Associate Partner (Data,AI, Cloud, IoT Technologies) @ IBM
Web, Digital & Multimedia Design and Development @
Applied Multimedia Training Center
15 years of experience in digital and traditional integrated marketing space leading campaign, product development, brand evangelism and go-to-market strategies. Provide strategic, creative and tactical leadership to both clients and cross-functional teams. Offering: segmented and targeted marketing solutions, predictive modeling and insights, effective media planning and buying tactics, creative concept execution and brand lift within: B2C, B2B,
15 years of experience in digital and traditional integrated marketing space leading campaign, product development, brand evangelism and go-to-market strategies. Provide strategic, creative and tactical leadership to both clients and cross-functional teams. Offering: segmented and targeted marketing solutions, predictive modeling and insights, effective media planning and buying tactics, creative concept execution and brand lift within: B2C, B2B, Digital, Paid, Earned, Owned and CRM
Background: Both Brand and Agency environment experience offering strategic leadership, strong understanding of business needs for successful alignment go-to-market strategies. Global, National and Regional knowledge within:Intel, McDonalds, HTC, Apple, SC Johnson, State Farm, Nordstrom, Proctor and Gamble, MTV, Miller Coors, Paper Mate, Wilson Sporting Goods, Samsung, RIM, Electronic Arts, Budweiser, Volvo and Wrigley’s. Highly regarded for being a leader by generating revenue that position fortune 40 Corporations for continual and sustained advancement.
Integrated Global Media Spend and Performance Technology – Delivered Intel’s integrated Global Media Reporting and Visualization SaaS. channels include: Social, Search, Mobile, Display, TV, Out of Home and Print. Solution benefit allowed Intel to assess Globally their media spend allocation, digital performance in real-time. Shorten the media channel assessment, analyzes efficiencies and purchase funnel analysis.
Developed McDonald’s online/offline Campaign Performance Technology. Holistic cross channel results.
Branded Partnership: Bud Light Lime and Santogold’s partnership. Utilized “Lights Out” recorded single to drive sales. Within 3 days of airing commercial increase virality. 2 more commercials secured.
Loyalty Program Increased Membership: 200% increase in 6 months. Partnership with Universal Records & Clear Channel Entertainment. Loyalty Program in its 13th year.
Vice President Client Services @ Leading data driven planning powered by cloud based, data management platform technology, research, modeling and insights and analytics. Offered across Digital, Mobile and Social, Direct Mail, CRM and Offlin channels. Leading client strategies for driving actionable insights across: Financial, Consumer Packaged Goods, Retail, Mobile Technology, Automotive and Government sectors.
• Within 3 months of media execution increased 10% from efficiencies from incumbent delivery.
• Developed highest value audience and targeting insights to drive conversion in a competitive market. Garnering sign-up intelligence based on audience segmentation understanding and message suppression for current customers vs. prospects. Driving media efficiencies and optimization based on target intelligence for mass launch.
• Increased integrated Marketing budget 20% and optimized spend by 35% within year one.
• Set pay for performance yearly KPI’s strategy. Hit 95% of set goals From August 2014 to Present (1 year 5 months) Toronto, Canada AreaGroup Client Solutions Director, Midwest and West Coast @ Annalect is part of the media services division of Omnicom Group Inc. A leading global advertising, marketing and corporate communications company, providing services to over 5,000 clients in more than 100 countries. We increase value of overall marketing investments through data, technology and analytics.
As Midwest and West Coast Group Client Solutions Director I lead senior level solutions for global clients: McDonald’s, Intel, HTC, Sleep Number, Walgreens and regional clients: State Farm, H&R Block, Gatorade, Sea World, Pier I and Nordstrom. Empowering better consumer insights, precise audience targeting and powering marketing strategy, growth and ROI.
