Shannon Yelland

Current

Online Marketing Manager at ActiveState

Past

Online Marketing, Director at Sitemasher
Online Marketing Manager at Spa Boutique
Owner & Online Marketing Consultant at Mystic Marketing

Executive Member & Volunteer at The Cinderella Project
Marketing at FusePoint Managed Services
Outside Sales/Merchandising/Buying at Unisource

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Education

The University of British Columbia
Emily Carr Institute of Art & Design
Langara College

The University of British Columbia
British Columbia Institute of Technology
The University of Winnipeg

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3 more...

Recommended

11 people have recommended Shannon

Connections

356 connections

Industry

Internet

Websites

Shannon Yelland’s Summary

Shannon has over twelve years online marketing and strategy experience. She has been accredited as a Google Adwords Professional and also shared her knowledge with online marketing in her "Seed The Web" blog (at http://seedtheweb.com).

Search engine marketing, website optimization and analytics has always been on the forefront of Shannon's investment of time. She attends various conferences and seminars in North America throughout the year to keep up with the trends, strategies and best practices of online marketing.

Successful projects within Shannon's portfolio cover such initiatives:

· Online marketing consultations/strategy and implementation for all search engine marketing (SEM)
· Social media strategy, management, execution and training. (SMM)
· Pay per click strategies and implementation
· E-mail marketing consultations, management and implementation
· Search engine optimization and advanced web analytics (SEO)
· Online store design (B-to-C), strategy and management

Before Sitemasher, during her involvement with the Internet, she developed her own business - Mystic Marketing and has built the company utilizing her diverse portfolio of expertise in online marketing, web development, multi-media, e-mail marketing and branding. Shannon has been working with clients from the concept through to the implementation stage of their online marketing strategies to increase their sales and revenues.

Before Mystic Marketing, Shannon also worked as a Marketing Specialist at Fusepoint Managed Services, she successfully lead the company’s national re-branding project and coordinated all internal and external communications to achieve the company national market share growth.

Shannon’s ability to understand Internet technologies in great depth brings tremendous value to any team.

Shannon Yelland’s Specialties:

online marketing strategy and planning, project management, SEM, SEO, online advertising, social media, best practices for ecommerce (online stores)

Shannon Yelland’s Experience

Online Marketing Manager

ActiveState

(Privately Held; Computer Software industry)

October 2009 — Present (3 months)

Manage all online marketing, website and e-commerce initiatives to grow the company through online lead generation and customer acquisition. Responsible for all search engine marketing and website optimization to improve targeted lead conversions and site ROI. Includes web analytics, paid traffic (pay-per-click and banners), SEO, social media, etc.
Online Marketing, Director

Sitemasher

(Privately Held; Computer Software industry)

July 2007 — June 2009 (2 years )

Was responsible for strategy, implementation and management of all search marketing. Included paid advertising, pay-per-click programs, search engine optimization, web PR distribution as well as social media tactics (Facebook, Twitter, blogging and tagging).

Website analytics analysis, reporting and recommendations to key stakeholders for website optimization (conversions).

Liaised and consulted with product development to enhance Sitemasher's (content management platform) search engine optimization features. Helped and influenced the solution to become a "search engine friendly platform" for its clients.
Online Marketing Manager

Spa Boutique

(Consumer Goods industry)

January 2006 — January 2009 (3 years 1 month)

Co-founded this online store (Joint Venture). Was responsible for developing, managing, optimizing and building traffic for its online store with over 1200 sku's.

Included paid advertising, pay-per-click campaigns, SEO and social media (blogging, twitter and Facebook). Consulted with founder and staff on best practices for merchandising, online store management and web optimization.

Website analytics analysis, reporting and recommendations for website optimization (conversions).
Owner & Online Marketing Consultant

Mystic Marketing

(Internet industry)

September 2000 — June 2008 (7 years 10 months)

Consulted with many small to mid-sized businesses with regards to online marketing. Focus on online store development, managing, and optimization (building site traffic that converts).

Search marketing efforts included: paid advertising, pay-per-click strategies, SEO, and social media. Advanced web analysis and consulting on best practices to raise conversions.
Executive Member & Volunteer

The Cinderella Project

(Fund-Raising industry)

January 2004 — April 2007 (3 years 4 months)

The Cinderella Project is a non-profit organization. In the spirit of community sharing and support , The Cinderella Project celebrates the achievements of high school students in the Lower Mainland (Vancouver, British Columbia) who have overcome adversity in reaching the milestone of graduation.
Marketing

FusePoint Managed Services

(Privately Held; Information Technology and Services industry)

September 2000 — September 2003 (3 years 1 month)

Responsible for all marketing initiatives for Western Canada with regards to local events, lead generation and online initiatives. Involved in defining the strategy and objectives for the corporate website and intranet, including maintenance and ongoing analytics and optimization. Also multi-tasked and coordinated all of Fusepoint’s collateral materials (internal and external) including corresponding with the communications writer, planning, design, sales collateral, brochures, html email campaigns, Ads, presentations, signage, trade show booth, promotional direct mail outs and various miscellaneous projects.

· Marketing co-ordination of all Western Canada initiatives as well as support for Eastern Canada.
· Active participation on taking the company National March 2002, liaised with the contracted Communications Company with regards to rebranding the company's image and various projects in regards to hands-on design and implementation.
· Project management for new products and online campaigns represented on web.
· Responsible for online marketing and web logs. Summarizing and analyzing trend reports.
Outside Sales/Merchandising/Buying

Unisource

(Privately Held; Logistics and Supply Chain industry)

1986 — 1998 (12 years )

Outside Sales - Managed and grew a large sales territory of hotel and restaurants in Vancouver, West and North Vancouver (approx $125M/month). Developed new business for solution sales and exceeded goals.

Merchandising/Buying - Responsible for supplier relations, project managed logistics and warehouse inventory turn. Analyzing inventory reports and project-managed supplier return program.Co-ordinated special print orders, truckloads and direct orders.

Shannon Yelland’s Education

The University of British Columbia

Certificate , Web Intelligence , 2008 — 2009
Emily Carr Institute of Art & Design

Certificate , Certificate in Fine Art Techniques , 2005 — 2007
Langara College

Graphic Design (Various Courses) 2003 — 2005
The University of British Columbia

Certificate , Web Publishing, Design & Multimedia , 1999 — 2000
British Columbia Institute of Technology

Certificate , Marketing Management , 1994 — 1998
The University of Winnipeg

B.A, Sociology 1987 — 1991