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Associate Director of Activation

Top Management

Whether it's through innovative media buying, analyzing data to optimize a company's website, or discovering new ways to hurt myself mountain biking, I love to find new ways to make great things happen. 

The past 14 years have taken me from traveling the country working on political campaigns, to scaling DTC startups to $60MM+ in annual revenue without a dollar of outside capital, to working with NBCUniversal and The North Face to implement cutting edge media strategies that drive attributable results. It's been a great experience that has allowed me to work with and learn from incredibly people. 

That said, I'm looking for my next challenge. And if you're looking for someone who can dig into a problem, see what's working (and what's not), and challenge the status quo, then let's talk. 

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

Senior Digital Media Buyer

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

Marketing Strategy and Paid Digital Director

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

Vice President of Digital

Find out detailed information about Shawn Walter, Associate Director of Activation in Louisville, KY

Shawn Walter: Associate Director of Activation in Louisville, KY

Shawn Walter

Indiana University