Bio
I am an Organic Social Media and Influencer Marketing Expert
I have spent 9 years of my professional career helping direct to consumer e-commerce brands to find and grow their identities on social media and match them with aligned brand partners to grow their brand awareness.
Background
S.O. Creative
Founder and Principal, 2023- Current
Win Brands Group
Director of Community, 2020-2023
Dormify
Director of Social + PR, 2018-2019
Brand Manager, 2016-2018
Smeal College of Business at The Pennsylvania State University
BA Marketing
Expertise
- Organic Social Media Marketing
- Campaign Strategy
- Community Management
- UGC Sourcing + Creation
- Brand partnerships
- Influencer Marketing
- Contracts & Negotiation
- Influencer Seeding Programs
Work
DORMIFY BACK TO SCHOOL INFLUENCER CAMPAIGN
At Dormify, a direct to consumer brand targeting college students, Shannen led their biggest Influencer Marketing Campaign of the back to school season - recruiting over 65+ college students attending university for the first time in the U.S. She strategized, conducted outreach, briefed creators, conducted product seeding and facilitated contract negotiations to get influencers onboarded, which required constant cross collaboration with legal and marketing teams in order to launch all creators for the May launch date. The campaign generated 120 pieces of content, over 1.35M impressions and $30,000 in revenue for the 2019 Back to School Season. The campaign had an overall ROI of 2.6x.
Work
homesick launches tiktok
Shannen launched Homesick Candle’s Tiktok channel. The goal was to capture the attention of a younger audience and generate growth in a relatively short period of time while also establishing Homesick Candles as a go-to resource of candle care tips, a niche that hadn’t been explored by other candle brands on the platform.
Shannen conducted extensive research on candle care and identified popular topics and needs within the niche. She also collaborated with the Homesick brand team to understand their products and customer preferences to ensure the content would align with Homesick’s Brand Identity.
The channel quickly gained a dedicated following of 40,000 accounts, surpassing the initial target of 10,000 followers, further expanding Homesick Candles' reach on the platform.
Work
Love your melon instagram
Shannen developed a comprehensive strategy that included various elements of content creation, community engagement, and data-driven insights to achieve a 20% YOY increase in engagement rate for Love Your Melon's Instagram account.
Shannen started by conducting an in-depth analysis of Love Your Melon's Instagram content to identify the most engaging posts and content themes. Iterating off top-performers to create visually appealing and shareable content that aligned with the brand's mission and values. The new content mix utilized high-quality images, videos, user-generated content (UGC), and behind-the-scenes content to maintain a varied and engaging feed.
Content Creation/UGC
Content Creation/UGC
My passion is honing in on what makes a brand unique and using that to attract your ideal target demographic and convert them into life-long customers.
Let’s chat!
