SHALEE OSBORN

Denver, CO • 469-***-**** • advlsn@r.postjobfree.com

LinkedIn - www.linkedin.com/in/shaleeosborn

CREATIVE CHANNEL & PARTNER MARKETING MANAGER

Head of Marketing • Marketing Director • Senior Marketing Manager • Regional Marketing Manager Digital Marketing Analytics • Campaign Management • Demand Generation • CRM Strategies Positioned Brands • Led Go-To-Market Development • SaaS • Content Marketing Cultivated Channel Partnerships • Improved Awareness • Launched Brands • Captured Customers WORK EXPERIENCE

Xero, Denver, CO July 2021 – January 2023

Channel Marketing Manager

● Increased sponsorship revenue by 75%.

● Raised NPS by 15% through account manager feedback surveys to resolve gaps.

● Raised Hispanic brand awareness by 30% in 6 months by redesigning websites, sourcing bilingual branded “swag”, developing new collateral, and optimizing target audience reach.

● Strengthened ecosystem relationships with app partners, local advertising agencies, and leading industry alliances by incorporating sponsorship opportunities for community events.

● Prepared marketing copy, images, videos, emails, and other collateral for all marketing campaigns for the go-to-market sales teams.

● Developed insights into marketing campaigns by collaborating with Sales Ops to develop a Salesforce dashboard to assess performance against goals.

● Evaluated consumer preferences and behaviors, combined with market trends and historical data, to adjust and enhance campaigns.

● Led the US customer lifecycle email journey for leads, prospects, and contacts.

● Optimized business strategies and launched products to diversify offerings with app partners, including event sponsorships and co-hosted webinars. Massage Envy Scottsdale; Denver, CO Oct 2018 - July 2021 Regional Marketing Manager

● Cultivated effective relationships with the National Directors of Operations, Regional Directors, and Franchise Owners in 8 regions by planning media buys for 39 top-revenue accounts.

● Approved and administered co-op budgets for local and regional accounts as related to consumer events, ongoing consumer, and business-to-business marketing opportunities.

● Trained the field team on all product and promotional launches by attending regional co-op meetings and monthly calls.

● Collaborated with legal, recruitment, tech, PR, social media, and approved local agencies.

● Identified potential vertical partnerships aligned with cross-promotional opportunities for local events and activations.

● Evaluated competition strategies within DMAs by recommending geofencing, retargeting, and customer loyalty programs that define target consumers and buying habits. H&R Block, Block Advisors; Denver, Kansas City, CO/MO June 2015 - Sep 2018 Senior Marketing Manager

● Drove profitable revenue growth for 18 national regions.

● Mentored a team of 350 indirect field associate reports.

● Grew year-over-year clients by 55% and new client revenue by $500,000.

● Increased client retention and referrals by 22% through regional and national training guidelines.

● Allocated a $2M annual budget with full performance accountability against immediate and long- range corporate objectives.

● Raised new client count by 5% in collaboration with vertically-aligned partners to develop customized marketing strategies for cross-promotion.

● Developed annual marketing revenue projections and plans to achieve financial targets.

● Implemented revenue-driving business partnerships, loyalty programs, and retention strategies to achieve regional growth targets.

● Improved brand and program awareness using TV, digital, social, OOH, print, and PR buys.

● Provided marketing collateral for product promotion, lead generation, local promotions, pilot tests, open houses, non-profit partnerships, and market-specific conditions. H&r Block Denver Kansas City Co, Denver, CO, MO Nov 2007 - June 2015 Regional Marketing Manager

● Led 24 remote marketing coordinators across 10 states in local plans and execution.

● Drove brand and corporate program awareness using $1.5M in partnerships, digital, social, radio, OOH, print, and PR buys.

● Increased new client growth by 12% after training associates in corporate marketing principles.

● Recruited, hired, and mentored 75 marketing coordinators in regional and remote locations.

● Received the highest annual MQI (Manager Quality Index) score out of 18 peers.

● Negotiated media and advertising in 9 key states.

● Constructed and executed regional and local marketing plans for the western market region.

● Supported the Market Vice President and Field Directors with regional and DMA plans.

● Promoted programs, products, and services with multi-channel strategies.

● Developed marketing campaign insights to assess performance against goals.

● Captured new customers by optimizing business strategies and launching diversified offerings.

● Enhanced profitability by driving end-to-end productivity and growth.

● Raised brand exposure by developing new packaging, collateral, and sales materials with optimized target audience reach.

EDUCATION

University of Colorado, Denver, CO

Bachelor of Science, Business Administration

TECHNOLOGIES, CERTIFICATIONS, & AWARDS

Technologies: Salesforce, Marketo, Adobe Work Front, HubSpot, Google Suites, MS Office, Asana

Awards: CMO Award Winner, 2014

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