Shannon Yokel

Manages timelines, project plans, and execution for digital content, promotions, and marketing on Target.com and app

• Category experience includes Baby, Registry, Wishlist, Electronics & Entertainment launches (Apple and Samsung), Sporting Goods, Luggage, Fulfillment Services, Loyalty (Target Circle, RedCard), Merchant Services, Home Page, and Events (Black Friday, Circle Week, Deal of the Day)
• Fosters cross-functional relationships with product, engineering, UX, merchandising, buyers, item, and creative to ensure successful implementation of global content initiatives for registry and wish lists
• Launched the Registry Welcome Kit for baby registry from in store pick up to ship to home, resulting in 2.34M (+20%) creates and 49.2M (+14.5%) adds to registry in 2024
• As part of a New Parents Acquisition initiative, conducted Circle x Registry test to acquire new parents into TC360 during key life stage, when convenience is desirable. This test achieved the highest converting audience ever with 8% of registrants (37k) joining TC360 (vs Benchmark of 1%). Members increased spending in Baby (+23%) and Total (+34%)
• Drove Ms. Rachel cross-category initiatives with a shared Instagram partnership, reaching ~13M followers and driving a +74% traffic increase to the brand page
• Dramatically increased adoption of fulfillment services in 2020: 551% YoY growth, Drive Up 700% YoY by leading cross-functional marketing initiatives on Target.com and app as awareness campaign
• Created streamlined processes, tracking systems, and streamlined timelines for Apple and Samsung product launches collaborating with digital readiness, product, content, merchandising, creative, email, UX, buyers, pricing and promotion to launch same day product launches efficiently and first in market on Target.com and app
• Influence and leverage other teams within the broader organization to advance digital objectives, by collaborating and building relationships to drive routines, understand gaps, challenges and opportunities

• Led cross functional teams of digital experts including copywriters, designers, site merchandising to drive digital promos, events, and priorities on Target.com and app
• Drove results that delivered executional excellence through strategic activation plans for multiple projects, for RedCard, Sporting Goods, Luggage and Kids Summer Play for Target.com and app
• Define process, created tracking systems, building best practices to operationalize Electronics and Entertainment product launches with Apple, Samsung and video games
• Working cross functionally with to launch same day product launches efficiently and first in market on Target.com and app

• Led marketing efforts for the Communications and Federal/Military – Radio Accessories divisions of a $100 million manufacturing company, contributing to a record year in sales and shipments in 2017
• Created marketing strategy and integrated marketing plan for Communications division which included catalog updates, sell sheet standards, trade show attendance and booth configuration, and social media schedule and posts
• Working with a team of designers, copy writers, photographers, videographers and printers to execute strategy and vision
• Managed technical and web design teams in India through website redesign and strategy to align with overall company goals and Brand
• Utilized Sitecore and Basecamp to implement updates and enhancements to the web design, product listing pages and events pages
• Established new standards and processes for strategic project planning, timeline management, and workflow
• Created best practice to implement 360-degree photography and video and infuse humanity into website and print materials