BETH SHANNON 949-***-**** acein1@r.postjobfree.com Newport Beach, CA

92660

Motivated and team-oriented relationship Marketing executive with an MBA

and extensive experience developing direct marketing, online and

advertising campaigns for B2C/B2B clients. Flexible and creative while

maintaining a focus on budget and deliverables. I've managed above and

below-the-line campaigns with successful results for clients such as

Jaguar, Mazda, Avery, Pepsi One, Mattel, Experian/PMID.com and AAA.

EXPERIENCE

INDEPENDENT MARKETING CONSULTANT April 2013

- Present

Brand Account Director: Garage Team Mazda/Mazda

. Manage National TV/Print campaign for North America. Managed first FSI

for Mazda6 Launch in USA Today having strong brand awareness of 91%

favorability with brand and 65% recall: 25% over the auto ad norms.

Developed employee package providing details on Global Mazda Target that's

now used while onboarding new hires. Managed strategic development of award

winning Miata print ad (most iconic ad) for the 2014 Playboy 60th

anniversary issue.

. Manage CPO Marketing materials for dealer and consumer experience.

KELLEY BLUE BOOK, Irvine, CA

Marketing Manager, Ad Products

2011 - 2013

. Partnered with KBB.com Sales team and Product Management to create new ad

opportunity packages and subsequent sales proposals to sell into OEM

advertisers

. Ford project - Swap Your Ride Calculator won IAC Best Automotive Online

Ad in 2013

. Team successfully managed selling in >50% of proposals in 2011 resulting

in over $8MM and doubling revenue in 2012

. Assisted in selling in the largest 2012 ad buys with Toyota and Quaker

State, the 1st near endemic sponsorship

INDEPENDENT MARKETING CONSULTANT

2009 - 2011

Program Strategist: George P. Johnson/Toyota

. Developed strategy documents to justify sell-in of GPJ/US support for the

2011 Toyota World Conference in Las Vegas

University of California, Irvine Extension Instructor: Professional

Communications Skills (PCS)

. Taught the Spring & Summer Session, Graduate-Level seminars to 32 UCI

Extension students prepping them for English speaking, business

environments. I provided professional experience insights, taught classes

and graded assignments

Marketing Manager: Avery Dennison

. Developed Global Demand Creation Process for disseminating US based

creative to international regions reducing costs and timing to develop

international work

. Provided turnkey options for international creative requests for regional

output to ensure consistent worldwide branding

Sr. Direct Marketing Manager: ProtectMyId.com/Experian Consumer Direct

. Supported and recommended all off-line acquisition brand activities

including launching first print campaign and new DRTV campaign in 2 weeks

. Managed radio endorsement program and positively reversed 3 month

declining membership trend for radio enrollees

. Provided guidance to manage agency search for PMID.com and narrowed down

agencies for Direct Marketing work

GLOBAL BEACH, Irvine, CA

Account Director: Automotive Club of So. California, Jaguar Cars

2007 - 2009

. Responsible for strategic & financial growth of all assigned accounts.

Key player in new business pitches resulting in AAA win. Managed growth &

development of 2 Account Managers/Account Executives. 4Q07 Employee of

the Quarter

. Responsible for strategic growth and maintenance of all e-marketing,

microsites and Mobile/WAP business for Jaguar Cars and AAA of Southern

California including projects and yearly scoped management work

- Successfully launched US 2009 Jaguar XF microsite helping to gain

more than 4,000 prospects prior to launch

- Developed jaguarxf.mobi mobile site for Jaguar XF which won Mobile

Marketing Association Award for "Best Use of Mobile Marketing" for

product launch and was '08 Webby Award Honoree. Site averaged 4,500

unique visitors/ week and '08 media generated 7MM brand impressions

. Provided metric reporting and analysis for all email campaigns - having

sent over 15MM emails/year for AAA

. In 2009, single-handedly managed to maintain 5% of revenue from Jaguar

relationship with project work after account transitioned from Global

Beach

Y&R ADVERTISING / WUNDERMAN, Irvine, CA

December 2000 - February 2007

VP, Account Director: Mattel

2004 - 2007

Responsible for strategic & financial growth of Games division.

