Shana Haynie: Creative Marketing Leader
When I first found out that I would be relocating across the country for the second time in six months, I was confused.
I had literally just accepted that my new normal would consist of the non-existent Florida state income tax, 90% humidity, and being walking distance to a white sandy beach, routinely decorated with equally non-existent bikini bottoms and bright floral sundresses, then suddenly, I was informed that it was all over.
Things were going to change, again.
It all started about a year ago, back in February 2018.
My husband and I were notified about three months prior that our landlord intended to sell the small San Diego apartment we had been living in for the past 3 years, so we decided to take up a short-term lease on a beautiful townhome in Point Loma while we scouted around for a forever home: our first real estate investment.
During this time, our agency business was flourishing.
We had mapped out marketing programs, promoted both of our entry-level employees, and had big hopes for the future. And, during that fateful February when the San Diego sun was shining and the air was still a little brisk, we found our perfect home. We closed escrow, broke our lease, moved to our new home with naive smiles on our faces, and made a toast to our future – whatever it may bring.
Not more than one week later, one of our biggest clients made my partner (who also happened to be my husband) an offer we couldn’t refuse: the company wanted to bring their social media advertising in house, and they wanted my husband to be the one to manage it. The salary was ridiculous, but the company was in a suburb of Miami – a long way away from San Diego, the city I had painstakingly built my network, my business, and my life over the past ten years.
I couldn’t help but think that maybe the money was a promise made in poor faith and that the opportunity was too good to be true, but we are all about seizing opportunities and experiencing life to the fullest in this family, so we decided to close down our business, refer out all of our employees, send our well wishes to all of our clients, and leave our forever home behind. A thought that to this day still brings tears to my eyes.
Fast forward to February 2019, and here I am in the bay area, Miami just a blip on the roadmap of life.
The thing is, I know I have the skills to succeed. I lead by example. I get stuff done. I think strategically. I always have a vision, and I’m never without a plan. And when I say plan, I mean goals, KPIs, tactics, timelines, areas of responsibility, action items, the whole deal.
My prowess in creating content strategies and my ability to manage various deadlines, team members, and projects all stem from my experience running a successful marketing agency. Put that together with my design and art education, and you’ve got an extremely well-rounded marketing leader who deeply understands the intricacies of brand, communication, content, process, business operations, analytics, and strategy optimization.
But since I’ve arrived in the bay area, I’ve been told to my face that no one really wants an entrepreneur. Entrepreneurs infiltrate businesses and steal their processes, only to turn around and build out the same systems for their own ventures.
I think that is just ridiculous.
At least in my experience, people with an entrepreneurial mindset are the ones who drive the most impact. We know how to work hard, wear many hats, and think outside the box. We are the ones who care enough to solve problems instead of just bring them to the attention of management. We don’t ask for permission.
My experience developing and launching content strategies for 30+ brands (both consumer and business facing) has power-leveled me beyond any marketer who has spent their career only focused on the problems of one brand.
Being a marketing agency entrepreneur has given me unique insight into how to identify gaps in strategy and fill them in using ideas from my vast knowledge base which I built from working with so many different companies. And my specialized process for creating strategic content plans is something that I have developed over many years of self-education and practice. I did not learn how to do this in some archaic university marketing class or because I got lucky discovering some growth hack that worked for a brand once.
Over the last 8 years, I have had my hands on the content and social media of over 50 companies, some of which have followings in the millions, with the goal of extending the reach of these brands and generating demand for their various products and services.
I love marketing, I love content, I love networking, I love being around people. If you’re a marketer, founder, whatever, in the bay area, I’m looking to meet you. I’d love to hear about how we might be able to make some magic together.
Me In A Nutshell:
(In Case You Were Wondering…You Probably Weren’t…)
Industry Certifications Held
Total Social Accounts Managed
Marketing Processes Created
- Great Dancer
People I’ve Worked With
“I have had the pleasure of working with Shana Haynie while I worked with the American Marketing Association San Diego as a VP of Earned and Social Media. She created our go to market strategy, created tools for my event team to use to promote the event and created tracked and monitored our social media advertising. She grew our organic reach tremendously, especially on Twitter!”
“I’ve had the pleasure of working with Shana at various events and conferences. I’ve seen her dedication to each event, to the people she works with, and to the overall success of the event. She is resourceful, determined, and very productive with any task she takes on.”
Items I Can Help With:
Social Media Marketing Strategy
I’m no “guru,” but I do know stuff. Social media strategy is one of my favorite topics to tackle, and I especially love to work on projects where I can help direct the development of brand voice and visuals. If you are looking for social media marketing that actually matters, I’m your girl.
