This month SuCo wants to spotlight Shanna Schindler. Shanna is one of the world’s foremost Google buyers. She has tremendous subject matter expertise and a tireless work ethic that has allowed her to uncover win after win. Shanna has been amazing about deploying those wins not only to drive GP from the campaigns she manages but she also has been a great team player who willingly shares her findings with the rest of the team. Shanna is a great buyer, a true subject matter expert, and an integral part of the team. Please take a moment to learn more about Shanna.
What part of media buying do you enjoy the most?
I enjoy testing & optimizing to find wins I can share with the team. It brings me joy when I can share with other teams that the efforts they used to support a request helped us achieve our financial targets. The joy of sharing wins is amplified for me when it feels like a collaborative win.
Which teams do you rely on most to be successful?
I rely on the most on my fellow O&O Media Buying, our Creative Design team and our Analytics group. Collectively we share strategies, wins, collaborate on ideas and use our data to maintain good quality, volume and ultimately crush our goals.
What’s something you’ve learned recently that’s changed how you approach your work?
The importance & value of having a team that shares ideas, strategies and wins with each other. This approach has created a collaborative culture of sharing wins, which has fueled the growth we have seen in the O&O team.
What opportunities do you see for analytics to further improve the business in the future?
I think we’re only getting smarter with our data, and the Analytics team has been pushing automation and alerts lately. The key for us is to identify trends and insights earlier so we can maximize wins and minimize losses. We want to move quicker but not let anything fall through the cracks.
If you could instantly get really good at something, what would it be?
Mastering the balance between data and intuition in media buying. Knowing when to trust the numbers and when to lean into strategic instinct when testing a creative or an audience. Outside of work, I wish I could instantly become a really good cook & master all the homemade food recipes my mom made for me as a kid.
What’s something that always makes you laugh?
My sweet little 6-year-old fashionista girl, Bella. She is at the fun stage of wanting full autonomy to dress herself. There are days she’ll get dressed for school wearing jeans paired with a tutu skirt, a tiara, a sparkly sequin jacket, and ten bracelets. I will inform her that she has PE that day so she may want to change her outfit. She agrees with me, yet she will run back into her room to grab clip on earrings to complete the look.
