Shelby Stephenson

About

Data driven strategist with 10+ years of experience across GTM strategy, product marketing, customer experience, and program launches in automotive, manufacturing, HR tech, and supply chain industries. Skilled in stakeholder alignment, process improvement, and data analysis using SQL, VBA, PowerBI, and Tableau. Proven ability to lead cross-functional projects, develop strategic communication, and drive revenue growth.

Experience

• Senior Product Strategist · Indeed

  ● Led strategic communication with internal sales, Customer Experience team, and clients for targeted contact initiatives focusing on pain points for 2 Fortune 50 clients, increasing usage of new product platform by 22%. ● Created launch communication strategy for new messaging feature, achieving 42% adoption rate within first 30 days and securing thousands of employer sign-ups worldwide. ● Spearheaded a 6-month project to establish new payment strategy for employer-facing products, increasing revenue and improving integrations for 10+ products.

• Brand Manager and Product Launch Strategist · Mercedes-Benz USA2022 – 2020

  ● Designed and implemented marketing strategies, including the new vehicle launch strategies to achieve long-term goals. Conduct competitive research to establish go-to-market strategies. ● Developed and implemented new tracking metrics to define the successful launch of the new sub brand and its impact on the overall brand, aligning 4 departments across the same goals and meeting all launch preparation phases. ● Designed marketing strategy for emerging electric sub-brand, reducing budget by 6% for the second half of 2021 ● Developed and executed marketing strategy for new sub brand, increasing quarter over quarter awareness by 15%. ● Led the launch of a new sub-brand and vehicle models, including collaborating with cross-functional teams to design GTM strategies and marketing collateral that drove a 18% increase in brand awareness across 4 regions in 30 days.

• Sales Incentive Strategist · Mercedes-Benz USA2017 – 2020

  ● Developed sales incentive programs for full product suite from a national, regional, and metro market focus growing market share 3%, saving $3M on incentives, and clearing 99% of inventory for low turn vehicles (315+ vehicles) within 1 month. ● Analyzed and identified vehicle/market specific trends to develop and deploy monthly, quarterly, and annual new vehicle and support sales programs, maintaining one of lowest incentives spend (15% lower than industry average). ● Presented and negotiated with C-suite executives to deploy new market specific approach to incentive spending, improving sales in those markets and reducing overall incentive spend at an average of $265 per vehicle nationwide.

• Regional Allocation and Distribution Specialist · Volkswagen of America2013 – 2016

  ● Developed a data driven process to allocate and forecast for new markets and dealerships with accuracy rate of 92%. ● Conducted 3-month accessory distribution analysis, increasing port accessory installation from $197 to $301 revenue per new vehicle and increasing turn rates on dealer lots from average of 45 days to 38 days. ● Created new sales channel processes for consumers and dealerships and consolidated 60 reports with macros into one Power BI dashboard to assist 12 Field Representatives, leading to national adoption of report. ● Designed and implemented 2 training programs, increasing targeted dealership customer satisfaction by 12%.

• Accessories Product Planning and Marketing · Volkswagen of AmericaJune 2013 – May 2014

  Analyzed market trends, launched marketing initiatives, and managed brand presence at events, improving sales rates and customer engagement.

Education

• University of Utah - David Eccles School of BusinessMaster of Business Administration - MBA, Business Administration and Management, General
• Georgia State UniversityBachelor of Arts (B.A.), International Relations and Affairs

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