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Senior communications and content strategy leader with 10+ years building integrated communications programmes, stakeholder engagement systems, and editorial content ecosystems from the ground up, combined with direct experience advising senior executives, managing cross-functional communications teams, and translating complex organisational priorities into clear, compelling content for diverse audiences. I combine a journalist's instinct for finding the story with a strategist's discipline for building the system that tells it consistently. I've built community programmes sustaining 60%+ open rates for three years after active promotion stopped, and ghostwritten for a Marsh McLennan CEO. As the sole senior practitioner across multiple client programmes, I developed accountability, deadline discipline, and stakeholder management skills required for large-scale internal and external communications environments—backed by measurable results in email, LinkedIn, and audience growth.…Senior communications and content strategy leader with 10+ years building integrated communications programmes, stakeholder engagement systems, and editorial content ecosystems from the ground up, combined with direct experience advising senior executives, managing cross-functional communications teams, and translating complex organisational priorities into clear, compelling content for diverse audiences. I combine a journalist's instinct for finding the story with a strategist's discipline for building the system that tells it consistently. I've built community programmes sustaining 60%+ open rates for three years after active promotion stopped, and ghostwritten for a Marsh McLennan CEO. As the sole senior practitioner across multiple client programmes, I developed accountability, deadline discipline, and stakeholder management skills required for large-scale internal and external communications environments—backed by measurable results in email, LinkedIn, and audience growth.

Shannon Peel

Content Producer, Copywriter, Brand Strategist, +6

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Senior communications and content strategy leader with 10+ years building integrated communications programmes, stakeholder engagement systems, and editorial content ecosystems from the ground up, combined with direct experience advising senior executives, managing cross-functional communications teams, and translating complex organisational priorities into clear, compelling content for diverse audiences. I combine a journalist's instinct for finding the story with a strategist's discipline for building the system that tells it consistently. I've built community programmes sustaining 60%+ open rates for three years after active promotion stopped, and ghostwritten for a Marsh McLennan CEO. As the sole senior practitioner across multiple client programmes, I developed accountability, deadline discipline, and stakeholder management skills required for large-scale internal and external communications environments—backed by measurable results in email, LinkedIn, and audience growth.…Senior communications and content strategy leader with 10+ years building integrated communications programmes, stakeholder engagement systems, and editorial content ecosystems from the ground up, combined with direct experience advising senior executives, managing cross-functional communications teams, and translating complex organisational priorities into clear, compelling content for diverse audiences. I combine a journalist's instinct for finding the story with a strategist's discipline for building the system that tells it consistently. I've built community programmes sustaining 60%+ open rates for three years after active promotion stopped, and ghostwritten for a Marsh McLennan CEO. As the sole senior practitioner across multiple client programmes, I developed accountability, deadline discipline, and stakeholder management skills required for large-scale internal and external communications environments—backed by measurable results in email, LinkedIn, and audience growth.

Available to hire

Senior communications and content strategy leader with 10+ years building integrated communications programmes, stakeholder engagement systems, and editorial content ecosystems from the ground up, combined with direct experience advising senior executives, managing cross-functional communications teams, and translating complex organisational priorities into clear, compelling content for diverse audiences. I combine a journalist’s instinct for finding the story with a strategist’s discipline for building the system that tells it consistently.

I’ve built community programmes sustaining 60%+ open rates for three years after active promotion stopped, and ghostwritten for a Marsh McLennan CEO. As the sole senior practitioner across multiple client programmes, I developed accountability, deadline discipline, and stakeholder management skills required for large-scale internal and external communications environments—backed by measurable results in email, LinkedIn, and audience growth.

Skills

Experience Level

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Expert

Intermediate

Intermediate

Intermediate

Language

English

Fluent

Work Experience

Brand Narrative and Communications at MarketAPeel

January 1, 2016 - January 1, 2026

B2B brand strategy and communications consultancy. Built and scaled community-driven editorial systems and integrated communications programmes, defining brand voice, messaging architecture, and channel mix. Developed real-time issues monitoring across multiple clients and translated complex subject matter into clear public narratives. Launched and operated branded content ecosystems including digital magazines, virtual summits, and a podcast series; built lifecycle email and segmented outreach systems to drive sustained engagement. Directed end-to-end production of executive communications, strategic plans, issues frameworks, and stakeholder correspondence; designed stakeholder engagement programmes and launched media relations functions from scratch.

