Shannon Williams

• Led full-funnel performance strategies across Meta Ads and Google Ads for a mix of eCommerce and Lead Generation, managing monthly budgets up to $70,000
• Conducted competitive analysis to identify opportunities for differentiation in the marketplace.
• Presented strategic recommendations to stakeholders based on insights derived from research and analysis of industry trends.
• Developed customer personas to better understand target demographics, enabling more focused marketing initiatives tailored to their needs and preferences.
• Conducted market research to identify new opportunities and target markets.
• Execution & Management of paid media campaigns across Google & Meta for leads, engagements, and sales for clients within the Fitness & Wellness Industry.
• Created data dashboards in Looker Studio, blending Google Ads, Meta Ads, and GA4 for unified reporting.
• Crafted all copy for paid media assets for leadgen and e-commerce campaigns.
• Provided insights on creative and campaign performance to designers and account managers.
• Briefed designers and advised account managers on assets for upcoming campaigns based on campaign performance insights.
• Used Auction Insights and competitive data to identify positioning gaps and scale high-intent campaigns.
• Regular monitoring of competitor activity on Google and Meta.
• Website Updates adhoc: Loading web banners to Shopify for E-Commerce client.
• Staying up to date on platform changes.
• Developed comprehensive marketing strategies to enhance brand visibility and customer engagement.
• Analyzed market trends and consumer behavior to inform campaign direction and positioning.
• Collaborated with cross-functional teams to execute integrated marketing initiatives, ensuring alignment with business objectives.

• above-the-line media opportunities for the Spur Corporation and compiling costings and schedules for client sign-off.
• Building and maintaining strong relationships with clients, understanding their business objectives, and acting as their main point of contact.
• Served as primary client liaison - running weekly status meetings, aligning media strategy to business objectives, and presenting comprehensive PCA and competitor insights.
• Overseeing and briefing planners to populate television and radio schedules to share with Spur, with clear objectives and performance goals outlined. Assisting with media planning when required.
• Budget Management & Negotiation: ensuring media schedules are 100% accurate and negotiating premium media buy discounts with media owners to maximize ROI.
• Ensuring client billings are approved on time and meticulously identifying any cost discrepancies from the schedule to contracts as received from buying.
• Staying abreast of media trends and maintaining a strong understanding of the media landscape.

• Data Analysis: Utilize digital platforms to extract, transform, and analyze digital data. Interpret complex datasets to identify key trends, patterns, and insights. Provide regular reports on digital performance metrics, including website traffic, leads, return on ad spend, user engagement, and conversion rates.
• Campaign Assessment: Evaluate the effectiveness of digital marketing campaigns across multiple channels. Collaborate with marketing teams to assess the impact of campaigns on brand visibility, lead generation, conversions, and customer acquisition. Recommend adjustments to optimize campaign performance based on data analysis.
• Provide insights and analyze trends to inform future strategies and campaign optimizations
• Regularly monitor campaigns
• Analyse customer journeys and provide insights and opportunities to expand campaigns for Revenue Optimisation.
• Provide creative insights and guidance on best practices.
• Compile case studies.
• CLIENT PORTFOLIO: Property, Sports Betting, E-commerce, Furniture Retail, Luxury Fashion, Cellular Device Contracting.

• Driving client satisfaction and revenue growth by developing tailored strategies that align with business objectives. I build strong client relationships, manage revenue optimization efforts, and leverage data-driven insights to exceed KPIs and maximize ROI.
• Developed and executed revenue growth strategies based on client needs and business goals.
• Built and maintained collaborative client relationships to ensure smooth execution of optimization plans.
• Analyzed performance data to identify trends, optimize campaigns, and provide actionable insights
• Lead cross-functional collaboration to drive measurable outcomes and ensure client satisfaction.
• Set revenue targets, forecast performance, and delivered reports with strategic recommendations.
• Debriefed creative and paid media assets, as well as owned media asset requirements to brand and agency stakeholders.
• Conducting regular digital client audits to identify threats and opportunities to enhance the customer journey.
• Set up of dashboards for reporting on media performance.
• Review of copy and content for digital marketing and advising thereon.
• Analysed customer websites and provided input on SEO.
• Briefed in direct marketing campaigns, including emails and SMS
• Review of SEO copy aligned to online product merchandising.
• Briefed in Advanced Bot Flow automations for leadgen as well as leadgen webpages.
• Providing insight into website optimisations to improve website performance.
• CLIENT PORTFOLIO: Luxury fashion E-commerce, fitness, sports betting, Lewis Group, with a strong focus on lead generation, e-commerce and return on ad spend.
• Key Skills:
• Understanding of customer journeys by client and desired outcomes
• Ability to analyse and provide feedback on barriers to optimizations.
• Proficient in Google Analytics, Tag Manager, Meta Business Suite, and CRM systems.
• Expertise in tracking pixels, A/B testing, and attribution modeling.
• Proven ability to optimize campaigns, improve ROAS, and manage budgets effectively.
• Strong data analysis, customer journey mapping, and audience segmentation skills.

• Delivering omnichannel media solution strategies on Shoprite, Checkers and Sixty60 via digital, e-pos and in-store to FMCG, Agency and 3rd party suppliers.

