Visual Language and Writing Phenom
Greater Los Angeles Area
- Current
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- Creative Director at Xsjado
- Past
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- Project Director at quarterlife Online, Inc.
- Marketing Director at WebRidesTV.com
- President at Trendkiller, Inc.
- Marketing Manager / Brand Director at Tribe, Dist.
- Contributing Writer at Daily Bread Magazine
- Contributing Writer at Box Magazine
- Recommended
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9 people have recommended Shane - Connections
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74
connections
- Industry
- Marketing and Advertising
- Websites
Shane Coburn’s Summary
My old (both in terms of his age, and the chronology of my life) English teacher once said “Writing is about getting your point across in the most efficient way possible.” There's a lot of truth in that statement, and I think it speaks to more than just writing. However, I might change “efficient” to “effective.” No, I definitely would.
Ode to Mr. Looney…
I have years of experience in creative direction, marketing, copywriting, scriptwriting, project management, product development, video editing, and producing. I spent 12 years building new companies within the youth market of inline skating, and was responsible for creating 6 of the most popular brands in the marketplace during that time. My last company, Mindgame (2000-2007) -- which only utilized black and white graphics -- was widely known for its distinct messaging and continues to be one of the most revered inline brands of all time. I've spent the last 2 years in online marketing and project direction, specifically reaching out to the 18-34 demographic via niche social networks. In 2008, I helped to make 'quarterlife' the most-watched web series on the Internet. Having worked in a variety of industries with very different demographics, I've learned to customize my voice to best reach each target community. Basically, if ‘Ninja’ were a degree one could hold in branding and communications, even those guys would be afraid of me.
Shane Coburn’s Specialties:
Brand building, visual language expertise, copywriting, product design & strategy, traditional & web marketing, scriptwriting, directing & producing.
Shane Coburn’s Experience
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Creative Director
Xsjado
(Sporting Goods industry)
January 2001 — Present (8 years 7 months)
• Co-created inline skate, footwear, and accessory brand in conjunction with outdoor goods giant, Salomon, A.G.
• Named brand (pronounced “shadow”) and created tagline “You Now Have the Right to Evolve”
• Directed brand, product and team development, marketing, and outreach.
• Wrote design briefs, marketing plan, as well as copy for advertisements, product descriptions, catalogs, and websites.
• Director of logos, t-shirt graphics, and print advertisements.
• Co-designed award-winning skate and chassis with Salomon engineers and industrial designers. -
Project Director
quarterlife Online, Inc.
(Internet industry)
October 2007 — December 2008 (1 year 3 months)
• Directed entire site redesign, including 56 unique templates, with developer, Core Objects.
• Created site tagline “A Community for Artists, Thinkers & Doers”
• Created PRDs for homepage, show player, search, internship program, and classifieds pages, as well as oversaw development.
• Managed grassroots campaigns on Myspace, YouTube, Facebook, and other networks to accrue over 10M episode views.
• Wrote site, email blast, and newsletter copy.
• Coordinated episode workflow and publishing between post-production, online marketing, and developers.
• Managed team of five full-time employees and rotating interns, relationships with various vendors, and several contract negotiations. -
Marketing Director
WebRidesTV.com
(Internet industry)
April 2007 — October 2007 (7 months)
• Directed marketing team in SEO, newsletter, and outreach initiatives.
• Scripted and developed video segments and special promotions.
• Attracted repeat viewership through grassroots campaigns and partnerships.
• Forged relationships with non-competitive automotive sites through links and "channels".
• Worked with cross-platform teams on new shows, new site features, SEO implementation, and promotions. -
President
Trendkiller, Inc.
(Sporting Goods industry)
September 1999 — April 2007 (7 years 8 months)
• Created award-winning wheel company, Mindgame, under distribution umbrella, Trendliller, Inc.
• Launched company with 45k in funding and realized gross revenue of 120k in the first year. 679k by year three.
• Directed product, advertising, web, graphics, video, team, and tradeshow initiatives.
• Wrote marketing strategy, copy for advertisement, product descriptions for catalog and web, as well as video scripts.
• Drafted and negotiated licensing agreements with music artists and labels for use in team videos.
• Oversaw day-to-day operations, including cash flow, production, as well as sales and distribution. -
Marketing Manager / Brand Director
Tribe, Dist.
(Sporting Goods industry)
March 1996 — July 1999 (3 years 5 months)
• Managed brand directors of Senate, 976, Super Computer Robot, and Color Theory.
• Conceived inline skating wheel and clothing brand, Medium, and protective gear brand, Grand.
• Managed product development, advertising, campaigns, video production, and tradeshows. -
Contributing Writer
Daily Bread Magazine
(Internet industry)
1995 — 1999 (4 years)
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Contributing Writer
Box Magazine
(Internet industry)
1996 — 1998 (2 years)
Additional Information
Shane Coburn’s Websites:
Shane Coburn’s Groups:
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Action & Sport Innovators -
Online marketing -
Responsible Marketing -
Media Professionals Worldwide
Shane Coburn’s Honors:
• ASA (Aggressive Skaters Association) Entrepreneur of The Year (2000).
• Named as an inventor on six worldwide patents with several more pending.
• Conceived and developed six of the most popular brands in aggressive inline skating (1996-2006).
• Due to their popularity, brand names “Mindgame” and “Xsjado” now appear in the Urban Dictionary.
• Managed marketing team responsible for making “quarterlife” the most watched web series in internet history.
Shane Coburn’s Contact Settings
Interested In:
- career opportunities
- consulting offers
- new ventures
- job inquiries
- expertise requests
- business deals
- reference requests
- getting back in touch
