Shannon Canuelle

Marketing Lead @AXE Prime, Inc

MarketingDesignConsultingUnited StatesEmail Marketing ManagerDigital Ads ManagerCopywriterAdvisorBrand Marketing ManagerCommunications ManagerContent ManagerEngagement ManagerSEO Manager

As the Marketing Lead for AXE Prime, I am responsible for orchestrating the marketing activities and programs for the company as a whole, with special emphasis on RxLess, the company’s customer-facing healthcare brand. My role focuses on developing and implementing a comprehensive direct-to-consumer marketing strategy to enhance brand awareness, strengthen the client base, and foster brand loyalty in a dynamic work environment. Key Achievements: Successfully enhanced brand visibility and client engagement through targeted marketing strategies, resulting in a 300% increase in website traffic and a 350% increase in mobile app downloads. Effectively managed and executed multiple high-impact marketing campaigns, leading to significant improvements in brand loyalty and market share. Optimized marketing spend, achieving a 50% cost reduction while maintaining campaign effectiveness and reach. Revamped the email marketing approach, leading to a 60% increase in open rates and a 35% rise in click-through rates, significantly impacting overall campaign ROI. Developed a comprehensive content marketing strategy, leading to a 150% increase in organic website traffic and a 200% boost in engagement on key social media platforms.

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Work Background

AXE PRIME LLCMarketing Director

Nov. 2022United States · RemoteOrchestrated transformative marketing strategies for AXE Prime, a premier pharmacy benefit and subscription service powerhouse. Pioneered direct-to-consumer pharmacy savings initiatives, mastering pharmacy contracting, network optimization, and savvy pricing tactics. Championed holistic healthcare enhancements, broadening access to essential services like dental, vision, and telehealth. Engineered and deployed direct-to-consumer marketing tactics, significantly elevating brand profile, widening customer base, and deepening loyalty. Catalyzed a 300% boost in website traffic and a 350% leap in mobile app engagement through strategic marketing initiatives. Cut marketing costs by 50% while maintaining campaign effectiveness. Revitalized email marketing campaigns, securing a 60% uptick in open rates and a 35% climb in click-through rates, thereby elevating campaign ROI. Executed a dynamic content marketing overhaul, skyrocketing organic web traffic by 150% and tripling social media interaction, affirming the brand's position as a trusted healthcare authority.

Advia Credit UnionFounding Member - DEI Committee

Jun. 2022 - Nov. 2022Kalamazoo, Michigan, United StatesFounding member of a DEI committee focused on evaluating and improving diversity, equity, and inclusion opportunities within the organization. Conducted thorough assessments of existing practices to identify improvement areas, laying the groundwork for organizational change. Collaborated with various teams and stakeholders to develop DEI initiatives that are effective and resonate across all organization levels. Managed internal and external DEI communications, ensuring messages were clear, impactful, and aligned with DEI goals.

Advia Credit UnionSenior Marketing Specialist/Project Manager

Sep. 2018 - Nov. 2022HybridContributed measurably to the organization’s marketing team - in my tenure, Advia grew to a $3B financial institution in the top 2% of credit unions nationwide, an increase in growth of more than $2B. Generated new promotional incentives and email nurture campaigns for our Mortgage loan portfolio, resulting in a year-over-year increase in applications of 116% and a revenue increase of 49%. Introduced a full-scale campaign for a new pre-approval program encompassing Advia's six largest loan products. This campaign has generated $104.5 million in revenue since its inception in Q3 2021. Expanded marketing efforts for Advia's debt consolidation loan products, resulting in an overall increase in funded loans of 250% since 2020. In under a year, increased Advia's social media audience by 53.3%, impressions by 34.8%, and video views by 71.1%. Collaborated with Cards Servicing department to orchestrate new campaigns and incentives for Visa credit cards, resulting in a 54% increase in Advia's total credit card portfolio. Produced campaigns aimed at increasing Advia's total Home Equity portfolio, with resulting year-over-year growth of $12 million.

Chocolatea, Inc.Social Media Manager/Graphic Designer

Jul. 2017 - Sep. 2018Kalamazoo, Michigan Area · On-siteManaged social media and marketing for two distinct retail businesses, developing and maintaining unique brand identities. Designed promotional materials aligning with each brand's identity, focusing on visual appeal, relationship-building, and engagement. Organized events and promotions, ensuring meticulous planning and execution for maximum engagement. Collaborated closely with the business owner to develop a new pop-up concept, covering branding strategies to final launch. Contributed significantly to enhancing the businesses' market presence and appeal through comprehensive marketing and brand development efforts.