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Shannon Wilson

Senior Director of Marketing | Driving Audience Growth and Engagement

Washington DC-Baltimore Area

Overview 

Shannon Wilson is a Senior Director of Marketing with expertise in driving audience growth and engagement, currently based in the Washington DC-Baltimore Area. With a background that includes roles at prominent organizations such as Axios and PBS Distribution, Shannon has excelled in areas such as customer retention, lead generation, and performance marketing, demonstrating a strong track record of managing successful marketing campaigns and partnerships.

Work Experience 

  • Marketing Manager

    2025 - Current

  • Senior Director of Marketing

    2023 - 2024

    - Develop, oversee and manage overall marketing strategy with a primary focus on subscription growth and increased user engagement with our streaming platform -Manage all aspects of the consumer marketing budget. Monitor ROI, make optimizations and communicated results back to leadership and key stakeholders - Manage all outside marketing agencies and marketing tech vendors. - Work with channel partners (Amazon Prime Channels, Roku Channel, Comcast, etc.) to grow subscribers outside of our primary DTC O&O service

  • Director, Marketing and Growth

    2021 - 2023

    - Lead marketing and growth for Axios Local, launching newsletters in 24 markets throughout the country. - Design experiments and strategy, build audience segments, manage budgets and execute performance marketing campaigns that grew readership by over 1 million subscribers across newsletters. - Partner with internal data team to build dashboards and reports in Looker, Tableau and GA to evaluate strategies, better understand our audiences and identify new opportunities for growth.

  • Marketing Manager

    2016 - 2021

    • Oversaw subscriber growth and retention strategy for four streaming Prime Video add-on channels (PBS Masterpiece, PBS Kids, PBS Documentaries and PBS Living) • Managed paid media campaigns, including strategy, media mix, budgeting, goal setting and result analysis • Oversaw development of creative materials, working with internal and external teams to develop best-in-class assets for campaigns across platforms (video, display, print, social media, etc.) • Monitor industry trends and competitive landscape to inform and improve marketing efforts

  • Associate Manager, Marketing and Sales Support

    2015 - 2016

  • Marketing and Events Manager

    2013 - 2015

    • Oversee marketing efforts and strategies for Bethesda Magazine and Arlington Magazine, including subscription marketing, advertising marketing, branding and promotional efforts. • Negotiate and manage community partnerships, maintaining ongoing with relationships with key organizations. • Plan and execute all Bethesda Magazine events, including developing our very first for-profit event • Coordinate with designers and printers to develop marketing collateral.

  • Business Development Coordinator, AtlanticLIVE

    2011 - 2013

    • Researched leads, conducted outreach, attended sales meetings and calls, and fielded incoming requests to create a pipeline of potential underwriters for over 80 events per year. • Developed custom event proposals for prospective clients, serving as a liaison between the sales, marketing, content, and logistics teams. • Created post-event marketing recaps • Planned and executed special events • Provided administrative support for sales team, tracked competitor events, proofed contracts, filed expenses, and maintained schedules for three sales people.

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  • Associate Account Executive

    2011 - 2011

    • Coordinated and planned launch events for a new bourbon brand to create media awareness and drive press coverage. Responsibilities included sourcing venues, working with celebrity chefs to create new recipes and coordinate catering, planning decor, tracking RSVP’s, and executing the event on-site. • Secured media interviews for brand spokespeople with mainstream outlets such as The Chicago Tribune, The Associated Press, and Fox 5 Dallas morning news. • Managed DBC’s internship program, including interviewing, hiring, and overseeing interns’ day-to-day responsibilities and schedules.

  • Account Coordinator

    2010 - 2010

    • Pitched stories to the media resulting in over 30 print, broadcast and web media placements. • Responsible for all reporting for five clients including compiling weekly meeting agendas, tracking and clipping all media placements and maintaining coverage reports. • Conceptualized and produced branded media mailings to build awareness including overseeing design of branded elements, writing and editing press materials and creating targeted lists of recipients.

  • Intern

    2009 - 2009

    Responsible for social media outreach, updating and maintaining twitter and facebook accounts.

  • Assistant Associate

    2009 - 2009

    • Aided in the creation and execution of comprehensive marketing campaigns for clients • Pitched story ideas to local, national and trade media outlets in a variety of industries • Conducted research for outreach to potential new clients Drafted bylines as part of corporate communications effort to position CEO and Agency as leaders in the Public Relations industry

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