SHANE FROST

DIRECTOR, STRATEGIC MARKETING

Driven Sales & Marketing Professional with Expertise in Hitting Revenue & Business Development Goals by Shaping Strategy, Opening Vertical Markets, & Introducing Novel Media Approaches

Long-term goal-focused and performance-driven professional with a history of increasing business footprint, building and developing strong teams, and delivering on productivity goals. Researches audiences and clients, develops messaging, directs creative, and executes with the ability to pivot and shift to stay on track. Proven leadership in streamlining procedures while optimizing employee productivity and talent. Diligent in building and retaining customers by providing world-class service and support. Adept at interacting with customers in a positive, professional manner to cultivate lasting relationships.

CORE PROFICIENCIES

Strategic Marketing & Branding • Innovative Campaigns • Data-Driven Insights • Managed Multi-Platform Targeting

Integrated Marketing Strategies • Creative Content Creation • Multiple Non-Profit Board Member • Marketing Mentor

PROFESSIONAL EXPERIENCE

Momentum Marketing Consultants, Elkhart, IN

02/2014 – 02/2024

AGENCY PRINCIPAL

Direct a dynamic, specialized team of 10 in integrated digital marketing, transforming brands’ online presence by collaborating with agencies to offer a suite of comprehensive services. Oversee client onboarding and revenue growth, navigating them through synchronized Search Engine Optimization (SEO) strategies, paid social media targeting, Google Ads, and content creation for optimal results. Leverage strengths in writing, graphic design, photography, and videography, boosting clients’ organic search ranking and driving targeted traffic to their websites. Utilize SharpSpring certification to integrate automated marketing into CRM systems, enhancing client development.

Spurred growth from zero to 18% market share of Class B RVs from 2018 through 2021 for Thor Motor Coach while leading a team of marketers to train TMC’s internal marketing team.
Achieved nearly zero turnovers by keeping long-term term goals in mind, leading with authentic empathy, and actively listening to employees. Exercised the principles of the “One-Minute Manager,” “Five Dysfunctions of a Team,” and personal experience.
Derived plans to support a local auto repair chain’s expansion from 2 to 5 locations, doubling the size of 1 of the original stores and taking volume from a 9K vehicle-per-year goal to 24K, helping them recruit to handle the increase in workload.
Opened new vertical markets and expanded available brands, ultimately growing share for ASA Electronics and allowing them to reach key decision makers in marine-grade and heavy-duty audio equipment through digital targeting.
Transitioned Heart City Health’s marketing strategy to be more reflective of their audience, increasing patient visits from 10K to more than 16K and revenue to 3x the national average for FQHCs at 27.5% in just three years.
Unified the brands of businesses in 2 distinct industries—including an 8-brand business in waste and recycling management and 10-brand electronics supply for OEM and aftermarkets—by leading a team of writers, designers, and content developers.
Currently heading a 9-brand multi-site with an e-commerce store.

TaigMarks, Elkhart, IN

05/2015 – 02/2021

ACCOUNT MANAGER & CLIENT ADVOCATE

Designed strategic digital plans, leveraging a proven track record in multiplatform targeting across earned/paid advertising channels and content marketing initiatives for clients. Introduced digital marketing strategies to complement this established brand-first, design, and PR agency, helping to bring forward new ideas that expanded retainer services. Pioneered engaging narratives through meticulous research, message development, and collaboration with art directors, enabling strategic imagery selection. Unified communication between art directors and agency principals, guaranteeing the right images were selected for print and digital media production projects.

Championed sustainable client growth and agency visibility, catering diligently to both globally-recognized businesses and local community organizations, onboarding 18 clients contributing to 27% of agency revenue.
Outperformed digital targeting across web, mobile sites, and apps using LinkedIn, Facebook Business Suite, Instagram, YouTube Google Ads, Bing, and Yahoo, building Return on Ad Spend (ROAS) for clients from 5:1 to 10:1, achieving click-through rate (CTR) on highly targeted campaigns in the 1-2% range, and consistently reaching conversion rates over 5%.
Conducted comprehensive market/audience research, leading to strategic development of messaging while excelling in copywriting and campaign ideation.
Optimized digital presence through SEO and SEM strategies, leveraging Google Analytics/AdWords/Display Network and Facebook Pixel.
Introduced SEO and geo/behavior/demographic-digital-targeting to the agency, achieving account expansion with Champion, Dicor, Truma, Ziggity Systems, Auburn Gear Differentials, and Power Wheels among other key clients.
Generated momentum and agency volume, clearing the path for acquisition by Indianapolis-based firm.

