Shannon Sweetser

About

Creative, versatile and results-driven digital marketing leader with a: (1) passion for storytelling (2) 10+ years experience leading in-house and agency teams (3) tireless drive — from strategy inception to measurable success

Experience

• Brand Marketing Consultant · Indie Darling10-01-2024

  Led brand development efforts to establish Indie Darling as the premier destination for indie arcade games in San Francisco, overseeing the creation of a cohesive brand identity, including logo design, font selection, and color palette. Managed the merchandising strategy, from concept to production, selecting and coordinating with suppliers to produce branded merchandise such as t-shirts, hats, and stickers. Currently developing a comprehensive go-to-market launch plan, incorporating audience-building strategies, partnership outreach, and targeted marketing initiatives, including creating a social media content calendar, producing creative assets in Canva, filming on-site reels and stories, and planning promotional campaigns. Identify potential influencer collaborations, developing campaign briefs and fostering relationships to generate buzz and engagement for the brand launch.

• Director of Social Media · Deel05-01-2022 – 08-01-2024

  Developed and implemented a holistic organic social media strategy that fueled a 215% year-over-year increase in audience engagement across Instagram, TikTok, Facebook, LinkedIn, and X. Created an impactful editorial calendar that incorporated consumer insights, seasonality, and brand health metrics to drive meaningful community engagement and maximize organic reach. Partnered closely with internal creative teams, external partners, and influencers to deliver high-quality, impactful content that brings the brand to life across social channels. Collaborated cross-functionally to develop creatively excellent social media marketing campaigns that align with overarching marketing and business objectives. Identified, recruited, and nurtured relationships with key influencers and content creators aligned with the company’s target audience and strategic objectives. Provided strategic guidance on influencer creative direction, leveraging brand expertise and social media best practices to maximize engagement. Developed a comprehensive social and influencer playbook that outlined tailored strategies for each branded social media platform. Managed the influencer marketing budget, optimizing expenditures based on campaign performance and return on investment. Monitored, analyzed, and refined influencer campaign performance using data-driven insights to enhance customer acquisition costs and overall ROI.

• Director of Client Strategy · Fiddlehead07-01-2017 – 03-01-2022

  Developed world-class marketing strategies, nurtured key relationships, acted as strategic partner and advisor to the client. Inspired and built an internal team of marketers, practice leads, producers, designers, and writers. Brought to life integrated marketing campaigns and programs that grow client channels and enable overall revenue and brand growth. Successfully led the rebranding strategy and brand identity for Fiddlehead (formerly Timeshare CMO). Measured, analyzed, updated, and tracked customer data, providing timely, regular reporting. Coached and managed a team establishing processes and policies, helping others build project plans and roadmaps, and ensuring documentation is known and used to make projects repeatable. Clients included Impossible Foods, Dropbox, DVD Netflix, Clumio, LaunchDarkly, GitHub, and Amplitude.

• Community & Social Program Manager · Mobilize.io11-01-2016 – 06-01-2017

  Translated business plans and go-to-market goals into community initiatives and programs strategy. Collaborated with the content and customer success team to identify, connect and highlight influencers & power users. Built evangelism and ambassador programs that empower group leaders across different domains and locations and create brand awareness. Outlined & executed events strategy from participation in key industry events to organizing meetups and signature events. Created awesome swag & rewards programs on a rolling basis to create brand affinity and encourage loyalty. Worked with the content marketing & product team to effectively promote content initiatives, product launches, and more. Evangelized the user's perspective, always thinking about how to improve their experience. Tracked and reported metrics to improve efficiency and evaluate campaigns & programs.

• Senior Social Media Manager · Jawbone05-01-2015 – 11-01-2016

  Led community strategy and engagement with millions of UP users around the world. Provided day-to-day supervision and execution of social campaigns across social media platforms, including community management, content creation, digital public relations, promotions, partnerships, blogger and influencer outreach initiatives, online events, etc. Created exciting, integrated campaigns that help grow engagement with the Jawbone brand and community as well as establish Jawbone as a leader in the wearables space. Acted as Jawbone's blog editor, commissioning and editing all posts and working with the communications team to create engaging and newsworthy content. Worked closely with the Customer Communications team to act as the voice of Jawbone - listened, responded to, and engaged with customers in the Jawbone community. Monitored discussions and trends within the community. Monitored all conversations across social media and addressed important mentions in real-time through engagement, escalation, or documentation. Led engagement with key influencers with significant social media followings. Served as the internal champion of the community, ensuring that community ideas and feedback influence the product roadmap. Employed creative ideas to engage the community members, distribute content, recruit new participants, and turn customers into more vocal advocates. Led and maintained social editorial calendar across PR, product marketing, direct marketing, and ecomms. Tracked and analyzed key metrics to ensure consistent engagement and growth across the community, blog, and social media outlets. Identified and reported on trends. Led and coordinated the development of international social activity in key markets, using agencies and on-the-ground resources where appropriate and available.

Education

• Emerson CollegeB.F.A, Writing, Literature and Publishing and a minor in Marketing
• Hollins UniversityEnglish with a Concentration in Creative Writing
• Douglas Anderson School of the ArtsH.S. Diploma, Creative Writing

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