2021 – Present
Music & Entertainment Reporter at Miami New Times
• Since 2021, I have contributed editorial reporting and feature articles for Miami New Times online and print publications covering South Florida’s music events, arts and culture scenes, and Inter Miami CF soccer
• Exercises editorial and copywriting best practices to provide editors with error-free copy that engages and informs readers while maintaining journalistic integrity
• Exercises editorial and copywriting best practices to provide editors with error-free copy that engages and informs readers while maintaining journalistic integrity
Skills: Editorial journalism, market research, copywriting, proofreading, fact-checking
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2022 – 2023
Content Marketing Writer at Marijuana Business Daily (MJBiz)
• Developed marketing copy and long-form editorial content as part of multi-channel content marketing campaigns that consistently generated leads and converted them to customers of MJBiz products and B2B cannabis industry tradeshow events
• Crafted compelling brand marketing copy for all stages of the customer lifecycle across a variety of digital communications channels including email newsletters, social media accounts, website landing pages, online advertisements, push notifications and promotional scripts for the ‘Seed to CEO’ podcast
• Oversaw the research and editorial direction for MJBiz’s quarterly Buyers Guide business sector reports covering topics appealing to cannabis executives and investors, in addition to the Cannabis 101 email course curriculum
• Wrote evergreen website content using WordPress CMS while implementing SEO and keyword best practices to drive organic online traffic to MJBizDaily.com landing pages for increased click-through-rates and conversions
• Collaborated with the content marketing team to develop and implement email marketing automation campaigns that increased new subscriber acquisition and customer retention
• Supported the social media team in developing an internal social copywriting style guide aligned with the MJBiz brand voice for the company's Facebook, LinkedIn and Twitter accounts
• Crafted compelling brand marketing copy for all stages of the customer lifecycle across a variety of digital communications channels including email newsletters, social media accounts, website landing pages, online advertisements, push notifications and promotional scripts for the ‘Seed to CEO’ podcast
• Oversaw the research and editorial direction for MJBiz’s quarterly Buyers Guide business sector reports covering topics appealing to cannabis executives and investors, in addition to the Cannabis 101 email course curriculum
• Wrote evergreen website content using WordPress CMS while implementing SEO and keyword best practices to drive organic online traffic to MJBizDaily.com landing pages for increased click-through-rates and conversions
• Collaborated with the content marketing team to develop and implement email marketing automation campaigns that increased new subscriber acquisition and customer retention
• Supported the social media team in developing an internal social copywriting style guide aligned with the MJBiz brand voice for the company's Facebook, LinkedIn and Twitter accounts
Skills: Business journalism, B2B marketing, lead generation, digital brand copywriting, email marketing automation, cannabis marketing, B2B conference and tradeshows, search engine optimization (SEO), market research, WordPress CMS, email marketing automation, OneSignal messaging automation
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2021 – 2021
Social Media Marketing Assistant at Avant Gardner
• Managed day-of-show social media marketing initiatives for New York City concert promoter by capturing, editing and publishing captivating video content to Avant Gardner’s multiple Instagram accounts during live events
• Monitored the venue's Instagram follower comments and direct messages and offered customer service to ticket holders and consumer inquiries
• Monitored the venue's Instagram follower comments and direct messages and offered customer service to ticket holders and consumer inquiries
Skills: Social media marketing, Instagram content production, digital copywriting, customer service
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2018 – 2021
Editorial Staff Writer & Social Media Editor at Live For Live Music
• Wrote top-of-funnel editorial and social media content covering the contemporary music and concert industry landscape to generate organic web traffic and build consumer awareness around Live For Live Music events
• Co-edited the Live For Live Music daily email newsletter with Mailchimp and edited copy submitted by freelance contributors in alignment with AP editorial style guidelines and SEO best practices while publishing content using WordPress CMS
• Co-managed the Live For Live Music Facebook and Twitter accounts with post copywriting, live event coverage and community/fan engagement for increased online brand visibility and click-through rates
• Captured professional-quality photo content at concert and festival events for editorial and digital marketing initiatives using DSLR camera equipment and Adobe Lightroom and Photoshop editing software
• Co-edited the Live For Live Music daily email newsletter with Mailchimp and edited copy submitted by freelance contributors in alignment with AP editorial style guidelines and SEO best practices while publishing content using WordPress CMS
• Co-managed the Live For Live Music Facebook and Twitter accounts with post copywriting, live event coverage and community/fan engagement for increased online brand visibility and click-through rates
