Shipley Munson, MBA

shipley.munson@gmail.com  978-652-8632  https://www.linkedin.com/in/shipleymunson/

Sandy, UT 84092

VP, Director Marketing & Sales, Expert in Performance & Brand Marketing, Digital & Live Channels
World-class marketing and sales VP, CMO with 20-year+ track record of insight and innovation. Uses performance
marketing best practice at scale to drive relentless end-to-end execution of high satisfaction customer experiences. Aligns
digital and “live” channels, resulting in game changing growth. Top-scoring presenter with track record of improving CEO
and senior leader performance in public appearances. Collaborative leader with rare ability to identify, attract, and develop
highly talented people so they excel at complicated tasks under severe time constraints. Chicago MBA.

Core Competencies
Strategy eadership eting Strategy Lead Generation Management Start-ups CRM Email Marketing Social
Media Marketing Analytics Strategic Brand Development Product Marketing Sales Management Marketing
Automation Advertising SEO|SEM|PPC Display Advertising  Retargeting Traditional Media Market Research 4Ps
Marketing Sales Force Compensation Sales Force Territory Management Business Planning Training Event Planning
Public Speaking Team building  CRO Customer Journey Planning

Career Highlights
 Achieved 24% CAGR every year for last five years in topline growth from FamilySearch International by using SalesForce
Marketing Cloud to enable state-of-the-art, individualized performance marketing at scale. Flat budget. Game-changing ROI.
 Led largest crowd-sourcing effort in US history—indexing and publication of 1940 census by recruiting over 250,000
volunteers in 3 months vs. 8 for National Archive and FamilySearch International and consortium of major family history
providers by skilled use of Google AdWords and A/B CRO testing.
 Tripled Fidelity Investments discount brokerage business – from 40 to 120K daily trades – by turning bricks and mortar
business into an online trading platform using rapid iterative prototyping and agile development methodology. Also restored
market position from low of #5 to #2 within 6 months of “live” date.
 Considered “Father of CRM” at Fidelity Investments where 38% increase in annual new assets through branding and direct
response programs that has since become a $250 million revenue annuity from 1:1 marketing at scale.
 Called “best stand-up presenter on Madison Ave.” as senior account manager and new business director at BBDO. Accounts
doubled in revenue every 2-3 years to $210MM over 8 year period.
 Credited with “changing breakfast habits of a nation” by insisting that McDonald’s test and launch breakfast biscuits with
bacon, egg and cheese vs. sausage and gravy when trainee at Leo Burnett Company.

Experience and Achievements Detail

FAMILYSEARCH INTERNATIONAL (Salt Lake City, UT) 2009 to present

Global Director of Marketing, Outreach
Head of marketing and outreach for largest genealogical organization in the world. Have supervised 40+ professionals directly and
organization of 60K volunteers.
 Achieved 24% CAGR each of last five years in top care-about measure by state-of-the-art 1:1 performance marketing enabled
by SalesForce Marketing Cloud populated with highly individualized, specific customer journeys
 First to organize field force to call on leaders in key geographies to prepare for performance marketing and so achieved initial
10% uptick in main care-about measures before performance marketing initiated at scale.
 Created and grew largest remote and live family history conference in world (RootsTech) from scratch with 28K live and 120K
remote attendees today by constant research-based improvement. Wining formula is showcasing new technologies, having
200+ custom classes, promoting marquee-value keynoters, and only having top-scoring presenters. URL: RootsTech.org.
 Effectively used Facebook micro-segmentation and CRO methods to recruit over 2,100 two-year volunteers for less than $14
per closed lead each year since 2014.
 Led marketing of largest and most successful “crowd-sourcing” initiative in history of US National Archives—digitization,
indexing, and publication online of 1940 US census within three months (goal: 8 months) by 250,000 volunteers recruited for
this purpose with Google Adwords and constant A/B testing driven CRO to get from 1.5 to 8.5% conversion.
 Completed research-based rebrand of FamilySearch in 2013 by using non-verbal stimulus and physical card sorting to remove
cognitive bias and measure “the heart “ in 8 countries. URL: familysearch.org.
 Created 12+ films/yr. on transformative effect of family history on individual lives, 3 won awards by using real stories and real
people (https://www.youtube.com/watch?v=vYrhCHnv8_E).

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LINCOLN FINANCIAL, WEBSTER BANK, IXI CORPORATION, TICKET NETWORK (Hartford, CT) 2003-2009
Sales and Marketing Consultant
Assisted clients in bringing disciplines of branding, database analytics and CRM to improve current marketing effectiveness and ROI.
Was either consultant or on payroll as employee as required to best accomplish work. Selected highlights include:
 Brought Ticket Network secondary market sports, concert, Broadway offering to parity inventory and distribution with
StubHub by robust affiliate marketing program. 2008-2009.
 Launched retirement practice with 11 clients vs. benchmark of 4 for IXI Corporation, tripling anticipated revenues for client.
2007-2008.
 Integrated direct mail campaigns by matching in-store collateral with mail schedule to achieve 7% response and 9.7x return
on investment at Webster Bank; introduced new financial planning and retirement tools & collateral for 20% sales increase by
emphasizing simplification. 2004-2007.
 Shifted strategy to focus on top firms only for 30% growth, double profit at Lincoln Financial Distributors as CMO. Re–did
collateral for single Lincoln branding; used web-centricity to cut time-to-market from 6 weeks to 6 days. 2003-2004.