Brand Narrative and Communications (Consultant/Leader) at MarketAPeel (Shannon Peel Communications and Marketing)

January 1, 2016 - January 1, 2026

Built and scaled community-driven editorial systems and integrated communications programmes for B2B clients. Architected brand voice, messaging architecture, and channel mix to improve stakeholder engagement and thought leadership visibility. Established issues monitoring frameworks tracking competitor narratives, media sentiment, and audience signals across multiple clients. Ghostwrote executive thought leadership content (including long-form work for Anthony Gruppo, former CEO roles at Marsh Commercial and Marsh McLennan). Led end-to-end production of strategic plans, executive briefings, op-eds, stakeholder correspondence, and high-stakes messaging aligned to organisational priorities, regulatory requirements, and legal guidance. Designed stakeholder engagement programmes from zero for organisations without communications infrastructure, mapping audiences and dependencies and creating accountability systems. Launched media relations functions from scratch for multiple clients and b

Customer Success Coach at HomeStars

January 1, 2015 - January 1, 2015

Guided clients in using online reviews and testimonials to create compelling, authentic brand stories. Trained and supported clients in storytelling techniques that strengthened public perception and audience engagement. Served as a trusted communications partner, translating complex feedback into actionable narratives for diverse stakeholders.

Founder & CEO at MarketApeel Agency

January 1, 2015 - October 31, 2025

Lead the creation, planning, and execution of multi-platform content campaigns for organizations and professionals, including digital magazines, podcasts, newsletters, and social media. Develop storytelling strategies that highlight impact, amplify voices, and connect audiences to purpose-driven initiatives. Manage complex projects with multiple stakeholders, ensuring alignment, accountability, and on-time delivery across digital, print, and multimedia channels. Provide executive counsel on messaging, brand narrative, and crisis communications, building trust with diverse audiences. Mentor creative teams in editorial, design, and digital media, fostering high-quality storytelling and professional growth. Collaborate with external partners and media outlets to develop earned media strategies and generate coverage.

Sales & Customer Success Manager at HomeStars

January 1, 2013 - January 1, 2016

Designed and produced lifecycle content and communications programmes from a blank page to reduce churn, cutting account churn from 30% to 15% across 300+ B2B accounts. Identified a 30% annual churn pattern with no existing accountable function, proposed and designed a dedicated Customer Success role, and built onboarding content plus account engagement and retention communications inside a growth-stage tech environment.

Marketing & Communications Strategist at Independent Consultant

January 1, 2013 - January 1, 2013

Developed and executed content strategies for small businesses and professional clients, focusing on clarity, engagement, and audience connection. Produced digital campaigns, social media content, and thought leadership projects that built brand awareness and credibility. Advised clients on earned media opportunities, storytelling, and stakeholder engagement strategies.

Advertising & Marketing Sales Consultant at CanPages / THN Publications

January 1, 2006 - January 1, 2012

Built and managed a full-cycle B2B consultative sales portfolio across Western Canada during the industry transition from print to online. Prospecting, pitching, and closing SMB clients on digital advertising products by translating unfamiliar offerings into concrete business outcomes. Developed messaging and advertising strategy recommendations across diverse verticals, connecting creative direction and audience targeting to measurable local business results.

Account Manager at Electromec Manufacturing

January 1, 2005 - January 1, 2006

Managed daily stakeholder communications across customers, production, shipping, and leadership while joining during receivership with an $8M customer order backlog. Balanced competing departmental priorities, maintained operational trust under stress, and delivered customer outcomes through coordination and negotiation rather than formal authority.

Sales & Marketing Associate at CM Oliver & Raymond James

January 1, 1994 - January 1, 2004

Built client communication systems and executive stakeholder messaging in a sector where accuracy, disclosure, and reputation are critical.