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Katie Shanahan, PMI-ACP

Self-motivated and metrics-driven product manager experienced in new product launch, marketing, go to market strategy, demand generation, brand awareness and much more. I have a history of driving revenue for companies experiencing high customer growth and geographic expansion. I have the courage to drive strategy, and the humility to know when to roll up my sleeves and execute tactically.

Product Manager  •  Denver, CO

(303) 257-3745
kathrynshanahan@icloud.com

Skills


Product & Brand Launch

I have 11 years of experience launching both product and brand. Most recently, I led the team that built & migrated 35K existing Door to Door Organics customers to a brand new e-commerce shopping platform. Prior, I launched DTDO in 6 new markets, grew The Egg & I Restaurants by leading franchisees through media, associate salesmanship and hospitality programs and beginning in 2006, developed & launched the franchise concept Elements Massage to more than 100 units.


Project Management & Strategic Planning

As a natural project leader and task manager, I have implemented several new project and program management systems during times of high growth and company scale, spanning marketing, technological development and unit operations. In 2016, I was certified by the Project Management Institute in Agile Project Management and software development.


Go to Market Strategy

I have created & implemented product roadmaps and marketing plans to drive brand awareness in new markets including many start-to-finish process for teams and unit operators. Tactics include but are not limited to, social media promotions, digital lead generation and conversion campaigns, blogger/partnership programs, on-site promotional events, on-air TV appearances, and live radio remotes.

Experience

Program Manager, May 2016 - Nov 2017

Door to Door Organics, Inc. An e-commerce grocery delivery service with subscribers across 17 states & Washington, D.C. Headquartered in Louisville, CO. Closed November 15, 2017. 
  • Led a diverse, cross-functional team in developing and launching a complex set of new, highly scalable front and back end technology products and operational systems, which served nearly 35 thousand weekly subscribers in just under 6 months from the start of development and 1 year post-company merger with Relay Foods, Inc. 
  • Worked directly with company operators in 6 facilities across the U.S. to ensure seamless customer and employee transition. 
  • Launched the company’s new products in a full-service Alpha test and garnered product-market-fit validation among a new set of target consumers and released the Beta product in existing markets to gain user acceptance and validate added-value features among a sample set of legacy customers prior to full migration. 
  • Post migration, customers were spending 22% more per order, roughly $11 more per week. 
  • Redefined the company’s cross-functional project management process by implementing Agile methodology and artifacts within existing infrastructure.

Experiences 00 00@2x 504900dc09d82f711fdb54cf5763251cab5193a844856da978b2b8f3907ecd5a

Marketing Manager, Jun 2014 - May 2016 

  • Launched the Door to Door Organics brand in 6 new markets and expanded the brand’s footprint to new territories within existing geographies. 
  • Developed a practice for new market and territory expansion, leading cross-functional teams through planning and major launch milestones ensuring operational readiness across all major customer touch-points prior to launch. 
  • Drove short and long-term territory planning with senior leadership, unit operators and outbound logistics and became the company’s expansion lead, providing a reliable tactic to drive business volume across existing and new markets. 
  • Created new marketing channels to drive brand awareness in new or immature markets including a start-to-finish process for on-site events, social media promotions, digital lead generation and conversion campaigns, e-merchandising, a fully templated blogger/partner program, on-air TV appearances, live radio remotes, and more. 
  • Project managed all centrally-driven direct and digital communications, led promotional planning, executed brand communication and provided executional support. 
  • Greatly improved process efficiencies as a strong project leader between merchandising and marketing, building and delivering campaigns that drove sales, average order size, and improved the overall customer experience.

