SHELBY PETA work EXAMPLES

Lead Nurture Campaign & Webinar Thought leadership Series

A three-part government webinar series to increase top of funnel activity.

Role: Marketing Manager, Worldpay

Led the creation of a webinar series aimed at US State and Federal government employees to showcase Worldpay’s digital payment products. Prior to webinars, promoted the series across LinkedIn via organic posts and sponsored InMail to target audience. Developed a multi-step lead nurture email program in Marketo to provide educational content and thought leadership around the role of digital payments for governments. Using behavior scores to evaluate leads and velocity, monitored lead conversions and coordinated with Sales teams for follow up. Webinar recordings on a gated landing page were further promoted across LinkedIn.

Results: 150+ leads from webinars promotions; 75% average email open rate and 50% average click rate. 5% lead conversion rate and influenced opportunities totaling $5+M in ACV.

Global Promotional Campaign: Payments 2025

Thought leadership campaign to highlight key trends shaping the future of payments.

Role: Marketing Manager, Worldpay

Managed the end-to-end execution of a multi-channel campaign to promote thought leadership content tailored to the government, utilities, and telecommunications industries. Campaign included LinkedIn sponsored post targeted to key prospects, paid editorial in industry publications, paid cross-promotion with industry associations via partner websites and email marketing, and an email sequence to customers and prospects. Some examples of content produced include: The Future of Utilities and Tales of Telco Transformation.

Results: 3 enterprise opportunities totaling $10+M in ACV.

Event management: Mobile World Congress Barcelona

The largest most influential connectivity event for the mobile technology ecosystem.

Role: Marketing Manager, Worldpay

Managed Worldpay’s sponsorship and speaking opportunities. Coordinated sponsorship contract and logistics for booth with third party vendors. Created onsite lead generation activities including a raffle contest and giveaways. Led weekly calls with commercial sales team and other key stakeholders to report on marketing promotional metrics and discuss the event strategy, preparation, and messaging. Developed an email drip campaign and sponsored posts on LinkedIn to target prospect accounts with the goal of setting up meetings with sales team. Conducted post-event analysis and created content to help sales teams convert leads.

Results: 250+ new leads, 30+ booked meetings with top tier prospects, 2 large enterprise opportunities

account based Marketing & Promotional campaign

Role: Marketing Project Manager, ARCO Design/Build

From conception to execution, created and managed a phased campaign tell ARCO’s brand story and communicate the value proposition. Using Pardot and Salesforce, developed a marketing automation workflow to capture lead prospects from social media posts and measure client engagement with our printed direct mail. Illustrated a custom logo and aesthetic for the campaign to distinguish it amongst other brand communications.

PAID MEDIA Campaign: government payments report

Targeted LinkedIn campaign to promote the release of a global payment report

Role: Marketing Manager, Worldpay

After organizing the creation of a global report on Government payments, coordinated with the Paid Media team to promote the asset on LinkedIn. Provided targeted lists per region and helped set campaign parameters. Worked with a third-party agency to run the promotions. Monitored performance using impressions, cost-per-click, cost-per-lead and adjusted strategy to maximize budget.

Event Management: Programmers’ WeeK (virtual)

Cognizant Softvision’s largest technical event of the year spanning six-days with over 11,000 attendees and 120 technical talks.

Role: Marketing and Events Manager, Cognizant

Organized a global team of 30+ members across 6 countries and 5 time zones to develop the event agenda and schedule. Trained and coordinated with internal speakers. Hired keynote speakers from Formula One and NASA. Executed a robust communication and amplification plan for the live streamed event.

Results: saw a 50% increase in the talent applications for in North America and EMEA.

Event Management: THE GUILD SUMMIT

Two-day global planning event with 100+ employees from Sales, Delivery and Engineering.

Role: Marketing and Events Manager, Cognizant

Responsible for collaborating with design team to produce the event branding. Ordered all promotional materials and signage. Coordinated catering logistics. Partnered with the Sales team to develop the invite list and created communications to promote it on social media.

Results: increased employee satisfaction on post event survey.

Brand Strategy & Illustration: “Phishing Awareness” security internal campaign

Role: Marketing Design Specialist

The IT Department at McKenney’s, Inc. needed a way to raise awareness of phishing scams and increase knowledge about prevention. Developed messaging to educate employees about different phishing tactics. Designed a series of custom posters, flyers, and emails. Notable phishing characters included the Branded Blowfish, Spoofed URL Salmon, Demanding Dogfish, and the Mimicing Mackeral to showcase different types of tactics used in spam emails.

Results: Employees were tested before and after the phishing campaign to measure effectiveness. Failure rates of phishing tests were reduced by over 50% in the first month of the campaign.

Brand Strategy & Illustration: “Walking dread” wellness INTERNAL campaign

Role: Marketing Design Specialist, McKenney’s Inc.

One October, the HR Department wanted a way to encourage employees to join the fitness program. Developed the idea of “the Walking Dread” as the AMC show was popular at the time and it was fitting for the month of Halloween. Created a series of 4 emails with custom illustrations done in Adobe Illustrator and snappy subject lines to highlight the different excuses people usually have for not working out.

Results: saw a 55% increase in email open rates from employees and increased signups.

Brand Strategy & Design: Safety INTERNAL campaign

Role: Marketing Design Specialist, McKenney’s Inc.

The Safety Department needed a way to communicate to workers in the field about two prominent safety concerns. The visuals need to be simple and the messaging needed to be concise as the workers were on busy construction sites. These posters were made as magnets and fixed to each team’s gang box on the jobsite.

Results: saw an increase in safety-related jobsite notes and a decrease in incidents.