, and laundry product categories from a national promotional perspective.
  • Completed comprehensive competitive analyses using market insight tools that monitor advertising activity, aggregate market trends, and macro industry trends.
  • Maximized Electrolux� brand reach in the marketplace – mass to premium.
  • Managed Electrolux® market insight (AHAM, Traqline, DataTail, and Market Track)
  • Responsible for the development of market and competitive insights

Associate Marketing Manager

  • Successfully launched the Frigidaire Professional® small appliance product line into the Canadian marketplace.
    • Brand positioning, inventory management, customer service product training
  • Planned and implemented the marketing plan for the Frigidaire Professional® small appliance brand including; advertising, promotional planning, product pricing, website management, trade show participation and incentive programs.
  • Managed the Frigidaire Professional® small appliance marketing budget – profit and loss accountability.
  • Established premium brand presence of the Frigidaire Professional® small appliances

Marketing Specialist

  • Performed, set-up, and maintained all pricing for all finished goods across all product lines.
  • Designed, created and distributed all promotional monthly flyers for Beam®, Eureka®, and Electrolux® brands
  • Prepared and distributed quarterly Newsletter for Beam® & Eureka® brands
  • Managed online store locators for all brands across all product categories

Skills

Social Marketing

Developing and publishing inspirational and digestible content to reach target audiences.

Digital Marketing

Creating a brand experience for customers online. It was once about pushing and selling, now it is all about experience.

Integrated Marketing

All facets of marketing - brand, product, trade, print, digital, and social - aligned to achieve the same end goal.

Market Insight/Analysis

Understanding of your competition is essential in order to be able to defend and increase your brand position.

Trade Marketing

Working closely with sales and brand marketing to ensure programming and content is aligned and executed.

Leadership

High level of confidence witnessed through; brainstorming, researching, synthesizing and presenting end results to both peers and superiors.

Communication

Strong verbal and written communication skills. Able to effectively communicate to team members within the marketing department, to senior level leadership, as well as cross functionally.

Competitive Intelligence

Able to understand and analyze the competitions go-to market strategy and brand positioning in the marketplace.

What some have said...

"Shannon is an experienced marketer who has a passion for what she does. A pleasure to work with, Shannon has excellent interpersonal skills that she uses to ensure she understands the needs of those she does business with. Her communication skills set her apart from her peers.

A team player, Shannon welcomes feedback from others and does well in a group environment. Her enthusiasm comes through when interacting with her – she brings 100% to whatever she tackles.

Shannon is not afraid to pull up her sleeves and learn new skills and techniques. She is motivated and driven – again, this sets her apart from her peers.

Shannon won’t settle for work that is not top quality. She’ll continue to push until the project she is working on is done well."

- Dave Weber, Vice President, Sims Advertising, dweber@simsadvertising.com

"Shannon was an outstanding student with one of the top marks in my Integrated Marketing Communications course at Wilfrid Laurier University. Shannon demonstrated an ability to learn quickly and then apply that new knowledge to practical use. She has a definite strength in fields of marketing and branding. Shannon combines her intelligence with confident and natural leadership skills that will serve her well in her career. Shannon is a winner."

- Alan Quarry, Lecturer at University of Waterloo, Master of Business, Entrepreneurship and Technology, Chairman, CLO Quarry Integrated Communications, aquarry@quarry.com

Works Cited

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