Shawn Hopkins
Digital Marketing Manager @Newsela
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WORK HISTORY
Digital Marketing Manager @Newsela
NY, US
As Digital Marketing Manager, I lead Newsela’s full digital ecosystem — overseeing global web strategy, front-end experience, analytics infrastructure, SEO/SEM, and multi-channel campaign execution. I own both the technical and strategic components of our digital presence, driving growth across K–12 markets while leading the team responsible for ongoing development and creative execution. Team & Cross-Functional Leadership• Directly manage a blended team of developers, designers, and creative contributors to deliver ongoing website improvements, landing pages, and digital assets.• Lead cross-functional initiatives that improve alignment between Marketing, Product, and Engineering.• Provide strategic direction, sprint prioritization, feedback loops, and resource allocation. Web Infrastructure Ownership (Front-End + Back-End Systems)• Led the complete migration of Newsela’s various product websites to Webflow, including restructuring site architecture, design systems, content workflows, and technical integrations.• Manage and maintain Newsela’s entire front-end web platform, ensuring performance, accessibility, and UX consistency across multiple product suites.• Rebuilt and optimized multiple product-specific websites to strengthen positioning and improve inbound traffic quality.Analytics, Tagging & Marketing Operations• Built, implemented, and maintained all digital measurement systems, including Google Tag Manager, Google Analytics, pixel architecture, event frameworks, and performance dashboards.• Oversee end-to-end analytics hygiene to ensure accurate attribution, funnel insights, and optimization opportunities. Digital Strategy & Campaign Leadership• Own Newsela’s global digital strategy spanning AEO, GEO, SEO, SEM, paid media, content performance, and campaign execution.• Manage multi-channel digital campaigns to drive qualified traffic, improve CRO, and support GTM programs.
EDUCATION
St. Lawrence College
Advanced Diploma
University of Ottawa
Computer Engineering
ABOUT SHAWN HOPKINS
I’m a digital marketing leader with a passion for building scalable growth systems for EdTech organizations. With a background in both entrepreneurship and marketing operations, I specialize in transforming multichannel strategy into measurable revenue impact.Over the past several years, I’ve led digital strategy, paid media programs, SEO initiatives, lifecycle marketing, and marketing automation for EdTech companies serving K–12 and higher education. I bridge creative strategy with technical execution — helping teams grow pipeline, improve conversion rates, and strengthen digital presence.Previously, I co-founded and built multiple small businesses, giving me a scrappy, resourceful approach to solving complex marketing challenges and delivering results even with limited resources.
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