Shannon Ashcraft-Kirk
Los Angeles,CA
Summary
Digital Marketing expert with 15+ years experience in growth marketing, lifecycle marketing and brand building. Highly experienced in acquiring new customers and increasing retention. Has managed budgets between $50k to $13m per month. Has driven between 10% - 250%+ YOY revenue growth while also reducing spend, maintaining a blended 2.5X - 5X ROAS across brands.
Overview
10
10
years of professional experience
1
1
Certification
Work History
Owner/Operator
Ashcraft-Kirk Consulting
2019.05 - Current
- Develop and implement data-driven marketing strategies for clients that drive revenue growth through efficient spending on customer acquisition, retention and brand awareness.
- Provide clients expert guidance on optimizing and testing existing and new marketing channels, customer journey mapping, and CRO for maximum ROI.
Director of Digital Marketing
Azazie
2023.11 - 2024.06
- Grew revenue by over 10% Y2Y and increased new customer growth and retention through comprehensive acquisition, CRO and lifecycle marketing strategies, with a focus on CRM and loyalty.
- Increased email subscribers by over 50% Y2Y, growing email revenue by 20% Y2Y.
- Responsible for creating first full customer lifecycle goal tracker, establishing company benchmarks and setting department goals.
- Created first comprehensive cross-department marketing calendar and seasonal content strategy.
Director of Growth Marketing
Freebird Headcare
2022.08 - 2022.11
- Owned acquisition strategy for all paid marketing channels (with emphasis on Facebook, TikTok, Youtube, Snapchat, and Google).
- Developed learning plans of testable hypotheses to improve efficiency of ad spend through creative iteration and new creative concepts, resulting in increased revenue of over 20% MoM.
- Managed CRO roadmap with focus on AOV and LTV.
Director of Growth Marketing
Thrive Causemetics
2021.09 - 2022.04
- Responsible for budget and revenue forecasts, setting channel goals on monthly, quarterly and annual basis.
- Set growth strategy across Paid Social, SEM, Shopping, Display, Affiliate, Podcasts, Direct Mail and TV, increasing revenue roughly 50% YoY.
- Built roadmaps for product diversification, demographic and channel expansion, diversity initiatives and international expansion.
- Oversaw team of 8 channel leads and created data-driven strategies which increased ROAS and acquisition.
Director of Ecommerce & Digital Marketing
Chamberlain Coffee
2021.04 - 2021.09
- Lead E-commerce business strategy for DTC website and supported overall business planning and new product development, resulting in an over 50% increase in revenue Y2Y.
- Responsible for creating & hitting OKRs and MoM, QoQ and YoY KPIs for E-commerce, Paid, CRM and marketplaces.
- Facilitated communication between investment partners, talent management, retail distributors, advertising agencies and internal teams.
- Managed engineering team and developed engineering product roadmap to deliver on company OKRs.
Head of Digital Marketing
Creative Market
2019.06 - 2021.03
- Managed tightly defined CAC & acquisition targets with regular reporting against the company objectives.
- Identified, tested and optimized new growth channels while doubling the ROI for the Affiliate Program in less than a year.
- Lead agency strategy for SEM, Display and CRM channels. Drove 30% growth in Net Revenue and 40% growth in ROAS in the first year.
- Grew customer LTV, repeat purchase rate and conversion rates through promotions and retention initiatives.
Director of Ecommerce & Digital Marketing
Alo Yoga
2014.02 - 2019.05
- Responsible for growing direct E-Commerce traffic & sales and Digital marketing mix, resulting in a 200-400% YoY Revenue growth at a blended 4X ROAS.
- Assisted the growth of multiple brick & mortar stores and yoga studios, their digital platform Alo Moves and non-profit Alo Gives.
- Set strategy and managed teams responsible for UX/UI, Web Content, SEO, SEM, Paid Social, Direct Media, Affiliate Marketing, Referral Program, CRM, Data Analysis and Data Infrastructure.
Education
Bachelor of Science - Marketing, Journalism
California State University of Northridge
Northridge, CA05.2011
Skills
- Omni-channel Performance Marketing
- New Customer Acquisition
- LTV/Customer Retention/Lifecycle Marketing
- Data/Analytics
- Creative testing
- Campaign Planning
- E-Commerce/CRO Optimization
- Sales & Budget Forecasting
- C-suite Reporting
- Troubleshooting and Problem Resolution
- Staff Development
- Agency Management
Accomplishments
Analytics:
Google Analytics, Google Data Studio, Tableau, Looker, Amplitude, Northbeam, Segment, SimilarWeb, Hotjar, Fullstory, Periscope
E-Commerce:
Shopify, Recharge, Convert.io, Google Optimize, Commerce Manager, Magento, Demandware, TradeGecko, Shipbop, Yotpo, Talkable, Pixlee
Email Marketing & CRM:
Klaviyo, Attentive, Postscript, Iterable, Salesforce Marketing Cloud/Exact Target, MailChimp
Design & Presentation:
Adobe Photoshop, Adobe Bridge, Figma, Canva, Microsoft Office
Paid/SEM/SEO:
Facebook Ads, Google Ads, Pinterest Ads, TikTok Ads, Magellan, MNTN, Quora Ads, Google Search Console, SEMRush
Social Media & Affiliate Marketing:
Hootsuite, Social Studio, ShareASale, Pepperjam, LTK (rewardStyle), Impact Radius,
Task Management & Collaboration:
Slack, Discord, Asana, Trello, Miro, GSuite, Zoom, Telegram
Certification
- Google Analytics, Google Academy
- Iterable Academy Training
- GTD, LinkedIn Learning
Timeline
Director of Digital Marketing
Azazie
2023.11 - 2024.06
Director of Growth Marketing
Freebird Headcare
2022.08 - 2022.11
Director of Growth Marketing
Thrive Causemetics
2021.09 - 2022.04
Director of Ecommerce & Digital Marketing
Chamberlain Coffee
2021.04 - 2021.09
Head of Digital Marketing
Creative Market
2019.06 - 2021.03
Owner/Operator
Ashcraft-Kirk Consulting
2019.05 - Current
Director of Ecommerce & Digital Marketing
Alo Yoga
2014.02 - 2019.05
Bachelor of Science - Marketing, Journalism
California State University of Northridge
- Google Analytics, Google Academy
- Iterable Academy Training
- GTD, LinkedIn Learning
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