Open to opportunities

Shelby Christie

@shelbychristie

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Senior product marketing leader driving growth, adoption, and revenue for fintech and eCommerce.

United States

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What I'm looking for

I seek a strategic growth/product marketing role where I can lead cross-functional teams, drive product adoption, and scale revenue through data-driven GTM and omnichannel marketing.

I am a results-driven product and growth marketing leader with 10+ years driving customer acquisition, retention, and revenue optimization for global technology, fintech, eCommerce, and consumer brands. I have led cross-functional teams, managed multi-million dollar marketing budgets, and launched data-driven GTM strategies that scaled product adoption and generated millions in incremental revenue.

My work blends user research, performance analytics, and MarTech automation to deliver omnichannel campaigns and product enablement that improve engagement and ROI. I have a proven track record at companies including Fiserv, Meta, Nike, Amazon, and L'Oréal, where I delivered measurable improvements in adoption, conversion, and lifetime value.

Experience

Work history, roles, and key accomplishments

Current

Adoption Marketing Manager

Current

Fiserv

Sep 2025 - Present (3 months)

Drive digital banking product adoption for SMB portals, creating omnichannel GTM campaigns and customizable assets that increase enrollment and active usage for financial institution clients.

Go To Market Strategy Digital Banking Content Strategy Campaign Optimization Customer Adoption Salesforce HubSpot

Product Marketing Manager

Director of Growth Marketing

Nike Inc.

May 2023 - Dec 2024 (1 year 7 months)

Managed $30M+ quarterly budget and led data-driven growth initiatives that grew active users 25% YoY, optimized CAC by 22%, and delivered $10M in incremental revenue from product launches.

Growth Marketing Budget Management Paid Media SEO SEM Customer Insights Segmentation CRO

Senior Product Marketing Manager

Amazon

Mar 2021 - Dec 2023 (2 years 9 months)

Launched product marketing strategies for Amazon's digital marketplace that drove $5M+ annual revenue, increased conversion rates 32%, and improved retention by 20% through attribution optimization.

Product Marketing Paid Search CRM Retargeting Influencer Partnerships Analytics

Product Marketing Manager

L'Oréal

Feb 2018 - Jan 2021 (2 years 11 months)

Launched data-driven product marketing campaigns across DTC and retail that generated $3M+ annual sales, improved engagement 35%, and increased ROAS 56% through paid media and CRM optimization.

Product Marketing DTC Marketing Paid Media Influencer Marketing Competitive Analysis Pricing Strategy

Digital Media Planner

Vogue

Sep 2016 - Dec 2017 (1 year 3 months)

Strategized digital campaigns that boosted performance 30% and curated audience-specific content strategies that grew brand engagement 40% through optimized media buying and cross-functional collaboration.

Media Planning Media Buying Performance Optimization Cross Functional Collaboration A B Testing

Associate Media Planner

Mindshare

Nov 2015 - Oct 2016 (11 months)

Restructured media planning and audience segmentation to enhance campaign performance 28% and executed cross-channel campaigns that increased ROI 35% through data-driven optimization.

Media Planning Programmatic Advertising A B Testing Segmentation ROI Optimization

Education

Degrees, certifications, and relevant coursework

Central Saint Martins, University of the Arts London

Master of Business Administration, Business Administration

Activities and societies: MBA capstone: B2C Market Expansion Strategy for UK manufacturing company; market analysis, GTM planning, and customer acquisition recommendations.

Enrolled in an MBA program at Central Saint Martins focused on business administration and GTM strategy; project work includes a UK B2C market expansion and strategic marketing recommendations.