Marketing & Communications Leader
Ideas into
impact.
Brand • Communications • Strategy
I lead marketing teams, shape brand strategy, and turn complex business priorities into clear communications and coordinated campaigns.
Lead the team.
Connect the work.
My marketing experience spans both audiences: consumer-focused marketing at evolve Federal Credit Union and predominantly commercial and B2B marketing at WestStar.
At WestStar, I led a three-person marketing team and managed a $700K+ annual marketing budget. I set priorities, coordinated agencies and vendors, and stayed involved in the writing, review, and delivery.
Working across Commercial Banking, Treasury Management, Wealth Management, Operations, and Technology, our work included business-line campaigns, sales materials, brand standards, client communications, and digital launches.
More about me →Strategy in practice.
Four areas of work. Expand each for examples.
01
Brand Strategy
Enterprise brand system & governance
Brand Strategy
Enterprise brand system & governance
A consistent brand across every channel.
Challenge
Create shared standards for an enterprise with multiple services, audiences, and channels.
My contribution
I led development of WestStar’s brand system and Brand Guide, defining voice, messaging, visual standards, photography, presentation conventions, and creative governance with the marketing team.
A Brand Guide documenting voice, messaging, visual standards, photography, and presentation conventions, with guidance for digital, social, and physical brand applications.
View WestStar’s public website ↗Public reference; content may have changed since my involvement.
02
Marketing & Communications
Consumer and B2B marketing, leadership messaging, and PR
Marketing & Communications
Consumer and B2B marketing, leadership messaging, and PR
Make complex business priorities clear.
Challenge
Reach consumer and business audiences with clear, relevant communications while coordinating with leaders and business partners.
My contribution
At evolve, I led consumer-focused marketing and served as a primary media spokesperson. At WestStar, I directed B2B marketing and sales enablement and advised leadership on audience, message, timing, and channel, working across Commercial Banking, Treasury Management, Wealth Management, Operations, and Technology.
Campaign content and sales materials for business lines, leadership messages, and client education. Digital launches included coordinated client messages, internal updates, website content, and in-platform guidance.
View public Digital Banking content ↗Public reference; content may have changed since my involvement.
03
Campaigns & Experiences
Property openings, launches & events
Campaigns & Experiences
Property openings, launches & events
Bring a launch together.
Challenge
Support the opening of a restored luxury hotel while coordinating publicity, events, and guest-facing operations.
My contribution
On the Plaza Hotel Pioneer Park opening team, I led day-to-day publicity and coordinated press, agencies, photographers, vendors, ownership, and hotel leadership. I planned and executed an event attended by more than 300 people.
Opening communications, media visits, and event delivery for the $78M restoration, with hands-on coordination during COVID-era operating constraints.
View the property’s public website ↗Public reference; content may have changed since my involvement.
04
Strategy & Planning
Annual planning, resource allocation, and integrated campaigns
Strategy & Planning
Annual planning, resource allocation, and integrated campaigns
Set priorities. Build the plan.
At WestStar, I connected business priorities to annual marketing plans, budget allocation, agency support, and channel decisions. I worked with business leaders to define the audience, message, resources, and timing for campaigns and major initiatives.
For the website transformation, I shaped the content strategy and information architecture around audience needs, coordinating departmental input, review, and testing before launch.
Across business-line campaigns and product launches, I coordinated advertising, digital content, sales materials, and communications so each channel supported the same objective.
My consumer marketing experience at evolve and commercial/B2B work at WestStar inform those decisions. The audience changes; understanding its needs remains central to the plan.
A creative start.
A practical approach.
I started in design and print production, then moved into writing and digital content. That beginning still shapes how I work: I care about the message, the details, and whether the finished work is useful to its audience.
At evolve Federal Credit Union, I developed my consumer marketing and public relations experience. The Plaza Hotel Pioneer Park opening put me close to media, events, and day-to-day operations. At WestStar, I brought that foundation into B2B marketing, cross-functional projects, and team leadership.
I enjoy the connection between an idea and its execution. I am comfortable leading a team and working through a draft, coordinating with a designer, or asking a technical partner the questions that help us explain something clearly. I value honest feedback and colleagues who share what they know.
My background has taught me to adapt to different audiences and businesses. I want to bring that experience to a team where I can contribute, learn, and keep building.
Career & credentials.
Download my résumé, or expand the sections below for career details.
Download résumé PDF ↓Shanon L. Woodruff
Marketing, Communications & Brand Leadership
swoodruf.27@gmail.com · 915.525.3815 · linkedin.com/in/shanonwoodruff
Professional Profile & ExpertiseConsumer and B2B marketing, communications, brand, and digital transformation.View full detailsHide details
Senior marketing, communications, and brand leader with 20+ years of experience building, modernizing, and leading integrated marketing functions. Career spans digital and content, public relations, brand transformation, consumer and B2B/commercial marketing, corporate communications, and enterprise change. Advises senior leaders, leads teams and agency partners, and stays involved in content, campaigns, and delivery. M.A., English (Rhetoric & Professional Communication).
Core Expertise
- Consumer, B2B & Commercial Marketing
- Corporate & Executive Communications
- Brand Strategy & Reputation
- Public & Media Relations
- Internal & Change Communications
- Digital Strategy & Transformation
- Website & Content Strategy
- Advertising & Paid Media
- Marketing Technology & CRM
- Product & Go-to-Market Communications
- Client Education
- Cross-Functional Leadership
- Agency, Vendor & Budget Management
- Measurement & Analytics
2020–2026WestStarSenior Vice President & Marketing Director
Led a three-person marketing team, enterprise brand strategy, B2B communications, and a 2.5-year website transformation.View full detailsHide details
- Built and modernized WestStar’s enterprise marketing function across brand, B2B/commercial marketing, corporate communications, public relations, digital experience, paid media, client education, marketing operations, and marketing technology for a $3.3B+ community bank serving Texas and New Mexico.
