Shallana Lynn Edwards

IT Project Manager, 2019 – Present 

Led cross-functional project teams to deliver high-quality applications within scope, budget, and schedule, focusing on effective change management. 

Key Accomplishments: 

• Implemented Microsoft Office 365 productivity tools, including Teams, SharePoint, and Power Platform, for a workforce of over 6,000 county staff members. Taking the lead on change initiatives, I orchestrated a seamless transition, driving high adoption rates of Microsoft’s cloud-based solutions throughout the organization. By meticulously planning and executing change management strategies, I ensured that staff members embraced these new tools effectively, empowering them to enhance collaboration, streamline workflows, and boost productivity across departments.
• Led the development and implementation of a historical permitting application designed to serve both County staff and residents. This initiative was a cornerstone of a comprehensive county-wide effort aimed at replacing the outdated legacy permitting system. Collaborated with stakeholders across several departments to define project requirements, objectives, and deliverables.
• Partnered closely with the Flood Control District to meticulously plan, execute, and deliver simultaneous application upgrades as a pivotal component of a comprehensive process improvement endeavor. Engaging with stakeholders, I adeptly gathered their diverse requirements, objectives, and deliverables, tailoring each upgrade to meet the distinctive demands of its respective scope. By skillfully coordinating tasks across the project landscape, I optimized overall project efficiency, thereby ensuring successful outcomes for each upgrade. Additionally, I crafted and meticulously maintained detailed project plans for every initiative, leveraging agile methodologies to adeptly manage the intricacies inherent in overseeing concurrent upgrades.
• Collaborated with procurement teams and Maricopa County Real Estate stakeholders to identify, evaluate, and select vendors, negotiating contracts to secure favorable terms on an enterprise solution to manage real estate properties and right-of-way assets.

Marketing Manager, August 2017 – November 2018

Provide marketing support for growing Product and Sales teams for a leading omnichannel technology provider servicing e-commerce merchant, integrated software vendors (ISVs), and SaaS providers.

Key Accomplishments: 

• Strategized and launched multi-channel marketing campaigns and created all aspects of the      deliverables including content for print and web, social media engagement, graphic design, Adwords campaign building and drip campaigns. 
• Created educational and sales materials that include custom-tailored presentations, sales      playbooks, product datasheets and technical guides.
• Specialized in simplifying complex technologies and processes for both prospects and internal stakeholders. 
• Increased online traffic and awareness of the brand by 20% utilizing effective lead gen      strategies. 

Project Manager, June 2016 – August 2017

Responsible for day-to-day management and smooth operation of various digital projects, including site build and launch, online tools, web applications and marketing campaigns for over 14 clients in various industries from medical to travel.    

Key Accomplishments:

• End-to-end project management
• Developed and maintained detailed project plan for each individual account and monitored progress.
• Reviewed and vetted content strategy to ensure alignment with client expectations and full outreach potential.
• Collaborate with internal teams to design, develop and implement digital projects and follow best practices.
• Oversaw coordination of the partners and working groups engaged in project work.
• Deliver projects on time ensuring quality standards are met.
• Generated monthly performance reports - viral, ranking and production.
• Highlight potential risks or malfunctions and act proactively to resolve issues.

Director of Marketing, Feb 2014 – April 2015

Worked directly with the VP of sales to develop an effective marketing strategy, identifying and launching new business-building opportunities, and strengthening the ZDirect eCRM technology brand through a variety of efforts, including product development, digital and traditional marketing, special events and tradeshows, public relations, and customer education. 

Responsibilities:

• Improved website visibility and prospect leads by 100% year over year. Website traffic and visits increased by 50% yearly,  utilizing content marketing, social media, and PR strategies. 
• Position ZDirect as a eCRM & Marketing Automation technology leader, providing hoteliers with a comprehensive suite of solutions that boost revenues, engagement, and results. Worked closely with the Product Development team to strengthen product positioning, pricing, and development for Loyalty Marketing Platform, eCRM Database, Email Marketing Tools, Rooms Upgrade Engine, Feedback Center, Reputation      Management Tools, Booking Cart Abandonment, and various Mobile      solutions. 
• Develop and execute an integrated marketing plan that aggressively and cost-effectively drives customer awareness, prospects, acquisition, retention, and growth. 

Director of eMarketing, Mar 2007 – Feb 2014

Responsible for launch of the company’s first portal website and rebranding of Shell Vacations Hospitality as a family-friendly resort destination. Led team of staff members applying agile methods to managing eCommerce web properties, website design and development, eCRM, social media, email marketing, website analytics, roadmap, and budget planning and execution.

Key Accomplishments:

• Developed award-winning brand campaigns during low-demand periods, driving increased revenue, traffic, and brand awareness, resulting in record-breaking revenue year over year. Campaigns were featured in the LA Times, CNN Travel, CBS Early News, PeterGreenberg.com,      Travel Weekly, and more.
• Started aggressive eCRM strategy utilizing customer segmentation methods and grew customer database to over 200K new subscribers in three years. Deployed highly targeted emails based on travel preferences, past activity and location. ROI for email marketing efforts has exceeded 500% for three years.
• After a redesign in 2011, the www.ShellHospitality.com website increased 32% of visits to the booking engine/shopping cart, an increase of over 20% from previous efforts.
• Managed aging website www.ShellVacationsClub.com. Converted the entire site in-house from Javascript to SEO-friendly HTML and improved brand presence and performance on search engines.