FIDELITY INVESTMENTS (Boston, MA) 1996-2003

Senior Vice President, Marketing
Provided leadership in market-changing initiatives requiring strategic vision and implementation talent. Includes direct-to-
consumer, mutual fund marketing, business-to-business, brokerage. Results: cost avoidance of $21 million, new annual sales of $2
billion, new annual trading revenue of $200 million.

 Led Major relaunch of discount brokerage from bricks and mortar to online:

Time “Clicks” to Trades per Audience Daily Market Annual

trade click Awareness Trades Share Revenue
Post 2 Up to 20 33% 116K #2 $311
Pre 17 1 0 43K #5 $117

 Conducted market research, hired agencies, re-designed user experience with cockpit-like UI, achieved #1 user experience
rating by JD Power by relentless usability testing and using non-verbal stimulus to measure the heart. URL:
www.fidelity.com/trading/active-trader.
 Brought CRM capability to retail contact centers, branches, web by introducing Siebel systems technology and implementing
200+ new 1:1 customer journeys at scale based on initial, small phone-driven campaign testing.
 Supervised direct staff of 70 people with budget of $30MM. Redefined jobs of 2,100 reps to shift call center culture from
service only to sales and service orientation. Became largest US Siebel installed base.

Time Outbound Reps Customer Sales per Rep Change in Annual

Satisfaction (Index) Sales
Post 270 93% 170 +$1.3 billion
Pre 53 81% 100 -

 Named “Most Valuable Player” by sales force for role using content marketing (white papers on India, videos on print-on-
demand) to spearhead win of largest retirement and employee benefit outsourcing deal in company history, General Motors.
 Shifted fulfillment from paper-centric to web-centric “print-on-demand” for $21MM in cost avoidance.

BBDO WORLDWIDE (Dallas, TX; New York, NY; Hamburg and Düsseldorf, Germany) 1984-1995
Account Executive to EVP, Managing Director
Promoted to positions of progressively increasing responsibility from Account Executive to Executive Vice President, Managing
Director at flagship ad agency of world’s #1 marketing communications company. Account assignments emphasized consumer
package goods: Henkel (detergents and household cleaners, health and beauty aids), Wella (hair care), Gillette, Frito-Lay. Also
have airline (Delta) and technology (Apple) experience. Track record of my accounts, final six years:

Time Group Countries Total BBDO HQ Staff

Billings Covered Revenue Profit
Post $210MM 106 $27MM $2.2M 12
Pre 40MM 8 4MM .9MM 5

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 Pitched and won Wella business in 72 markets with new logo, package design, campaign idea built from emotion-based
research techniques and umbrella-brand architecture for 10% sales increase.
 Organized “Gillette. The Best A Man Can Get” re-pitch to save account when placed in review by live demonstration of global
coordination and building advertising based on UK-style account planning techniques.
 Successfully launched Doritos, launched Ruffles as global brands in 9 countries, on 5 continents by taking early product life
cycle successes in original home markets and reproducing them in new markets.
 Increased Lay’s advertising pay-out to >23% ROI and successfully recommended & launched of Salt & Vinegar based on
observing successes in Canada and moving them into New England and then rest of the United States.

Leo Burnett USA (Chicago, IL) 1982-1984

Client Service Trainee, Assistant Account Executive, 1982-1984.
Recruited to premier training program in advertising agency business. Promoted to positions of progressively increasing
responsibility on United Airlines and McDonald’s national quick service restaurant accounts.

Education & Languages

 MBA, Marketing with honors. Booth Graduate School of Business, University of Chicago, 1982. Thesis: Measuring Effect of
Music in Television and Radio Advertising.
 AM, Regional Studies-East Asia-China. Graduate School of Arts and Sciences, Harvard University, 1981. Thesis (published in
Journal of World Business 1982): US Businesses in China—the First 5 Years.
 BA, magna cum laude in Folklore & Mythology (Ancient Greece). Harvard College, 1980. Thesis: Guest-Friendship and the
Evidence for the Historicity of Homer’s Odyssey.
 Fluent in English, German, French, Spanish. Working knowledge of Portuguese, Mandarin Chinese. Reads Latin and Greek.

Licenses & Interests

 FINRA Series 7 and 24 (licensed stock-broker and branch manager—lapsed).
 Licensed NASP Ski Patroller. 2012-2017.
 Eight-year veteran as Tenor #13 in Mormon Tabernacle Choir.
 Adjunct Professor of Digital Marketing and Social Media, LDS Business College since 2014.
 Married. 5 children.

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