Shelby Henderson

• Role: Affiliate Channel Lead and investment owner ($5M-$10M/year) across a portfolio of brands; responsible for crafting a marketing plan to exceed client business goals and drive innovation
• Collaborated on numerous go-to-market strategies for new product launches, most notably Ninja Kitchen's release of Slushi in summer 2024; the launch exceeded forecasted sales goals by over 50%.
• Overhauled the Elizabeth Arden (Revlon) affiliate program after onboarding the account in the summer of 2023; successfully increased investment efficiency by 15% year-over-year while diversifying partnerships to support full-funnel activation, with an emphasis on content/influencer growth
• Crafted and executed HealthMarket's (UHG) Open Enrollment strategy for Nov/Dec 2023, managing between $50K and $400K in investment per day, producing record OEP lead volume generation at a 35% more efficient cost per lead year over year.

• Role: Affiliate Channel POC for brand manager, overseeing planning and execution of marketing tactics and their transformation into actionable learnings
• Prospected lead generation opportunities for Champion Windows, with emphasis on net new tactics; drove double-digit lead volume growth year over year after pushing for affiliate expansion into social tactics.
• Executed multiple initiatives directed at improving the workflow and processes of our affiliate team; took responsibility for bi-weekly channel meetings, facilitating stronger internal collaboration to clarify the agency's POVs on industry trends.

• Role: Network POC for brand manager, responsible for driving affiliate strategy and developing my support team to carry out execution
• Managed the affiliate budget, strategy, implementation, and analysis for a portfolio of brand clients (Signet Jewelers, Garmin, Carhartt, Paula's Choice); improved portfolio revenue by 37% year-over-year with $277 million in combined affiliate sales in 2021.
• Built a budget tracking and forecasting Excel report to improve workflow for managing increasingly complex affiliate budgets; trained the Chicago and San Francisco offices on implementation

*Previous CJ Affiliate roles, dating back to July 2018, listed on LinkedIn