Social Media Go-To-Market

Jamie Shoup, Communications Leader

I am a technical communications professional with over 25 years of corporate and agency experience in public relations and social media, I am self-motivated and results driven, and have a long-standing history of community building and managing alliance partners such as Cisco, VMware, CompTIA, Adobe, and Microsoft.

As part of multiple Go-to-Market Teams for global enterprise technology brands, my work heavily focuses on scaling social media and employee advocacy programs through testing and optimizing with a goal of improving business awareness.

At the heart of it all, I am an engagement manager, a storyteller, and a community-organizer. I thrive on operational excellence, creating processes, project management and developing team members. I possess strong strategic planning and leadership skills in support of direct marketing and social engagement goals.

CONTACT

Jamie Shoup 317-***-**** Carmel, Indiana *******************@*****.***

Linkedin.com/in/msjamieshoup X.com/msjamieshoup

https://jamieshoup.my.canva.site/home

WORK EXPERIENCE

Broadcom, (Remote, Palo Alto, California), A global infrastructure technology leader built on more than 60 years of innovation, collaboration and engineering excellence.

Global Social Media Lead, Software-Defined Edge Division (09/2023-01/2025)

Marketing Communications, Content Marketing Team, Software-Defined Edge Division

●Responsibilities include organic social media strategy and implementation, reporting and optimization, and content creation for VMware SASE & Edge, and Telco Cloud channels.

●Lead the Software-Defined Edge Division Internal Employee Advocacy Program utilizing Dynamic Signal platform, including curating relevant news articles, content creation, reporting and training employees on how to use the tool.

●Aligned with Corporate Communications on product launches, large-scale events, and coordinated social planning.

●Crafting, planning and design for creatives working with product teams and agencies to implement strategic social awareness campaigns

●During our acquisition year I took over leading all channels for our Division and outperformed our KPIS across the board: Impressions +56%, Engagements +85%, Link Clicks +156%, and Audience Growth +60%.

VMware, (Remote, Palo Alto, California), A leading provider of multi-cloud services for all apps.

Global Social Media Marketing Manager, SASE & Edge (09/2021 –11/2023)

●Responsible for driving awareness, traffic and engagement for the SASE & Edge team’s social media programs in partnership with key stakeholders teams including Go-to-Market, Strategic Partnership, Sales Enablement and Corporate Communications.

●Implemented an organic Social Media Program with more than 43K fans for SASE & Edge Business Unit from planning and strategy, content creation and messaging, to monitoring and reporting on KPIS. Performance YoY: Increased Engagement Rate 17%, Increased Video Views 147%, Increased Follower Count by 9%, and Increased Clicks 52%.

●Managed multiple Executives’ social presence, including crafting and editing and posting weekly posts in their tone of voice.

●Supervised creative agency to align on content creation of graphics, videos and design. Provide guidance on strategy, timing, and optimization.

●Owned the Influencer Engagement Program to align with key Influencers, Analysts, and Bloggers to conceptualize and create new content to amplify our solutions and customer stories.

●Championed Internal Employee Advocacy Program including marketing strategy and weekly newsletter creation for our Business Unit utilizing Dynamic Signal platform.

●Supported the VMware SASE & Edge Blog platform with editing, publishing and promoting posts as well as pulling Blog analytics. This past year the Blog had 107 posts with more than 36K visits annually.

●Participated in 25 annual technology events including owned conferences like VMware Explore and performed on-site social capture to leverage engagement and awareness opportunities.

●Participate in Community Management various forms for vExperts at VMware Explore events.

Cisco, (Remote, San Jose, California), A leader in networking hardware, software, and telecommunications.

Global Digital Program Manager, Cross Architecture (12/2016 – 08/2021)

●Lead the digital strategy and planning,(encompassing social media, thought leadership and influencer engagements), across the Cisco Architectures Business Unit to create cohesive messaging across the brand.

●Solely managed all organic and paid Social Media for Cisco Cloud; from technical content creation to optimizing analytics and reporting, I grew the community by 140%.