Responsible for development & promotion of 2 jr. team members. Key player

in new business pitches resulting in Kindercare resulting in new business

worth >$2MM in revenue

. Responsible for strategic & advertising growth of Games, Matchbox, TYCO,

and Male Action divisions of Mattel

- Developed, managed and maintained the creation of

www.mattelgamefinder.com

- Sold in and managed strategic platform for Scene It DVD game -

World's #1 DVD board game

- Yearly coordination of over 70 TV spots and print ads for Scrabble,

Pictionary, Scene It, Male Action toys, TYCO and Matchbox managing

multiple clients and projects

. Managed $50MM media budget for Mattel Games to develop 360 Marketing

programs for all products

. Developed 2003 award-winning International Scrabble campaign - Won 2004

Best of Show/Addy, Communication Arts Best Of 2003 accolades

. Developed quarterly overview for clients to review competitive state of

games and provide Agency POV on gaming

Management Supervisor: Mattel, Games & Puzzles

2003 - 2004

. Managed $21MM media budget for client to develop advertising/marketing

programs for new & evergreen products

. Provided long term, consistent account management responsibilities and

helped to welcome in new clients with overviews of historical products

and programs. Promoted to Vice President in December 2004.

Y&R ADVERTISING/WUNDERMAN, Irvine, CA

Management Supervisor: Sony, Jaguar, Land Rover

2000 - 2003

Developed and managed strategic communication development for all direct

programs including: DRTV, print, mail, tele-services and events supporting

Sony VAIO and Digital Imaging products to promote 360 programs

. Provided direct marketing expertise, strategic direction and

communication development/execution for all direct programs on Jaguar and

Land Rover including Owner programs. Some achievements include:

- Developed most successful acquisition program, Jaguar London Calling

2003, awarded 2003 NY Festivals finalist

- Developed award winning direct mail campaign for 2004 XJ launch and

Land Rover new owner welcome kit

- Received bronze consumer winner for 2002 Intl. Automotive Advertising

Awards for XKR DR Mail campaign

OgilvyOne Worldwide, New York, NY

May 1995 - December 2000

Management Supervisor: Digital Archaeology

1999 -

2000

Responsible for the management and execution of all accounts worked on.

Managed budgets of >$5MM. Assisted CMO in new business pitches achieving a

25% success rate. Responsible for growth & development of 2 junior team

members

. Developed and managed B2B brand launch. Customer acquisition plan

including print, direct mail, and interactive elements involving

segmentation and analysis which contributed to sale of Digital

Archaeology to current owners

Sr. Acct Supervisor/Acct Executive: Digital Archaeology, Streamline.com,

Pepsi ONE, 5 Brothers, TIAA-CREF,

American Express & Membership Rewards

1995- 1999

Strategic partner in development of list selection, testing strategy,

research, teleservices and db management for clients

. Streamline.com & TIAA-CREF: Brand re-development, new market launches,

partnership programs

. Pepsi One: Launched brand with conquest program involving positioning,

segmentation and analysis with 7% RR

. Amex: Managed all DRTV communications and budgets for Personal, Optima

and affinity Cards. Membership Rewards communications management in over

30 countries to ensure consistent messaging in all countries

. Managed execution of DRTV for core card brands and heavy direct mail for

Fee services including new product launch, Driver's Assurance to drive

Fee services revenue goals

. Provided strategic direction for TIAA-CREF brand

repositioning/advertising image campaigns for new market and product

introductions. Responsible for $1.5MM print budget and sustained 25%

profit margin

EDUCATION: UNIVERSITY OF PITTSBURGH: MBA and BA

MBA: Marketing, Joseph M. Katz Graduate School of Business BA:

Communications, College of Arts & Sciences

PRO-BONO

USC SUMMER FILM PROGRAM TEACHER

2004 - 2011

Educated students on Agency-Client relationships; Briefed & critiqued them

on their final assignment: TV commercial

AMERICAN CANCER SOCIETY/HARLEM BREAST CANCER COALITION

1996 - 1998

Managed unique DM campaign for Harlem cancer awareness. Response was 100% >

1400 visit goal

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