Executive Overview
Shawna Williams is the Senior Brand Director at ALOHA Collection, an established California-based lifestyle brand headquartered in Encinitas, focused on e-commerce and retail with Hawaiian roots. With over 500 LinkedIn connections and a professional base in San Diego County, California, Shawna brings extensive experience in brand direction, comprehensive project management, and strategic media relations.
Professional Role & Responsibilities
- Current Position:
- Senior Brand Director and Content Director, ALOHA Collection (since November 2022)
- Directs overall brand strategy, creative direction, and content initiatives.
- Oversees marketing initiatives and copywriting recruitment (actively involved in talent acquisition as of January 2025).
- Leads major projects related to brand elevation, ensuring consistency and creative excellence across all platforms.
- Functional Expertise:
- Brand strategy and development
- Integrated marketing communications
- Project management in campaign execution
- Content and creative team leadership
- Media relations and PR management
Prior Experience
- Reef (December 2016 – November 2022):
- Held roles including Creative Services Manager and Sr. Manager of Creative and Marketing Operations.
- Managed diverse creative and operational marketing functions for the brand.
- HYPE-MEDIA San Diego:
- Producer: Managed projects for sports and lifestyle brands, overseeing campaigns from ideation through execution.
- Havas Formula:
- Public Relations Consultant: Developed foundational media relationships, supporting diverse PR initiatives for multiple clients.
- GoPro:
- Media Relations Coordinator: Responsible for generating significant press attention for GoPro’s brand and activities.
Academic Background
- San Diego State University:
- Bachelor of Arts in Communications and Marketing
- Charles University:
- Studied Communications
Digital Footprint & Influence
- LinkedIn: 500+ professional connections, active in posting about brand talent recruitment and creative projects.
- Instagram: Private account, but publicly identifies as Sr. Brand Director at ALOHA Collection and is engaged in authentic brand ambassador activity.
ALOHA Collection Profile
- Industry: E-Commerce, Retail (Lifestyle and Travel accessories)
- Headquarters: Encinitas, California
- Workforce: 51–200 employees
- Brand Positioning: Hawaiian-inspired products rooted in travel, adventure, and the ocean.
- Growth Activity: Recent active recruitment signals company expansion and investment in creative talent.
Relevant Organizational Structure
- Direct Colleagues:
- Chelsea Cregar – Senior Merchandise Planner
- Aja Lake – Senior Product Line Manager
Actionable Insights
- Decision-Making Authority: Shawna holds C-suite directorship for brand and marketing, indicating high involvement in vendor selection for brand, marketing, and content-related products and services.
- Pain Points / Priorities: Recent posts indicate active brand evolution, creative campaign growth, and emphasis on high-quality talent acquisition for copywriting and creative roles.
- Professional Network: Substantial presence in the California lifestyle/e-commerce sector, with cross-sector experience in sports, PR, and technology-driven consumer brands.
Shawna Williams’ current operational priorities at ALOHA Collection are centered on brand growth, creative innovation, and organizational talent development. Her breadth of experience, combined with a leadership role in a growth-focused brand environment, positions her as a key decision-maker for partnerships that impact marketing, creative, and content strategy.
