Brand Strategy
Brand positioning, audience insights, competitive analysis, messaging frameworks, and go-to-market strategy that build strong, memorable brands and drive long-term growth.
Marketing Portfolio
Shelby
Smith
I'm a digital marketer and content strategist who loves turning ideas into meaningful experiences. I blend creativity with strategy to help brands tell their stories, connect with audiences, and drive real results across social media, content, and ecommerce.
From theme parks to beauty to tech, I thrive in fast-paced, collaborative environments where I can solve problems, create impact, and keep learning something new every day.
Brands, partners & campaigns
- Nintendo
- Warner Bros.
- VISA
- DreamWorks
- Loews Hotels
- Halloween Horror Nights
- Universal Epic Universe
- Get Your Golf On
- The Wizarding World of Harry Potter
What I do best
Strategy that makes content matter
Content & Copy
SEO-focused content, website copy, blog strategy, product descriptions, and brand messaging that drive visibility and engagement.
Ecommerce
Product content management, website optimization, and seamless ecommerce experiences that drive engagement, trust, and conversion.
Social Media
Content strategy, campaign planning, content calendars, community engagement, and analytics.
Skills
Digital Marketing
- Campaign Strategy
- Paid Advertising
- Marketing Analytics
- Ecommerce
- SEO
- Audience Segmentation
Content & Social Media
- Content Strategy
- Short-Form Video
- Copywriting
- Social Media Growth
- Community Engagement
Creative & Branding
- Brand Storytelling
- Creative Direction
- Brand Identity
- Visual Design
Education & Certifications
- Master of Arts — Arizona State University
- Bachelor of Arts — University of Arizona
- Google Certification — Ads Search
- HubSpot Academy — Inbound Marketing Certification
- HubSpot Academy — Advanced Social Media Certification
My toolkit
The platforms I work in every day
Content & Design
- Canva
- CapCut
Adobe
- Adobe Creative Cloud
- Workfront
Web & Ecommerce
- Salsify
Analytics & Performance
- Google Analytics
- Tableau
- AppFigures
- YouTube Studio
Social & Scheduling
- Sprout Social
- Sprinklr
- Asana
- Airtable
- ART19
Selected experience
The work
Universal Orlando Resort
Content Strategist
Led content strategy and production for the Discover Universal Podcast, blog, YouTube, and social media. Collaborated with cross-functional teams and brand partners to deliver content that informs, entertains, and inspires guests to plan their vacation.
- Developed and executed multi-channel content strategies across web, podcast, YouTube, and social platforms.
- Produced and managed the Discover Universal Podcast — episode planning, production, publishing, optimization, and promo content across Spotify, Apple Podcasts, YouTube, and universalorlando.com.
- Created SEO-driven blog content balancing search optimization with storytelling to improve discoverability and support vacation planning.
- Collaborated with globally recognized brands including Nintendo, Warner Bros., and VISA on integrated campaigns and destination storytelling.
- Supported high-profile initiatives including the Universal Epic Universe grand opening, Halloween Horror Nights, and DreamWorks Land.
Belk
Ecommerce Content
Managed digital content execution and optimization for 50+ beauty brands on belk.com, enhancing the online shopping experience through accurate content, SEO, and strategic merchandising planning.
- Managed product page content and quality assurance for 50+ national beauty brands.
- Optimized Product Detail Pages for SEO, merchandising, and conversion.
- Worked in Salsify and IBM PIM to manage product data and content governance.
- Partnered with copywriting, creative, SEO, merchandising, buying, and vendor stakeholders on review and publishing workflows.
- Resolved content discrepancies and asset issues pre-publication to reduce customer-facing errors.
NBCUniversal — GolfNow
Campaign Content
Supported the digital rollout of GolfNow's debut national brand campaign, "Get Your Golf On."
- Developed organic social content aligned with the national creative strategy.
- Collaborated with cross-functional marketing teams to keep messaging consistent across platforms.
- Assisted with campaign execution surrounding the commercial's debut during the U.S. Open.
- Contributed to organic social initiatives that extended campaign reach and engagement.
Orlando Solar Bears
Marketing & Promotions Intern
Game-day marketing, fan engagement, and sponsorship activations for a professional hockey club.
- Created social content promoting games, theme nights, community events, and sponsorships.
- Supported game-day marketing initiatives, live promotions, and fan engagement activities.
- Captured photo and video content during games for use across digital platforms.
- Helped promote ticket sales and community outreach programs.
How I build content
From research to launch, content that connects
Phase 1
Research & Discovery
Dig into data, audience insights, and trends to uncover opportunities and content ideas.
Phase 2
Strategy & Planning
Turn insights into a clear strategy and content plan with defined goals.
Phase 3
Create & Connect
Develop compelling, on-brand content across platforms that informs, inspires, and drives engagement.
Phase 4
Optimize & Grow
Analyze performance, gather insights, and continuously optimize to improve results.
Featured work — GolfNow
Social content that drives engagement
On-brand short-form video that connected with golfers, grew the audience, and supported key marketing initiatives — +45% engagement, +32% reach, and top 5% of organic content.
Campaign Content
Tee Times Are Calling
Reels
Book a Tee Time on GolfNow
Reels
Scramble Day Humor
Reels
Way Out of Bounds
Reels
Don't Hit It in the Pond
Reels
When the Clock Hits 5:00
App Content
Hot Deal Tee Time
GolfNow — "Trivia Tuesday" Series
Recurring Instagram series with a branded template and weekly reporting that lifted comments, shares, and replies.
Stories — Trivia Tuesday
GolfNow Compete — App Performance Insights
AppFigures, NPS, and Trustpilot analysis translated into growth and retention recommendations.
