Meet the Team: Shana Fitch
Get to know TorchLight Marketing’s Senior Director Media & Client Development, Shana Fitch. Learn more about Shana – how she got into paid media, her approach to her job and her favorite thing to do outside of work.
What did you study and how did you get into the paid media space?
I am a proud Virginia Tech Hokie alum and double majored in sociology and psychology. After graduation, I considered going back to school for a law degree to specialize in family law and child advocacy. While studying for my LSAT, I was a business process consultant for American Management Systems (now CGI) assigned to a multi-year client engagement implementing a federal procurement software system. After a few years of consulting work, I eventually landed at AOL. As luck would have it, Beth became my direct manager at AOL and my journey into digital marketing began.
What is your background in marketing?
I’ve been an online marketer for over 20 years, joining Big Lens in 2014 (now TorchLight Marketing). I’ve been on both the client and agency side in various marketing roles, primarily developing strategic media plans and tactics for paid search and paid social efforts. I’m Google Search Certified and develop PPC architectures for a variety of clients on Google and Bing platforms. In addition, I have experience in media buying and planning for offline and digital out-of-home and programmatic placements. My client lists include a mix of B2B and B2C brands, such as Intelsat, 3 Enrollment, American Council on Exercise, SiriusXM Radio and Wondrium (formerly The Teaching Company).
What is your approach to your role?
I begin every new client engagement with an understanding of the client’s key goals and primary KPIs. From there, we work backwards to understand audience segments and target persona groups so that a full channel strategy can be developed. Persona refinement and online experience evaluation are ongoing as performance evolves. I most enjoy client engagements where our team is leaned on as a trusted strategic partner.
Tell us a fun fact about yourself.
I am a USA Triathlon Certified Coach and founded Palmetto TRIbe in 2016, a youth and junior triathlon team that serves the greater Charleston, SC area. We maintain a progress-over-perfection philosophy and have developed an athlete performance progression for youth ages 8-19yo. Over the years I’ve recruited a highly capable team of certified coaches well versed in all aspects of swim, bike and run. Our core mission is to develop a lifelong love of sport in a unique team environment. #swimbikerunTRIbe
Where are you from?
Fairfax County in Northern Virginia, just outside of Washington, D.C.
What’s your dream travel destination and why?
New Zealand is at the top of my list right now with its exotic natural beauty. I enjoy outdoor adventure and a combination of mountain hikes, rainforest exploration and stunning beaches sounds like a winning combination. I enjoy wine, especially a crisp, grassy Sauvignon Blanc from NZ on a sunny day, surrounded by those I love.
What’s your favorite thing to do during your free time?
Spending time with my two kids – they are my heart! Coaching youth athletes. Fun dinners in downtown Charleston, SC. Spa & wine escapes.
What’s the best part of working remotely?
Flexibility. At Big Lens, we worked remotely even before the pandemic, so our CEO likes to say we were “ahead of our time”.
Finally, what do you like most about your job at TorchLight?
I’m a customer-first marketer – it’s important to me that the prospect, or a return customer, has the best possible interaction with my client’s brand. I enjoy working in a team. The merger with TorchLight has brought together an incredible group of talented professionals that allows us to take performance marketing to another level for our clients.
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