Human Brands Win

Founded and scaled the business to $100K in revenue within the first four months by helping founders and executives build high-impact, trust-driven brands.

Assembled a team of expert partners to deliver full-scale brand strategy, content, and growth solutions for companies ranging from startups to enterprises.

Develop personal and corporate brand strategies that increase engagement, credibility, and industry influence.

Implement human-centered content strategies, incorporating podcasts, video, and storytelling to deepen audience connection.

CEO & Executive Advisor

Caspian Studios

I partner with the brilliant Caspian Studios crew to serve Founders, Executives, and marketing teams seeking growth through creative, video‑forward, AI‑accelerated content strategy grounded in human‑first storytelling.

Strategic Partner

Pavilion

I co-lead Pavilion’s 1,000+ member women’s community, driving engagement through virtual and in-person events, resources, and networking opportunities. Pavilion is the world's leading private community for go-to-market leaders.

Co-Leader of Women of Pavilion & Executive Member

Casted

Scaled VC-backed Casted 5x in 24 months, secured 100+ customers, generated millions in ARR, and achieving 125% net revenue retention.

Invented industry-first features, including unified video + audio publishing, audience analytics, and in-platform content clipping.

Launched with impact, drawing 300+ attendees to our in-person debut (despite a winter storm).

Created & launched Casted’s Amplify event to thousands of attendees virtually and in-person, defining a new approach to B2B content marketing .

Raised $13M across three rounds of venture capital as a Midwest-based, female, first-time founder, overcoming the challenges of VC fundraising outside major startup hubs.

Built and scaled a fully remote, culture-first team of 50+ during COVID, fostering flexibility, inclusion, and high performance.

Earned industry recognition, including three Mira Startup of the Year nominations, Mira Entrepreneur of the Year finalist, and Indy’s 40 Under 40 award.

Positioned Casted as an industry leader, with features in Forbes, TechCrunch, NPR and speaking engagements at SXSW, INBOUND, and 300+ podcasts.

CEO & Co-Founder

Emarsys

Owned the company's global brand & content strategy, including a $4M+ budget and a 20+ member team, driving brand consistency and growth leading up to SAP's acquisition of Emarsys in 2020.

Led the North American Marketing Team, including 10-person business development team (BDRs/SDRs), field and event marketing, email, social media, PR, direct marketing, and paid media. 

Positioned Emarsys as an attractive acquisition target by elevating brand equity, strengthening market perception, and showcasing customer success — contributing to SAP’s acquisition.

Launched several global, in-person events, including "Revolution", the company's first industry event, which attracted 1,200 attendees to London from around the world in its first year, as well as several Revenue Kick-Offs, and dozens of regional "Evolution" customer events worldwide. 

Created and hosted the "Marketer + Machine" podcast and "Revolution" video series — reaching more than 20,000 audience members in their first year, amplifying customer success stories, and strengthening industry relationships.

Spearheaded a global integrated marketing strategy to align and localize messaging, ensuring a cohesive brand presence across all regions and audiences.

Worked directly with several key accounts, including Tupperware, Char-Broil, Cosabella, and BrightWave.

Partnered with global marketing leaders to drive consistent, impactful messaging across digital, content, and event marketing, enhancing customer engagement throughout the lifecycle.

Global VP, Brand and Content and Director of Marketing, North America

Relevance

Managed strategic relationships with global brand accounts, including Intel, Office Depot, Vistaprint, Ashley Furniture, Humana, and L'Oréal.

Led a team of strategists and creatives to develop research-driven content strategies.

Shaped the agency’s strategic direction, overseeing services that fueled audience engagement, brand differentiation, and revenue growth—leading up to it's private acquisition in 2016.

Developed high-impact, data-backed marketing strategies, including:
- Content strategy and brand positioning
- Audience, competitive, and market analysis
- Buyer’s journey development and conversion optimization
- Lead generation and promotional strategies to drive measurable growth

Principal Strategist & Director of Content

Blueprint Marketing

Founded and scaled Blueprint Marketing to $100K in revenue within the first six months, delivering high-impact brand and marketing strategies to businesses and agencies.

Led strategy engagements for major brands, including LinkedIn, Cummins Allison, and CDW, helping them refine brand positioning and marketing effectiveness.

Pioneered a strategy-first approach to brand positioning, content, integrated marketing, and customer experience.

Developed fully customized, research-driven marketing Blueprints, including:
- Audience research and competitive analysis
- Brand positioning and marketplace opportunity identification
- Integrated marketing and lead generation strategies
- Designed a non-template, tailored approach—ensuring every client strategy was built uniquely to address specific business objectives.

Brand & Content Strategist

Maestro

Led the launch of the company's first marketing strategy, increasing website visitors by 93% in 12 months and boosting leads by 10% YOY.

