SHANNON HALBRITTER
Denton,TX
Summary
Dynamic and results-driven Event Marketing Specialist with over 8 years of experience in sports marketing and event management. Expertise in planning and executing high-profile events, creating demand generation strategies, and collaborating with cross-functional teams to drive measurable business growth. Skilled in managing budgets, building vendor relationships, and analyzing event data to improve program effectiveness. Adept at creating impactful experiences that resonate with diverse audiences. Eager to apply strategic event planning expertise to enhance brand presence and generate pipeline opportunities.
Overview
3
3
years of professional experience
Work History
Senior Associate Athletic Director, Marketing & Fa
University of North Texas
07.2023 - Current
- Lead the coordination and execution of high-profile events, including game-day experiences, community outreach programs, and student engagement initiatives.
- Develop and implement digital marketing strategies across multiple platforms, including social media, email campaigns, and paid digital ads, driving fan engagement and attendance.
- Oversee and optimize paid media campaigns (social media and display ads) to support fan engagement, ticket sales, and sponsorship activations.
- Manage email marketing campaigns with audience segmentation to achieve high open and click-through rates, driving targeted promotions and ticket sales.
- Foster partnerships with campus departments, local businesses, and influencers to amplify digital marketing efforts and expand the reach of fan engagement initiatives.
- Led the strategic planning and execution of high-profile athletic events, including fan engagement initiatives, third-party sponsorship activations, and major conferences.
- Managed all aspects of event logistics, from budgeting and vendor relations to material procurement and post-event analysis, ensuring smooth execution and ROI.
- Implemented strategies to drive attendance and participation, resulting in increased awareness and demand for UNT’s sports programs.
- Analyzed and reported on event performance, identifying key insights to optimize future event strategies.
Assistant Athletics Director of Promotions and Fan
Texas Tech University
09.2022 - 07.2023
- Spearheaded promotional campaigns and market strategies to increase fan engagement and revenue.
- Supervised a team of marketing professionals to ensure smooth event operations and campaign execution.
- Developed and implemented multi-channel marketing campaigns to support attendance growth and ticket sales.
- Partnered with product design and sponsorship teams to align promotional strategies with business objectives.
Associate Director of Promotions and Fan Engagemen
Texas Tech University
11.2021 - 09.2022
- Directed promotional and advertising campaigns for major sporting events, driving increased attendance and fan engagement.
- Collaborated with corporate sponsors and partners to fulfill branding and promotional initiatives.
- Managed event operations, ensuring seamless execution of in-game entertainment and fan activations.
Education
Master of Science (M.S.) - Academic Advising
Kansas State University
Manhattan, KS05.2019
Bachelor of Science (B.S.) - Sport Management
West Virginia University
Morgantown, WV05.2017
Skills
- Project Management
- Digital Marketing & Campaign Analytics
- Cross-Functional Team Collaboration
- Event Planning & Fan Engagement
- Team Leadership & Mentorship
- Budget & Vendor Management
Accomplishments
- All-time revenue record that outpaced every season in Mean Green Football history. 40% increase in revenue from 2022, 36% increase from 2023.
- 2nd highest average attendance season on record for Mean Green Football.
- Bested the all time revenue record by over $40,000 for Mean Green Football.
Timeline
Senior Associate Athletic Director, Marketing & Fa
University of North Texas
07.2023 - Current
Assistant Athletics Director of Promotions and Fan
Texas Tech University
09.2022 - 07.2023
Associate Director of Promotions and Fan Engagemen
Texas Tech University
11.2021 - 09.2022
Bachelor of Science (B.S.) - Sport Management
West Virginia University
Master of Science (M.S.) - Academic Advising
Kansas State University
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