Marketing · Brand · Growth

Marketing that moves product off shelves.

I'm Shane Gray — a marketing professional who turns customer insight and market data into brand positioning, campaigns, and channel strategy that drive measurable results. From building a craft beer brand into national retail to email programs that double industry benchmarks.

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60%
Email open rate — 2×+ the craft beer benchmark
0→450
Email subscriber list built from scratch
+300%
In-store traffic from brand activations
15
SKUs positioned across retail & on-trade
Selected Work

Campaigns with commercial outcomes

Four projects spanning brand strategy, digital performance, and product growth — each grounded in real numbers.

Brewmaster premium Irish craft beer brand cans on a dark backdrop
Brewmaster · Dundalk Bay Brewery
Brand & Creative Strategy·2024 – Present

Building a premium Irish beer brand for national retail

Marketing & Sales Support — Dundalk Bay Brewery

Owned product messaging and positioning across a 15-SKU portfolio, including two new-product launches, aligning the Brewmaster brand story to the specific demands of grocery, convenience, and on-premise channels. Developed trade-facing sell sheets, pitch decks, and retailer presentations that opened doors with major listings — from Aldi to a Waitrose alcohol-free range pitch.

2 new product launches 15 SKUs positioned Aldi & Waitrose pitch decks
Email marketing analytics dashboard showing high open rates
Email & CRM · MailerLite
Digital & Performance·2024 – Present

An email program that doubled the industry benchmark

Owner — Email & Lifecycle Marketing

Built a subscriber list from zero to 450 and designed a campaign program that consistently landed a 60% open rate — more than double the 25–30% craft beer industry benchmark — with a 10% click-through rate. Used GA4 and Meta Business Suite to track content performance, surface top performers, and refine channel strategy against clear KPIs.

60% open rate 10% click-through 0→450 subscribers
Rising performance chart representing sales volume growth
Growth Analysis · 2024–2025
Product & Growth·Strategy

Turning data into a stout-led growth strategy

Commercial & Performance Analysis

Authored the 2024–2025 Sales Performance Review — a board-level analysis identifying stout as the primary growth engine and reshaping the 2026 strategy. Tracked category momentum where the Nitro Stout anchor nearly doubled to ~199k units and Forged Irish Stout 30L grew 10× in twelve months, then translated the trend into SKU rationalisation and retail-diversification recommendations.

~199k units — hero SKU 10× stout keg growth Board strategy deck
Western heritage brand activation with handcrafted leather boots
Alberta Boot Co. · Banff, Canada
Brand Activation·2022 – 2023

Heritage brand activations that tripled footfall

Brand Associate — Alberta Boot Company

For a storied Western heritage bootmaker leaning into a brand renewal and tourism audience, I helped run brand activations and three hotel & tourism partnerships that drove a 300% increase in in-store traffic and engagement. Analysed customer behaviour and campaign data to sharpen product placement and digital messaging, and ran structured competitor research across five key brands to inform positioning.

+300% foot traffic 3 tourism partnerships 5-brand competitor study
What I Do

Three ways I create value

A full-funnel marketer comfortable moving between the brand narrative, the performance dashboard, and the product roadmap.

Brand & Creative Strategy

Positioning, product messaging, and brand storytelling that translate insight into a distinctive point of view — then into pitch decks and collateral that win listings.

  • Positioning
  • Product messaging
  • Go-to-market
  • Sales collateral

Digital & Performance

Email automation, e-commerce optimisation, and multi-channel campaigns tracked against KPIs in GA4 and Meta Business Suite — with results that beat benchmarks.

  • Email & CRM
  • E-commerce
  • Paid & organic social
  • GA4 analytics

Product & Growth

Launch planning, portfolio analysis, and customer research that turn data into product decisions — from new SKUs to rationalising the range for margin.

  • Launches
  • Portfolio analysis
  • Customer research
  • Competitor intel
About

Commercially-minded, entrepreneurial, and hands-on.

I hold a Master's in Entrepreneurship & Marketing from DKIT and was named the university's Enterprising Student of the Year 2025. My experience spans brand, retail, and business operations across Ireland and Canada — from marketing a fast-growing craft brewery to founding my own regulated consumer product venture, Echelon, where I ran the whole go-to-market from scratch.

I like the space where the brand story meets the spreadsheet: building positioning that resonates, then proving it with data. I'm looking to bring that full-funnel, results-first mindset to a marketing agency team.

Education
MSc Entrepreneurship & Marketing — DKIT (2025)
Recognition
Enterprising Student of the Year 2025
Founder
Echelon — full GTM for a regulated product
Based in
Dundalk, Co. Louth, Ireland
Toolkit

Platforms I work in

GA4 Meta Business Suite MailerLite Mailchimp HubSpot CRM WooCommerce WordPress Canva Adobe Illustrator Photoshop Excel

Let's build something that performs.

Open to marketing roles at agencies where brand thinking and performance discipline meet. I'd love to talk through how I can help your clients grow.

shanegraydk@gmail.com LinkedIn