Shannon Olsen

Search strategy development, campaign execution, and performance reporting. Oversaw account structuring, paid media planning, and budget pacing best practices. Led competitor research, keyword forecasting, and audience analysis initiatives. Streamlined ad buying, client onboarding, and creative/cost approval processes.

Managed campaigns on Google, YouTube, Bing, LinkedIn, Facebook, Instagram, and Amazon. Built out account structures, campaign settings, and ad groups. Wrote ad copy, ad group level extensions, and landing page content to optimize quality scores. Created custom conversions, customer match/lookalike, and remarketing audiences. Performed ongoing keyword research and routine reporting of key metrics. Maintained product pages, feeds, and marketplaces.

Developed and implemented multi-channel marketing strategies and campaigns. Created and curated content for email newsletters, press releases, landing pages, blog posts and PPC ad copy. Handled event logistics from agenda creation to post-event follow-up survey. Compiled monthly metrics reports and met with clients to present optimization recommendations.

Created project scopes of work, list of deliverables, creative briefs and style guides. Assigned tasks and deadlines to designers, developers, and writers. Acted as client point of contact. Managed paid search and paid social campaigns and budgets. Compiled monthly multi-channel metrics reports highlighting KPIs. Hosted and attended industry events to generate new business.

Planned, executed and tracked digital and traditional marketing strategies from implementation to results reporting. Incorporated PPC ad campaigns, email campaigns and content marketing into existing marketing plan resulting in 1,200% average annualized ROI. Improved online reputation by encouraging positive feedback and responding to reviews.

Taught English as a second/foreign language in Bangkok, Thailand. Prepared and presented lectures on English grammar, creative and business writing, public speaking, and comprehension skills. Evaluated students’ progress and proof-read students' writing assignments.

Managed event logistics and generated leads for New York-based Press Release distribution service at 20+ Media and Public Relations conferences and tradeshows annually. Established and nurtured relationships within the publishing and broadcasting community to increase media coverage for PR clients. Worked with art directors, writers and video producers to create, distribute and track press releases.