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Summary

A motivated, self-directed individual with a passion for sales and marketing. Experienced in digital, social product, brand, and trade marketing with a keen interest in the evolving world of digital and social marketing.

About Me

I strive to present my best self to the world I greet every day. I currently work as a
Trade Marketing Manager at Groupe Seb Canada, a global leader in household appliances. I have 10+ years of experience in marketing; trade marketing, digital marketing, social marketing, brand marketing, and product marketing. The future is digital, and our advancements in technology over the last decade(s) have transformed how we engage and interact with consumers as marketers. Marketing has evolved into a perpetual experience, a constant cycle whereby gauging consumer attention and interest are just as important as at-purchase decisions and post-purchase retention. Reaching your target audience is continuously evolving and we, as marketers, must adapt!

Education

University of Toronto

Sept. 2015Sept. 2017

Digital Marketing Management Certificate

Digital Marketing Management, Social Media Strategy, SEM, SEO

Wilfrid Laurier University

Sept. 2007Apr. 2011

Honours Bachelor of Business Administration (HBBA)

Minor degree in Economics

Dean’s List Academic Excellence – 2009- 2011

Work Experience

Groupe Seb Canada

Mar. 2018Present

Trade Marketing Manager

  • Responsible for integrating all online and offline marketing initiatives for a portfolio of brands (T-fal®, Lagostina®, All-Clad®, Rowenta®) across all retail channels.
  • Responsible for managing digital and social marketing campaigns through the national account channel to launch, promote or cross promote assortment portfolio.
  • Responsible for developing and executing all in-store displays across all product categories and brands across all national retail channels.
  • Responsible for managing and allocating national account trade and on-shelf spend.
  • Responsible for implementing, monitoring, and measuring user-generated content (BazaarVoice).
  • Responsible for managing all online content on national retailer websites.
  • Digital shelf content integration - responsible for updating, managing and deploying digital shelf monitors via Salsify.
  • Responsible for growing and managing our e-commerce business across all trade channels.
  • Expert in online content optimization, inventory planning, and sale pricing on retail
    e-commerce platforms (Profitero).
  • Possesses  strong understanding of pricing (MAP) and channel management.

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; digital, social, in-store, radio, and print.
  • 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.
  • Planned and implemented the OMNI 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

Digital Marketing

Strong understanding of digital marketing tactics that are tailored to the consumer during each area of the purchase cycle during targeted campaigns.

Social Marketing

Developing and publishing digestible content to reach target audiences, depending on the consumers area of the purchase cycle. Social trade initiatives aimed at consideration and conversion phases.

Trade Marketing

Integrating myself within the sales and product marketing teams to ensure any online and offline marketing initiative is optimized through the trade to capture the end-consumer to achieve the target ROI.

OMNI Marketing

Expert in all facets of marketing that create a successful OMNI campaign - digital and social online drivers in combination with product and print offline drivers.  All drivers are aligned within their areas of the purchase cycle to convert the end consumer.

Market Insight/Analysis

Strong understanding of measuring the ROI on online and offline marketing projects that are initiated. 

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, [email protected]

"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, [email protected]

Works Cited

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