Built a high-performing content marketing engine, publishing 20-30 pieces per month - up from 1-2 per quarter previously, significantly increasing traffic and engagement.

Expanded the company’s social media presence, attracting thousands of followers across LinkedIn, Twitter, Facebook, and Google+.

Planned and managed the company's first industry trade show strategy, overseeing participation in 24+ conferences annually to drive brand visibility and lead generation.

Optimized digital properties and CRM integration, ensuring seamless alignment between sales and marketing to maximize efficiency.

Introduced and managed HubSpot within the organization, leveraging automation to improve inbound marketing and lead nurturing.

Ensured brand consistency and market positioning, strengthening competitive differentiation and audience engagement.

Head of Marketing

Charles River Laboratories

Celsis (Acquired by Charles River Labs)

Led internal and external communications team of 10+ individuals and agencies for a global life sciences company, ensuring brand consistency and market positioning leading up to its acquisition.

Developed and managed content strategy, creating high-impact assets to support customer engagement and sales enablement.

Optimized and localized digital presence through website management, SEO, and paid media (SEM) to drive traffic and lead generation.

Managed CRM and database marketing, improving customer segmentation and outreach effectiveness.

Planned and executed conference & trade show strategies, enhancing brand visibility among key industry players.

Directed annual marketing strategy and planning, aligning efforts with business objectives to support growth and efficiency.

Head of Marketing Communications

HUMANeX Ventures

Managed brand strategy and positioning, ensuring consistency across all marketing and communications.

Led content creation efforts, developing high-quality materials to engage audiences and support business objectives.

Facilitated client consulting sessions, equipping teams with the knowledge and tools to hire top talent and increase team effectiveness.

Oversaw the production of marketing videos, driving brand storytelling and audience engagement.

Marketing & Branding

From scaling startups to leading global marketing teams, I've worked with brands like IBM, LinkedIn, Salesforce, Gong, HubSpot, L'Oreal and Intel to turn bold ideas into brands people trust, follow, and buy from. 

Here's a bit about where I am today:

- Founder & CEO, Human Brands Win: I help founders and executives grow their influence through personal brand strategy and increase trust in their businesses by making their corporate brands more human-centric.

- Former Founder & CEO, Casted: I built the first-ever B2B podcast and video marketing platform, scaling it 5x and to 50+ team members in 24 months and raising $13M in VC funding as a Midwestern, female, first-time SaaS CEO.

- Speaker & Thought Leader: Featured in Forbes, TechCrunch, NPR, and on 300+ podcasts and stages like SXSW and INBOUND.

- Community Leader, Pavilion: I co-lead Pavilion’s 1,000+ member women’s community, fostering connection and growth through curated events and resources.

I believe the strongest brands—personal and corporate—are built on clarity, conviction, and connection. If you’re looking to stand out, scale up, or sharpen your brand strategy, let’s connect.

Lindsay Tjepkema

Transformation & Operational Excellence, Finance Shared Services (FSS)

• Leading the identification, development, testing, and implementation of robust automation solutions across FSS business units, which leverage Blue Prism RPA, Python, Monarch, and other automation tools, while ensuring compliance with RBC Enterprise Secure Application Development Standards
• Managing the maintenance and production support of an automation portfolio containing 10+ processes, and partnering with Finance IT to continuously improve procedures to minimize downtime and impact to service partners
• Providing expertise to senior management and assisting with the development of strategic roadmaps for automation projects, aligning to department and organizational objectives
• Collaborating with business partners to quantify benefits from automation and documenting results related to quality assurance, end-user acceptance testing, and post implementation verification

Manager, Process Automation

Wrk combines the power of advanced automation technology and a human community to fulfill work at the scale needed with no volume minimums.

• Programmed and completed unit testing and integration testing on Python scripts that interacted with various libraries, web scraping tools, REST APIs, SQL databases, and HTML to automate client tasks
• Developed and maintained Blue Prism RPA solutions that fully automated processes end-to-end, saving 100+ hours/month of manual work for clients
• Completed daily Jira support tickets, GitHub code reviews, and communicated with stakeholders to collect business requirements for automations
• Performed root cause analysis and troubleshooting on automation issues by analyzing logs and obtaining data from Google Cloud Platform, Metabase, and Grafana to fix bugs and improve the robustness of Wrk Actions
• Participated in weekly sprints and retrospectives, and presented status updates during daily standup meetings to align on business priorities, initiatives, and progress

Experience working with:
• Agile teams: Kanban and Scrum frameworks
• APIs from major platforms: Salesforce, Semrush, Crunchbase, HubSpot, Yelp, Google Sheets, etc. 
• Databases: MS Azure SQL Database
• Python libraries: NumPy, pandas, unittest, requests, etc.
• Web scraping tools: Selenium, BeautifulSoup, Scrapingbee

