Bryson Shellito

YouTube Premium Contracted through Nelson Connects

Lead Lucid’s integrated Growth organization spanning Media, CRM, Experiential, and Analytics, owning a $75M+ full-funnel investment strategy across Lucid Air and Lucid Gravity. Drive 80% of total company leads, delivering eight consecutive quarters of quarter-over-quarter growth while improving efficiency and measurable contribution to demo drives and vehicle orders. Spearheaded the global launch of Lucid Gravity, including the cultural campaign “Driven” featuring Timothée Chalamet and the first-ever NFL game broadcast live on YouTube. Unified Media, CRM, and Analytics under a single revenue performance framework, strengthening lead-to-retail conversion and enterprise accountability. Led Salesforce Data Cloud implementation to bridge Marketing Cloud and CRM, advancing segmentation, lifecycle orchestration, and demand generation performance. Present directly to Executive Committee and defend investment strategy to CFO leadership based on revenue modeling and forecasted impact.

Appointed interim performance marketing leader during leadership transition, overseeing Media, CRM, Experiential, and Analytics to stabilize performance and build a unified growth foundation. Directed a multi-million-dollar media portfolio delivering 100%+ lead growth and meaningful cost efficiency gains. Assumed leadership of CRM and restructured the Experiential organization, strengthening lifecycle orchestration and cross-channel execution. Built the Marketing Analytics discipline, launching full-funnel modeling and executive dashboards to elevate performance transparency. Co-led the go-to-market strategy for Lucid Gravity from announcement through demand generation, aligning Sales, IT, Owners, Brand, and PR. Served as trusted partner to executive leadership, representing Marketing in CEO-level forums and budget reviews.

Led national media and digital strategy, building the performance engine that powered awareness and demand for Lucid’s electric vehicle portfolio. Directed eight-figure integrated media investments across Search, Social, Display, Video, OOH, and Print, architecting full-funnel strategy for Lucid Air. Orchestrated early go-to-market strategy for Lucid Gravity, aligning product announcement, demand generation, and retail readiness through first deliveries. Built and led a 20-person growth team and agency partners, establishing scalable operating frameworks and performance accountability. Reported directly to VP of Marketing and COO, aligning media strategy with revenue targets and enterprise growth priorities.

Contracted through Magnit Global to lead global Channel initiatives across Marcom and Sales organizations. Drove strategic planning and execution for Global Channel programs, synthesizing inputs across brief owners and senior stakeholders to deliver aligned, scalable project roadmaps. Led cross-functional coordination across Advertising, Media, Brand, Planning, and Creative teams to ensure Channel initiatives remained tightly aligned to strategy, timeline, and brand standards. Served as a central integration lead between Marcom and key enterprise partners including Product Marketing, Sales, SP&O, and Operations, aligning platform execution with commercial and partner objectives. Acted as primary coordination point for worldwide Geo teams, guiding global extensions, regional amplifications, and localized campaign origination.

Recruited to build and lead the marketing function for an early-stage social platform, establishing the go-to-market strategy and growth infrastructure from zero to launch. Led GTM and growth strategy across Paid Media, Organic, Web, Email and CRM, CRO, ASO, SEO, Social, and Video. Built the paid and organic acquisition engine across Search, Social, Video, App Networks, and Programmatic, creating scalable performance frameworks. Developed KPI forecasting models for waitlist acquisition and user growth, aligning marketing investment with demand targets. Implemented Google Analytics and HubSpot CRM, architecting analytics and lifecycle infrastructure to support acquisition and retention. Partnered with Product leadership to optimize App Store positioning and successfully secure platform approval. Built and managed a cross-functional marketing and business development team.

Led global B2B and B2C digital strategy for Unreal Engine, Twinmotion, Education, and Epic Online Services, supporting enterprise adoption and consumer engagement across 40+ markets. Built and scaled integrated Search, Social, Display, and Video programs across gaming, automotive, media and entertainment, and architecture verticals, driving brand, performance, and event outcomes. Partnered with the Player Lifecycle team to evolve email, CRM, and lifecycle strategies, strengthening onboarding, nurture, and re-engagement across enterprise and developer audiences. Developed vertical-specific content and demand programs targeting key decision-makers, accelerating Unreal Engine adoption and influencing workflow transformation across industries. Led global campaign strategy for major product launches and tentpole events, applying media mix modeling and performance analytics to optimize awareness, installs, and enterprise pipeline impact.

Owned full-funnel acquisition strategy for LinkedIn’s Jobs Ecosystem across B2B and B2C audiences, driving scalable job seeker growth and enterprise marketplace expansion. Led integrated media strategy across Search, Programmatic, Display, Video, and Audio, optimizing full-funnel performance from awareness through subscription and job application. Partnered with Product Marketing and Data Science to evolve LTV modeling and attribution frameworks, aligning media investment with long-term revenue impact. Scaled the Job Seeker acquisition program 10X year-over-year, securing eight-figure marketing investment through performance-backed ROI. Managed a $20M+ acquisition portfolio, continuously optimizing CAC, conversion rates, and lifetime value. Delivered weekly executive performance and budget updates to VP leadership, informing investment allocation and growth forecasting.

Played a foundational role in scaling Apple Search Ads within the App Store, partnering with enterprise advertisers and top-tier developers during platform expansion. Led onboarding and strategic advisory for enterprise and high-growth advertisers across gaming, finance, eCommerce, and B2B verticals. Partnered with Product Marketing to shape launch materials, education resources, and best practices for global adoption. Advised top developers on campaign strategy, performance optimization, and growth frameworks to drive platform success. Led internal enablement and training initiatives to scale Search Ads best practices across sales and marketing teams. Managed $50M+ in advertiser spend across key accounts.

Built and scaled Apple’s first App Store advertising programs across Social, Search, iAd, and Mobile Display. Launched the first global App Store paid search program and expanded worldwide. Led cross-channel acquisition strategy across Facebook, Instagram, Twitter, Snapchat, Pinterest, display, and in-app networks. Managed $10M+ in performance and brand investment, driving 50% year-over-year program growth. Partnered with creative teams to develop global campaign assets across video, static, animated, and mobile formats. Consulted with top-tier app and gaming developers during major launches and cross-promotions. Built internal dashboards and reporting frameworks to improve forecasting, budgeting, and performance transparency. Contributed to early product testing and platform development initiatives within Apple’s confidential launch environments.

Led North American search and performance marketing strategy for the Apple Online Store. Owned US and Canada paid search programs against strict cost-of-sale and revenue targets. Scaled Google Shopping programs globally across AMR, EMEA, and JAPAC. Managed three agency partners across media, search, and technology platforms. Built cross-functional co-marketing programs with Merchandising and Retail leadership. Presented performance strategy and retail initiatives to SVP-level leadership.

Managed integrated performance marketing programs for enterprise clients including Safeway, Clorox, Rhapsody, and Turner Media Group. Oversaw SEM, Social, and Display programs across domestic and international teams. Delivered Quarterly Business Reviews and annual forecasts aligned to brand and direct response objectives. Partnered with Business Development on RFP development and new business pitches.

Managed global search marketing programs with $3M+ monthly ad spend across AMR, EMEA, and JAPAC regions. Led client strategy, testing frameworks, and performance optimization for brands including Nike, Microsoft, Honda, Acura, Intuit, and others. Presented monthly and quarterly performance updates to executive client stakeholders. Drove creative testing and bid optimization strategies to improve acquisition efficiency at scale.