Our product Stack delivers a new, strategically focused, data-informed marketing platform to drive marketing decisions. The Stack is the work of our diverse team of client solutions directors, developers, technologists, data scientists, user interface specialists and design experts. The Stack is grounded in our data management platform, which connects to our products such as Gallery for audience exploration and Vie for competitive information. Our product development team is constantly creating and iterating to help you stay ahead of the constantly changing marketing environment.'
I offer a mix of: Analytics, Media, Marketing, Creative Execution and Technology Development all based on the consumer and actioned by data and insights. From March 2013 to Present (2 years 10 months) Client Solutions Director, Midwest @ In my world:
•Lead the exploration and business requirements decision'ing to design optimized marketing opportunities through the lens of digital and consumer behavior. Guiding complex marketing challenges into concise, clearly identified, and easily understood root causes.
•Assemble a mix of cross-channel products and services that range from automated analytics to more service-based solutions involving econometric modeling, attribution, segmentation and custom research studies for a 3D view of your audience.
•Collaborate with our digital trading platform, Accuen, and search practice, Resolution, for a 360 degree marketing view by feeding actual placed inventory into our data management product, for accurate first-party data and clients marketing organization in turn gets smarter. From August 2012 to Present (3 years 5 months) Director Client Services @ Lead Campaign, Product Development, Media Strategy and Planning team focusing on: SEO, Display, Search, Mobile and Social Media Analytics. Assisting agencies and brands develop smart Marketing and Advertising decisions.
2012 Networked Insights was named one of Fast Company's most innovative companies in the world. Number three in Advertising.
Work with clients to align our proprietary listening platform, SocialSense with marketing needs. SocialSense identifies both prominent and hidden themes contained in the vast expanse of social media data and puts them into the context of audience segments that marketers know and use. SocialSense discerns engagement and sentiment around specific topics and themes that are relevant to a brand.
Assisting clients with value added strategies with pre-informing, optimization, measurements and recommendations for activation. From September 2011 to August 2012 (1 year) Director of Client Services @ Leading strategy and the team of creative links/Account Team in developing highly personalized, dynamically monitored, multi-channel marketing programs that deliver intimate brand experiences promoting engagement, generate trial and develop loyalty through brand connection. Offering true balance of expertise in both traditional and technology-based marketing services. From January 2010 to December 2011 (2 years) Digital Communications, Presidential Events @ While completing my Digital Communications Masters Program I worked for the Office of the President, Columbia College Chicago. Assisting with over 85 arts, music, entertainment Presidential events, Board of Trustee communications and Trustee meetings. From October 2007 to July 2010 (2 years 10 months) Digital Strategist: Creative Integration @ Worked cross-functionally within agency, delivering: digital strategies, innovative pitches and integrated solutions. Ensured solutions supported traditional and new media market positioning. Clients included: Wrigley’s, Anheuser-Busch InBev, State Farm, McDonalds.
Branded Marketing: Assisted in the creation, development and filming for a viral marketing campaign. A branding partnership between Wriggle’s and Atlantic Records recording artist, Kevin Michael’s hit single “Ain’t got you” Increase awareness in 4 days
Consumer Behavior Research: Marketing strategy development was set through conducting client needs assessment, social media trends and consumer behavior insights for internal teams to assist with new business pitches. Research that caught interest was the work I presented for James Cameron’s movie “Avatar” and a brand alignment with McDonalds.
Integrated Brand Alignment: Worked closely with cross functional teams and played a key role in creating, pitching and negotiating placement of music to meet clients marketing needs. Secured licensed media by working with external partners such as: Record Labels, publishing houses and artists meeting tight timelines and budgets. From May 2008 to November 2008 (7 months) Account Director, Marketing Technology @ City of Calgary 2002–2007
Account Director, Marketing Technology (2004–2007)
Web Business Consultant (2002–2004)
Senior Manager charged with providing strategic guidance to 10 client groups in achieving a substantial boost in sales, profitability and optimized business services through the use of web and other technologies. Fostered and developed strong working relationships with clients, vendors and 30 internal divisions. Success included transforming complex concepts into executable plans and customer experiences.
