Open to opportunities

Shane McNichol

@shanemcnichol

I lead brand, digital, and enrollment marketing for higher education programs across paid, social, content, and web channels.

United States

Message

At Villanova University, I lead communications and marketing for the College of Professional Studies, promoting a diverse portfolio of online and in-person degree and certificate programs.

I manage a multi-million-dollar brand awareness and lead-generation campaign spanning paid advertising, organic content, media relations, web strategy, video, SEO, email, SMS, and print. I also launch new programs through market research, audience targeting, and B2C and B2B go-to-market strategies.

Previously, I helped shape Villanova’s social media community and digital presence across Twitter, Facebook, LinkedIn, Instagram, TikTok, and Snapchat, including paid social campaigns, on-brand messaging, community monitoring, and digital marketing initiatives.

I’ve also supported experiential marketing for pharmaceutical and healthcare clients at WRG Creative Communication, managed budgets up to $5 million, and written content for American Student Assistance, ESPN, the Action Network, and Betway.

Experience

Work history, roles, and key accomplishments

Current

Director, Communications & Marketing

Current

Villanova University

Jan 2024 - Present (2 years 8 months)

Lead marketing initiatives for the College of Professional Studies, including brand management, multi-million-dollar campaigns, social media, web presence, and email/SMS marketing.

Marketing Strategy Brand Management Paid Advertising Organic Content Media Relations Public Relations Social Media Video Production Web Design SEO Digital Strategy Email Marketing SMS Marketing Market Research B2C B2B Media Buying

Current

Freelance Writer/Editor

Current

Self Employed

Jan 2014 - Present (12 years 8 months)

Writes, develops, edits, and designs articles about college basketball and other sports for brands like ESPN, the Action Network, and Betway.

Writing Editing Content Design Sports Journalism Analytics Social Media SEO

Assistant Director, Communications & Marketing

Villanova University

Jan 2021 - Dec 2024 (3 years 11 months)

Led marketing initiatives for the College of Professional Studies, including brand management, multi-million-dollar campaigns, social media, web presence, and email/SMS marketing.

Digital Marketing Associate

Villanova University

Jan 2018 - Dec 2021 (3 years 11 months)

Implemented brand strategy across social platforms and digital assets, crafted and designed posts, and led paid social media campaigns.

Social Media Content Creation Paid Social Budget Management Brand Strategy Community Management Digital Marketing

Social Media Specialist

Villanova University

Jan 2016 - Dec 2018 (2 years 11 months)

Implemented brand strategy across social platforms and digital assets, crafted and designed posts, and led paid social media campaigns.

Social Media Content Creation Paid Social Budget Management Brand Strategy Community Management Digital Marketing

Project Coordinator

WRG Creative Communication

Jan 2014 - Dec 2016 (2 years 11 months)

Helped establish a global brand in the American market, developed B2B client proposals, managed projects, and built budgets up to $5 million.

Branding Content Development Project Management Client Communication Event Execution Budget Management Logistics

Content Contributor

American Student Assistance

Jan 2012 - Dec 2014 (2 years 11 months)

Wrote hundreds of blog posts about college experience and student finances, and authored marketing materials including emails, newsletters, infographics, and video content.

Writing Blogging Content Creation Email Marketing Newsletters Infographics Video Content