Shaydon Armstrong

Senior Brand Manager, Brand Communications

2022 – 2023

Led cross-functional partners in the development and execution of integrated campaigns for Capri Sun and MiO, with a total marketing expenditure of $30MM. Revamped Capri Sun's brand identity, ensuring the brand connected emotionally with kids and parents. Guided the creation of new brand communication platforms for both Capri Sun and MiO to ensure long-term messaging consistency. Distributed +1MM samples of MiO Energy via Squeeze the City, a summer sampling tour visiting Chicago, Nashville, Austin, and Las Vegas. Transformed Capri Sun into Kid Noise-Canceling Juice Drinks, delivering 25MM earned media impressions. Positioned MiO as a key component of Gen Z wellness routines with Hydrating a Day in My Musical Life, over-delivering on impression, VCR, CTR, and ER benchmarks, and driving $252K in earned added value.

Brand Communications Strategy Manager

2019 – 2022

Established Brand Essence guidelines for Sweet Earth, Chameleon, Outsiders Pizza, and Freshly, defining the long-term ambition for each brand and differentiating each brand in their respective categories. Evolved organizational competency by creating Brands with Purpose and Brand Relevance workshops to enhance the cultural impact and social relevance of Hot Pockets, Perrier, and Sweet Earth. Designed the US training program for Nestle’s global marketing framework, Brand Building the Nestlé Way. Engaged 3 artists to create Chameleon-inspired live art activations in LA, NYC, and Austin, each telling a different Chameleon story through the artist’s creative voice. Teamed up with Stanley Tucci to bring S.Pellegrino’s Italian heritage and values to life with the Perfect Moments campaign, driving an 11.7% increase in YoY sales.

Associate Director, Strategy/Branded Content

2017 – 2019

Introduced a comms planning framework as part of the media planning process for Dole Foods to provide clarity on target audiences and communication channels, and efficiently allocate media spend. Showcased the joy of friends and family cooking with Bosch Appliances in the video series Better Together. Partnered with chef/author Nathen Turner to demonstrate the art of entertaining in Sunday Lunch in Ojai featuring Thermador Appliances. Supervised junior team member’s career progress by providing strategic oversight and coaching.

Associate Director, Strategy

2015 – 2017

Spearheaded the development of communication strategies, branded content programs, and creative media activations for Amazon’s Prime Originals. Sponsored How to Solve a Murder, an investigative story with original art and interactives commissioned to promote Season 2 of Amazon’s Bosch, reaching more than 100K unique users. Created Sneaky Like Pete, a machine learning-based lie detector test tied to Sneaky Pete’s con-artist storyline, generating 600K digital impressions and reaching 100K people via interactive OOH installations.

Creative Strategist, Ignition Factory

2012 – 2014

Propelled the creative output of State Farm and Porsche with award-winning first-to-market activations. Produced the first co-viewing experience in sports with TNF XTRA presented by State Farm, engaging 450K NFL fans throughout the season. Negotiated value-added elements for State Farm’s NBA 2k14 partnership, including making Cliff Paul (Chris Paul’s State Farm alter ego) a playable character. Built an augmented experience at a Beverly Hills valet stand that transformed 1,000 cars into Porsche Macans over 10 days, with more than 50% being direct competitors of the new Macan.

Social Media Strategist

2011 – 2012

Established and launched a comprehensive social media strategy offering for the agency. Crafted athlete buyer personas to guide the Opedix Athletic Tights go-to-market strategy. Audited LifeLock’s social media presence to identify the brand's strengths and opportunities, resulting in Ethology securing an additional $140k social analytics retainer.

M.S. Integrated Marketing Communications

2008 – 2009

B.S. Business Administration

2002 – 2005