Steven Shaffer

Steven Shaffer

Summary

I'm a tech-oriented marketing professional with roughly ten years of experience including: marketing, communications, social media, public relations, investor relations, and internal communications for companies ranging from Fortune 500 to startup. Additional skills include copywriting, market research, search engine optimization, product management, and product marketing.

Portfolio

Work History

Work History

Marketing Strategy Consultant

HNIC Marketing

Develop online marketing communications programs for small businesses including website development, promotional video, and social media focused marketing programs.

Product Marketing Consultant

Limelight Networks

Limelight Networks, Inc. (Nasdaq: LLNW) is the content delivery partner for thousands of entertainment, technology, enterprise, and government entities around the world.

  • Created product launch marketing, advertising, PR strategy and budget including tradeshow and partnership evaluation, message development, guerilla marketing activities, and sponsorship selections.

  • Performed market segmentation and competitive analysis of content delivery networks.

Jan 2010 - Apr 2011

Product Manager

eInstruction

As Product Manager, I led the development of MobiView, an award-winning mobile interactive teaching solution for K-12 educators.

  • Led business analysis, product-line management, product planning, and customer evangelism for hybrid hardware and software solution. Managed full product lifecycle including customer feedback, product requirements, product strategy, cross-functional product development, and beta testing.
  • Performed market and customer research, leveraging insights into focused product requirements. Acted as the voice of the customer, participating in the development, review, and acceptance of product specifications including the out of box experience. 
  • Developed product strategy including product positioning and messaging. Assisted in the development of sales, marketing, and training materials for end users, internal teams, and channel partners.
Feb 2009 - Jul 2008

Director of Marketing / Product Manager

JumpBox

JumpBox's virtual appliances and services allow organizations to deploy Open Source server based software in minutes versus traditional software deployments. As the first Director of Marketing at JumpBox, I assumed a leadership position in sales, marketing, public relations, and product management. I was laid off from JumpBox in February. Despite the challenges, I love the startup environment. At JumpBox I had the time of my life as I:

  • Developed and executed sales and marketing plans to generate ecommerce sales.
  • Developed clear and compelling value propositions surrounding high tech concepts including virtualization, virtual appliances, and open source software.
  • Designed and implemented Public Relations strategies including authoring press releases and conducting media outreach.
  • Managed web and ecommerce site including authoring and updating general and product specific content.
  • Performed keyword analysis, optimized website conversions and performed search engine optimization. Key accomplishments include managing a website and messaging redesign which helped grow traffic to over 30K visitors monthly and doubled the site conversion rate.
  • Managed email marketing program, personally managing the editorial calendar and authoring compelling original content. Highlights include managing subscriber growth from roughly ten, to more than 17K recipients.
  • Implemented customer feedback programs, including authoring marketing surveys and conducting personal interviews to identify and drive optimal target marketing and brand positioning.
  • Led product marketing strategy including recommending new and updated product features and pricing, directing product launch activities, and acting as voice of the customer.
  • Performed strategic marketing analysis to uncover business drivers, and growth opportunities.
Apr 2008 - Jul 2008

Marketing Manager / Account Manager

vSocial

vSocial’s hosted software platform allows marketers to add social media to their promotions to drive marketing and sales initiatives. In a startup environment I led vSocial’s marketing, public relations, and account management teams, reporting directly to the CEO. vSocial massively downsized its operations in July. I had a truly outstanding experience as I:

  • Directed vSocial marketing, PR, social media marketing, and promotions efforts. Highlights including managing a successful social media promotion at ad:tech, the premier event for digital marketing. Authored and coordinated press releases, performed analyst, blogger, and journalist outreach.
  • Coordinated production of marketing and sales materials including managing company website and messaging, and developing customer presentations, training tools, and user documentation. Developed and implemented Google AdWords lead generation campaign.
  • Performed competitive market assessment including comparison of features, pricing, segments, margin, funding and marketing. Actively maintained product market knowledgebase, recommending strategic actions needed to achieve business goals. Accomplishments include authoring a competitive research report necessary to help close investor round of funding.
  • Maintained and expanded existing client accounts with responsibility for day-to-day management and quality of client deliverables. Performed lead management, including prospecting and qualifying new customers. Sold vSocial services through a consultative selling process which included consulting clients regarding social media marketing strategy.
  • Managed marketing intern including assignment and review of marketing goals, providing mentoring, and project management to ensure timely production of marketing deliverables.
Oct 2005 - Apr 2008

Marketing Communications Manager

http://www.honeywell.com

At Honeywell I managed a $500,000 budget, developing and implementing strategically aligned marketing communication plans supporting $475M in revenue. I managed multiple programs, products, and initiatives, simultaneously supporting the Aerospace, Technology Licensing, Defense and Space, and Business Innovation Center groups.

  • Prepared and managed marketing communications budget. Highlights include development of programs directly responsible for $126 million in revenue for Honeywell’s technology licensing program.
  • Managed electronic marketing efforts including newsletters, banner advertising, and websites, with responsibilities including design, content, optimization, and list management.
  • Developed and coordinated print media advertising; managed production of sales tools and marketing collateral. Managed external image/branding across all communications mediums including print and online advertising, tradeshows, public relations, internet, and multimedia.
  • Influenced key stakeholders operating within a highly matrixed environment to preserve alignment of marketing communications objectives and messaging.
  • Managed trade show and event coordination; evaluated and managed co-marketing and sponsorship opportunities.
  • Liaised with trade media and public relations agency to pitch stories supporting key strategic marketing or product/service campaigns.
  • Executed internal communications strategy and planning, including the development and distribution of messaging and managing presentations by senior management.
  • Developed differentiated, value and benefit-based messaging in support of product management and business strategies.
Sep 2001 - Oct 2005

Logistics Manager

Alliant Techsystems

Alliant Techsystems (ATK) is one of the largest aerospace and defense companies in America.

  • Initiated and managed logistics department responsible for shipments delivering more than 12 million dollars in annual revenue.

  • Developed procedures and controls related to the export of military weaponry; negotiated transportation contracts resulting in savings of over 1 million dollars annually.
2000 - 2003

Freelance Writer

  • Business Journal of Phoenix - Authored general interest business articles and profiles.

  • bizAZ Magazine - Authored compelling consumer content including business feature articles and profiles.

Dec 2000 - Sep 2001

Market Research Analyst

Cahners In-Stat

In-Stat’s market intelligence combines technical, market and end-user research and database models to analyze the Mobile Internet and Digital Entertainment ecosystems. At Instat I identified, forecasted and tracked key technology trends surrounding online software application service providers.

  • Performed competitive analysis of emerging service providers including analysis of products, product features, and specifications in comparison to market competitors and consumers.

  • Published comprehensive market research reports regarding developing technology markets.
  • Analyzed primary and secondary research information.

  • Developed research based recommendations including product mix and optimum distribution channels for market penetration.

Education

Education
May 2003 - May 2005

Master's of Business Administration

Arizona State University