●Ran the Cloud Division Social Media Employee Advocacy Platform (Sprinklr) including creating technical content (blogs, news articles, event coverage and social media posts) as well as reporting and training to Division employees.

●Publisher of both the Cloud Blog and the CIO Perspectives Blog; I handled editorial calendars, recruitment of contributors, editing and promoting all posts on the platforms.

●Facilitated booking qualified guests and promoting Cloud Unfiltered, a video podcast.

●Community Management: oversaw Cloud community outreach, forum monitoring and promotions.

●Leadership Roles:

o2020: Women of Cisco – Indiana Chapter Co-Lead

o2019: America’s Social Media Lead, for Cisco’s Women of Impact

o2019: Cisco Mentor for new hires on the Cloud team

Pearson, (Indianapolis, Indiana), The world’s largest education company.

Executive Community Mgr., Pearson Technology Group (06/2001 – 12/2016)

●During my 15 years with Pearson, I established a Social Media Community with over 334K followers and managed all publicity and social media efforts representing key technology brands: Cisco Press, VMware Press, Pearson IT Certification and more with sales of over $20 million in revenue.

●Lead the Community Team (on site and remote staff of 4) in best practices, strategic communication and social media. Guided team members’ career growth and oversaw corporate policies and projects.

●Created technical content including messaging, design assets and campaigns for social channels such: Facebook, Twitter, Google+, Instagram, LinkedIn, and YouTube.

●Implemented Social Media Employee Advocacy Program through LinkedIn Elevate encouraging employees to share and amplify our social content.

●Collaborated Marketing Department on event strategy and planning - attended on site events like Cisco Live, VMware Explore annually on behalf of Pearson brands.

●Community Manager for Cisco Press Lounge in the Cisco Learning Network.

●Worked with Online Web Team to improve site content, design, search, SEO, and navigation.

●Developed and managed Community Programs including a User Group Program (10,000 members) and Review Program (via Amazon), which increased awareness and boosted education opportunities for our technology books and products.

●Leadership Roles:

oCommunity Team Manager, Pearson Technology Group

oConnect Leader on Women In Leadership & Learning Board at Pearson.

oSelected as one of 50 Brand Advocates within Pearson, (40,000 employees) to advise, create and amplify the brand.

S&S Public Relations, now Next PR, (Indianapolis, Indiana), Public Relations agency specializing in technology and consumer products.

Senior Account Director (05/1999 – 06/2001)

●Managed multiple national and local technology accounts, generated weekly Tier 1 and Tier 2 media placements, coordinated speaking opportunities and press tours, and provided event support, reporting analytics, and relationship management.

●Crafted all communications including press releases, backgrounders, pitches to Editors, press tour materials, and training handbook.

●Selected and trained all new hires in the local Indianapolis office. Mentored Account Executives to improve product knowledge and performance.

CONSULTANCY EXPERIENCE

The Greater Go

Communications Consultant, Indianapolis, IN (05/2017-12/2020)

Illinois State University

Athletic Department Marketing Assistant, Normal, IL (08/1988 – 05/1999)

McLean County Arts Center

PR Coordinator, Bloomington, IL (08/1998 – 05/1999)

SKILLS

Hard Skills:

Analytics Agency Management Budgeting Campaign Creation Channel Management Content Development Community Management Customer Experience Editing Employee Advocacy Data Analysis Digital Marketing Leadership Marketing Analytics Market Research Partner Relations Public Relations Project Management Reporting Social Media Strategy Social Networking Team Building Technical Writing

Tools and Software:

Adobe Analytics Batchbook Canva Click Up Dynamic Signal Gloss AI Google Analytics Hootsuite Hubspot Jasper LinkedIn Elevate Lithium MS Office Suite Radian 6 Tableau Salesforce Shortstack Social channel native platforms and Business Manager Smartsheet Sprinklr Sprout TalkWalker Webtrends Writer WordPress

Certifications:

Hootsuite Sprinklr TalkWalker

EDUCATION

Illinois State University Bachelor of Science: Communications, specialization Public Relations, 1999

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