Hayley Alexandra Shannon
About Hayley Alexandra Shannon
Hayley Alexandra Shannon is a Digital Performance Marketing Manager at Investors Group in Winnipeg, Manitoba, Canada, where she has worked since 2018. She specializes in on-site personalization strategies and has experience managing relationships with external partners and stakeholders.
Work at Investors Group
Hayley Alexandra Shannon has been serving as the Digital Performance Marketing Manager at Investors Group since 2018. In this role, she focuses on digital marketing strategies and performance analytics. She is responsible for managing relationships with external partners, including agencies and vendors, as well as collaborating with internal brand teams and digital product teams. Shannon is a key stakeholder in launching a Data Management Platform (DMP) at Investors Group, enhancing the company's data-driven marketing efforts.
Education and Expertise
Shannon studied Communications, Marketing, and Advertising at Sheridan College from 2012 to 2013. She also holds a Bachelor's degree in English Language and Literature from Concordia University, where she studied from 2008 to 2012. Additionally, she attended Cañada College from 2001 to 2003. Her educational background supports her expertise in digital performance marketing and analytics, particularly in the use of Adobe Analytics, Adobe DMP, and Adobe Target.
Previous Work Experience
Prior to her current position, Shannon worked at Tug Agency as the Director of Paid Media Canada from 2016 to 2018 and as a Paid Media Account Manager from 2014 to 2016. She also served as an Account Coordinator for Unilever and Smuckers at Catalyst Canada from 2013 to 2014. Earlier in her career, she held roles at Sheridan College as a Student and Research Assistant from 2012 to 2013. This diverse experience has contributed to her skills in digital marketing and performance management.
Project Management and Technical Skills
Shannon has successfully project managed an initiative to create API connections between various paid media platforms and Tableau, utilizing the Google Cloud environment. Her technical skills include a strong focus on on-site personalization strategies using first-party audience segments and analytics behavioral segments. This expertise allows her to effectively leverage data to optimize marketing performance.