Shawn Walter: Associate Director of Activation in Louisville, KY

The North Face Manage and develop a team of media buyers and strategists responsible for campaign strategy, budget planning, and activation for The North Face’s paid social media Serve as the paid social team lead for the The North Face team at Essence, managing relationships with Facebook, Snapchat, TikTok, Pinterest, and Twitter Responsible for the planning and execution of a $2MM+ advertising budget per quarter while meeting specific ROAS benchmarks Work with strategic leads to plan message and audience targeting strategy across product categories, demographics, and channels Participate in GroupM strategy sessions to provide insights into how paid social channels are evolving and how to achieve the best possible performance in a post-iOS 14 environment NBCUniversal Managed a team of five programmatic media buyers responsible for campaign strategy, budget planning, and activation Served as the programmatic team lead for the NBCUniversal cable team at Essence, managing campaigns for networks that include CNBC, SYFY, USA, Bravo, and NBCSN Managed programmatic campaigns with budgets reaching up to $125k per week through The Trade Desk and Google DV360 Regularly met with and managed the ongoing relationship with Google DV360 and The Trade Desk reps and other strategic partners Planned and managed paid search campaigns for multiple shows including Top Chef, Wynonna Earp, Married to Medicine, and Queen of the South with budgets up to $35k per week

Worked as the primary digital media buyer for Raphael Warnock’s campaign for the U.S. Senate in Georgia Strategized and managed paid digital campaigns across paid social, paid search, CTV, and digital radio with a $3MM+ budget Managed relationships with strategic partners, including Hulu and YouTube TV, to execute and measure the effectiveness of weekly campaign flights With a mix of creative, regularly reached 1.5MM+ unique users through each of our YouTube videos while generating more than 76MM+ impressions Leveraged partnerships with Hulu and YouTube TV to serve 2MM+ high quality CTV impressions to our target audience in the closing days of the campaign

Strategized and executed paid social campaigns that drove $5.3MM+ in eCommerce revenue with an average return on ad spend of 12.3x Identified and built a strategic partnership with a public relations agency to expand the brand’s presence in national publications, resulting in interview offers for the brand with USA Today, Muscle & Fitness, Buzzfeed and Thrive Global within the first 30 days of the partnership Implemented and created strategy for email marketing campaigns to help drive $3.5MM+ in revenue Managed SEM campaigns that helped drive $5MM+ in revenue with an average return on ad spend of 10.5x Led search engine optimization strategy development for website rebuild, increasing organic rankings from 466 keywords to more than 6,000, including ranking within the top three search positions for more than 150 high value keywords Led a marketing campaign for free trials to increase the brand’s subscriber base, generating 8,000+ new subscribers in 36 hours Managed day-to-day updates for the brand’s eCommerce website, generating an average of $1.5MM per month Implemented eCommerce experience platform to provide personalized experiences to consumers, resulting in $350,000+ in upsell revenue at checkout within the first 90 days

Led marketing strategy development and implementation for direct response campaigns, resulting in a 473% year-over-year increase in phone calls from paid search while decreasing the cost-per-phone call by 68% Developed and managed multiple $1MM+ data-driven media plans based on revenue and attribution projections to accurately project return on investment scenarios by time periods and tactics Partnered with venture-backed marketing technology startups to provide UX and UI research and feedback to develop an AI-driven paid social management and optimization platform Negotiated software contracts with vendors to consistently licensing fees by 25%+ Successfully managed the development and launch of a direct-to-consumer e-commerce brand to more than $100,000 in sales within the first five days with zero paid marketing dollars Represented the digital marketing department in business development efforts, closing more than $850,000 in new business within six months, including helping to close the largest first-year contract in company history Collaborated with designers and copywriters to create conversion rate optimization strategies for clients across industries including e-commerce sports and home improvement brands