Leadership

• Directly reporting to the Head of Digital.
• Serving as the main point of contact for all digital campaign-related queries executed by digital campaign managers.
• Signing off on workflow and processes in digital operations.
• Providing input, reviewing, and approving new media elements and structuring processes around them.
• Managing stakeholders within the business to ensure alignment across execution teams
• Mentored and trained junior and senior of sales account executives and campaign managers on inventory and the processes within digital.
• Digital Campaign Management
• Manage supplier or client digital campaigns from briefing, planning, execution, ensuring deployment, and all reporting and invoicing to conclude the project.
• Assisting clients with strategies and/or tactics for website, social, mailer, and paid digital marketing activities.
• Liaise with department heads to identify digital opportunities for marketing campaigns as per the business and client activity.
• Liaise with agencies and brand teams directly for creative and campaign briefs, requirements, schedules, creative, reporting, and feedback.
• Provide structural and creative feedback to brand teams, agencies and relevant stakeholders on time.
• Digital Account Management
• Keep schedules, prioritize tasks/briefs, and ensure campaigns/projects are on time and deliver against business objectives.
• Work closely with agencies or suppliers and plan, execute, and review their strategies, media schedules or budgets against clients’ needs.
• Answer day-to-day queries to assist in growth in digital understanding and investment across clients.
• Ensuring accuracy across digital channels.
• Develop a strong understanding of the Brand and its Guidelines to be able to apply across all work done on digital.
• Execution of social media campaigns on Meta (Facebook and Instagram) and closely monitoring the performance of campaigns on DV360 and Ads Manager
• Stakeholder Liaison
• Liaise with internal departments as required
• Liaise with external agencies and provide support in executing effective digital plans
• Debriefing internal and external creative agencies on media requirements and creative.
• Digital Research & Reporting
• Prepare pre-campaign data, proof of execution, and post-campaign reports to share with clients.
• Continuous learning and leveraging the internal and external brands and categories with their strengths, challenges, and performance within the South African and African digital landscape. Insights on how platforms /channels/ ad units/ data/ brands impact communications.
• Monitoring local, International & Competitor Retailers digital media properties to ensure adherence to best practice principles and provide technical/media assistance when needed.

• Strong Account Management focus on Financial, Investments & Luxury brand clients.
• Support Account Director / Strategist to challenge and probe the client brief and ensure complete clarity and agreement on client objectives.
• Work with Account Director / Strategist to deliver a convergent strategy.
• Attend and participate in regular status updates to keep abreast of accounts.
• Media planning on above the line media: TV, radio, print, and outdoor.
• Securing inventory on digital channels.
• Analyze relevant data, e.g., post campaign reports, and recommend any action required.
• Participate in and attend digital workshops
• Maximize the use of company and industry tools
• Implementation of campaign strategies to ensure they meet required objectives
• Creation and management of costing schedules and media flow plans
• Strong financial management and budgetary control, including negotiation of discounts and added value opportunities
• Tracking and evaluation of campaign performance
• Creation and upkeep of strong supplier relationships as well as delivery of outstanding client service
• Ownership and control of accounts in a planning and support role to the Account Director
• Offering support and encouragement for innovation

• Implementation campaign strategies for Television, Radio, Print, Outdoor, and Digital to ensure they meet the required objectives
• Creation and management of costing schedules and media flow plans
• Strong financial management and budgetary control, including negotiation of discounts and added value opportunities
• Tracking and evaluation of campaign performance
• Creation and maintenance of strong supplier relationships as well as delivery of outstanding client service
• Ownership and control of accounts in a planning and support role to the Account Manager and Account Director
• Offering support and encouragement for innovation.

• Implementation of media campaigns and activations for clients across television, radio, and print.
• Leveraging PR and free advertising exposure for CSI clients via television, radio, and print with a strong call to action.
• Planning media campaigns to achieve set objectives and parameters.
• Keeping abreast of the latest trends in media and reviewing of media proposals.
• Using industry tools to segment and plan media campaigns and inform strategy.
• Retail FMCG planning

• Accurately process the client-approved media schedule to secure above-the-line (print, radio, TV) with the relevant media owners before the booking deadlines.
• Load all insertions onto relevant buying systems and ensure that the insertions are ready for billings before month-end
• Resolve account queries
• Prepare chase lists and dispatch to relevant parties
• Ensure that all creative material is dispatched timely and, if needed, deadline extensions are obtained and communicated to the creative agency.
• Follow up on outstanding creative to ensure they supply the key codes and captions to media owners.

• Help media buyers and planners develop, execute, and monitor media plans
• Compiling regular competitor and ad spend analysis reports
• Profiling target markets
• Create and monitor media schedules
• Keeping abreast of industry news and trends, preparing weekly news bullets
• Preparing post-campaign reports
• Planning of radio and print campaigns
• Building strong relationships with media owners
• Responsible for updating media lists regularly
• Updating media landscape presentations

• Negotiating below the line deals or barter exchanges for promotions in-book and online.
• Creation and uploading of native content for online platforms, updating brand presentations
• Uploading and editing creative content and product descriptions to the e-commerce site.
• Dispatching of marketing communication and prizes.

• Implementation of CSI projects in alignment with the Group’s CSI vision and strategy.
• Processing and responding to new requests and applications for sponsorship or funding within the existing Media24 CSI strategy framework.
• Analyze proposals and make written and verbal recommendations to actively drive the reach and impact of all CSI initiatives.
• Harnessing strong relationships with the media/press and partner organizations, as well as engaging and collaborating with them.
• Project management of ad hoc CSI-related media and publicity events on a regional and national scale.
• Payment processing, managing budgets, contracts, and agreements, negotiating with service providers concerning quotations and sourcing of appropriate and cost-effective branding.

• Implementation and administration of public relations activities.
• Drafting of news articles for media coverage on events and issues surrounding child abandonment and HIV/AIDS, and the service the organization renders to its community.
• Creation of marketing materials, brochures, and newsletters.
• Management of communications and social media platforms
• Writing proposals for funding and sponsorship
• Ad-hoc event management