What I Build
A decade of consulting taught me to diagnose fast, build systems that actually get used, and communicate across every level of an organization — from founder to frontline. These are the capabilities I bring to a senior marketing leadership role.
Strategic Brand Narrative Ecosystems
For 10 years I designed and built the strategic digital ecosystems that make brands discoverable, citable, and quotable by humans navigating a buying journey and by AI systems generating the answers those buyers increasingly rely on. The work starts before any content is written: defining the six-word brand identity that becomes the foundation for every channel presence, mapping the customer journey from first awareness to genuine advocacy, and architecting the system of owned content, earned media, community presence, and structured data that compounds authority over time rather than requiring ongoing spend to maintain.
In the age of AI search, this is no longer optional positioning work. Brands cited inside AI-generated answers earn 35% more organic clicks and 91% more paid clicks than competitors on the same queries. The ecosystem that earns those citations is built deliberately, entity consistency across every platform, topical authority through pillar-cluster content architecture, earned third-party corroboration, and the kind of deep original research that gives AI systems a primary source they cannot get anywhere else.
Product Positioning & Messaging Architecture
I define how a product should be understood in its market by building the foundational brand story, the messaging hierarchy, and the positioning framework that gives every piece of communication a consistent reference point, whether it's a product page, a sales pitch, a conference talk, or a social post. For companies, this is often the most urgent and underserved need: a technically exceptional product that the market doesn't yet fully understand. I close that gap through brand narrative development and messaging architecture, positioning complex or technical products for non-technical buyers, and building voice and tone systems that work across cross-functional teams. That foundation then extends into competitive differentiation frameworks and executive communication strategy, so leadership is telling the same story as the marketing team, in a way that actually lands.
GTM Strategy & Product Launches
I build go-to-market strategies from the positioning infrastructure up, not campaign plans bolted onto an unclear story, but a full system that aligns narrative, channel strategy, and sales readiness into a single coherent motion. I've designed and executed GTM programs for B2B companies across field service management, construction manufacturing, SaaS, food services, and professional services platforms, consistently working as a senior PMM who owned strategy through execution. That means defining the ICP, shaping the launch narrative, building the enablement content, coordinating the channel mix, and measuring against pipeline contribution, not activity. I've driven 20%+ conversion lift through message-to-intent alignment across paid and owned channels, and I've built ABM-style partner recruitment programs that positioned platforms as the most compelling option.
Competitive Intelligence & Market Positioning
Most competitive intelligence programs produce slide decks that sit in a shared drive. I build programs that actually inform decisions, structured voice-of-customer research, win/loss analysis, ICP refinement, and ongoing market signal synthesis that acts as the internal voice of the market inside product and GTM strategy conversations. I've written about the competitive dynamics of AI-era marketing at length, including how AI search and generative engine optimization are reshaping how buyers discover, evaluate, and shortlist vendors, which means I bring both the analytical program-building skills and a current, applied understanding of how competitive positioning works in a market where AI tools are increasingly the first filter a buyer uses before they ever reach your website or sales team.
Sales Enablement & Partner Ecosystem
I build the systems that give sales and partner teams the language to sell confidently, not just asset libraries, because I've been a professional sales person explaining a product to a potential buyer. I know the value of having a full enablement infrastructure: joint value propositions, competitive battlecards, objection-handling guides, ROI frameworks, solution briefs, and business case templates. I've done this across complex partner ecosystems where the real challenge isn't building the content, it's translating platform capabilities into the language of each partner type's business model, competitive priorities, and customer outcomes rather than the vendor's internal feature language. The result is enablement that partner sales teams actually use because it sounds like their world, not yours. I've built these systems from scratch across multiple B2B SaaS verticals simultaneously, acting as the sole PMM and partner GTM lead across concurrent client engagements.
Communications Strategy & Stakeholder Engagement
The most sophisticated strategy fails if an organization cannot communicate it clearly — to employees who need to believe in it, to stakeholders who need to trust it, and to communities who need to understand why it matters. I build the communications infrastructure that closes that gap.I have developed and executed integrated communications strategies for complex, multi-stakeholder organizations — building the messaging frameworks, editorial standards, and channel architectures that ensure every communication reflects a coherent and credible organizational identity.
I have advised C-suite executives on communications approach, ghostwritten for leaders at the international CEO level, and managed communications in high-scrutiny public environments where every statement carried real consequence, including a federal election campaign in one of Canada's most nationally watched ridings and an active federal electoral district association where I serve as Communications Chair.
The systems I build span the full range: internal communications and employee engagement systems; external brand narrative and stakeholder engagement programs; community relations infrastructure that builds trusted relationships through periods of growth and change; and crisis communications frameworks that protect organizational integrity when situations move faster than the plan.What distinguishes the work is the research instinct underneath it. Every communications strategy starts with the same discipline, understand the audience before forming a single assumption about the message. The result is communications that earn genuine engagement rather than managed attention.
Research & Audience Intelligence
Most organizations make marketing and communications decisions based on assumption, internal consensus, or data that confirms what they already believed. The gap between what an organization thinks it knows about its audience and what that audience actually believes is where strategies fail — not in execution, but in the premise they're built on.
I design and execute structured primary research programs — qualitative discovery interviews, surveys, voice-of-customer analysis, behavioral data synthesis, and competitive intelligence monitoring — that produce findings specific enough to change what an organization does next. I have conducted and synthesized more than 100 long-form structured interviews with senior executives and subject matter experts, published verified primary research on Generative Engine Optimization, and produced a long-form investigative analysis of BC's forestry industry that synthesized two decades of policy data for a general audience.
The instinct that drives the work: I do not stop at the first answer. I sit with the contradiction between what someone says they believe and what their behavior reveals. When engagement data showed that contributors with smaller audiences consistently outperformed those with larger ones, that single finding restructured my recruitment approach entirely. Data tells a story — but only if you are willing to hear what it is actually saying rather than what you were hoping it would confirm.
I hold Google Analytics 4 certification, use Claude, ChatGPT, Gemini, and Perplexity daily for research synthesis and pattern analysis, and have built a live AI audience intelligence tool averaging 80 conversations per day. In a world where AI is accelerating the spread of confidently stated misinformation, rigorous human research is not just a professional discipline. It is a strategic necessity.
Applied AI in Marketing
I work with AI tools daily, across research, writing, strategy, competitive analysis, and workflow design. More importantly, I understand where AI adds genuine leverage and where human judgment is irreplaceable, which is the distinction that separates AI-fluent marketers from everyone claiming the label. I built AI-powered lead scoring and behavioural segmentation systems, deployed a custom AI assistant trained on a decade of professional knowledge, designed prompt engineering frameworks for content production, and have been writing seriously about AI's impact on GTM strategy, buyer journeys, and content visibility since before most marketing teams were experimenting with the tools. I've analysed how AI search engines evaluate and cite sources, how the customer journey has shifted as buyers move from Google to ChatGPT and Perplexity, and what that means practically for positioning, content strategy, and brand visibility. For an AI company, I'm not a marketer learning your world, I'm living in it.
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