Shannon Black
Calgary,AB
Summary
An innovative and passionate Marketing & Communications professional connector and engager with a passion for people and projects that make an impact and leave a legacy. Possessing over 11 years of experience working with not-for-profits and professional sectors in marketing, communications, and events. Skilled Senior Specialist bringing expertise in Marketing and Communications project management. Helps achieve goals by coordinating resources, schedules and team members to meet demands. Seeks every opportunity to improve operations and team performance.
Overview
11
11
years of professional experience
Work History
Senior Specialist, Communications- Office of Equity, Diversity and Inclusion (OEDI)
University of Calgary
04.2023 - Current
- Strategically develops, executes, and leads the EDI Marketing and Communications Plan
- Develops and integrates an OEDI communications plan
- Leads EDI communications and implementation around events, and event planning including the Inaugural Black Scholars Networking Event (attended by more than 150 attendees including from the Executive Leadership Team, Senior Leadership Team, Faculty, Staff and Students) and the 2023 CAPDHHE Conference, a 3 day conference attended by EDIA Professionals from across Canada’s Post Secondary Institutions.
- Acts as a senior EDI resource to Advancement Communications teams on EDI-related matters and content
- Develops, implements, and leads effective communications and promotions strategies and plans in support of the clients goals and objectives
- Develops, executes, evaluates and optimizes e-marketing campaigns through Marketo
- Works collaboratively with the OEDI, colleagues, and vendors to plan, develop and publish communications and marketing materials for print, email, social media and web channels
- Develops and maintains successful and productive relationships with clients and colleagues within the OEDI portfolio
- Writes and reviews web ads, email and social media copy, video scripts, leading production, published web content and stories, organizing virtual events/webinars and podcasts, and reports on communications, advocacy, and promotion results
- Manages and coordinates with external agencies and vendors
- Manages complex issues and challenging interpersonal interactions with composure and diplomacy
- Develops and finalizes briefs for projects as needed, ensuring that they are complete and validated before proceeding to project launch
- Organizes and chairs kick-off meetings for projects, initiatives and events
- Works with the Director/Manager within Communications Services to build reports for clients and to share them with rest of the Communications team.
S.Black Consulting
Freelance, Self Employed
01.2016 - Current
- Working with more than 15 variety of clients across the not-for-profit and professional sectors, providing full service, customized marketing and communications support such as; Developing marketing and communications goals and strategies, Basic marketing research and positioning, Creating and implementing marketing strategies, Social media strategy and management, Building branding plans and designs, creating and implementing custom Marketing and Communication Plans, Graphic Design and Information Design as required, etc
- Client goals achieved include; a 15% increase in followers on all 5 digital channels including Instagram, LinkedIn and Facebook within 6 months and a customized Marketing and Communications Plan that led to the client reaching, onboarding and retaining 30 new clients within their target demographic within 3 months.
Marketing & Communications Specialist
Gateway to Equity, Diversity, & Inclusion (GEDI) Hub
12.2021 - 03.2023
- mResponsible and overseer for all project marketing and communication activities and campaigns, including social media content creation, brand management, website updates, blogs, speaking and briefing notes video script writing, and media relations like press releases, interviews, etc
- Responsible for all internal and external communications projects for the Hub and within Gateway - including AGM reports, funding reports, etc
- Website content creation and management using WordPress
- Ensured all services, programs and other offerings conformed to brand identity; conducted ongoing brand management
- Initiated research, development, and implementation of new marketing campaigns, including email marketing, social media marketing, events, workshops, advertisements, and other initiatives
- Collaborating with GEDI and Gateway Team members to identify internal and external communication and marketing needs/
- Working directly with creative agencies and vendors.
- Disability Employment Awareness Month (DEAM) Alberta steering committee
Brand Coordinator
Goodwill Industries of Alberta
01.2020 - 09.2021
- Accountable for leading, designing, and implementing a multi-year marketing and communications plan including in-store initiatives and projects such as events, media pitches, television and radio segments, and other public relations opportunities within the Calgary market driving donations, and store sales, and brand awareness
- Maintaining and creating a comprehensive content plan for all corporate social media channels, including social media graphics, influencer marketing strategy, and blog posts
- Developing new relationships, leading to increased sales, donations, and business partnerships
- Independently planned and executed two successful online fashion shows that targeted two differing audiences, shoppers and patrons of Goodwill.
Marketing Coordinator
Chandos Construction
04.2018 - 12.2019
- Developing and implementing the company's social media strategy across 4 platforms and blog posts (using WordPress) using strong digital media skills and compelling copy to engage audiences
- Designed and implemented an overall company-wide strategy to ensure brand alignment to increase brand equity and awareness across all 5 office locations
- Created various marketing materials using Adobe InDesign including advertising for printed and online publications, HR manuals, etc
- Planned and implemented social media campaigns to grow and engage audiences, resulting in an increase of followers on Facebook, Twitter, and LinkedIn by over 30% over a six-month period
- Wrote internal and external communication including monthly employee newsletters, office updates, press releases, media advisories, presentations, and speeches.
