Shannon Hawk

About Shannon Hawk

Growth-obsessed B2B marketing leader with 15+ years of experience scaling pipeline and revenue for SaaS, cybersecurity, and cloud computing companies. Known for having an “LFG” attitude turning marketing into a measurable revenue engine — blending performance marketing, demand generation, and event strategy with AI-powered precision. I lead with data, experiment relentlessly, and bring Sales and Marketing into full alignment to accelerate growth.Core Expertise• Multi-Channel Demand Generation (ABM, SEM, Paid Social, Events, Email)• Account-Based Marketing (1:1, 1:Few, 1:Many, Programmatic)• Digital Performance Marketing (ROAS, CAC, Conversion Optimization)• Full-Funnel Pipeline Ownership (MQL → SQL → Closed Won)• GTM Strategy for Enterprise and Mid-Market Segments• HubSpot & Salesforce Automation | Attribution Modeling | Data Dashboards• Paid Media Management (LinkedIn Ads, Google Ads, Meta, Display)• Event & Field Marketing | Webinars | GTM Launch Campaigns• AI-Powered Campaign Development (ChatGPT, Claude, Clay)• Budget Optimization & ROI Analysis | Forecasting & Funnel Analytics• Collaborative Sales + RevOps PartnershipIf you get confused, just listen to the music play.

Experience

1. Director of Demand Gen, Marketing

   Pdi Security And Network Solutions

   Oct 2021 — Present

   Transformed demand generation into a revenue engine by integrating inbound and outbound channels (content, email, paid, organic, webinars, and events), resulting in a 68% increase in marketing-sourced pipeline and 35% lift in lead-to-opportunity conversion.* Aligned marketing strategy to revenue performance, tying every campaign directly to pipeline and bookings goals, helping deliver 30% YoY growth across Direct and Partner sales channels.* Deployed 6sense and ABM frameworks to identify and engage in-market accounts earlier, reducing sales cycle length by 22% and driving a 3× improvement in engagement among top enterprise accounts.* Optimized the MarTech stack (ChatGPT, Claude, Salesforce, HubSpot, SEMrush, 6sense, Wrike, Hotjar, GA4, Zoom, WordPress), increasing campaign deployment speed by 40% and improving data accuracy across lead flow and attribution.* Partnered with regional field teams to localize national campaigns and activate market-specific growth plays, generating $8.5M in new pipeline from targeted territories within 12 months.* Introduced a data-driven lead scoring model that prioritized high-intent buyers and increased SDR efficiency, contributing to a 25% higher opportunity creation rate.* Leveraged analytics to drive strategy, optimizing creative, offers, and targeting through A/B testing — boosting MQL-to-SQL conversion by 32% and cutting customer acquisition costs by 28%.* Designed lifecycle-based buyer journeys tailored by persona and intent stage, improving engagement rates by 45% and email click-through rates by 2.6×.* Collaborated cross-functionally with Product, Customer Success, and Operations to refine ICPs and vertical messaging, which directly influenced $3M+ in upsell/cross-sell expansion opportunities.* Fostered a culture of experimentation and continuous optimization, using AI-driven automation and creative testing to scale personalized campaigns with a 50% faster turnaround time.

Education

• Clemson University

  Bachelor of Science, Marketing

  1995 — 1999

Skills

• Lead Generation
• Social Media Marketing
• Powerpoint
• SEO
• Advertising
• Strategic Planning
• Event Management
• Social Media
• Marketing Strategy
• Business Development
• Digital Marketing
• Direct Marketing
• Marketing
• New Business Development
• Social Media Measurement
• Social Media Strategist
• Search Engine Optimization (SEO)
• Budgets
• Leadership
• Management
• Media Planning
• Sales
• Online Advertising
• Marketing Communications
• Facebook
• Market Planning
• Budgeting
• Email Marketing
• Integrated Marketing