- Directed B2B marketing and sales enablement for Commercial Banking, Treasury Management, Small Business, Wealth Management, Title, construction lending, equipment finance, merchant services, Positive Pay, and other relationship-driven services.
- Led development of WestStar’s current enterprise brand system and Brand Guide, establishing voice, messaging, visual standards, creative governance, photography, digital/social applications, presentation standards, and public-facing brand controls.
- Led a 2.5-year enterprise website transformation spanning strategy, information architecture, content development, search engine and generative engine optimization, cross-functional review, user acceptance testing, and post-launch optimization.
- Directed integrated email and client communications. The 2025 paid-media program recorded approximately 2.70M display impressions, with search click-through rate near 6.7% in Q3-Q4.
- Advanced lifecycle and marketing-technology capabilities through onboarding strategy, in-platform Digital Banking messaging, segmentation planning, and Salesforce Marketing Cloud integration; helped promote digital financial education across client communications.
- Led communications and readiness for major enterprise change, including Digital Banking enhancements, Plaid, Q2 Sentinel, ACH and e-statement changes, credit-card transition, new product/service launches, and the proposed Southwest Capital Bank combination.
- Led a three-person internal marketing team and enterprise-wide network of agencies, vendors, media partners, executives, and cross-functional stakeholders; directed annual planning and a $700K+ marketing budget, owned high-visibility executive/media communications, and presented WestStar’s case study at the 2026 ABA Bank Marketing Conference.
2020The Plaza Hotel Pioneer ParkMarketing, Catering & Events Manager
Ran opening publicity and coordinated media, vendors, and an event for 300+ attendees.View full detailsHide details
- Joined the opening team for the $78M restoration and became a primary public-facing representative of the Plaza, operating across launch PR, media relations, social media, events, catering, brand stewardship, and guest experience.
- Ran day-to-day opening publicity, including press releases, press events, media and public tours, interviews, review visits, photography coordination, social media, and reputation response; helped shape media narratives around the hotel, Ámbar, La Perla, its history, design, and downtown redevelopment story.
- Planned and executed an event for 300+ attendees and coordinated photographers, agencies, vendors, ownership, hotel leadership, food and beverage, media, catering, and guest-facing logistics while protecting luxury-brand standards.
- Took on significant operational responsibilities during COVID-era staffing constraints, gaining intensive experience in hospitality operations, crisis response, guest service, event execution, and real-time reputation management.
2013–2020evolve Federal Credit UnionPublic Relations Specialist → Assistant Vice President, Marketing
Consumer-focused marketing and PR. Advanced from PR Specialist to AVP; managed three direct reports and served as a primary media spokesperson.View full detailsHide details
- Progressed from Public Relations Specialist to AVP, Marketing, building consumer-focused integrated-marketing leadership across PR/media, internal and member communications, brand, campaigns, digital, advertising, community outreach, events, issues management, and organizational change.
- Served as primary media and public-relations contact and on-record spokesperson across television, radio, print, and digital media; managed reporter inquiries, interviews, press releases, media relationships, executive preparation, and organizational announcements.
- Co-developed annual marketing and communications strategy, helped manage a $1.5M+ budget, and selected, negotiated with, and managed agencies, media partners, printers, production companies, and vendors.
- Formally managed three direct reports across design, content/writing, and social media; substantially refined an existing rebrand into a more coherent system and personally created much of the organization’s major communications and marketing content.
- Helped develop and champion the credit union’s child-focused Social Purpose initiative, supported community-facing baseball initiatives, and grew the combined social-media network 80% over a six-month period.
2008–2015Rank SmartVice President, Content & Social Media
Led content, SEO, social media, and web publishing. Full-time through 2013; consulting through 2015.View full detailsHide details
- Built an early digital-marketing foundation by leading editorial strategy, content development, SEO, social media, analytics, and web publishing across owned properties in online education, senior housing, and health/safety training; personally wrote the majority of published content and developed search-driven audience strategies.
2000–2008Earlier ExperienceTeaching, digital communications, and graphic design.View full detailsHide details
NEW MEXICO STATE UNIVERSITY | Graduate Assistant | 2007-2008 — Taught undergraduate coursework and assisted faculty while completing graduate studies.
HUMAN RIGHTS CAMPAIGN | Web Services Intern | 2007 — Supported website content, HTML updates, email communications, digital campaigns, and analytics.
TACOM | Graphic Design & Print Production | 2000-2007 — Designed logos, business cards, brochures, signs, advertisements, and print collateral while working through college.
Education & Professional LeadershipM.A., English (Rhetoric & Professional Communication); B.A., Anthropology. ABA advisory board member and conference speaker.View full detailsHide details
NEW MEXICO STATE UNIVERSITY — M.A., English (Rhetoric & Professional Communication), 2008 | B.A., Anthropology, 2006
- American Bankers Association Bank Marketing Conference Advisory Board, 2026
- Featured Speaker, ABA Bank Marketing Conference, 2026
- WestStar LEAD Program Graduate, 2023
- GiGi’s Playhouse El Paso, Vice President of the Board, 2015-2016