Shad Barnes Email & Phone Number

Portland, OR, US

Salem, Oregon

• Reporting to the CMO, responsible for all phases of branding, marketing, advertising and digital technology teams, programs and campaigns across customer (B2C) and retailer (B2B) verticals. Leadership of a fifteen.
• Created and leveraged first-party data framework to unlock customer insights, leading to 29% revenue increase in 2022.
• Shifted brand focus to progressively improve Oregon Lottery favorability from 68% in 2018 to 80% the 2022.
• Conceptualized and lead digital transformation including end-to-end implementation of the 1.2 million downloads and counting Oregon Lottery mobile application.
• Lead creative direction & omnichannel marketing across, brand, product and corporate social responsibility initiatives.
• Budgetary responsibilities over an $8 million annual marketing & advertising spend.

Salem, Oregon

• Management of the Oregon Lottery's overall online success by creating and executing a digital marketing strategy that supports marketing, revenue and business objectives while serving as the embodiment and voice for.
• 6% product sales increase year over year since assuming leadership of digital marketing strategies.
• Created exponential online growth exceeding all monthly, quarterly and yearly KPIs and goals. Average 700,000 unique sessions, 2.2 million overall digital impressions and an average monthly Facebook post reach of 9.
• Management of internal online marketing staff as well as day-to-day workload with multiple advertising agency partners.
• Budgetary responsibilities over a $3 million per year annual digital media and production spend.

Salem, OR

• Diverse job scope and skill set overseeing customer technology operations, marketing (digital, traditional, social, etc), business development and customer retention efforts. Transformative development of digital.
• Raised organizational profile planning and implementing branding & CX strategies resulting in member base growth from less than 11,000 to over 20,000 in a 10-year span.
• Concepted and implemented a digital ebilling system that increased customer engagement, retention and saved more than $300k per year in administrative expense and transactional fees.
• Solidified and created key business relationships including health insurance providers that incrementally increased revenues by 15% over three years.

Salem, Oregon, United States

• Created and followed strategic business plans to build market share in a full-service digital consultancy, web development group and ISP. Developed web sites, written content, branding, promotional content, SEO and pay.
• Secured investor funding via relations planning, vision-casting and a sound business plan.
• Provided leadership and direction in steering all phases of a start-up from two cofounders growing to a staff of 15+.
• Served as creative director, designed & coded websites and lead advertising campaigns across a diverse client portfolio.
• Steered and negotiated a successful sale of business to a leading national firm.
• Hired & motivated freelance/subcontractor teams to stabilize production as business scaled rapidly.

Managed a successful underwriting team and a highly profitable book of insurance accounts.Took a lead role in rating software testing and implementation.Served as the company's technical contact to over 100 independent agents.Consistently outperformed all yearly, monthly and quarterly financial goals.

Promoted several times from within the company.Worked in concert with the IT department to edit and publish training manuals and documentation.

Ba, Journalism & Communications

BA Journalism - Electronic Media

A.A, General Studies

AA - General Studies