Solutions Developer

Automation Designer

Engineering Outreach Office, University of Toronto

Summer Cohort (August 2022) | 3D Modelling: Designing Drones Against Wildfires
• Delivered technical lessons on concepts including: engineering design, technical writing, conducting research, gathering project requirements (FOCs), and professional development
• Facilitated virtual icebreakers and team-building activities via Zoom using Google Jamboard

Global Engineering Challenge Instructor

The Enterprise Operations (EO) Automation Centre of Excellence team was responsible for providing strategic guidance in RPA developments, automated process selections, code reviews, and internal RPA training. As an Automation Designer in the EO Automation CoE, I simplified and automated manual processes using Blue Prism, and collaborated with stakeholders to obtain impactful time-savings. In addition, I participated in initiatives to expand automation capabilities within EO, such as mentoring employees taking the two-week Automation Academy course hosted several times a year. 

• Automated manual processes using Blue Prism RPA, achieving time-savings of over 165 hours/month for stakeholders in Payments & Trade Operations
• Investigated Decipher IDP and created a proof-of-concept to automate the reading and processing of information on financial documents
• Hosted the EO Automation Academy (Jan 2022) — oversaw logistics, enrolments, communications, and meetings; provided guidance to individuals enrolled in the course, which included sharing knowledge about Blue Prism and providing solutions to issues encountered throughout the development process
• Mentored student interns by providing walkthroughs of technical tools and existing automations, facilitating introductions with members of the greater team, recommending internal courses for professional development, and clarifying concepts
• Completed a six-week Design Thinking Leap Pathway (Oct 2021) — collaborated with three team members to define an existing problem faced by RBC clients, and created a proof-of-concept for a potential solution using Design Thinking strategies and online collaborative tools

Automation Designer, Technology & Operations

The Global Engineering Challenge program offers capstone-style courses that are designed to teach high school students the fundamentals of engineering design while exploring present-day global challenges in our world. Students collaborate within teams to innovate, create, and present final designs that will tackle on real-world problems. As an instructor for the Global Engineering Challenge program, I taught engineering concepts, delivered interactive lessons and technical workshops, and provided students with guidance and mentorship throughout the design process.

Spring Cohort (May-June 2021) | COVID-19 Vaccine Distribution
• Facilitated and taught lessons on engineering design concepts, including: writing an effective problem statement; identifying functions, objectives, and constraints (FOCs); forming an engineering argument; and analyzing stakeholders and service environments
• Delivered technical workshops on Excel, SQL, and Python to teach class sizes of 25+ high school students the fundamentals of data analysis and data visualization
• Planned interactive activities for team-based design sessions using online platforms such as BlackBoard Collaborate, Google Jamboard, and Google Colaboratory
• Provided guidance and mentorship to students throughout the engineering design process and the creation of their final design submissions
• Collaborated with a team of instructors to continuously improve class sessions based on ongoing student feedback 

Summer Cohort (July 2021) | User Experience Design: Improving the Patient Experience within Hospitals and Clinics
• Led the development and facilitation of a course that integrates concepts at the intersection of UX/UI design, engineering, healthcare, and business

Mozilla

Mozilla is a computer software company that offers a variety of secure web services, including Firefox, a browser designed to protect the privacy of its users. For my final-year engineering capstone project (ECE496) at the University of Toronto, I worked virtually for Mozilla with my capstone team and developed an internal admin panel tool using JavaScript, HTML, CSS, React, and GraphQL. The admin panel incorporated a variety of features and scripts to be used by the Firefox Accounts (FxA) team.

Developer, Firefox Accounts (Capstone Project)

The RBC Student Ambassador Program ensures that students at various post-secondary institutions are able to learn more about RBC career opportunities and gain insight into the application process from past co-op students. Following my first work term at RBC, I was selected to represent RBC at the University of Toronto St. George Campus. As an RBC Student Ambassador, I collaborated with a team of UofT students across various disciplines to host virtual events for the Fall 2020 term.

• Hosted one-on-one coffee chats and online events to inform UofT students about different career opportunities (internships/co-op placements/full-time positions) at RBC

RBC Student Ambassador - University of Toronto St. George Campus

The Royal Bank of Canada is a multinational financial services company and the largest bank in Canada by market capitalization. As an Automation Analyst during the first ever completely virtual cohort of students, I applied my technical skills to tackle real business applications within Strategy, Transformation, and Enterprise Operations (STEO). Additionally, as an RBC summer student during the COVID-19 pandemic, I participated in various online workshops and collaborated virtually with other students to design and create solutions for innovation challenges. 

