1. Shannon Murray
3900 Old Sabino Canyon Rd | Tucson, AZ 85750
Cell: 317-506-2910 | Email: mctonshan2000@gmail.com
CAREER SUMMARY:
As a successful Marketing Communications Manager, I have developed and executed integrated marketing
communications programs to effectively achieve business goals. By delivering impactful, strategic campaigns and
tools, I have been instrumental in achieving internal and external objectives to the companies and brands I work
for. My diverse background includes both traditional, direct and online marketing, working with startups, as well as
multibillion dollar companies, across varied industries.
CORE COMPETENCIES:
© Brand Management - Product Naming | Logo Development | Brand Development & Differentiation | Market
Awareness | Strategic Marketing Communications | Demand Generation | Sales Support & Enablement
© Digital Marketing – Website Development | Content Development & Management | App Development | Video
Development and Promotion | SEM | SEO | Display Advertising | Social Media | Email Marketing | Drip
Marketing | ROI & KPI Development and Reporting
© Advertising – Ad Agency Management | Campaign Management | Print and Digital Ad Development | Ad
Placement | Promotional Calendar Management | Performance Tracking
© Public Relations – PR Agency Management | Editorial Development | Case Study Development | Sponsorship
Development | Product Donation Consideration | Co-op Advertising
© Collateral Management – Development and Standardizing of Print Materials (Brochures, Product Data Sales
Sheets, TIS, MSDS/SDS, Guides, Detail Drawings, Presentations, etc) | Print and Fulfillment Management |
Digital Asset Management
© Event Management – Tradeshow Management | Sponsorship Opportunity Development | Executive Meetings |
Corporate Customer Appreciation Events
© General Management – Employee Management | Third Party Vendor Management | Marketing Budget
Management | Workflow Management | Project Progress Reporting | Campaign Reporting
SKILLS:
© Ability to develop effective, measurable marketing communications strategies
© Exceptional written and verbal communications skills
© Excellent project management skills
© Aptitude to work collaboratively with cross-functional business partners and outside vendors
© Demonstrated ability to work in a fast pace environment and meet strict deadlines
ACHIEVEMENTS:
© President’s Award – 2010, Firestone Building Products
© President’s Award – 2007, Firestone Specialty Products
© A+ Score from Independent Sales Reps – Five Consecutive Years, Firestone Specialty Products
EXPERIENCE:
Consultant | Work from Home - Tucson, AZ | May 2014 – Present
Independent Consultant - Provide digital marketing strategy, content and support.
© Support sales and marketing teams with development of new web pages for product launches
© Provide brand and product awareness through web and social media development and support
© Maintain consistent branding and voice across multiple web sites
Firestone Building Products | Indianapolis, IN | 2010 – 2013
Sr. Marketing Communications Specialist, Digital/New Media - Established e-marketing strategies, tools and
tactics to drive growth and profitability.
© Developed digital marketing strategy, including product promotion, brand awareness and lead generation
© Provided direction, to product managers and external digital agencies, in the development of integrated
marketing campaigns, including channel selection, marketing metric development and applicable technologies
© Executed advertising campaigns across content distribution networks and social media platforms
© Managed budgets to enhance overall content promotion initiatives, identifying tactical ways to maximize
investment and reach
© Reviewed analytics data to develop actionable insights, in order to optimize promotion strategies

2. Firestone Specialty Products | Indianapolis, IN | 2004-2010
Marketing Communications Manager - Managed all marketing, communications, advertising and PR strategies
to drive growth, new market penetration and profitability.
© Executed new strategies for going to market including development of all new collateral
© Oversaw all trade publication advertising initiatives, including development of new campaigns, market segment
expansion and development of a database to track results
© Implemented and managed division’s first online advertising and email communications initiatives
© Supervised of website design and development, including working with vendor to build a secure, interactive
CRM tool, utilized by internal personnel and independent sales reps
© Planned and managed 30+ trade shows per year, across varied segments, including pre and post
communications through direct mail and email campaigns, increasing traffic to booth by an average of 18%
© Created an online registration process, used to facilitate participation in a variety of company sponsored events
© Managed, including expansion of, co-op advertising program
© Developed case studies and articles for key trade publications and for use by independent sales reps
© Received an A+ score from independent sales reps for successfully implementing marketing/sales tools that
were rated extremely useful in sales presentations and follow up. Materials include online literature order form
that allowed tracking of who was requesting materials, online training videos, tradeshow booth and product
displays, and online resource center
HomeGain | Emeryville, CA | 1999 - 2004
Marketing /Acquisition Manager - Developed and executed all direct and online marketing campaigns.
© Increased email list by 100,000+ unique users in 6 weeks for under $4,000
© Created an email campaigns, based on new list, resulting in 620 new memberships, in first month, at an
average of $148 worth of annual revenue per membership
© Worked with various product owners to understand marketing objectives, time line, and budget
© Managed in house personnel and outside partners to design content and creatives for marketing campaigns
© Designed access database for tracking individual campaign metrics including number and type of contact, click
through and conversion rates in order to provide comparative analysis based on a multitude of factors (day of
week, time of day, headlines, graphics, etc) in order to streamline communication efforts
© Reported to product owners and management on campaign status, results, budget, and return on investment
© Saved money by finding in house solutions for blast fax campaigns and small targeted html campaigns
© Experience with direct mail, flyer, blast fax, and email marketing campaigns, as well as online button and
banner advertising, trade magazine adverting, and trade show collateral
Marketing Communications Coordinator – Assisted in developing and implementing all advertising, marketing
and communications deliverables.
© Developed campaign to convert agents to new fee based model, exceeded goal by nearly 70% in 8 weeks
© Managed national consumer incentive program, including process for tracking, verification and fulfillment
© Designed and produced industry side collateral, marketing and advertising materials
© Participated in development and management of webcast training seminars and online training tools
EDUCATION:
BS in Business Administration with a Marketing Major from the University of Arizona – 1994; GPA 3.4; Deans List
1992-1994
SOFTWARE SKILLS:
© Microsoft Office Suite
© CRM Tools - SalesForce | SAP | ConstantContact | SugarCRM | proprietary | etc.
© Web analytics Tools -Google | CoreMetrics | Webtrends | VisiStat | Omniture | etc.
© Graphic Design Tools - Adobe PhotoShop | Adobe InDesign | GIMP | etc.
© CMS Tools - WordPress | Drupal | Adobe Contribute | Custom CMS solutions
© DAM Tools - Documentum | SharePoint | AutoDesk Vault
© Basic Web Programming - HTML | CSS
REFERENCES:
Excellent references available upon request.