Hey, I’m Shannon.

I help brands elevate their presence, communicate their differentiators, drive performance and build meaningful connections with their target consumers.

About Me

I was born and raised in Erie, Pennsylvania and attended Penn State University with a bachelor’s degree in Marketing.

Started my career at an agency supporting Mondelez International brands with innovative solutions to drive the path to purchase within grocery retail.

Moved to Austin, Texas to work for Whole Foods Market ideating, planning and executing category and brand marketing initiatives to drive growth and demand at shelf and on Amazon.

I’ve since transitioned to brand leading North America marketing for Manuka Health, a New Zealand based beauty and wellness company with a portfolio of supplements and topical skincare.

I now have over 12 years of experience in marketing within CPG and retail specializing in the wellness, beauty, lifestyle, food and beverage categories. Think of me of as your swiss army knife for all things marketing.

My Offerings

Build brand frameworks including consumer personas, unique market positioning, consumer insights and competitive analysis.
Set marketing strategy via detailed frameworks and act as a trusted partner to cross functionals in other parts of your organization.
Platforms Used: Brandwatch, Pi Datametrics, GWI, Numerator, Nielsen
Research & Testing Used: The Benchmarking Company, Citrus Labs
Frameworks Used: OGSM (objective, goals, strategy, measures)
Ideation and brief development for multi-channel campaigns, aligning on business objectives and KPIs.
Develop the right tools to unlock operational excellence within your marketing organization. Annual, quarterly and monthly planning cycles with templates and documentation to drive efficiencies and full funnel integration.
Platforms Used: Trello, Asana, Monday.com
Social strategies and content creation direction that will drive engagements and sales with a consistent aesthetic.
Manage influencers and content through platforms and drive connectivity to paid.
Platforms Used: The Lobby, Fiverr, BaazarVoice
Develop sell-in materials and stories to support sales teams.
Conceptualize and strategize activations at the point of purchase such as displays, demos, signage, co-op campaigns to drive velocities in the retail environment.
Guide on marketplaces and e-tail brand presence, store merchandising and advertising.
Innovation resource to keep a pulse on broader category happenings and trends in the market.
Support the build-out of product briefs and source formulation and packaging design experts for product development.
Conceptualize and strategize events, tradeshows, pop ups, press kits and mailers that will resonate with target audiences. I can help source production, staffing and print partners to ensure executional excellence.