• Captured professional-quality photo content at concert and festival events for editorial and digital marketing initiatives using DSLR camera equipment and Adobe Lightroom and Photoshop editing software
Skills: editorial journalism, event photography, WordPress CMS, Mailchimp email automation, Adobe Creative Suite, search engine optimization, copy editing, social media management
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2018 – 2020
Content Marketing Coordinator at Madison House Presents
• Provided inbound marketing communications strategy and social media management for year-round promotion of all concerts and lifestyle events at Forest Hills Stadium plus Electric Forest Music Festival
• Wrote B2C marketing copy that established the Forest Hills Stadium brand voice for target consumer groups across several social media accounts, email newsletter campaigns, blog posts and website landing pages
• Oversaw the 'Friends of Forest Hills Stadium' grassroots partnership marketing initiative that increased Stadium brand visibility through local businesses and promotional giveaways
• Worked alongside venue photographers to capture and catalog high-quality photo content at all Forest Hills Stadium events for digital marketing initiatives using DSLR camera equipment and Adobe Creative Suite editing software
• Contributed to content marketing campaign efforts recognized by Pollstar with a nomination for "Outdoor Concert Venue of the Year" as part of the trade publication’s annual concert industry awards following the 2019 season
• Wrote B2C marketing copy that established the Forest Hills Stadium brand voice for target consumer groups across several social media accounts, email newsletter campaigns, blog posts and website landing pages
• Oversaw the 'Friends of Forest Hills Stadium' grassroots partnership marketing initiative that increased Stadium brand visibility through local businesses and promotional giveaways
• Worked alongside venue photographers to capture and catalog high-quality photo content at all Forest Hills Stadium events for digital marketing initiatives using DSLR camera equipment and Adobe Creative Suite editing software
• Contributed to content marketing campaign efforts recognized by Pollstar with a nomination for "Outdoor Concert Venue of the Year" as part of the trade publication’s annual concert industry awards following the 2019 season
Skills: concert/festival marketing, digital marketing, brand copywriting, social media management, event photography, Adobe Lightroom, WordPress CMS, customer service messaging, grassroots partnerships, media asset database management
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2016 – 2019
Editorial Staff Writer & Concert Photographer at AXS
• Wrote daily news articles and sponsored editorial content covering topics relevant to the contemporary music and concert event industries to drive organic web traffic to AXS.com and generate consumer interest around AXS ticketed events
• Contributed fresh story pitches to drive the AXS editorial identity and wrote long-form feature articles, artist interviews, on-site concert/festival coverage, album reviews and tour announcements
• Used DSLR camera equipment to capture on-site photographs during concert events for editorial and social marketing content edited with Adobe Lightroom and Photoshop
• Contributed fresh story pitches to drive the AXS editorial identity and wrote long-form feature articles, artist interviews, on-site concert/festival coverage, album reviews and tour announcements
• Used DSLR camera equipment to capture on-site photographs during concert events for editorial and social marketing content edited with Adobe Lightroom and Photoshop
Skills: content marketing, editorial journalism, copy editing, market research, event photography, Adobe Lightroom, Othello CMS, SaaS marketing
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2017 – 2018
Marketing Manager at American Beauty NYC
• Managed all B2C marketing and communications initiatives for Midtown Manhattan music venue and craft beer bar to increase event ticket sales and promote pop-up sponsor events along with seasonal/holiday initiatives
• Executed daily marketing responsibilities including social media management, email newsletter automation campaigns, writing media press releases, distribution of venue marketing materials and street team management
• Executed daily marketing responsibilities including social media management, email newsletter automation campaigns, writing media press releases, distribution of venue marketing materials and street team management
Skills: event/concert marketing, social media management, Mailchimp email marketing,
street team management, event photography, Adobe Creative Suite
street team management, event photography, Adobe Creative Suite
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2014 – 2016
Editorial Staff Writer & Podcast Producer at Pancakes & Whiskey
• Wrote editorial content for an independent music and lifestyle blog Pancakes & Whiskey focusing on regional concert and festival coverage, artist interviews, album reviews and local concert listings
• Managed the launch of the official Pancakes & Whiskey podcast by overseeing all production responsibilities including interview guest scheduling, episode scriptwriting, hosting/recording, audio post-production and digital distribution
• Assisted in developing media partnerships with event promoters and lifestyle brands by creating proposal decks and writing sponsored editorial content
