Shelby Froehlich

I’m a creative and strategic marketing leader with over a decade of experience building lifestyle and performance brands through storytelling, campaign execution, and cross-functional collaboration.

In my current role as Marketing Project Manager, I oversee the full go-to-market lifecycle from strategy lock to seasonal launch, driving cross-functional alignment, keeping complex projects on track, and ensuring campaigns come to life smoothly across marketing, creative, retail, and digital channels. I thrive on bringing clarity and efficiency to fast-paced environments, enabling teams to deliver work that truly connects with consumers.

Previously, I managed Men’s and Women’s marketing at O’Neill, leading seasonal strategies, content production, and brand messaging for a global audience of over 4M. I’m passionate about crafting meaningful, consumer-first narratives that elevate both product and purpose, whether through high-performing DTC campaigns, community-driven activations like Women of the Wave, or ambassador-led storytelling.

With a background spanning digital marketing, retention, and PR at brands like Dakine and O’Neill, I bring a well-rounded, hands-on approach to every challenge. I thrive where creativity, strategy, and collaboration intersect to move the brand forward.

View my portfolio: shelbyanna.com