Shannon Helmberger

Work History

TruStage

Madison, WI

01.2019 - Current

Company Overview: formerly CUNA Mutual Group
Chosen as Marketing Specialist lead for business expansion into new markets, a priority for TruStage
Successfully navigate ambiguity, help develop new processes, work with new teams, learn new products and markets, and continuously collaborate with Compliance
Manage marketing execution for events, corporate website, email, social media and product marketing
Managed all marketing execution for TruStage’s annual thought leadership conference 2018 – 2023, the largest online credit union conference in the United States
Utilized skills in experiential marketing, project management, sales enablement and content creation
Successfully delivered on conference expectations, exceeding goals for registration and attendance
Collaborated on effective cross-functional team to ensure on-time delivery of all event assets
Implemented new ideas and processes after analyzing previous years’ results
Led project management for all event assets, including online conference environment, digital marketing, promotional videos, and all internal and external communications
Developed conference campaign page with all tools and resources needed for sales to promote the live and on-demand conference
Mentor interns and new hires, training on platforms, processes, people and resources
Consistently rank as top Compliance submitter with assets being approved quickly, helping to meet in-market dates

AMERICAN GIRL

Middleton, WI

01.2016 - 01.2018

Led strategy, creation, and execution of marketing plans and assets to support the launch, sales and management of products
Represented retail partner feedback / requests to ensure product development met customer and market needs
Managed $4M budget with close attention to detail and accuracy
Established new relationships with major retailers to launch toy products, opening and maintaining new distribution channels
Exceeded revenue goals by 30%, secured placement in over 2,200 retail locations and generated over 100 million impressions by partnering with Kohl’s, Costco, Amazon, and Barnes & Noble
Created effective presentations and collaborated with sales managers on account calls
Presented marketing and corporate initiatives during account meetings, in-line with channel requirements

AMERICAN GIRL

01.2011 - 01.2016

Managed marketing efforts for United States and Canada and directed product development and launches for several product lines
Established partnership with Canadian retailer’s marketing team during international expansion
Created processes for marketing planning and project reviews, meeting corporate needs and brand expectations
Drove four book product lines, surpassing revenue and placement goals up to 120%
Collaborated with editors and created products that met customer value expectations and hit profit margins
Guided focus group testing, which drove future marketing and product strategy
Directed and implemented promotional campaigns in United States and Canada, generating 50,000 additional names to house file that performed 30% above those acquired elsewhere
Streamlined display creation process, saving 2 weeks of development time and up to $10K per display
Launched and executed over 60 marketing projects annually and worked with several internal and external teams, executing and ensuring on-time and on-budget results

AMERICAN GIRL

01.2003 - 01.2011

Drove sell-in of book product and promotions
Forecasted and analyzed sales data to ensure program success and identify incremental revenue opportunities
Managed and resolved conflicts with accounts and strengthened internal relationships across departments
Received company recognition for management and launch of eBooks and considered eBook expert
Pioneered eBook market while still acting as national account manager, improving operational efficiencies
Negotiated profitable contracts with key retailers, including Apple, Amazon, and Barnes & Noble
Managed specialized accounts, which required flexibility and tenacity to sell in products and secure promotions
Grew Michaels Craft Store account from $66K to $1.5M over 5 years by securing nationwide events, permanent planogram space and promotional merchandising
Prospected and landed 3 major airport retailers, increasing brand awareness nationally
Secured 10 licensing contracts with Scholastic Book Clubs after many years of zero deals