Experience
A Bigger Room, Owner
March 2020 - Present
I started A Bigger Room to consult with small, medium and large businesses on their marketing communication needs. My specialties include integrated marketing strategy, communication strategy + planning, paid and owned social media and influencer marketing with content creators. My multi-industry experience includes non-profit, banking and car insurance, luxury beauty, advertising and consumer packaged goods (CPG).
Method Products PBC + Babyganics (SC Johnson lifestyle division), Director of Social media
February 2018 - February 2020
Method + Babyganics are part of the SC Johnson family of brands. Each are driven by a unique mission to make better-for-you personal care and home cleaning products. Shannon provides strategic direction on how social media can achieve business goals across the organization. She joined Method to establish the social media function, and following the SC Johnson acquisition, took on leading social strategy for Babyganics as part of the newly-forming lifestyle division. She leads a team that manages owned and paid social, influencer marketing and channel strategy in integrated media efforts. Shannon closely partners internally with internal media, consumer insights, customer service, public relations and creative teams; externally establishes best in class partnerships with agencies, platforms and content creators.
Case Studies: There’s Good Inside Ad Campaign, ASMRtists x Method Laundry, Coachella 2019
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bbdo san francisco, Communications Planning Director
August 2015 - January 2018
In the agency world, communications planning is a discipline that connects media with creative strategy, ensuring the consumer sees the right message in the right place at the right time with the most effective creative. Shannon was a founding member of the BBDO SF comms planning team serving Wells Fargo, Mattel (Barbie, Fisher-Price), Mars Pet (Crave, Nutro) and 826 Valencia businesses. Comms planning was an eye-opener because she believed it to be a an elegant discipline all brands could use for more effective marketing communication. It changed her game by honing a particularly competitive superpower she brings beyond social media.
Before being promoted into the comms planning discipline, Shannon was hired as Social Media Account Management Supervisor for Wells Fargo. She was trained by the best account people in the business to see ahead of issues, anticipate client needs and understand what motivates multidisciplinary teams in order to get to the best and most effective advertising work.
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nude skincare (formerly an lvmh company), senior global digital brand manager
February 2015 - August 2015
A startup incubated within Benefit Cosmetics, NUDE served the US, Canada and UK with premium natural skincare. Shannon lead digital marketing efforts including website redesign and performance, email marketing, social media, influencer marketing and global retail brand presence online. This short-term role gave her the chance to test her social media chops in an industry outside of (and very different from) insurance, while applying highly regulated industry experience.
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Esurance, social media manager
February 2011 - February 2015
This role brought Shannon from New Jersey to California, sitting squarely in the social technology hub of the country. She developed Esurance’s first social media department with an award-winning social customer service team. Shannon’s team lead paid, owned and earned social efforts, and made news with campaigns like the Cannes Lion-winning #EsuranceSave30 Super Bowl activation. In her tenure, Shannon established the brand’s the social media discipline through hiring excellent talent, partnering with key social networks like Facebook and Twitter (entering the first advertising betas and fostering creative partnership), establishing measurement capabilities, brand sponsorships (SXSW, Another Planet Entertainment and US Open to name a few) and working closely with internal stakeholders in a highly regulated vertical.
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Plymouth Rock Assurance Company, communications specialist
February 2007 - February 2011
Shannon’s eight-year insurance career began at this New Jersey car insurance company. It was here she received the opportunities and mentorship that would shape her future career in social media, communication and brand strategy. This was a classic, early career role where her hat wardrobe was vast. Shannon learned to code; received licensed insurance agent training; wrote, designed, and print-produced marketing materials; leaned how search engine optimization and user experience worked together; bought her first Google ads. Later, she fell in love with social media for brands at a time when there were still “like gates”, a wall and tabs on Facebook pages. Shannon won back agency work for a social project called JerseyDoesntStink.com because of her engaging copywriting. From there, she networked and attended social media conferences in NYC hoping someone could teach her how social media worked. When she found that no one really understood it all just yet, She knew I wanted to immerse herself in the social media world and be a leader in it.
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The arc of New Jersey, criminal justice advocacy program communications Coordinator
August 2003 - February 2007
The Arc is a national non-profit organization that advocates for people with developmental disabilities. Beginning as a paid intern in the Prevention Coalition of The Arc, Shannon learned about the lives and unique advocacy needs of people with developmental disabilities and their families. The prevention coalition focused on Fetal Alcohol Syndrome, the most common preventable causes of developmental disabilities.
After college, Shannon was strongly considering law school with a focus on civil rights. She was honored to accept a role in The Arc’s Criminal Justice Advocacy program where she provided advocacy for clients with disabilities. She coordinated between the criminal justice and human services system on clients’ behalf, advocating for reasonable and appropriate accommodations, alternatives to incarceration, prison transition plans, public services and education. This work made her feel that she was living her purpose and making a positive impact on people’s lives. It began her passion for community and human communication.
Education
Rutgers University, New Brunswick, NJ
B.A. Communication, American Studies
Graduated January 2005
Professional InterestS
CONTENT & COMMUNICATION STRATEGY
Proficient in rigorous integrated communication planning for maximum effectiveness.
SOCIAL MEDIA & INFLUENCER MARKETING
Deep experience working with content creators and social media platforms, owned and paid social.
BRAND BUILDING
Creative agency experience with iconic brands on large-scale advertising work.
DIVERSITY, INCLUSION & ALLYSHIP
Personal commitment to fostering safety and equality for all, in the workplace and beyond.
LEADERSHIP & DEVELOPMENT
Experienced people manager who aims to develop people with excellence.
presentations