• Communicated with internal users and stakeholders to identify and define repetitive, manual business processes that were strong candidates for automation within STEO
• Automated Operational Risk processes using Blue Prism RPA, SQL, and Excel VBA, resulting in time-savings of over 150 hours/year, effectively enabling users to focus on more urgent and impactful tasks

Automation Analyst, Technology & Operations

The University of Toronto Engineering Academy (UTEA) is an eight-week summer program designed to provide incoming engineering students with physics, chemistry, and math review in preparation for their first year of university. In addition, the program allows these students to connect with mentors to gain insight into different university experiences such as commuting, student clubs, and internships. As an Academic Mentor for the math team, I facilitated student discussions and taught lessons on the following topics each week:

• Week 1: Introductory Unit: Equations of Lines, Factoring, and Geometric Sequences & Series
• Week 2: Limits and Derivatives of Algebraic Functions
• Week 3: Characteristics, Equations, and Derivatives of Exponential and Logarithmic Functions
• Week 4: Characteristics, Equations, and Derivatives of Trigonometric Functions
• Week 5: Optimization and Curve Sketching (Related Rates, Implicit Differentiation)
• Week 6: Geometric and Algebraic Vectors
• Week 7: Vector Equations of Lines and Planes in 3D
• Week 8: Introduction to Matrices, Integration, and Simple Differential Equations

Academic Mentor, UofT Engineering Academy (UTEA)

Advanced Micro Devices (AMD) specializes in manufacturing semiconductor devices used in computer processing. I had the privilege of completing my Professional Experience Year (PEY) Co-op at AMD for a year. As a Business Planning Analyst, I developed strong skills in communication, time management, leadership, and public speaking. I enabled data-driven decision making by providing insights to customer and market demands through business reports and interactive data visualizations. In particular, I worked alongside sales, finance, and product management teams to achieve common goals. 

• Automated business reports and contributed to the development of an ETL process using Excel VBA and Microsoft SQL Server
• Enabled data-driven decision making by managing SharePoint lists and providing weekly inventory and revenue attainment reports for sales, finance, and business unit teams to analyze and meet customer demands
• Designed interactive Power BI dashboards and reports to visualize quarterly forecasted data (pivoted and sliced data for accuracy and speed of analysis)
• Created and presented PowerPoint slides for managers and executives to understand business targets and achievements 
• Wrote detailed process documentation and recorded video tutorials using Canva, MS Word, MS Teams, and MS Stream to ensure a successful online onboarding process for incoming co-op students 
• Planned social events for interns as part of the Intern Steering Committee (ISC) — led a tennis event during Summer 2019
• Attended conferences to increase AMD brand awareness and to share co-op experiences with other students (i.e., cover letter/resume tips, interview preparation, and career advice)

Business Planning Analyst, Data Center GPU Business Unit

The Engineering High School Saturdays Program encourages students to begin exploring science, engineering, math, and technology in a community-oriented, confidence-building environment. As a co-instructor for the Design & Data course, I further developed my teaching capabilities as I created lesson plans and delivered hands-on activities for students.

• Instructed Design & Data, a weekly engineering course for high school students, hosted by UofT's Engineering High School Saturdays program
• Created course content and lesson plans for high school students to gain fundamental knowledge on: engineering design (identifying a need in society, writing a problem statement); marketing strategies for competitive product positioning (stakeholder analysis, SWOT analysis, BCG matrix, Porter’s Five Forces); and data analysis (VBA, Power BI)
• Fostered a positive learning environment by leading activities that encouraged collaboration and innovation amongst students

Design & Data Instructor, Engineering High School Saturdays Program

Hi, I’m Shanine 👋🏼

My professional experiences fall under the realms of data, automation, and solutions development. I have the ability to provide key insights and expert guidance to users and stakeholders, by understanding business process requirements and finding avenues for improvement. I have a natural eye for design and I stay empathetic despite turbulent circumstances, which allows me to tackle challenging tasks with creativity and resilience.

I am relentless in achieving my dreams, and I consistently set high goals for myself — I’m a visionary, able to take the reins of my life and steer it towards the direction I want to pursue. I am highly driven, passionate, and collaborative by nature. My positive and sunny disposition, paired with my continuous improvement mindset, has enabled me to create a proven track record of high performance in every team that I have had the pleasure to work with.

Outside of work, I like bringing people together. I actively find ways to give back to my community through teaching or mentoring. I also love attending and hosting professional development events to meet like-minded individuals.

I enjoy meeting new people and forming authentic connections. If you would like to learn more about my experiences, or be connected with someone in my network, feel free to send me a message and let’s have a chat — I’m always happy to help!

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