Lori Shannon | Digital Marketing Executive

Professional Profile

Action-driven leader who employs a big-picture, strategic outlook with a strong grasp of the tactical elements to execute marketing initiatives while managing all activities related to conceptualizing and implementing strategies including market research and planning; strategic direction for promotion and advertising; coordination with internal and external teams; and hiring and directing the day-to-day activities of marketing staff.

Responsible for strategic planning, implementation, and management of marketing campaigns focusing on brand awareness and lead generation through content management, organic and paid search, and social media marketing. As a member of an organization’s management team, performance includes demonstration of the following accountabilities: leadership, communication, mentoring, empowerment, and resource management.

Outstanding understanding of new media, social media, and the impact of online conversations on a brand. Exceptional management skills in developing and executing sophisticated marketing strategies, tactics, plans and programs. Oversees all SEO related activities, social media campaigns, video production and promotion, content strategy and implementation, email marketing, and creative support including photography and website design and maintenance.

Areas of Expertise

  • Social Media Marketing and Adverting: Strategic Planning, Campaign Integration, Engagement, Analytics, and Implementation
  • Content Marketing Strategy, Management, and Implementation
  • E-mail Marketing
  • Google Analytics

Professional Experience

2010-present | Vice President, Internet Marketing and Communications | Elements Behavioral Health  

  • Executive member of online marketing team responsible for 50-80% client acquisition and revenue
  • Manage all social media advertising using targeted audiences and A/B testing to reduce spend and increase ROI
  • Consistent growth of branded Facebook pages (18 total) with 10% month over month fan acquisitions, over 600,000 monthly impressions, and 3x reach with less than $3500/month budget for all pages combined; Consistent engagement rates between 8-12%
  • Increase email marketing subscriber base of new brand 20% month over month; Develop email marketing strategy and create and send emails using data from search and social analytics, resulting in 20-30% open rates and 9-12% clickthrus for a new brand (both much higher than the industry standard)


  • Utilize analytics and trends to gather competitive intelligence; Identify opportunities and innovative new ways to leverage public relations, social media and events channels
  • Create and implement company-wide SEO standards based on evolving best practices set forth by the major search engines; analyze effectiveness and adapt as the SEO landscape changes
  • Craft marketing plans as new programs and brands are developed; includes situation analysis, identification of goals and target audiences, tactical and implementation plans, and measurement
  • Establish content strategy founded on key messages tied to company vision, brand positioning and competitive advantages, using established brand personality and identity
  • Develop multi-channel marketing campaigns; focus on earned and paid social media content planning and campaigns


  • Ensure all marketing communications are coordinated, that they support the overall marketing plan objectives and that they are an effective expenditure of resources
  • Oversee implementation of SEO projects from concept to completion; monthly SEO audits and reporting
  • Integrate brand marketing strategies and campaigns into social media; supervise day-to-day activities of social media and video production teams
  • Provide input into the development of joint ventures, affiliations and partnership arrangements
  • Engage and manage relationships with external public relations agency and media outlets; ensure alignment and integration of public relations, social channel and events strategies
  • Ensure consistent adherence to brand guidelines for all marketing materials
  • Monitor online community and reputation management; when appropriate, collaborate with internal teams (PR, Legal, etc.) to craft responses; develop and support reputation management and crisis communications plans
  • Track, analyze, and report on all competitive marketing efforts to optimize communication methods, mediums, and technologies to engage with various audiences
  • Develop and manage editorial calendars for the brands’ social media platforms, including Facebook, Twitter, YouTube, Instagram and others
  • Create weekly, monthly and quarterly reports on social media activities to show progress and communicate insights that inform marketing strategies and campaigns


  • Manage in-house, contract, and freelance team members working on SEO, Social Media, Content Production (written, photography and video), and Website development, design, and maintenance; expert at managing large virtual/telecommuting teams; develop, mentor, and coach team members on an ongoing basis
  • Delegate tasks and projects; ensure all members of the marketing team maintain ethical standards when developing online campaigns
  • Conduct regular social media training with sales and outreach team; advocate for employee contribution to social media marketing and brand awareness initiatives
  • Evaluate staffing needs and conduct regular performance reviews; responsible for overall team engagement
  • Make recommendations for improving the overall effectiveness of the Internet Marketing department


  • Partner with the Brand Manager, Creative Director, and Content/PR Director to create effective collaborative processes with individual stakeholders to ensure marketing materials communicate a consistent brand message
  • Continue to develop and implement inter-company communications that foster better working relationships within the company
  • Regularly recommend ways to improve both external and internal communications

2004-2010 | Sr. Manager, Internet Marketing | CRC Health Group | Aspen Education Group

2002-2004 | Web Coordinator – lakings.com | Los Angeles Kings Hockey Club


2013   Gonzaga University, Spokane, WA

Master of Arts in Communication and Leadership Studies

Certificate in Intercultural Communication and International Media

2014   University of California, Los Angeles, Westwood, CA

Certificate in Marketing and New Media

2001   Brooks Institute of Photography, Santa Barbara, CA

Bachelor of Arts in Advertising and Digital Imaging Majors in Professional Photography