Shannon Master

Communications Strategy Manager @The UPS Store

San Diego, CA, US

Lead strategy, development and narrative of executive, internal and external marketing and communications for 5,400+ The UPS Store retail franchisees across the United States within a global matrixed organization.• Craft comprehensive, data-driven communications strategy that informs, unites and inspires franchisees and employees to meet strategic goals and objectives as independent business owners and an enterprise.• Assess and implement process improvements, best practices and style guides. • Influence and provide guidance to executive leadership and SMEs on messaging, anticipating risks and opportunities.• Prepare reports, presentations and messaging for leadership to internal and external audiences in Town Halls, live events and meetings.• Create and oversee integrated communications plans, content and deliverables for programming, campaigns, presentations, strategic initiatives and conferences, leveraging executives and SMEs across 17 departments and utilizing all platforms and omni-channel tactics, including email, websites, videos, webinars and more.• Create and implement KPI tracking methods to evaluate effectiveness of all communications projects.• Mentor and lead teams providing daily content and deliverables.• Promote a culture of high performance, continuous improvement, lifelong learning and standards for excellence.• Stay on top of industry trends, market research and best practices to constantly improve strategies and messaging.My immediate impact upon hire resulted in record setting engagement: • Increased engagement by 37% on annual franchisee survey initiative. • Increased annual Convention registration by 75% in the first month by implementing tiered pricing structure and event-specific newsletter.• Awarded Employee of the Month within 9 months of starting the role.

UC San Diego

Bachelor of Arts - BA, Communication