Experiences 00 00@2x 504900dc09d82f711fdb54cf5763251cab5193a844856da978b2b8f3907ecd5a

Marketing Manager, Jul 2012 - Jun 2014

The Egg & I Restaurants, Inc. A $92 mil. restaurant chain with 94 locations in 19 states. Headquartered in Centennial, CO. Since acquired by First Watch Restaurants, Inc. 
  • Managed national promotion, merchandising and local store initiatives that contributed to double-digit systemwide sales increases and 3.4% comparative restaurant sales. 
  • Implemented marketing strategies for the brand, for the corporate-owned and franchised restaurants. Activities included the creation and management of various media promotions, associate salesmanship and hospitality programs and internal and external communications. 
  • Responsible for the project management of many new and test initiatives including an online meeting reservation system. Created and lead corporate personnel marketing related training.

Experiences 00 00@2x 504900dc09d82f711fdb54cf5763251cab5193a844856da978b2b8f3907ecd5a

Director of New Store Marketing, Jan 2012 - Jun 2012

Marketing Director, Jun 2006 - Jan 2012
Project Manager, Mar 2006 - Jun 2006

WellBiz Brands, Inc. A $150 mil. holding company with two franchise brands; Fitness Together (200 units) and Elements Massage (170 units). Headquartered in Highlands Ranch, CO.  
  • Participated on team that launched new franchise concept, Elements Massage. Tasked at creating all visual brand assets, marketing plans and tactics for the new franchise concept.
  • Grew two franchise brands 160% over 4-year period. Planned, developed and implemented annual marketing tactics supporting franchise development/sales efforts aiding in growth of franchises from 183 to 316 Fitness Together locations and 142 Elements Therapeutic Massage locations. 
  • Responsible for the project management and creative direction for custom intranet and web builder. Hired, managed and led team of IT developers to create custom intranet including a website builder, ad builder, e-blast builder, document library, message board and more. Achieved 96% voluntary franchisee-adoption within 6-months of launch.

Experiences 00 01@2x 6daa47d1df70d315f129dcecdd562003831581c4cdd8f9c819aa22d4a24ae150

Hospitality Positions  

  • P.F. Chang’s China Bistro, Lakewood, Co - Server 2005 to 2006 
  • The Melting Pot, Littleton, Co - Server 2005 to 2006 
  • Rafter’s Restaurant, Dubuque, Ia - Server 2002 to 2005 
  • Voy 3 Theatres, Maquoketa, Ia - Concessions 1996 to 2001 
  • Happy Joe’s Pizza, Maquoketa, Ia - Server 1996 to 1998 

Experiences 00 01@2x 6daa47d1df70d315f129dcecdd562003831581c4cdd8f9c819aa22d4a24ae150

Education, Certifications, Etc.

Bachelor of Science, 2005 

Computer Graphics & Interactive Media, Marketing 

University of Dubuque, Dubuque, IA

Agile Certified Practitioner (PMI-ACP) 

Project Management Institute, License #1973485

Train the Trainer Certificate, 2009 

Training for Excellence, Denver, CO

Metro Caring

Volunteer, Denver, CO

Testimonial

I had the pleasure of working with Katie throughout her tenure at Door to Door Organics, first as a Marketing Manager driving new market expansion and then a Program Manager on the Product team, ushering complex cross-functional projects through the development cycle. She consistently impressed with her data-driven approach to working with the Marketing, Customer Validation and Business Intelligence teams to gather insights and influence product decisions. She was a whiz at getting input from stakeholders and asking thoughtful questions to define requirements that reduced the rounds of revisions needed to get an MVP to market. She was adept at holding people at all levels of the organization accountable to timelines and demonstrated strong communication and presentation skills in reporting to the Board of Directors, senior executives and at all company meetings on the status of various initiatives.

Andrea Daily, former Vice President of Marketing at Door to Door Organics

Testimonial

Katie and I worked closely together on the product team at Door to Door Organics. As a Program Manager she was instrumental in the planning, development, and rollout of our new customer facing website. She is one of the most organized people I have every worked with, and was often the one person who kept the different departments aligned on priorities. In addition to organizing cross-departmental teams, she was also able to clearly and effectively communicate projects to the senior leadership team at Door to Door Organics. It was an absolute pleasure to work with Katie and I would highly recommend her for other product management positions in the future.

Alex Cummings, former Senior Product Manager at Door to Door Organics
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