Marketing Assistant (Mat Leave Contract)
Zeidler Architecture
04.2017 - 04.2018
- Assisted the Marketing Director in completing and implementing a firm-wide rebranding project, including but not limited to; logo creation, brand standards, updating of marketing material
- Developed and implemented the firm's social media strategy across 6 platforms
- Created and implemented official social media guidelines and standards used across the firm
- Independently planned and implemented 3 large scale events including a client appreciation event, staff Christmas Party and Welcome Reception prior to the Calgary Real Estate Forum.
Marketing Assistant (position eliminated)
CF Chinook Centre
06.2016 - 10.2016
- Assisted Marketing Manager in planning and implementing both large and small-scale events including Chinook Centre's annual Stampede Breakfast, Me to We Back to School Campaign, Olympic Lounge, Waste Reduction Week, Halloween festivities in the mall
- Coordinated with local vendors, agency partners, and suppliers to execute property and national-level marketing campaigns and initiatives
- Assisted the Marketing Manager to coordinate various property marketing activities by determining an action plan for implementation to drive traffic, dwell time, sales, and market share.
Marketing Coordinator
UtilityNet & Partners
01.2013 - 01.2014
- Developing and implementing the company's social media strategy across 4 platforms
- Designed and implemented an overall company-wide strategy to ensure brand alignment to increase brand equity and awareness
- Wrote internal and external communication including monthly office updates, press releases, presentations, and speeches.
Education
Bachelor of Arts - Communication Studies
University of Calgary
Calgary, AB01.2013
High School Diploma -
Mountain View Academy
Calgary, AB01.2007
Skills
- Media Relations - Earned Media
- Email Marketing Campaigns - MailChimp
- Press Releases and Media Advisories
- Social Media Content Creation
- Marketing and Communications Plans
- WordPress Websites
- Rebrands & branding
- Adobe InDesign, Photoshop, Premiere
- Stakeholder and Community Engagement
- Strategic Plan Development
- Relationship Building
- Partnership Development
Volunteer Experience
Chair, Agriculture + Western Events Media Committee, Calgary Stampede, 10/2023- Present
Acting in a leadership role with a group of passionate volunteers to strategically use social and traditional media to promote the Calgary Stampede, strengthen urban and rural connections, and inspire people to think critically about the importance of agriculture and western events. Managed the committee's budget, volunteer engagement, management, and recruitment and guided the committee's activity to fulfill the strategic objectives as outlined by the Calgary Stampede's Board of Directors. Responsible for ensuring the Committee's mandate is met and that the committee's operations are in line with the organization's 5 year strategic plan.
Social Media Sub Chair, Agriculture + Western Events Media Committee, Calgary Stampede, 01/2021 - 12/2021
Led, mentored, and delegated tasks to a group of subcommittee volunteers, and directly participate in the scheduling and creation of content for the committee's social media channels. Planned and executed a results-driven social media strategy for the committee's channels in alignment with the Calgary Stampede's corporate values and long-term goals.
Campaign Co-Chair, Chandos Construction - United Way Campaign, United Way of Calgary and Area, 08/2018 - 12/2018
Planned and implemented our internal campaign including a silent auction, monitored employee donations, and led a group of employee volunteers. As a result, we raised $78,000, the largest amount raised to date and received the Quantum Leap Award (Under 500 employees category) from the United Way of Calgary and Area.
2014 Calgary Stampede Princess, Calgary Stampede, 10/2013 - 09/2014
Fulfilled a year-long volunteer position as one of the 2014 Princesses. While attending more than 400 events, was responsible for speaking on behalf of the organization, conversing with guests and VIPs, and participating in fundraisers and many public events.
Affiliations
- International Association of Business Communicators (IABC), Individual Member
Timeline
Senior Specialist, Communications- Office of Equity, Diversity and Inclusion (OEDI)
University of Calgary
04.2023 - Current
Marketing & Communications Specialist
Gateway to Equity, Diversity, & Inclusion (GEDI) Hub
12.2021 - 03.2023
Brand Coordinator
Goodwill Industries of Alberta
01.2020 - 09.2021
Marketing Coordinator
Chandos Construction
04.2018 - 12.2019
Marketing Assistant (Mat Leave Contract)
Zeidler Architecture
04.2017 - 04.2018
Marketing Assistant (position eliminated)
CF Chinook Centre
06.2016 - 10.2016
S.Black Consulting
Freelance, Self Employed
01.2016 - Current
Marketing Coordinator
UtilityNet & Partners
01.2013 - 01.2014
Bachelor of Arts - Communication Studies
University of Calgary
High School Diploma -
Mountain View Academy
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