Shannon B. Lynch
​
SOCIAL MEDIA MANAGER
I make social #content for @NFL and @NFLNetwork.
Proud U of M grad running on coffee and sarcasm.
Marketing is what I do, dogs are what I love.
EXPERIENCE
2019-present
Sr. Coordinator, New Media & Original Content
2017-2019
Original Content Producer
2016-2017
Social Media Coordinator
2015-2016
Digital Media Strategist
ASKWITH & CO
As the leader of the social team for Askwith & Co in 2015-2016, I worked to promote two major movie projects that had been crowdfunded by the organization - Goon 2: Last of the Enforcers and Super Troopers 2. My job was to develop hype for the films, and I worked closely with movie producers to ensure the voice of each film was reflected in our social strategies.
2015-2015
New Media Intern
WASHINGTON NATIONALS
As the social intern for the Nationals in 2015, my priority was managing our social calendar on a day-to-day basis and gathering in-game visual content at the park to post on our platforms. I worked with our design intern to become comfortable in Adobe Photoshop and became proficient in graphic creation, which I've applied in my future roles.
2013-2015
Social Media Manager
2012-2014
Sports Beat Writer
THE MICHIGAN DAILY
As a student at Michigan, I spent most of my free time as a writer at The Michigan Daily, our student-run newspaper. I began with small sports and worked my way up to the Baseball beat, followed by the Women's Basketball beat. In my junior year, I took over social responsibilities for the sports section, live-tweeting Michigan football games and promoting stories on Facebook and Twitter.
2022-present
Social Media Manager
NATIONAL FOOTBALL LEAGUE
I co-lead the marketing strategy for all major @NFL and @NFLNetwork social platforms, reaching over 105M fans daily via FB, TW, IG and TT. I also lead the social strategy for NFL cause and DE&I initiatives, such as Pride, WHM, Salute to Service, Crucial Catch, and My Cause My Cleats. I have excellent project management, leadership and communication skills, and the ability to handle multiple projects in a fast-paced environment. I collaborate with cross-functional teams and external partners to create linear alignment across all marketing verticals and produce social media extensions for NFL brand campaigns.
2020-2022
Social Media Managing Editor
2019-2020
Sr. Coordinator, New Media & Original Content
2017-2019
Original Content Producer
2016-2017
Social Media Coordinator
Major League Baseball
During my 6+ years at MLB Advanced Media and Major League Baseball, I was a contributing member to our editorial, design, and content strategy teams. I worked my way up from a seasonal associate Social Media Coordinator to Managing Editor, where I led contact for MLB social shifts, coordinating efforts of these teams to create and push out the most engaging content on MLB's digital channels. I worked as a liaison between design and editorial, brainstorming and overseeing the creation of all content. I spent much of my job working on amplifying the initiative work by MLB, including leading the social strategy around the inaugural Lou Gehrig Day.
2015-2016
Digital Media Strategist
ASKWITH & CO
As the leader of the social team for Askwith & Co in 2015-2016, I worked to promote two major movie projects that had been crowdfunded by the organization - Goon 2: Last of the Enforcers and Super Troopers 2. My job was to develop hype for the films, and I worked closely with movie producers to ensure the voice of each film was reflected in our social strategies.
2015-2015
New Media Intern
WASHINGTON NATIONALS
As the social intern for the Nationals in 2015, my priority was managing our social calendar on a day-to-day basis and gathering in-game visual content at the park to post on our platforms. I worked with our design intern to become comfortable in Adobe Photoshop and became proficient in graphic creation, which I've applied in my future roles.
2013-2015
Social Media Manager
2012-2014
Sports Beat Writer
THE MICHIGAN DAILY
As a student at Michigan, I spent most of my free time as a writer at The Michigan Daily, our student-run newspaper. I began with small sports and worked my way up to the Baseball beat, followed by the Women's Basketball beat. In my junior year, I took over social responsibilities for the sports section, live-tweeting Michigan football games and promoting stories on Facebook and Twitter.
2011-2015
BA - Sport Management
UNIVERSITY OF MICHIGAN
In my time at Michigan, I took courses in sales, marketing, sponsorship, ethics and sports business. I worked as a sports writer at the Michigan Daily and interned at various companies including USA Football and the Washington Nationals. After finishing my time as a student and undergraduate teaching assistant in SM, I was selected as the commencement speaker for the School of Kinesiology.
2007-2011
High School Diploma
Academy of the Sacred Heart
EDUCATION
PROJECTS
KID COMBINE
2024 NFL COMBINE
To engage the local audience in Indianapolis, worked with the NFL Events team, USA Football, Visit Indy and the Colts to invite young kids to participate in a kid-friendly version of Combine. We captured content with the parents and kids at the Combine Experience setup outside of Lucas Oil Stadium, and created a recap reel for NFL social channels. 8 total posts resulted in 4.5M impressions, 3.7M views and 190k impressions.
NFL x FLOTUS
CRUCIAL CATCH
During Crucial Catch in 2022, the White House reached out to our PR team about having the First Lady participate in our Crucial Catch campaign, which encourages people to get screened early to intercept cancer. I wrote a script for FLOTUS, worked through edits with her staff in the West Wing, coordinated the event alongside the Secret Service, and flew to Philadelphia for SNF to produce and direct the shoot. Additionally, we captured content of the First Lady enjoying the Eagles victory alongside cancer survivors.
*click each image to see published content*
Scott Hanson
NFL REDZONE
Since beginning my time at the NFL and running NFL Network social, we've made a real effort in shining a light on our top talent, including NFL RedZone host Scott Hanson. We've done a number of different pieces of content to give fans insight to Scott's process, his sense of humor, and his infectious enthusiasm for the game.
WWP x NFL
SALUTE TO SERVICE
In one of the 5 Salute to Service social extensions we executed in 2022, we partnered with Wounded Warrior Project to pair a veteran who works tirelessly on suicide awareness and prevention in the military with Jets DT Solomon Thomas, who has been an advocate for suicide prevention since losing his sister. We brought Tim to MetLife Stadium to meet Solomon, and facilitated an important conversation between the two. We surprised Tim with two tickets to a Jets game and a signed jersey at the end of the special day. This is by far one of the most meaningful projects I've had the pleasure of leading.
*click each image to see published content*
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Organized and executed the concept of the Black Artist Series, which featured 10 freelance artists who created a unique pieces, highlighting some of the most legendary players in Major League Baseball history.
Black Artist Series
BlACK HISTORY MONTH
4ALS Recap
Lou Gehrig Day
Coordinated the interviews, filming and production of the inaugural Lou Gehrig Day recap video, which featured both the Healey Center at Mass General Hospital, the Eleanor and Lou Gehrig Center at Columbia University, interviews with members of the Lou Gehrig Day Committee, and shots from the Hall of Fame.
Suzyn Waldman
Women's History Month
Facilitated and filmed a conversation between MLB.com's Sarah Langs and legendary Yankees broadcaster, Suzyn Waldman. The discussion was centered around Women's History Month, Suzyn's experiences over her last 30+ years in sports, and where we have to keep working on inclusion and equality.
SKILLS
Adobe Creative Suite - Advanced
Project Management - Advanced
Content Creation - Advanced
Social Media Marketing - Advanced
Onsite Production - Proficient
Public Speaking - Advanced
REFERENCES
