Sheena Atkins

About

Senior marketing leader with dual expertise in product marketing and paid media, driving go-to-market strategy, brand positioning, and full-funnel demand generation. Proven ability to align Product, Sales, and Enablement teams around launch goals while managing multi-channel media budgets optimized for CAC, ROAS, and pipeline growth. Thrives at the intersection of strategy and execution — translating market insights into compelling narratives that win deals and accelerate revenue.

Experience

• Sr. Programmatic Media Manager · Universal Destination Experiences04-01-2025 – 04-01-2026

  Managed a team of four media buyers, ensuring effective allocation of over $50 million in annual advertising spend to enhance performance across diverse audience segments. • Designed and lead structured A/B and multivariate testing programs, developing hypotheses, securing cross-functional buy-in, managing implementation, and determining scale-up strategies for winning campaigns to drive measurable performance gains. • Oversaw brand safety, compliance, and safeguard brand integrity across national campaigns while maximizing campaign efficiency. • Directed comprehensive media strategies, driving audience engagement and enhancing brand visibility across multiple channels. • Cultivated vendor partnerships by negotiating terms that aligned with brand objectives and compliance standards.

• Sr. Product Marketing Manager · Amazon08-01-2021 – 01-31-2025

  Created, managed and optimized the products first-ever marketing budget to support product GTM strategy inclusive of paid media, promotions, monetization program and headcount support. • Formulated test and learn plans to identify ways to produce incremental sales through landing/product page optimizations, merchandising, creative or messaging refreshes, offer structures and paid media approaches. • Developed growth goals based on business trajectory and market opportunity analysis • Leveraged data to identify high-value customer cohorts and enact lifecycle marketing strategies to reach growth goals for both B2B and B2C products • Conducted market research and consumer insight studies to improve product positioning, highlighting features that matter most to the customer • Co-produced machine learning models for predictive marketing campaigns • Acted as sole representative for Leadership updates on goals, forecasts, performance and financials. • Drove double-digit sales growth via highly targeted paid media and merchandising campaigns • Worked with Finance and Tech to develop business-specific mechanisms for measurement needs

• Service-Line Marketing Manager · AdventHealth Corporate02-01-2020 – 07-31-2021

  Developed campaign strategies leveraging conversion-focused landing pages, paid digital media channels, email marketing journey's, and social media content to drive volume for service-lines. • Managed project timelines, stakeholder communication, channel managers, creative team and agency activation • Effectively collaborated with key stakeholders, operational leadership and third-party vendors to see project through to completion • Monitored, optimized and reported on paid media performance to executive leadership and key stakeholders

• Media & Marketing Operations Manager · Universal Orlando Resort09-01-2016 – 02-29-2020

  Directed the creation and execution of internal workflows across departments to enhance operational efficiency. • Acted as multi-channel digital marketing SME for global brand and creative platform development. • Oversaw vendor partnerships to maintain compliance with contractual obligations, project timelines, budget constraints, and defined scope of work. • Provided strategic input for global media planning(traditional, digital and International). • Project managed and spearheaded communication strategy for enterprise-level branding initiatives • Managed performance of multi-national media buys and activation process($10MM+ budget). • Spearheaded media planning efforts for both International and domestic tourist segments. • Maintained base knowledge of industry's emerging tech capabilities within the media space (i.e. Connected TV, streaming radio, Interactive Media) • Liaised with Data and Segmentation Team on ways to leverage 1st and 3rd party data to activate precision media programs.

• Social Media Dir/Digital Marketing Mgr · Westgate Resorts06-01-2013 – 09-30-2016

  Managed departmental budgets, training and company-wide development programs and performance. • Provided strategic direction for omni-channel marketing and paid media efforts • Designed and implemented the ‘Social Ambassadors' program which involved training and leading a team of 14 social media content specialists. This program coupled with strong content strategy grew the organizations social presence exponentially.

Education

• Full Sail UniversityM.S., Internet Marketing
• University of Central FloridaB.S., Hospitality Management

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