Tad Shelby

Product Marketing Manager

Tad.shelby@gmail.com| (831) 247-7082 | Santa Cruz, CA | www.linkedin.com/in/tadshelby

Summary Experienced product marketing manager with a proven track record of driving results through go-to-market
strategies. Proficient in navigating complex organizational structures, specializing in partnership marketing,
channel development and program management.

Skills Strategic product marketing  go-to-market strategy  content development  project management  B2B
marketing  market research expertise  social media marketing  data-driven marketing analysis 
integrated marketing  marketing communications.
Education SAN JOSE STATE UNIVERSITY, Bachelor of Science in Business Administration & Marketing (Completed)

Experience
Jul ‘22 – Jul ‘23 Walmart Connect San Bruno, CA
Sr. Partner Marketing Manager for Walmart.com ad tech division.
 Implement strategic partner programs to promote Walmart.com APIs to AdTech partners.
 Onboarded a dozen new AdTech partners from APAC, EU, NA regions.
 Partner with cross-functional teams to drive co-marketing programs, partner portal, partner co-
marketing guidelines, maintained partner website content, and published a newsletter.
 Defined policies and marketing guidelines, developed messaging, created training materials, conducted
research, and coordinated co-marketing activities including webinars and events. Administered Adobe
Marketing Cloud for link tracking.

May ‘22– Jul 22. GoSite Remote

Sr. Product Marketing Manager for SaaS based small business marketing.
 Partner with cross functional teams to build and execute marketing programs to promote SaaS platform
to small business.
 Define annual strategies to achieve OKRs for customer acquisition, retention and GTM. Drive marketing
activities, sales readiness, and customer research. Performed visitor behavior and touch points
conversions analysis.

Sep ‘21 – Apr ’22. Dropbox San Francisco, CA

Product Marketing Manager for SaaS based storage and workgroup solutions.
 Increased conversion for Dropbox Replay beta 300% by updating messaging on critical touchpoints.
 Create digital marketing programs, including email, web and mobile tactics, to supported beta launches
for SaaS solutions, Dropbox Capture screen capture utility & Dropbox Replay video review platform.
Developed creative briefs, GTM materials and conducted claims research.
 Conducted quantitative and qualitative competitive research on video market, positioning and develop
content to drive Dropbox Replay customer acquisition.

Feb ‘20 – Sep ’21 FACEBOOK (contract) Menlo Park, CA

Partner Marketing Manager for Meta’s AdTech API solutions for eCommerce providers.
 Develop GTM materials, collateral, digital content, virtual events and execute co-marketing programs
supporting Facebook e-commerce partnerships, including Shopify, WooCommerce, BigCommerce and
others.
 Support launches of Facebook solutions including Conversions API, Facebook Business Extensions and
Facebook Shops
 Define and developed programs for internal sales to drive onboarding and sales readiness.
Mar ‘11 – Jul ’19 HP Palo Alto, CA
Marketing Manager for HP on-boarding software solution
 Development sales strategy for HP’s global on-boarding software for laptops and PCs
 Define and execute digital content strategy for software on-boarding application for 20M users annually.
 Managed testing and analytics to optimize engagement resulting in $1M incremental sales annually.
Partner Marketing Manager, for HP software partnerships
 Responsible for driving partnership and co-marketing programs totaling $300M+ annually in revenue
with strategic and channel partners including Microsoft, McAfee, Symantec, Dropbox, and HP Software
download store.
 Developed new sales channel through HP support call center resulting in incremental $3M per year.
 Support marketing activities across APAC, South America, EMEA and US regions.
 Managed HP Software download e-commerce store partnership. Responsible for merchandising, content
development, pricing strategy and performance metrics.
Mobile App Marketing Manager for WebOS application partners
 Managed WebOS apps store catalog and merchandising. Drove mobile, online, and in-store marketing
programs to support key app developers including Time Warner, Conde Nast, CBS Sports, Electronic Arts,
MLB.com, and others.

Oct ‘09 – Dec ’10 APPLE Cupertino, CA

Product Marketing Manager for Apple iCloud Services
 Developed and executed channel marketing programs with AT&*T to drive sales of Apple’s suite of cloud
services.
 Aligned positioning with Apple's MobileMe service with AppleCare attach through 2,200 AT&T retail
outlets across the US and increased iPhone attach rates 320% YOY.

Jan ‘08 – Oct ’09 ATRENET Santa Cruz, CA

Vice President, Client Services for Enterprise software focused web development agency
 Responsible for profitability at web development agency for enterprise software companies.
 Provided Google analytics services client training program to extend revenue opportunities.

Oct ‘04 – Jan ’08 LOGITECH Fremont, CA

Senior Product Marketing Manager for Logitech 3D control device division
 Developed and executed creation of 3Dconnexion’s first ecommerce store featuring 3D peripherals.
 Drove product positioning, messaging and launch strategy for control device designed for Adobo Creative
Suite.

Sep ‘96 – Apr ’04 APPLE Cupertino, CA

Market Development Manager; Program Manager, Channel Field Marketing
 Responsible for increasing Mac system sales to creative professionals for resellers and VARs in NW
region.
 Developed digital campaigns for direct marketing channel partners including Mac Warehouse, Mac Mall,
Mac Zone, CDW and Mac Connection.
 Supported training and channel development programs across APAC region.