AGENDA: GroupY's Emerge brand-building conference returns on Jan. 6.
SURFRIDER: "Protect What You Love" holiday appeal.
MOSS ADAMS: Plan now for tax season.
Details on Industry Insight.
Today in our ongoing Core Careers series, we learn about the career path of Shelley Sheppard, Senior Director of Marketing/Agency for the La Jolla Group.
Shelley cut her teeth in television and at Vans, and now oversees a very busy in-house marketing agency at the La Jolla Group that supports seven brands.
I knew that I wanted to work in either sports or fashion. I’m lucky that I get to do a combination of both.
I started my professional career in marketing at Turner Sports in Atlanta, Georgia. I worked on all the sporting events that were broadcast on TNT and TBS (NBA, PGA, NASCAR, MLB). It was a job that allowed me to travel and see the world, and exposed me to so many different people and cultures. It was extremely fast paced, I had to think on my feet, make quick decisions and put in long hours. I loved it and learned that if you are passionate about what you do, everything will fall into place.
I worked in marketing and public relations for Vans.
Growing up on the east coast, I always wanted to live in California. Vans was a brand I grew up with, and when I saw that a position in marketing opened up, I jumped on it. I flew out to interview and six weeks later, I moved across the country.
It was a busy time at the company and I jumped right in. Vans had recently gone public and was launching the Vans Warped Tour, Dog Town and the Vans Triple Crown. I worked for several years in marketing and PR, moved up to oversee Girls marketing and eventually merged over to the product team, where I oversaw the Vans girls footwear business for two years. To be involved in so many different facets of the business was an amazing experience; and I reflect on the lessons learned from my time there frequently in my current role at the La Jolla Group.
I’m the Senior Director of Marketing/Agency for LJG. I run our in-house integrated marketing agency (“The Agency”) that provides marketing services for LJG. The department is made up of a state of the art photo studio, traffic department, in-store/POP, tradeshow, events, advertising and media buying, public relations and creative. We work with all seven brands (O’Neill, Rusty, Metal Mulisha, The Berrics, FMF, In God’s Hands, True Love & False Idols), and there is always a ton of work coming in and out of the department each day.
See Page 2 for more, including three key lessons Shelley has learned in her career