Advocated $280K investment to resolve critical conflict with technology service model that led to the replacement of 100% of infield officers’ wireless technology, this increased productivity by 50%.
Conceptualized, pitched and managed a major multi-track Technology Showcase Event that involved superintending a cross-functional team of 15 that represented 32 businesses featuring over 100 technology enabled business solutions.
Conceptualized and introduced novel branding for the eCity event that produced significant buzz and garnered an unprecedented 75% response rate from invitees.
Furnished tactical direction for a 15 million dollar transformation from distributed web services model (across 32 agencies) to centralized CMS portal model. Project had 2 million dollars unspent contingency money, 1 million dollars under budget and launched 3 months ahead of schedule.
Promoted through a series of increasingly responsible positions to the final role of Account Director of Marketing Technology based on superior handling of two large but complex clients.
Represented on a Web and Wireless committee, assisting with establishing short and long term wireless communication strategies and executing clients “on the go” business strategies. From July 2002 to January 2007 (4 years 7 months) Manager of Digital Marketing Department @ Manager of Digital Marketing Department (2001 to 2002)
Websites and Interactive Design Manager (2000–2001)
High profile manager recruited to steer daily activities for team of 5 comprised to deliver substantial revenue gains through digital media and online advertising. Oversaw all digital media designs, evolution, buys and placement online and verified alignment with traditional channel marketing campaigns.
Pioneered the advancement of a unique interactive campaign that won Gold at the CMA Marketing Awards in the Best Interactive Design Category.
Accomplished annual sales objective in 4 months by instituting a marketing strategy that encouraged the use of independent third party to test speed of Shaw against competing ISPs.
Elected to function as the user experience manager on teams assembled to develop emerging technologies such as VoIP, video-on-demand and High-speed Internet products.
Spearheaded complete redesign project of company’s Enterprise wide portal environment. Which included 5 websites: B2C, B2B, Intranet, Extranet eCommerce and Technical Support,. Positioned Shaw as an innovative, dynamic technology company increasing shareholders investment. Completed launch on time and 15% under budget.
Created operational efficiencies in which saved the companay $102,000 marketing campaign dollars per year. From June 2000 to July 2002 (2 years 2 months) Web Designer/Content Manager @ Managed Freerealtime.com web-centric financial company’s content. Provided sophisticated online investors with real-time actionable insight into financial markets.
Delivered actionable insight, analysis, and tools on the free and subscription services to assist in turning real-time financial information for knowledge into wealth.
Deliver effective solutions to content and technology partners, advertisers, members, and public companies.
Managed all client facing interaction, online advertising, marketing efforts and statistical analysis. From 1998 to 2000 (2 years) Project Manager, Interactive Brand Redesign (Contract) @ Recruited into contract role with the challenge of meeting tight timeframes and delivering a website that would meet high expectations despite limited budget. Provided leadership to team of 8 and controlled $80K development budget.
Quickly addressed issues surrounding project scope, ensuring that expectations and timelines were realistic. Delivered high quality project on time and within budget.
Developed, programmed and designed online campaigns, digital video productions, interactive and media rich web presence From April 1999 to June 1999 (3 months)
Masters, MA, Entertainment and Media Management (Focus Digital Media) @ Columbia College Chicago From 2007 to 2010 Web & Digital/Multimedia Design @ Applied Multimedia Training Center From 2001 to 2002 BFA, Focus: Painting @ The University of Calgary From 1997 to 2001 Tricia Shanahan is skilled in: Big Data Analytics, Performance Metrics, Competiive Analysis, social media analytics, Strategic Planning, Client Services, Product Development, Integrated Marketing, Digital Marketing, Marketing, Team Leadership, Digital Strategy, Online Advertising, Digital Media, Strategy
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