Dan
Shinaberry

Product Marketing Expert & PhD in Applied Demography

“My passion is working at the intersection of consumers, creators, media, product, design and research leading go-to-market planning and business operations for innovative products and experiences. I am an analytically-driven decision maker, a ruthless prioritizer, and a high-energy empath.”

Education

Ph.D.

The University of Texas

Applied Demography and Public Policy- Specialization in Social Network Research

Dissertation: "An Examination of Racial/Ethnic Differentials in Social Network Use and the Subsequent Effects on Biomarker Outcomes for Adolescents in the U.S."

2013-2016

M.S.

The Florida State University

Demography and Population Studies

2012-2013

B.S.

The Florida State University

Sociology and Communications with a Minor in Business

2007-2011

Work Experience

May 2022- Current

New York,NY

January 2020- May 2022

New York,NY

Product Marketing Lead, Bridge to web3 (NFTs, Asset Listings, Crypto Services, Wallet Retail) | COINBASE

Lead the development of web3 marketing strategy and execution including product go-to-market, creator acquisition & partnerships, and consumer awareness & product adoption for multiple business priorities at Coinbase.
Drove 105%+ increase in revenue for NFT vertical via lifecycle marketing and other channels.
Lead market and competitive assessments to drive qualitative and quantitative insights that shape product direction and ensure product-market fit.
Act as the voice of the customer and translate creator, partner, and consumer needs into actionable insights to inform product messaging, brand differentiation, marketing content, and collateral.
Drive successful product launches and ongoing marketing campaigns in close collaboration with product, engineering, design, and research.
Cross-functional leader with teams across product, sales, design, brand, communications, support, etc. to create compelling materials, build our pipeline, and improve conversion rates (over 50% increase in monthly transacting users in just 6 months)
Measure and report directly to c-suite leadership against the performance of product marketing initiatives.

Product Marketing Lead | INSTAGRAM

Lead business and product strategy, manage GTM plans and coordinate a cross-functional team to launch products across Creator Fandom, Music, Video, Stories and Feed for Instagram.
Partner with product management and engineering to define roadmap & product prioritization.
Lead market and competitive assessments to drive qualitative and quantitative insights that shape product direction and ensure product-market fit.
Collaborate with creator marketing, PR, measurement, partnerships and sales teams to create product positioning and materials.
Highlight the needs of diverse communities on Instagram to put equity at the forefront of decision making. Assess gaps and prioritize expansion of new business opportunities.

July 2018- January 2020

New York,NY

Data Communications Research Lead | INSTAGRAM

Conduct in-depth research on Meta Inc. products in support of external-facing launches/announcements.
Ensure quality as lead reviewer for all external metrics across the Meta family of apps.
Work with leaders in Investor Relations, Legal, and Policy to enforce the highest quality research standards
Develop creative stories and craft data visualizations to aid product announcements & launches.
Work cross functionally to support the roll-out of consumer tentpole moments including Pride, Facebook Dating, Privacy Activations, etc.

January 2017- July 2018

New York,NY

Senior Manager- Audience Development, Social Strategy, and Digital Analytics | TEEN VOGUE & them.

Helped launch Conde Nast’s first digital only LGBTQ focused brand from the ground up.
Collaborate with brand stakeholders to develop and execute data-driven audience growth plans across all content distribution platforms.
Work cross-functionally with CCO, editors, product development, and sales & marketing groups to help with identifying opportunities, executing brand initiatives and maximizing customer monetization.
Support social initiatives and apply best practices to the content strategy that will strengthen and optimize both website and social media footprint.
Support the overall audience development strategy -- including funnel optimization, distribution channel mix, and headline & image optimization.
Develop best practices for audiences sizing, and apply demographic and behavioral data insights to audience segments.
Editorial content strategy lead
Work closely with digital leadership to determine and meet growth KPIs and ensure that they align with revenue strategy.
Grow traffic to the website and foster audience engagement and loyalty.
Build and maintain daily/weekly/monthly reporting on editorial performance, content analytics, and traffic trends to the Digital Editorial team and key stakeholders.
Partner closely with Digital Editorial to help them understand audiences across all distribution sources, including Social, Newsletter, and Search (SEO), by analyzing traffic and content trends, creating a reporting system, and working 1:1 with writers.
Provide in-depth analysis on site features, develop and maintain robust traffic forecasts, provide traffic data and audience insight to Sales teams.
Build propietary audiences across data assets with online and offline data.

Jan. 2016-Dec. 2016

New York, NY

Assistant Professor & Research Lead | NYU WAGNER

Head of data for RWJF funded project focusing on health improvement for urban cities.
Create and manage large and highly sensitive data sets connected to health care.
Analyze and disseminate data to city leaders, mayors, and policy makers using R, Python, GIS, Tableau and other software.

Jan 2015-December 2015

San Antonio, Texas

Graduate Research Assistant | TEXAS V.A. HEALTH

Worked collaboratively with VA staff to data mine, clean, and manage highly sensitive information for the veteran hospital using R, SAS, and Stata.
Forecasting, spatial, and projection oriented work

Summer 2015

Chicago, IL

Research Intern| NORC @ THE UNIVERSITY OF CHICAGO

Responsible for coordinating implementation and analyzing data on various nationally representative U.S. surveys.

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Technical Skills

SQL, Presto, Hive, Tableau, D3, Daiquery, PHP, Hack, Python, R, SAS, Stata, ArcGIS, QGIS, Tableau, SPSS, Unix/Linux, Adobe Report Builder, Adobe Omniture/Ad Hoc, comScore, DTM, Charles, Shareablee, CrowdTangle, ListenFirst, Parse.ly, Dash Hudson, Naytev, TrackMayven, CMS-Copilot, Google Analytics, Instagram Analytics, Facebook Insights, YouTube Analytics, Silverpop, Curalate, QUID, IBM Marketing Cloud, Microsoft Office Suite

Statistical Skills

General Statistical Methods, Regression GLM (Logistic, Poisson, Negative Binomial, Gamma distributions), Hierarchical Linear and Generalized Models, Survival Analysis, PCA/FA, Spatial models

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Video Content- Teen Vogue

In the YouTube Series, The Teen Vogue Take, editors share their thoughts on trending pop culture and politically relevent news. Here are a few I have hosted!