Here are some examples of accounts that I’ve worked on in the past:
- 420TV (Instagram) – Dec 2017 – April 2018 – For this account, I created the content strategy and did all of the content planning. My goal for this media company account was to create a hyper-branded feed in order to highlight their shows in a visually engaging way and set them apart from their main competitors. I personally manipulated the images and videos for this account to create 3, 6, and 9-pack displays, as well as chose the content we featured from week to week based on their schedule of show launches.
Sixthreezero (Instagram) – March 2017 – Sept 2017 – Here’s a link to a case study I wrote about my results with this account. Basically, we gained 11,060 targeted followers, 933,000 impressions, and increased website traffic from Instagram by over 300% in 7 months for this eCommerce company, and we shifted the follower persona to be more in line with the company’s target market.
ReadWrite (Twitter) – July 2016 – Feb 2017 – For this media company, we installed CoSchedule to their blog and I trained their team on how to create templates and use the platform after we increased their monthly traffic by 400%. Twitter was our most successful platform and drove a huge amount of traffic once we began activating their audience and distributing their content.
Content Marketing Strategy and Inbound Funnels
Content is my jam! I love all aspects of the content marketing and blogging process: from the keyword research, to the topic modeling, the content plan, development of distribution channels and the writing part, I have a great deal of experience in this realm. I’ve created a number of content marketing strategies for a variety of companies and am looking to explore the world of content more thoroughly in my next role.
But hold up.
My content background does not end with blogging. Not only am I able to envision the strategy for a blog, I also have experience in developing email indoctrination and nurture sequences, engaging newsletters, and gated pieces of content like white papers, templates, and case studies. I am an advanced user of Google Analytics (and several other marketing software platforms like Hubspot) and can set up event tracking to measure and report on content success.
AND, I am capable of managing a team of creators in order to drive ultimate desired results.
In terms of Strategic Planning, I can help with:
- Creation and implementation of robust marketing strategies and funnels
- Coordination with partners, agencies, and influencers to manage content distribution
- Improving on-site and on-platform customer / user experience
- Conversion rate optimization tests
- Visual content creation and brand strategy (on-site, social media, marketing materials, presentations, videos, and more)
- Measuring, reporting on and backlogging of key learnings from past campaigns and growth tests
Branding and Design
Everything you see on this site was imagined by me.
From the logo, to the artifacts, to the jumping fox animations on the blog… I conceptualized and built this brand from the ground up with the vision, the audience, and the value proposition in mind.
I have 10+ years experience with Adobe Creative Suite and can whip up any graphic needed for social media, branding kits, lead magnets, white papers, banner ads, print, whatever!
Having two visual arts degrees (one in Fine Art and one in Graphic Design) puts me ahead of the game in digital marketing because well-conceived design aids in conversion.
I have the content know-how, the distribution methods, and the design capabilities to bring any inbound marketing strategy to life.
Marketing Operations and Team Management
I am a huge proponent of operations and process. I love the act of creating plans, checklists, templates, and items that help to automate activities.
My favorite passion in life is to architect ideas to fruition.
Writing processes for others to follow is one of my secret strengths, so if you have a company that isn’t scaling off the backbone of process, I can take the reigns on making those workflows a reality.
In terms of team management, here’s what I can help with:
- Defining roles and responsibilities for team members
- Drafting and briefing them on their OKRs
- Consistent training and education in emerging and general marketing tactics
- Regular assessments to measure retained knowledge and continuous feedback to foster improvement
- Creation and management of in-house marketing SOPs
- Strong project management of marketing campaigns
Looking for Help?
Send me a message:
Places I’ve Been Featured
Features, Mentions, and Guest Posts
Young, Fabulous, and Self-Employed
Digital Branding Institute
Tribe of Entrepreneurs
My Recent Blog Posts
It doesn't really matter how good your content is if it doesn't reach the right people at the right time. Thanks to the expansion of content marketing, a lot of brands are now producing all sorts of content: blog posts, case studies, use cases, etc... but, this kind...read more
The Art of Social Sharing Sharing a post is the most basic action one can take on social media. And it may sound simple… But, it’s not. Nothing ever is, right? Unfortunately, as with anything else in digital marketing (or in life), a seemingly simple concept often...read more
The “Big 6” Social Media Marketing Goals Explained Most people are terrible at setting goals, especially when it comes to social media. Are you one of them? Social media has changed the way humans interact with the world. There’s no avoiding it. Most people...read more