Shannon Hanson
Charlotte,NC
Summary
Dynamic professional with a proven track record in digital marketing and A/B testing. Seeking opportunities to leverage my strategic thinking, leadership skills, and experimentation expertise to drive growth and innovation in a dynamic organization.
Overview
9
9
years of professional experience
Work History
CRO, Manager
Renuity
Charlotte, NC
07.2024 - Current
- Lead the conversion optimization strategy to drive qualified lead generation across mobile and desktop experiences for Renuity’s portfolio of home service brands
- Design, implement, and analyze A/B and multivariate tests focused on improving form completions, call-to-actions, and landing page performance
- Leverage tools like VWO, heatmaps, session recordings, and analytics platforms to identify friction points and test opportunities
- Optimize high-impact pages and customer journeys
- Collaborate closely with marketing, design, dev, and regional teams to launch high-velocity testing and execute quick-win optimizations
- Build and prioritize an experimentation roadmap aligned with campaign goals, seasonal promotions, and localized initiatives
- Present test results, insights, and data-driven recommendations to leadership to guide strategic marketing decisions
- Champion a culture of continuous testing and learning, ensuring performance insights lead to measurable improvements
- Monitor industry trends in CRO, UX/UI, and home improvement marketing to keep Renuity ahead of the competition
- Ensure all optimizations adhere to brand guidelines, accessibility standards, and lead quality requirements
Manager, Site Optimization & Experimentation A/B Testing
1-800Flowers.com
09.2022 - Current
- Spearhead the design and execution of customer research and experiments to validate key assumptions and drive strategic initiatives.
- Collaborate with cross-functional teams, including UX and research, to create an enterprise-wide experimentation roadmap, effectively tracking results and future steps.
- Act as a liaison between Product Owners and technology teams, ensuring alignment with senior leadership expectations.
- Deliver weekly, monthly, and quarterly progress reports to Senior Leadership, focusing on key deliverables and annual goals.
- Successfully launched AB Testing experiments across all digital channels for 11 brands, providing valuable result updates.
- Leverage data analytics tools and customer feedback to measure the effectiveness of the digital experience, identify improvement areas, and drive commercial campaigns.
Assistant Manager, Site Optimization
1-800Flowers.com
02.2020 - 09.2022
- Lead the strategic vision and roadmap for A/B testing, collaborating with cross-functional teams to prioritize high-impact initiatives.
- Define KPIs and metrics for tests in partnership with the Google Analytics team, closely monitoring test performance and postmortem results.
- Proactively identified testing opportunities based on UX studies, analytics reporting, market trends, and competitor analysis, maintaining a robust pipeline of experiments.
- Execute test campaigns using Google Optimize and Launch Darkly, ensuring seamless implementation.
- Develop and document testing processes and best practices to enhance campaign creation quality and efficiency.
Associate Manager, MBC & Loyalty Marketing
1-800Flowers.com
04.2019 - 02.2020
- Plan, launch and execute on Enterprise Go-to-Market campaigns
- Including strategizing launch plans, developing campaign messaging, leading the development and execution of campaign marketing materials, and sharing lessons learned
- Work closely with the brands' marketing teams to help them execute on Enterprise Go-to-Market campaigns, such as communicating campaign strategies from idea to execution
- Partner with external agencies to drive social engagement and manage back-end fulfillment and processes
- Liaison with the internal public relations team to communicate enterprise campaigns in efforts to get external traffic and awareness for our Family of Brands and Passport
- Oversaw execution of channel support and reporting on performance among all brands
- Develop and maintain acquisition and retention marketing initiatives to grow the Enterprise Loyalty programs, Celebrations Passport and Celebrations Reminders
- Tactics included internal and external promotions and marketing across multiple channels - email, social, onsite, affiliate, and more
- Work with the Enterprise team to launch Celebrations.com as a destination to drive customers to - in support of enterprise promotions, cross brand shopping, and driving engagement within our loyalty programs; Celebrations Reminders and Celebrations Passport
- Includes coordination with enterprise design team to refresh onsite assets and hand-off and QA with IT and Ops team.
International & Mobile Marketing & Analyst
1-800Flowers.com
12.2016 - 01.2018
- Work on International & Mobile team to manage 1800flowers.ca brand and partner relationships; utilize digital marketing and innovative tactics including SEO, SEM, affiliate, display, and email marketing to build brand and meet targets for growth and profitability through three peak holiday seasons
- Present weekly email briefs to discuss emails deploying, collaborate with the merchandising and creative teams
- Extract, analyze and disseminate relevant data that positively impacts quality of internal discussions and go-to market decisions across online, mobile, and social channels
- Launch and led website development, mobile optimization, website UI/UX, and customer acquisition strategies for 1-800-Flowers.ca working closely with IT, creative, merchandising, finance, product management, legal, and business gift services
- Work with the International vendors for 159 countries for marching and setting up everyday products & peak periods; helped determine International product prices and product assortment
- Create year round and peak period marketing campaigns for both 1800flowers.ca and the International business
- Work in partnership with high level executives on the planning and creating the new Progressive Web App (PWA) International platform to provide International users the ability to pay in their own language & currency; Created the website designs following Google UI/UX guidelines working with the designers and developers for implementation.
Mobile Analyst
1-800Flowers.com
09.2016 - 12.2016
- Conduct daily UI/UX Mobile and Tablet testing to ensure site experience and implementation of new site features
- Monitor site performance before and after mobile and tablet platform changes
- Analyze performance data to find areas of platform improvement; reported on daily revenue & site change impact
- Facilitate A/B testing new and existing site features
- Collaborate with various internal teams such as creative, IT and web on projects
- Work with the developers on Mobile and Tablet site optimization, bug fixes and site changes.
Business Gift Sales
1-800Flowers.com
06.2016 - 09.2016
- Assist in development and execution of promotional plans to drive profitable sales & prospected new possible partnerships
- Aid in analyzing current business and apply lessons learned to optimize future business
- Create banner codes, overseeing the cross functions and testing on all platforms (Desktop, Mobile, and Tablet) in production to ensure performance when switched to live
- Create informative PowerPoint to share with the summer intern class.
Education
Bachelor of Arts - Communication and Social Interaction -
State University of New York At Oswego, NY
05.2016
Skills
- A/B Testing and Experimentation
- Cross-Functional Collaboration
- Data Analytics and Insights
- Customer Research
- Strategic Planning
- Leadership and Team Management
- UX and UI Optimization
- Project Management
- Stakeholder Communication
- Data-Driven Decision-Making
Computer Skills
Computer Skills
- Microsoft Excel, Microsoft Word, PowerPoint, SAS, ATLAS, JIRA, CMS platforms, Experimentation Platforms, Userstory, Fullstory, UserTesting, and more.
Timeline
CRO, Manager
Renuity
07.2024 - Current
Manager, Site Optimization & Experimentation A/B Testing
1-800Flowers.com
09.2022 - Current
Assistant Manager, Site Optimization
1-800Flowers.com
02.2020 - 09.2022
Associate Manager, MBC & Loyalty Marketing
1-800Flowers.com
04.2019 - 02.2020
International & Mobile Marketing & Analyst
1-800Flowers.com
12.2016 - 01.2018
Mobile Analyst
1-800Flowers.com
09.2016 - 12.2016
Business Gift Sales
1-800Flowers.com
06.2016 - 09.2016
Bachelor of Arts - Communication and Social Interaction -
State University of New York At Oswego, NY