Shannon Anderson
Calgary,AB
Summary
Senior Marketing & Communications Leader with 15+ years of experience driving brand growth across North America in agency, client-side, and consulting environments. Proven expertise in strategic planning, brand positioning, integrated campaign development, and executive-level client leadership. Recognized for growing multimillion-dollar portfolios, leading high-performing teams, and delivering measurable business impact. Background in professional performance enhances executive presence, stakeholder engagement, and high-stakes presentations.
Overview
22
22
years of professional experience
Work History
Independent Marketing & Brand Consultant
Various
01.2020 - 01.2026
- Led brand strategy, positioning, and go-to-market planning for emerging and established organizations.
- Developed integrated marketing plans including digital, traditional media, PR, and experiential activations.
- Served as fractional marketing lead overseeing budgets, vendors, and cross-functional teams.
- Built pitch decks, RFP responses, and case studies supporting business development.
- Provided executive coaching on presentation delivery and stakeholder communications.
- Managed website reskins, brand refresh initiatives, and content strategy development.
- Consulted on event strategy, media purchasing and media partnerships.
- Managed multiple projects simultaneously without compromising quality or timeline expectations.
- Advised clients on best practices for maintaining a cohesive brand identity across all touchpoints.
- Streamlined internal processes, improving efficiency in project management and communication.
- Collaborated with creative teams to develop impactful visual identities for brands.
Account Director
WS
01.2011 - 01.2020
- Led Canadian and U.S. portfolios for Arysta LifeScience with annual budgets exceeding $3M.
- Directed integrated campaigns across digital, media, PR, and experiential platforms.
- Managed and mentored a team of four Account Executives.
- Led cross-functional teams to develop integrated marketing strategies for clients.
- Oversaw client relationships, ensuring alignment with business objectives and brand messaging.
- Developed and executed comprehensive account plans, driving revenue growth and client satisfaction.
- Mentored junior staff on best practices in account management and strategic planning.
- Collaborated with creative teams to deliver innovative campaigns that meet client goals.
- Fostered strong partnerships with clients through regular communication and feedback processes.
- Established trusted relationships with key stakeholders by providing consistent communication and exceptional service throughout the account lifecycle.
- Built strong rapport with clients through regular check-ins, status updates, and proactive problem-solving approaches.
- Delivered measurable success by consistently meeting or exceeding client expectations, solidifying reputation as a reliable account partner.
- Maintained deep understanding of company services and products in order to offer most knowledgeable customer support.
- Applied business and marketing knowledge to develop briefs and pitches for customer projects.
- Oversaw forecasting, budget management, billing accuracy, and profitability.
- Presented campaign strategies and annual plans to executive stakeholders.
- Grew Arysta LifeScience business by $1M in one fiscal year.
Senior Client Strategist
Woodruff Sweitzer
01.2009 - 01.2011
- Led U.S. Arysta LifeScience account ($1.5M budget), developed annual communication plans, managed forecasting and reporting, and supervised account team delivery.
- Developed strategic marketing plans to enhance brand visibility and client engagement.
- Led cross-functional teams to execute integrated campaigns, ensuring alignment with client objectives.
- Conducted market research to identify trends and opportunities, informing strategic decision-making processes.
- Collaborated with creative teams to conceptualize innovative advertising solutions tailored to client needs.
- Established and maintained relationships with key stakeholders, driving project success through effective communication.
Account Executive
AdFarm
01.2008 - 01.2009
- Managed Bayer CropScience portfolio (budgets up to $1.8M per product across seven products), coordinating multi-channel campaign execution and cross-department collaboration.
Director of Marketing & Publicity
Ruby Moon Records
01.2004 - 01.2005
- Launched brand positioning, secured national media coverage, developed marketing collateral, planned special events, and acted as media spokesperson.
Education
Bachelor of Fine Arts (Honours) -
University of Victoria
Victoria, BCSkills
- Brand Strategy & Positioning
- Integrated Marketing Campaigns
- Executive Client Leadership
- Budget & P&L Oversight (Up to $3M)
- Team Leadership & Mentorship
- New Business Development & RFP Strategy
- Media Strategy (Traditional & Digital)
- Public Relations & Sponsorship
- Event Strategy & Experiential Marketing
- Cross-Functional Collaboration
- Strategic thinking
- Media planning
Timeline
Independent Marketing & Brand Consultant
Various
01.2020 - 01.2026
Account Director
WS
01.2011 - 01.2020
Senior Client Strategist
Woodruff Sweitzer
01.2009 - 01.2011
Account Executive
AdFarm
01.2008 - 01.2009
Director of Marketing & Publicity
Ruby Moon Records
01.2004 - 01.2005
Bachelor of Fine Arts (Honours) -
University of Victoria
ADDITIONAL EXPERIENCE
Former professional actor in film, television, and theatre across Canada. Brings executive presence, persuasive storytelling, and high-level presentation skills to leadership environments.
Volunteerism:
- Vice Chair of the Calgary International Folk Festival board of Directors 2022-present
- One Yellow Rabbit Board of Directors 2018-2022