Greater Elkhart Chamber, Elkhart, IN

09/2014 – 06/2015

MARKETING & COMMUNICATIONS MANAGER

Shaped and implemented effective marketing strategies, branding initiatives, and internal communication plans that supported member organizations’ efforts in maximizing exposure through print and digital advertising—including weekly and bi-weekly e-newsletters. Expanded footprint in close collaboration with president and vice president of communications.

Fostered team unity to define Chamber’s mission: Educate, Advocate, Elevate.
Orchestrated publication of LEADING BUSINESS, overseeing writing, designing, and coordinating.
Boosted company’s social media presence via extensive updating and expanded reach.
Modernized Elkhart.org by consistently updating content on the Chamber’s website.
Prepared and distributed local and regional news releases for maximum impact.

Strawberry Fields Marketing Agency, Elkhart, IN

06/2013 – 01/2014

SENIOR STRATEGIST

Strategized consulting services, ensuring successful campaign implementation through diligent follow-through on fulfillment procedures. Synthesized brand alignment, establishing consistent messaging across all platforms and aligning with vision and goals. Mastered comprehensive research techniques for efficient client setup and execution of websites, social media, digital displays, email campaigns, and direct mail marketing initiatives. Cultivated client relationships, expanding business opportunities. Organized strategies for media planning and led discussions on logo and collateral design.

Streamlined onboarding and workflow, spurring creativity, in collaboration with founder and Chief Marketing Officer (CMO).
Successfully navigated company transition throughout acquisition by Federated Interactive.
Instituted best practices for sales team and set strategists that solidified alignment with company vision.
Engineered new market development strategies that expanded business reach.

EARLIER MARKETING CAREER

WSBT TV Schurz Communications, Mishawaka, IN — DIGITAL MARKETING STRATEGIST

imij Media Marketing, Elkhart, IN — MARKETING DIRECTOR & OWNER

The Elkhart Truth & eTruth.com, Elkhart, IN — DIRECTOR OF MARKETING & CIRCULATION

The Papers, Inc., Milford, IN — EDITOR/PHOTOGRAPHER/WRITER

EDUCATION

Associate Degree (AD) in Business Management | Indiana Institute of Technology, Fort Wayne, IN

CERTIFICATIONS & TECHNICAL SKILLS

University of Notre Dame, Mendoza College of Business, Management Certificate of Course Completion

Management Specialist Champion (Level 3) FB | OMD Media Buyer and Social | Blueprint for Business | LinkedIn Marketing

Facebook’s Blueprint for Success | Google Analytics & Google Certifications | LinkedIn Advertising via Imparture

PROFESSIONAL DEVELOPMENT & AFFILIATIONS

Notre Dame Mendoza Executive Training | Five Dysfunctions of a Team | Indiana University of South Bend: Video Production & Preface Staff Member

Having served as an agency principal and account manager representing a suite of comprehensive services, I am eager to complete each marketing challenge.

My background includes expertise in activating integrated digital marketing plans while transforming brands’ online presence. I strive to seamlessly integrate a company’s overall vision into marketing initiatives while removing obstacles to account expansion. I have excelled in leadership positions, and I pride myself on my ability to build consensus with cross-functional teams and maintain open lines of communication. In addition, I consistently lead by example, encouraging maximum potential, performance, and dedication in my team.

Throughout my career, I have demonstrated my expertise in strategic marketing, branding, and dynamic content creation.

As a goal-driven professional, my focus is on empowering my teams to excel in fast-paced, highly demanding environments. Through training and on-going coaching, I am able to provide my staff with the resources, tools, and knowledge necessary to produce superior results. Additionally, I am adept at understanding complex business landscapes, analyzing challenges, making data-driven solutions, and developing lasting solutions to drive operational excellence and positively impact the bottom line.