Shannon Monson
Summary
Collaborative self starter with 10+ years experience leading digital marketing and partner channels within global travel and technology subscription businesses. My current role is focussed on growing Apple Services' subscriptions and revenue through international partnerships.
Overview
11
11
years of professional experience
Work history
International Performance Partner Marketing
Apple
London
09.2022 - Current
- International performance partner and affiliate lead across all Apple subscription Services; Apple Music, Apple Fitness+, Apple TV+, Apple Books, Apple Podcasts and Apple Arcade.
- Providing a strategic bridge between worldwide and regional teams, helping to translate global strategies into locally relevant and impactful partner initiatives.
- Cross-functional collaboration across marketing, legal, business, procurement, operation and technology teams to help launch and grow partner activity.
- Identifying, pitching, launching and growing partner activity with the objective of driving trials and revenue for Apple Services.
- Building and presenting high quality keynotes to senior stakeholders; updating business teams on partner performance, learnings and optimisations.
- Analysing customer quality metrics such as LTV, conversion and engagement rates internationally to help determine optimisation tactics.
- Prioritising time between multiple lines of business and 12 global regions.
- Managing annual budgets surpassing $10M, including forecasting, in-month optimisation and reconciliation.
- Collaborating with global technology and brand teams to build out creative roadmaps for partners, affiliate and paid media channels.
- Collaborating with data science and analytic teams to establish reporting roadmaps.
Snr. Digital Marketing Manager
TUI
Luton , Bedfordshire
01.2018 - 09.2022
- Led various digital marketing channels across TUI, First Choice, Crystal SKI and Marella Cruises.
- Provided high quality business updates for senior leadership; including creative optimisations, budget reallocation and channel improvements.
- Led contract negotiations across agencies, new partners, technology partners and consultancy work within the team.
- Monthly and annual budget forecasting (over £15M annually) across all digital channels.
- Led business process improvement initiatives across all marketing and business channels involved in launching offers. This process change resulted in teams saving over 50 hours weekly and offers activated in market 2 days earlier.
- Management of 7 across digital creative, performance partners, display, digital brand and price comparison partners..
- Agency and technology partner management.
- Reporting and education of digital channels across the business including senior leadership.
- Establishing test and learn approaches to performance marketing.
- Dynamic creative strategy and roadmap globally across the digital marketing function.
- Led the dynamic creative launch across all European markets and brands (TUI, First Choice, Marella Cruises), resulting in 450 creatives and CPA reductions of 35%.
- Creative development across all display and video channels including; project management, streamlining local requirements, technical launch and process improvement.
- Facilitating A/B testing across creative variants, analysing results, presenting back to senior leadership and suggesting changes to implement.
Publishing Manager
Havas Media
London
07.2017 - 12.2017
- Managed client accounts on a daily basis, optimising performance and processes across digital display, mobile and press campaigns.
- Worked as part of the integrated planning process to deliver best in class strategy and campaigns.
- Reporting and tracking of campaign KPIs.
- Client facing presentations on strategy, campaign recommendations and results.
- Management and development of junior team members.
Digital Executive
PHD media
London
07.2015 - 07.2017
- Demonstrated best-practice planning skills, producing media plans and optimisation strategies to deliver campaign KPIs.
- Collaboration with wider publisher teams to encourage implementation of cross platform campaigns (digital and print).
- Built strong relationships with external media owners.
- Thorough briefing and evaluation across digital and print campaigns.
- Weekly reporting, including relevant insights and optimisations.
Broadcast Assistant
Mediacom
Manchester
07.2014 - 07.2024
- Campaign planning across TV and VOD campaigns.
- Client management including reporting, optimisation and strategic suggestions.
Education
Marketing Leadership
Marketing Leadership Masterclass
Virtual 2021
Bachelor of Arts - Marketing
University of Liverpool
Liverpool07.2014
A-Levels - Business Studies (A) Law (A) English (B)
Queensbury Academy
Skills
- International partner marketing
- Cross-functional collaboration
- Budgeting and forecasting
- Subscription marketing
- Contract negotiations
- Affiliate marketing
- Performance media
- International marketing
- Team management
- Commercial acumen
- Reporting and analysis
- Testing and optimisation
- Project management
Timeline
International Performance Partner Marketing
Apple
09.2022 - Current
Snr. Digital Marketing Manager
TUI
01.2018 - 09.2022
Publishing Manager
Havas Media
07.2017 - 12.2017
Digital Executive
PHD media
07.2015 - 07.2017
Broadcast Assistant
Mediacom
07.2014 - 07.2024
Marketing Leadership
Marketing Leadership Masterclass
Bachelor of Arts - Marketing
University of Liverpool
A-Levels - Business Studies (A) Law (A) English (B)
Queensbury Academy
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