Shellie M. R.
Vice President Marketing Operations @Bmg
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WORK HISTORY
Vice President Marketing Operations @Bmg
Los Angeles, CA, US
I am the Vice President of Marketing Operations, overseeing all media marketing spend, audience building, marketing technology, and conversational marketing initiatives. I lead the global advertising team and drive the strategic design and implementation of scalable CRM, audience development, and attribution systems that power data-driven engagement and measurable marketing success.With a strong foundation in analytics and measurement, I’ve led high-performing data teams and built robust frameworks that translate complex data into strategic insights. My work has consistently driven business growth, improved customer journeys, and optimized ROI across global markets.What I Bring to the Table:Global MarTech Leadership: Architecting and implementing scalable CRM and audience systems, sourcing best-in-class tools, and ensuring GDPR compliance.Media & Advertising Strategy: Driving media efficiency through MROI and CPM optimization, while leading global advertising execution.Analytics & Measurement Expertise: Developed advanced attribution models, dynamic dashboards, and a global measurement framework to track ROI, patient revenue, and Fan Journey KPIs.Data-Driven Innovation: Designed A/B and multivariate testing programs, implemented test-and-learn strategies, and launched cross-platform promotions to enhance user experiences and revenue.Global Collaboration: Partnering with regional teams to standardize analytics, taxonomy, and reporting, aligning with global OKRs and marketing goals.People Leadership: Coaching and mentoring analytics and marketing operations teams to foster a culture of excellence, experimentation, and continuous improvement.
EDUCATION
UCLA
Bachelor's degree, Germanic Languages, Literatures, and Linguistics
UCLA
Bachelor's degree, Political Science and Government
UCLA
Bachelor's degree, European History
SKILLS
ABOUT SHELLIE M. R.
As a Vice President of Marketing Operations, I bring a rare blend of analytical precision, creative strategy, and human centered leadership. I specialize in transforming data into dynamic, fan-first campaigns that not only meet performance goals but anticipate what’s next.With deep expertise in multi-channel marketing, CRM strategy, and predictive analytics, I’ve led global initiatives that connect artists with audiences in meaningful, measurable ways. I thrive in fast-paced environments where innovation, adaptability, and collaboration are key—and where the balance between data and artistry is respected.I’m passionate about building marketing ecosystems that are agile, scalable, and future-ready. Whether it’s integrating emerging tech like AI and AR, forecasting trends through machine learning, or crafting brand narratives that resonate across platforms, I lead with vision and purpose.Outside the office, I’m a proud animal activist, kitten foster, and dedicated volunteer. I’m also the founder of Hot Auntie Summer, a movement rooted in my love for my nieces, confidence, and showing up for the people you love. I believe lightheartedness is a leadership strength, and I bring that energy into every room I enter.Core Expertise:Multi-Channel Marketing Strategy & ExecutionCRM & Database MarketingPredictive Analytics & ExperimentationDigital Marketing (TikTok, Meta, YouTube, Email)B2B & B2C Integrated CampaignsProcess Optimization & Cross-Functional CollaborationArtist Development & Fan EngagementBrand Storytelling & Innovation Leadership
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