• Managed the launch of the official Pancakes & Whiskey podcast by overseeing all production responsibilities including interview guest scheduling, episode scriptwriting, hosting/recording, audio post-production and digital distribution
• Assisted in developing media partnerships with event promoters and lifestyle brands by creating proposal decks and writing sponsored editorial content
Skills: editorial journalism, copywriting, proofreading, podcast production, event photography, fact-checking, marketing research, media partnership development
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2015 – 2015
Sponsorship Account Executive at The Village Voice
• Sold and managed sponsorships for all Village Voice lifestyle events including the 4Knots Music Festival, Brooklyn Pour Craft Beer Festival and Choice Eats Food Festival
• Identified and pitched potential clients with customized sponsorship packages that incorporated the Village Voice's print and digital advertising assets, in addition to experiential marketing opportunities at events for maximum consumer reach and on-site audience engagement
• Executed the post-sale contractual deliverables and on-site activation logistics for a roster of client accounts that included Jarritos Soda, Polar Seltzer, Verizon FiOS, Whistle Pig Whiskey and Dos Toros Taqueria
• Identified and pitched potential clients with customized sponsorship packages that incorporated the Village Voice's print and digital advertising assets, in addition to experiential marketing opportunities at events for maximum consumer reach and on-site audience engagement
• Executed the post-sale contractual deliverables and on-site activation logistics for a roster of client accounts that included Jarritos Soda, Polar Seltzer, Verizon FiOS, Whistle Pig Whiskey and Dos Toros Taqueria
Skills: sponsorship sales & marketing, client account management, media sales, sales prospecting, experiential marketing activations
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2014 – 2014
Sponsorship Marketing Coordinator at City Parks Foundation
• Managed all corporate sponsorship accounts for City Parks Foundation's performing arts and youth athletic programs including Central Park SummerStage Concert Series, Junior Tennis/Golf and Citywide Theater
• Coordinated contractual deliverables and on-site activation logistics with internal CPF departments for 20+ client accounts including Disney, Coca-Cola, Chase, Gibson Brands, Lacoste, Union Beer Distribution and United Airlines
• Supported the sales team with the creation of customized sponsor pitch materials and end-of-season reports while providing resolutions to any challenges for maintaining a strong client relationship
• Served as the primary contact between client accounts and internal CPF marketing and communications teams to develop social media and public relations strategies specific to client messaging goals
• Coordinated contractual deliverables and on-site activation logistics with internal CPF departments for 20+ client accounts including Disney, Coca-Cola, Chase, Gibson Brands, Lacoste, Union Beer Distribution and United Airlines
• Supported the sales team with the creation of customized sponsor pitch materials and end-of-season reports while providing resolutions to any challenges for maintaining a strong client relationship
• Served as the primary contact between client accounts and internal CPF marketing and communications teams to develop social media and public relations strategies specific to client messaging goals
Skills: sponsorship sales & marketing, client account management, experiential branding activations, lifestyle event marketing, non-profit marketing
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2013 – 2014
Digital Marketing Intern at Effective Immediately PR
• Assisted with the daily management of social media accounts for 20+ clients with responsibilities including post copywriting, advertisement campaign planning, account setup and optimization, photo/video editing, graphic design, and campaign performance data reporting
• Developed social media content calendars across Facebook, Instagram, Twitter and YouTube while utilizing content management and creation tools including Adobe Creative Suite, Hootsuite and Sprout Social
• Worked with the in-house public relations team to implement digital marketing campaigns alongside media placements to meet client goals and expectations
• Developed social media content calendars across Facebook, Instagram, Twitter and YouTube while utilizing content management and creation tools including Adobe Creative Suite, Hootsuite and Sprout Social
• Worked with the in-house public relations team to implement digital marketing campaigns alongside media placements to meet client goals and expectations
Skills: social media marketing, public relations, digital copywriting, digital advertising campaign management, digital branding, brand storytelling, client account management, Adobe Creative Suite
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2012 – 2013
Event Marketing & Promotions Assistant at SiriusXM Radio
• Assisted with the planning and execution of on-site marketing activations at music, sports and entertainment events around the New York City region to increase consumer awareness for SiriusXM channels and overall brand
• Performed administrative functions including database management, contest winner prize fulfillment, pre-event planning and post-event assessments
• Performed administrative functions including database management, contest winner prize fulfillment, pre-event planning and post-event assessments
Skills: B2C experiential marketing, on-site branding activation planning, radio promotions
© 2024 Tom Shackleford