Value Proposition
With over 25 years of experience, Shannon’s marketing portfolio includes a variety of industries such as retail, communications, business services, oil and gas, home building, real estate development, not-for-profit, entertainment and automotive. In addition to acute account management capabilities, Shannon’s skills include My expertise includes account management, marketing strategy, graphic design, copywriting, corporate communications, website design and development, social media, business development, training, and sales. Shannon’s clients benefit from her creativity, keen marketing sense and business acumen while appreciating her devotion to brand integrity, time management and budget discipline.
- Designed and built websites for various clients using WordPress, including SEO implementation.
- Provide ongoing marketing, website and social media support for a not-for-profit client, including membership, advocacy and event campaigns.
- Coordinate, write and design all marketing and collateral needs for Osborne Interim Management. Redesigned and built content for the relaunch of its website, including a defined search engine optimization strategy.
- Represented IT consulting company’s largest account, the Royal Bank of Canada, and increased revenue from $0.5 million to over $3 million in less than one year.
- Mastered the art of cold calling and booking meetings with new business prospects, which resulted in new business accounts amounting to over $1 million in yearly revenues.
- Wrote communications plan that redefined the brand identity and marketing strategy for Cedarglen Homes, helping to increase its industry position from fifth to second. The plan set the foundation for the redesign of the logo, all collateral, signage and sales centres.
- Identified strategies and implemented an integrated campaign for the 2003 Calgary Stampede 10-day event. The campaign consisted of television, radio, transit, newspaper, urinal and wild postings. Despite decreased tourism due to national issues, attendance and revenue remained level.
- Launched a successful new community (Garrison Green) including full advertising campaign, logo design, collateral, sales centre displays and interior/exterior signage program.
- Negotiated and successfully executed a multi-level marketing contract between Star Choice Communications and The Beer Store in Ontario.
- Developed value-added promotions for General Motors of Canada to increase sales and market share, including the “Win More Horsepower” promotion that increased truck sales an average of 120%.
- Created, published and sold The Decorator’s Journal – a décor organizational book. Sold the product to over 65 retailers, including Urban Bar, a national chain. Also established a customization program and sold it to Homes by Avi.
- Developed design, navigation and functionality for an iPhone app, DécOrganizer, that was available for sale in the Apple App Store (sold the app to lushpad.com in January 2014).
- Osborne Interim Management (Director, Marketing & Communications) in addition to contracts as a Principal:
- Western Crop Innovations: Website Design/Development, Marketing (April 2024 – Present)
- Children’s Autism Services of Edmonton: Website Design/Development, Marketing, Social Media (January 2024 – Present)
- Friends of CABR: Marketing Strategy, Website Design/Development, Social Media (July 2022 – Present)
- NPS Industrial Power: Website Content Writing (November 2021 – October 2023)
- Zephyr Sleep Technologies: Interim Director of Marketing (December 2020 – April 2021)
- Next Hydrogen: Website Design/Development (June 2020 – October 2020)
- Fortress Insurance Company: Marketing and Website Design/Development (January 2020 – Present)
- De Novo Inc.: Marketing (September 2019 – January 2020)
- Wheat Growers Association: Communications Specialist (November 2017 – Present)
- Western Investment Company of Canada: Website Design/Development, Maintenance (May 2018 – Present)
- YouQuest: Marketing Strategy, Graphic Design, Copywriting (May – December 2018 )
- Lifetime Adventures Travel: Social Media (June – September 2016)
- Defero Communications (contract assignments for various clients) (November 2010 – November 2018)
- Bachelor of Commerce – McMaster University, Hamilton, Ontario
- Professional Selling Skills 1 & 2 – Learning International, Toronto, Ontario
- Certified Advertising Agency Practitioner (CAAP) – Institute of Canadian Agencies
- West Ridge School Council: Co-Chair (May 2021 – Present)
- Sagesse Domestic Violence Prevention Society (December 2018 – Present)
- Girl Guides of Canada: Guider (leader) for 140th Sparks Unit (July 2013 – May 2018)
- West Springs Elementary School:
- President, West Springs School Development Association (fundraising society) May 2016 – May 2018
- Vice President, West Springs School Development Association (fundraising society) May 2015 – May 2016
- Classroom Volunteer September 2013 – Present
- Fundraising Chair, Balzac Meats February 2014 – Present
- Yearbook Committee September 2014 – June 2018
- Allergy Committee September 2015 – June 2018
- Room Parent September 2013 – June 2014
- Calgary Home Builders Foundation:
- Board of Directors 2007 – 2009
- Marketing Committee 2006 – 2009
- Gala Committee 2003 – 2008
- Canadian Home Builders Association – Calgary Region: Sales & Marketing Committee 2004 – 2007
