Shelby Kraeger- ·-1393 Valmont Trace NE Marietta, GA 30066
MARKETING PROFESSIONAL
A results-oriented marketing manager with experience in marketing strategy and project management.
Managed global product development innovation projects in North America, LATAM and EMEA. Expertise in
leading projects that improve performance, reach key performance indicators, and forging partnerships
with internal and external partners. Specializes in collaborating cross-functionally to launch products and
campaigns to the market. Extensive experience in social media management and content creation,
managing paid media, and analyzing consumer data to build business cases.
KEY COMPETENCIES
P&L Management
Strategic Planning
Agency and Client Relationships
Media Reporting
Project Management
Content Creation
Social Media Management
Budget Management
Brand Management
PROFESSIONAL EXPERIENCE
Newell Brands
Sep 2021 - Jan 2023
Associate Manager, Brand Marketing
Built a business case to launch an extension of the Paper Mate Flair Scented product line. Spearheaded the
development of product assortment, pricing strategy, customer sell-in and line review presentations, and
creative direction for on pack graphics and launch campaign. Managed innovation projects throughout
each charter gate. Delivered sustainable and cost-effective packaging options for Pens Holiday project.
Accomplishments:
Managed Paper Mate Flair Scented $3M Product Innovation Launch
Managed Paper Mate Pens Holiday 2022 & 2023 $3M+ Project
Collaborated on '22 initiatives that increased 1.7% share in Porous Pen category
Managed new content development for Paper Mate Flair
Mizuno USA
Feb 2018 - Sept 2021
Brand Marketing Coordinator / Interim Manager
Led all go-to-market strategy execution and creative deliverables across nine categories for North America.
Spearheaded the Brand Marketing team's first Intern Program along with Mizuno USA's first storefront
portal. Implemented processes for paid media management and reporting. Managed vendor and agency
relationships to create cohesive assets that adhered to brand guidelines across organization.
Accomplishments:
Executed (first-ever) regional Mizuno brand campaign; drove 77% brand awareness lift and 280% ecomm revenue increase.
Managed launch of new categories: Swimming, Tennis, Training
Spearheaded launch of Mizuno USA and Mizuno Tennis USA social channels on Meta organically;
increased community 100%+, increased brand awareness by 10% after implementing athlete and
influencer strategy
Daily project management for 10+ creative projects across all 9 categories
Managed an average of $50K budgets for paid media campaigns and events
Lead the organization of 10K+ assets in data asset management platform and development of new
naming structure
Developed process for product photography and lifestyle photoshoots
Buffalo Wild Wings
Social Media Manager, Freelancer
Nov 2019 - Dec 2019
Provided customer service to Buffalo Wild Wings customers via Sprout Social on Twitter, Facebook and
Instagram. Delivered feedback for surprise and delight moments and opportunities for restaurant
improvement.
Aug 2017 - Feb 2018
National Football League
Live Content Correspondent
Developed live sideline content for Atlanta Falcons, Mercedes Benz Stadium and NFL social media teams.
Content was edited and executed for real time engagement. Post game photography was shared for team
and athlete content.
Aug 2015 - Oct 2017
Sparkloft Media
Account Coordinator
Spearheaded spring content campaign on Insider Blog for Alpharetta CVB. Implemented integrated
marketing campaign for brand new ATL Airport District social channels resulting in increased tourism.
Accomplishments:
Grew ATL Airport District’s Instagram account by over 1000% through organic and paid media
Reached over 100,000 impressions and engagements for the ATL Airport District’s social media
platforms in a four-month long influencer campaign
Interpret data to present meaningful insights to clients and use insights to continually improve strategy
and creative
Identify and report on relevant trends (clients industries, social, digital, pop culture)
Community Manager
Developed content for clients Including: CulinAero, WallyPark, ATL Airport District, and Meet Puerto Rico.
Managed communities across clients and reported on engagement metrics. Proficient in Hootsuite,
Facebook Insights, Twitter Analytics, Tailwind, Iconosquare, Raventools and all social media platforms.
Accomplishments:
Lead and developed a social strategy for non-profit, Dashboard US
EDUCATION
University of Georgia
Bachelor of Business Administration, Marketing
Digital Media Emphasis
Aug 2011 - May 2015
University of Oslo
GRSP Scholarship Program, Gender Studies
Jun 2014 - Aug 2014
