Outdoor Adventuring
Shawn Winquest
Digital Marketing Manager, Media And Campaign Analytics
Camarillo,California
Summary
A media strategist and campaign manager with an extensive track record of integrated campaign strategy at both media agencies and brands, global and regional organizations. Media strategy integration is at the core of a layered skill-set, followed by cross-functional campaign planning, media buying, analytics, activation, and always-on media and creative performance optimization.
Overview
24
24
years of professional experience
3
3
Certifications
Work History
Digital Marketing Manager, Media, Analytics
Freelance Consultant & Contractor
Camarillo, CA
01.2016 - 01.2024
- Maximized resource allocation by streamlining workflows, using refinement of first party data to meet or beat acquisition and retention targets, ensuring profitable quarterly returns approximately 80% of time across client tenures.
- Developed SEO-SEM programs for each client as acquisition driver, plus designed aligned campaigns across social, display, affiliate, and Email/SMS.
- Threaded brand vision, story, and voice through product and campaign asset "toolkits" to ensure brand consistency across each channel's communications.
- Enhanced data driven approach, developed media-message matrix that was foundational for efficiently activating campaign roadmap.
- Synergized relationships between product and marketing designers, plus technology vendors, to align digital messaging and assets for all channels.
- Overcame bootstrapped budgets with balanced deployment of inside and outsourced functionality, achieving more with less across all campaigning.
- Achieved consistent online sales efficiency as measured by preset conversion, acquisition, and retention KPI targets.
Global Digital Campaign Manager
SONOS
06.2012 - 12.2015
- Key contributor in advising global and regional marketing teams in hiring of marketing roles and respective media and creative agency partners.
- Developed progression of full-funnel digital media plans and assets with agencies and publisher partners that aligned to drive maximum impact.
- Proactively developed content via media and influencer partnerships that underpinned full funnel matrix to adapt to all stakeholders internally.
- Led up global digital campaign management for SEM, paid Social, display/video, affiliate/influencer partner activations in North American region.
Brand Engagement & Digital Innovation Manager
ADIDAS
10.2010 - 05.2012
- Initially led digital marketing campaigns as digital marketing lead for performance verticals: Soccer and Running
- Promoted to digital innovation manager after eight months.
- Advised brand vertical leads, DTC eCom, and sales channel managers across performance verticals to make crucial leaps towards omnichannel presence.
- Key liaison with my former media agency team to maximize integrated media investment with focus on digital strategies, tactics, and media partnerships.
- Advanced Major League Soccer partnership, program managing integration of athletes into social marketing campaigns, organic and paid media.
Associate Media Director
Carat USA
08.2007 - 09.2010
- Digital lead on clients: adidas, Taylor-Made Golf, Tourism Australia, Jenny Craig
- Directed digital media strategy, planning, buying, analytics and reporting as lead of digital arm across integrated account teams.
- Managed digital media budgets of $28.5 million across all clientele over my tenure.
- Navigated client investment in digital during tumultuous recession of 2008, increasing digital budgets by 300%, as clients were tightening their belts.
- Mentored and managed team of supervisors, planners, buyers, specialists, and assistants over my tenure, while remaining integral in new business development.
- Oversaw digital media strategy for memorable campaigns, my favorite: adidas Brotherhood campaign featuring NBA stars; also, adidas Originals House Party to revive their lifestyle vertical, featuring their iconic superstar shoe, and combining performance and lifestyle icons.
Senior Digital Media Strategist
Ignited
07.2006 - 07.2007
- Oversaw senior planning and buying of campaigns for client: SEGA, and contributed to Universal Studios Theatrical campaigns.
- Executed campaigns, created recap reports and presented renewal opportunities.
- Maximized advertising efforts by negotiating content creation into ongoing partnerships with Gamestop, IGN, and other key gaming publishing partners.
- Devised data visualization dashboards to make complex data more accessible to stakeholders.
Senior Digital Media Planner
Real Branding
08.2004 - 06.2006
- Senior digital media planner on Warner Home Video account, leading up planning, buying, activation, and reporting for hundreds of DVD releases.
- Developed programmatic campaign strategies that drove product awareness and DVD sales via successful weighting and niche audience targeting tactics
Digital Media Director
Liquid Advertising
01.2000 - 08.2004
- Key stakeholder in founding of boutique ad agency that is still doing well today.
- Managed digital media strategy, planning, buying, and insights across a multitude of clients, primarily Fandango, Vivendi Universal Games, Blizzard, and FX Networks.
- Managed fantastic team of eight planners, buyers, and designers.
- Produced over eighty campaigns during my tenure with budgets of approximately $14 million.
Education
Bachelor of Arts - Film Production
University of Southern California
Los Angeles, CA 05.2001 -
Skills
SEO proficiency
Web analytics
SEM strategy development
Media Strategy
Performance Media Buying
Performance Analytics
Email-SMS Marketing
Affiliate Marketing
Influencer Marketing
Content Development
Creative Asset Versioning
Social Media Marketing
Team Development
Certification
SEM Rush for Digital Agencies
Interests
Surfing
Timeline
SEM Rush for Digital Agencies
01-2024
Google Analytics & Google Ads
01-2024
Google 360 - Display/Video
01-2024
Digital Marketing Manager, Media, Analytics
Freelance Consultant & Contractor
01.2016 - 01.2024
Global Digital Campaign Manager
SONOS
06.2012 - 12.2015
Brand Engagement & Digital Innovation Manager
ADIDAS
10.2010 - 05.2012
Associate Media Director
Carat USA
08.2007 - 09.2010
Senior Digital Media Strategist
Ignited
07.2006 - 07.2007
Senior Digital Media Planner
Real Branding
08.2004 - 06.2006
Bachelor of Arts - Film Production
University of Southern California
05.2001 -
Digital Media Director
Liquid Advertising
01.2000 - 08.2004