Shauna Peters
Herndon,VA
Summary
Performance-driven Vice President with over 20 years of experience aligning marketing strategy with association and for-profit event producer goals and budgets. Passionate about applying excellent organization and communication skills to manage and lead teams. Results-oriented individual well-versed in audience-centric and data-driven decision making.
Overview
21
21
years of professional experience
1
1
Certification
Work History
Vice President and Marketing Strategist
Mdg, A Freeman Company
01.2022 - Current
- As a member of the executive leadership team, set agency goals and direction, analyze performance and drive implementation of agency vision.
- Oversee specialist departments supporting agency account teams by establishing performance goals and methods for reaching milestones.
- Guide process and product/offering development and implementation.
- Responsible for hiring and managing employees to maximize services and productivity.
- Increase company growth through cross-department collaboration (achieved 4% annual YoY profit growth in FY24).
Vice President of Strategic Account Management
Mdg, A Freeman Company
01.2021 - 01.2022
- Led account circle (operating as an agency within the agency) responsible for $4M in annual revenue.
- Managed circle profitability, establishing performance goals and supporting implementation tactics.
- Led strategy for multiple top tier client accounts.
- Responsible for new business development in support of circle goals.
- Hired and managed employees to maximize productivity while training staff on best practices and protocols.
Senior Account Strategist
Mdg, A Freeman Company
08.2018 - 01.2021
- Led strategy for portfolio of clients, focused on event and membership campaigns.
- Developed strategic and tactical plans leveraging industry research, client data and audience personas.
- Led reporting and evaluation of campaign effectiveness to drive optimization and course correction to meet client goals as needed.
- Led implementation of multi-channel strategies designed with understanding of client audience and goals in mind.
- Collaborated with cross-functional teams to develop and implement market strategies.
- Led strategic marketing, including hiring and training.
Account Strategist
Mdg, A Freeman Company
02.2014 - 08.2018
- Responsible for development of marketing campaigns that resulted in highly creative and effective marketing solutions for portfolio of clients including monitoring of campaigns to ensure processes are followed, deliverables are high-quality, on target and within budget.
- Responsible for growth and profitability of account circle through translation of strategic objectives to internal team members ensuring alignment of tactics with strategy.
- Responsible for hiring, management and professional development of assigned account team.
- Maintained proactive, direct contact with clients, conducting strategic engagement with clients to provide high-level marketing recommendations.
- Led campaign kick-off meetings with new clients and participated in strategic marketing meetings and client presentations.
- Reviewed and approved all scopes of work and budgets.
- Attended client events to perform research, press management, social media posting, photo/video art direction, etc.
- Evaluated overall campaign performance to ensure client goals are achieved and determine necessary course corrections.
Senior Director, Attendee Marketing
1105 Media
03.2013 - 02.2014
- Led strategic development and implementation of event branding, promotional messaging and web and social media marketing strategies.
- Defined goals on overall attendance and revenue targets across all public sector events - spanning education, government IT and government security markets.
- Drove strategic improvements to enhance operational and organizational efficiencies.
- Fostered work culture of collaboration and inclusion to increase morale and reduce turnover.
- Prioritized and allocated valuable resources to meet business targets.
- Hired, trained and managed marketing team to support goals and objectives.
Director, Attendee Marketing
1105 Media
12.2011 - 03.2013
- Led strategic development and implementation of event branding, promotional messaging and web and social media strategies.
- Defined attendance goals and revenue targets across portfolio of events.
- Worked closely with organizational leadership to guide operational strategy.
- Formed strategic partnerships to drive business development.
- Optimized operational processes using analytics tools to address specific metrics.
Senior Manager, Attendee Marketing
1105 Media
11.2010 - 12.2011
- Responsible for attendee acquisition for several annual government IT and government security conferences and trade shows.
- Planned and executed extensive, multi-touch marketing campaigns, including direct mail, email, telemarketing, website development, print advertising, social media, etc.
- Tracked and monitored the response of all executed efforts, making contingency plans where necessary to meet attendee target goals.
Marketing Manager
National Trade Productions, Inc.
11.2006 - 11.2010
- Led strategic marketing planning, exhibitor and attendee direct and email marketing programs.
- Created messaging, collateral materials, etc. to implement marketing plans.
- Developed special programs for client events.
- Maintained website and registration for proprietary event.
- Created messaging, collateral materials, etc. to implement marketing plans.
- Utilized market trends and target audience statistics to effectively and appropriately market products.
Marketing Specialist
National Trade Productions, Inc.
11.2004 - 11.2006
- Planned marketing initiatives in support of assigned client campaigns.
- Identified appropriate marketing channels and target audiences for campaigns.
- Monitored trends in social media, industry, and competitive landscape to create new material.
Marketing Assistant
National Trade Productions, Inc.
08.2003 - 11.2004
- Compiled product, market, and customer data to generate informed marketing campaigns.
- Proofread marketing collateral ahead of printing to eliminate errors.
- Created engaging content for marketing collateral.
Education
Bachelor of Arts - English And Sociology
University of Virginia
Charlottesville, VA05.2003
Skills
- Team Leadership
- Relationship Building
- Decision-Making
- Critical Thinking
- Coaching and Mentoring
- Complex Problem-Solving
- Client Relationship Building
- Strategic Planning
Certification
CEM
Timeline
Vice President and Marketing Strategist
Mdg, A Freeman Company
01.2022 - Current
Vice President of Strategic Account Management
Mdg, A Freeman Company
01.2021 - 01.2022
Senior Account Strategist
Mdg, A Freeman Company
08.2018 - 01.2021
Account Strategist
Mdg, A Freeman Company
02.2014 - 08.2018
Senior Director, Attendee Marketing
1105 Media
03.2013 - 02.2014
Director, Attendee Marketing
1105 Media
12.2011 - 03.2013
Senior Manager, Attendee Marketing
1105 Media
11.2010 - 12.2011
Marketing Manager
National Trade Productions, Inc.
11.2006 - 11.2010
Marketing Specialist
National Trade Productions, Inc.
11.2004 - 11.2006
Marketing Assistant
National Trade Productions, Inc.
08.2003 - 11.2004
Bachelor of Arts - English And Sociology
University of Virginia
CEM
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