Shelby Welbaum, M.S. Email & Phone Number

Ann Arbor, Mi, Us

• Boosted brand equity by providing marketing inbound strategy and go-to-market strategy by increasing traffic to website by 98% for a B2B product• Ensured Technology and Telecommunications Service Management (TTSM) product had proper placement on the website to drive product promotion and sales; managed website activity through Google Analytics and made monthly performance adjustments• Headed tracking and analyzing performance data on social media platforms (LinkedIn, Facebook and Twitter) including metrics on: users, reactions, impressions, page views, and organic reach in Excel• Produced and ran annual marketing strategy by continuous research of customer needs, the competitive landscape, and product positioning• Collaborated on cross-functional teams including the CEO, CRO, Operations, and Sales to achieve greater brand awareness around the flagship product and drive successful product development and promotion• Composed Copywrite and generated content for website using Canva and distributed to social media platforms which include Facebook, Twitter, and LinkedIn while tracking data analytics and KPIs• Cultivated digital content planning using Excel and content calendars to organize monthly, 10 posts per month to create competitive positioning, analyze data/metrics, draw conclusions, and develop recommendations• Regulated website updates for security patches, backups, and UX design opportunities for holistic marketing strategies

• Designed compelling social media content posts weekly, leveraging community survey findings to generate content that fits target audience, the Stockbridge Munsee Community Tribe, a Native American community at high risk for Covid-19 infection• Amplified and adapted marketing campaign fact sheets on public health communications to appeal to the target audience utilizing Diversity, Equity and Inclusion (DEI) principles to actively engage this population’s culture and traditions• Accelerated program awareness by 90% and Facebook engagement by 300% by highlighting opportunities within key segments• Collaborated with CEO regarding weekly goals and standards throughout the campaign

• Fostered the upkeep of >1,500 company products regarding prices, description, and product placement on B2B advertising platforms to entice companies to use products in promotional materials• Operated cross-functionally with the CEO and graphic design department to promote the products with key audiences and businesses• Established product pricing, value propositions, and marketing budget and was responsible for multiple product launches and product adoptions• Identified product/market trends, created competitive analyses, and collaborated on new product ideas which were successfully created and brought to market

• Provided Integrated Defense and law enforcement support for the Department of Defense’s largest installation• Responded and assessed threats directed at $17B in assets and resources• Controlled restricted area, visitor and contractor badges for access, lead registration and background checks resulting in issuing credentials to >66K individuals per year• Spearheaded memorandum program for installation access, processed >1K access requests, optimized and maintained a 44K item file plan• Hand-selected for an 80-hour investigator training as well as achieving a 70-hour Cybersecurity certification and aided in recovering over $500 in stolen items• Facilitated health and wellness clinic for >300 personnel bi-annually, teaching 8 hours per year• Certified Program Manager for front line installation entry security system; rectified >30 communication fails and re-imaged 20+ handheld scanners• Oversaw installation’s Defense Biometric Identification System, performed daily inventory and ensured 100% accountability and usage on 100K equipment

Colorado Springs, Colorado Area

• Managed database for 26 sports with >1K emerging Paralympic identified athletes, 100+ athletes making performance standards annually• Effectively communicated with 300+ emerging Paralympic athletes and referred them to Paralympic Sport Clubs or camps around their area• Engaged in planning and execution of the Annual Warrior Games, a national-level Paralympic sporting event with 7 sports, 5 teams and approximately 200 wounded, ill and injured military service members and veteran participants

Master Of Science - Ms, Marketing

Activities and Societies: Marketing Club- Vice President of Operations Teaching Assistant- Conducted research.

Bachelor Of Science (Bs), Sport Management

Activities and Societies: Rowing Club- Captain Senior Year