Open to opportunities

Shannon Fogg

@shannonfogg

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GTM and growth strategy leader using data diagnostics to drive predictable, scalable revenue.

United States

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What I'm looking for

I’m looking to lead GTM and full-funnel growth with data-grounded diagnostics, clear KPIs, and strong executive alignment—building scalable operating models, modern measurement, and practical strategies that drive predictable revenue.

I’m a marketing and go-to-market strategy leader with 15+ years of experience driving growth across B2B, enterprise, nonprofit, and highly regulated environments. I specialize in diagnosing why growth stalls, defining where it should come from, and building practical, data-grounded strategies that unlock sustainable revenue. I’m known for owning complex, cross-functional growth initiatives and translating ambiguity into clear strategic direction that executive teams can act on.

Across my roles, I’ve partnered with executive leadership to align audience strategy, positioning, funnel design, and measurement into scalable operating models. I’ve owned full-funnel, cross-channel GTM plans spanning acquisition, conversion, and retention; led end-to-end growth diagnostics across messaging, targeting, funnel architecture, and attribution; and built revenue forecasts and media investment models tied to CAC, ROAS, and LTV. I also modernized measurement and platforms—directing GA4 migration across 29 properties and driving enterprise website strategy—while leveraging systems like Nova and GPT-based workflows to standardize planning, audience analysis, and performance diagnostics. When I lead, I build clarity, improve efficiency, and give teams decision-ready recommendations that accelerate investment and execution.

Experience

Work history, roles, and key accomplishments

Lead, GTM & Growth Strategy

Power Digital Marketing

Oct 2024 - Jan 2026 (1 year 3 months)

Owned go-to-market and full-funnel growth strategy across B2B, SaaS, and growth-stage clients, diagnosing constraints across positioning, audience strategy, funnel design, execution capacity, and measurement. Built CAC/ROAS/LTV-based forecasts and media investment models, and standardized GTM planning with decision-support tools and GPT-based workflows.

Go To Market Strategy

Digital Marketing Manager

Sempra Energy

Feb 2020 - May 2024 (4 years 3 months)

Owned enterprise digital strategy and platform initiatives for a Fortune 500 energy company in a highly regulated, multi-stakeholder environment. Led $1M+ annual national campaign budgets and KPIs, migrated 29 properties to Google Analytics 4, and delivered a corporate website redesign with governance and operating standards to support long-term scalability.

Enterprise Strategy Stakeholder Management

Digital Marketer & Fundraiser

San Diego Zoo Global

Sep 2018 - Feb 2020 (1 year 5 months)

Owned digital fundraising strategy and audience development for global conservation programs. Drove digital campaigns generating $1M+ in six weeks for Australian wildfire relief, grew year-end revenue by more than 100% year over year, and led Drupal-based fundraising, e-commerce, and membership integrations.

Digital Fundraising Strategy Drupal Email Marketing Paid Media Optimization Conversion Optimization Membership System Strategy

Communications & Special Events Manager

Serving Seniors

Jun 2017 - May 2018 (11 months)

Owned communications strategy and digital fundraising programs for a regional nonprofit. Increased end-of-year online donations by 72% and total annual online giving by 48%, and optimized the WordPress platform to grow the email list by 37% in nine months.

Digital Fundraising Communications Strategy Editorial Planning Email Marketing

Marketing Specialist

Wawanesa Insurance

Oct 2016 - Jun 2017 (8 months)

Supported enterprise marketing strategy, customer acquisition, and operational optimization initiatives. Improved funnel performance and marketing efficiency through KPI-driven acquisition and retention optimization, and led cross-functional efforts to standardize communications and streamline workflows.

Customer Acquisition Retention Marketing Market Research Cross Functional Collaboration