Even the most organized digital marketing team needs help managing all of the moving parts and ensuring all content delivers consistent, strategic messaging. As the Director of Marketing and Strategy at Triton Commerce, Shianne is responsible for developing and managing digital marketing strategies for clients in a variety of industries, as well as leading our internal marketing efforts.
Get to know Shianne and learn how she partners with our team to help small business owners reach their goals.
Can You Share A Little Bit About Your Background And What Led You To Your Role At Triton?
I went into college, knowing that I had a passion for marketing and advertising. In fact, when I was younger, I used to tell my sister I wanted to be just like Amanda Woodward on the TV show “Melrose Place” since she ran her own ad agency. While the excitement and need for owning my own business didn’t necessarily carry through into my career, the thrill and desire to help business owners market themselves did, and that led to the start of my journey at Triton Commerce.
Over 15 years ago, I was working for a marketing agency in Rochester, MN when I was assigned as the Marketing Gal (my official title) to the company that Triton’s current owners owned at the time. As an MG, I worked with Corey directly while executing his traditional marketing and advertising strategy. Fast forward nine years, I was working at a different agency in Rochester, Tulip Tree Studios, and again had the pleasure of partnering with Nick and Corey in the development of the websites we had designed for our clients. While in that partnership, I talked with Corey about where I saw my career taking me and how I was ready to expand more into the digital world.
When I first started here at Triton, I was brought on as a Solutions Consultant to work with our clients to determine the most effective digital marketing solutions for their current needs. The great thing here is that I’ve been able to grow into a position that has adjusted as my expertise deepens. Today I’m at a point in my career where I’m able to confidently give advice over just receiving it. For me, this validates that I’ve expanded in my knowledge and experience from where I originally started.
Tell us a bit more about your role and everyday responsibilities for Triton.
While I still work with clients in helping determine the optimal solutions for their current needs, I do that more by working with our internal team. I help to guide projects and timelines along while outlining strategies for execution and bringing it all full circle by reviewing ongoing strategies for our clients’ continued success. As the Director of Marketing & Strategy, I wear a few hats, which allows me to also lead our Triton First team in the creation of the marketing collateral for Triton Commerce. Behind the scenes, I’m responsible for reviewing incoming leads, creating strategies and proposals for executing those strategies, developing processes for lead-to-client onboarding, and visiting Target often to stock our team with candy, “healthy snacks,” and flavored sparkling water.
What Do You Enjoy Most About Your Position?
Every day I’m working, I’m honest-to-goodness able to do what I love—helping businesses and team members grow! As a smaller company, we’re all participating in a number of activities and discussions that revolve around impacting the success of small businesses like ours. When you’re involved in that day-to-day, you’re not always able to see the initial impact, but it’s been extremely humbling to be able to see results year-over-year and know that I’ve been a part of a team that has achieved those.
What are some challenges unique to your role?
Being accessible, approachable, and organized at all times. With my role being a combination of separate specialties, it’s super important that I’m available to support our internal team while also finding time to strategize and execute our marketing for Triton. To feel like I’m contributing the most I can, I’ve found the best practices for me are to over-communicate, express gratitude and praise to members of our incredible team here, and prioritize my to-do list! There are so many moving parts to my role, which includes the contribution of the skills and expertise each employee here at Triton devotes to executing the strategies we’ve outlined for our clients. Staying organized and on top of things helps me sleep at night—literally. ;) As does making sure my coworkers feel the genuine appreciation I have for their hard work and talent!
What is the most valuable thing you've learned so far during your time at Triton?
To be proactive! Addressing issues head-on and initiating changes that drive improvements will help any business succeed, whereas putting off what needs to be done only delays the inevitable—as well as the success you could have already had! Don’t be afraid to suggest out-of-the-box solutions to internal decision-makers if you really believe a change is necessary for the betterment of everyone involved. And keep in mind, a complaint without a suggestion for improvement is heard as whining, but a complaint paired with a constructive resolution is heard as cheering (and working) for the good of your team.
Why is having a marketing strategy so important for businesses of all sizes?
If you fail to plan, you plan to fail. Running a business (of any size) can pull owners and executives in fifty different directions in one day alone. Everyone wants a minute of your time; it can be easy to be influenced by “industry experts” who are offering the next best thing. When a business has a strategy—backed by numbers and results and focused on goals that are paired with realistic expectations—they have a roadmap to drive their course when a detour is thrown their way. I’ll toss another idiom in here for good measure: slow and steady wins the race. There’s a lot to be said for that. Take your time and allow the process to work without making knee-jerk reactions, and you’ll come out ahead of your competition and on your ROI too.
If you had to trade jobs with one person at Triton for a day, who would you pick and why?
Our Paid Campaign Specialist, Chase. The world of PPC is constantly changing, and I think there’s so much to learn in how effective even a smaller budget can be in driving leads to a website. I also think it’d be super cool to know how to track and improve the user experience when it comes to PPC, which includes the impact a well-designed and developed website can have on a campaign. After all, there’s a lot to be said when it comes to the industry tip: “Never let your ads write checks that your website can’t cash.”
What's something unique or interesting about yourself that others might not know?
I can recite the movie “The Wizard of Oz” start to finish, AND I have an extensive collection of memorabilia and collectibles from the movie, which includes Barbies, figurines, games, books, DVDs, and even VHS tapes (which really date me)! It’s my favorite movie and holds a lot of personal life lessons in it for me.
When you were 5, what did you want to be when you grew up?
Dolly Parton and a member of The Judds. For real! My mom worked out of our home until I was a sophomore in high school, and I can’t think of a day when she didn’t have country music playing on the radio. When I was a little girl, I told her I was going to sing just like “those ladies on the radio,” and my uncle (who drove semi) would be my tour bus driver. Dolly and The Judds had the coolest makeup and the most incredible voices. Once I discovered I did not (Ha ha!), well, that career “goal” became more of a past dream that only comes to life now when I’m singing along with music in my Jeep.
What are some of your favorite things to do outside of work?
I am lucky enough to live within minutes of my parents and all three siblings (two brothers and a sister), which is great because I love spending time with them, the siblings I gained when each of them got married, and all of my nieces and nephews. That includes attending a lot of their sporting, school, and church events, which I can’t imagine not being able to be a part of. I also really enjoy shopping at Target, staying active in my fitness and faith, and helping friends and family members with designing and staging their homes. Most weekends you can find me out on the lake at our cabin with my boyfriend, Todd, my “step-daughter” Kinsey, and our pup Charlie-Chuckles-Chuck.
Do you want help developing a digital marketing strategy and making sure you stick to it? When you partner with Shianne and the rest of our team at Triton Commerce, we’ll analyze your business and website (and your competitors’) and create a custom plan to help you reach your goals. Click here to request your free Digital Marketing Blueprint outlining exactly what your business should be doing online for maximum results.