Featured Content
Content Impact
+45%
increase in engagement
+32%
increase in reach
Top 5%
of our highest-performing organic content
Awareness
supported campaign awareness and drove traffic to site
Internship Social Video
During my internship with GolfNow, I scripted, directed, edited, and posted a social video promoting their "25 points per dollar" rewards offer for booking tee times through the GolfNow app. The video combined clear messaging with engaging visuals, designed to drive both awareness and app usage. It resonated with golfers by highlighting the tangible value of the promotion in a fun, easy-to-digest way.
Top Performing Post
This singular post became the top-performing social post of the year, outperforming all other content on GolfNow's social channels. As an intern, it was an incredible moment to see a project I led from concept through execution not only connect with the audience but also drive measurable engagement and excitement around the brand, which ultimately led to more tee time bookings through the GolfNow app!
Featured work — Belk
Ecommerce content built for accuracy
Managed digital content execution and optimization for 50+ beauty brands on belk.com — enhancing the online shopping experience through accurate content, SEO, and strategic merchandising planning.
50+
National beauty brands
Owned customer-facing ecommerce content for more than 50 national beauty brands on belk.com, keeping product information accurate, complete, and on-brand.
100%
Pre-publish QA coverage
Drafted, edited, reviewed, and finalized PDP content, promotional messaging, and digital assets before publication — catching discrepancies and asset issues before customers ever saw them.
6
Partner teams aligned
Partnered with copywriting, creative, SEO, data governance, merchandising, buying, and vendor stakeholders to move content through review, approval, and publishing workflows.
Beauty Launch & Promotional Content
Promotional messaging and digital assets reviewed and published for seasonal beauty launches.
Featured work — Orlando Solar Bears
Game-day social content
Created social content promoting games, theme nights, community events, and sponsorships for the Orlando Solar Bears — building fan engagement and supporting ticket sales.
Solar Bears Game-Day Social Content
Vertical video, graphics, and stories promoting games, theme nights, and sponsorship activations.
Featured Work
Universal Orlando Resort
Campaign content, social rollouts, and partner activations for Universal Orlando Resort.
VideoUniversal Orlando Resort
Ride Guys — Skull Island: Reign of Kong
YouTube video produced for Universal Orlando Resort.
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VideoUniversal Orlando Resort
Details about Dark Universe at Universal Epic Universe
Video reveal for the Dark Universe land at Epic Universe.
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VideoUniversal Orlando Resort
Super Nintendo World at Universal Epic Universe
Video reveal for Super Nintendo World.
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VideoUniversal Orlando Resort
All the Details about DreamWorks Land
Video content for the DreamWorks Land opening.
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PodcastUniversal Orlando Resort
What's New This Summer at Universal Orlando Resort 2024
Discover Universal Podcast episode on summer offerings.
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BlogUniversal Orlando Resort
Ride Guys - Skull Island: Reign of Kong
SEO-driven blog post supporting the Ride Guys video series.
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BlogUniversal Orlando Resort
Everything You Need to Know about Entertainment Offerings at Epic Universe
Blog and podcast coverage of Epic Universe entertainment.
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PodcastUniversal Orlando Resort
Halloween Horror Nights: Echoes from the Fog
Seasonal anthology series for Halloween Horror Nights.
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PodcastUniversal Orlando Resort
All the Exclusive 2025 Details – Halloween Horror Nights at Universal Orlando Resort
Full-reveal roundtable episode for the HHN 2025 campaign.
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BlogUniversal Orlando Resort
Universal Helios Grand Hotel, A Loews Hotel
First-look content for the Loews Hotels partnership.
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PodcastUniversal Orlando Resort
Details about The Wizarding World of Harry Potter — Ministry of Magic
Warner Bros. partner reveal for Epic Universe.
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VideoUniversal Orlando Resort
First Look & Details About Stardust Racers at Universal Epic Universe
Video podcast reveal for the Stardust Racers coaster.
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PodcastUniversal Orlando Resort
Details About Celestial Park at Universal Epic Universe
Land reveal episode ahead of the Epic Universe opening.
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PodcastUniversal Orlando Resort
Details About How to Train Your Dragon — Isle of Berk
DreamWorks IP episode for Epic Universe.
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BlogUniversal Orlando Resort
Food and Beverage Offerings Coming to Universal Epic Universe
Full-reveal dining content for Epic Universe.
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PodcastUniversal Orlando Resort
The Grinch Joins the Podcast to Talk about Grinchmas
Character-led holiday episode for the Grinchmas season.
View sampleThe results
Discover Universal Podcast
Hundreds of thousands of engaged listeners across Spotify, Apple Podcasts, and YouTube — built through episodic strategy, SEO, and seasonal campaign timing.
65+
Podcast episodes produced
85%+
Average podcast retention rate
250K+
Video podcast views in 2024
+4,800
Subscriber growth YoY across two channels
Spotify
- Avg. unique listeners per episode: 4,000–6,000
- Avg. completion rate: 85%
- Monthly streams: 25,000+
- Top geos: US, UK, Brazil, Canada
Seasonal launches (HHN, Epic Universe preview) drove 18% month-over-month listener growth.
Apple Podcasts
- Avg. listeners per episode: 3,800–5,500
- Avg. follower count: 9,200+
- 92% retention on the HHN Lore Anthology Series
- 68% of traffic from browse & search
Ranked Top 10 in "Places & Travel" during major seasonal drops; blog linkbacks lifted site traffic 12%.
YouTube
- Total video podcast views: 250,000+
- Avg. view duration: 6:32
- Engagement rate: 6.1%
- +4,800 subscribers YoY
A/B thumbnail testing sharpened brand consistency; episodes repurposed into Reels and Stories cutdowns.