Shannon Walton

Marketing & Brand Strategist | Outdoor Industry Leader | Executive Director at Redside Foundation | Mental Health in the Outdoors Champion

Tower Junction, Wyoming, United States

About

Nothing makes me happier than bringing people together to accomplish good—especially when it's for a community close to my heart. I'm the Executive Director of Redside Foundation, a nonprofit supporting outdoor guides through the beautiful chaos of seasonal life. Think: river guides between spring and summer seasons, ski guides navigating career transitions, climbing professionals wondering about their next chapter. I came to this work with 15+ years in outdoor industry marketing, PR, and brand strategy as well as over a decade-long career as a professional outdoor guide (river, ski, backpack). I've lead trips, rigged to flip, carried more than my own weight (figuratively and literally), built brands, told stories, organized communities, and led teams. Now I'm using all of that to create something that matters: sustainable support for the people who make outdoor adventure possible. My superpowers: • Strategic marketing & brand building • Community organizing & authentic storytelling • Event production (including our annual Rendezvous gathering) • Leadership development & team building • Mental health advocacy in outdoor spaces • Connecting the dots between people, ideas, and impact My credentials include certifications as a coach, teacher, and guide across multiple disciplines—basically, I'm trained to see potential in people and ideas, then help them shine. Here's what drives me: Outdoor guides give everything to their craft, their clients, and the places we love. They deserve a community that shows up for them. I'm building that. Let's connect if you care about the outdoor industry, guide welfare, mental health in the outdoors, nonprofit innovation, or just really good storytelling.

Experience

  • Executive Director at REDSIDE FOUNDATION INC
    Dec 2025 - Present · 7 mos

    Leading a nonprofit dedicated to supporting the health and strength of the professional outdoor guiding community through mental health access, financial coaching, professional development, scholarships, advocacy, and community building. Serving guides in ID, MT, Wy, and CO. Building sustainable programs that address the unique challenges faced by seasonal outdoor professional guides - including river, ski, climbing, hunting, horse packing, biking, and hiking guides. Key responsibilities: • Provide strategic leadership and operational oversight for all Foundation programs and initiatives • Cultivate relationships with donors, sponsors, and outdoor industry partners • Lead fundraising efforts and ensure financial sustainability • Build and manage high-performing volunteer committees and teams • Develop programs addressing guide welfare, professional development, and community building • Serve as primary spokesperson and advocate for the guiding community • Oversee annual Rendezvous event and community-building initiatives • Guide organizational growth while maintaining mission integrity and community connection

  • The Walton Works (14 yrs 3 mos)
    • Consultant and Project-Based Freelancer
      Jan 2013 - Present · 13 yrs 6 mos

    • Partner
      Apr 2012 - Present · 14 yrs 3 mos

      As partner in The Walton Works, I work with our team to serve our clients needs in terms of branding, strategy, public relations and grass roots marketing efforts. I focus on: Brand development and business strategy for start ups that focus on web based shops. Strategic consulting for brands that wish to cross over/into the active/fashion space in Outdoor, Surf/Skate, and Mountain. PR/Account Management of Specific clients. Marketing efforts in North America to match efforts by European based clients.

  • Tour Guide- Yellowstone National Park at Xanterra Travel Collection
    Jun 2025 - Jan 2026 · 8 mos

  • eVent fabrics (1 yr 2 mos)
    • Brand and Marketing Manager
      May 2024 - Jun 2025 · 1 yr 2 mos

    • Global Brand Manager
      May 2024 - Jun 2025 · 1 yr 2 mos

  • Executive Director at REDSIDE FOUNDATION INC
    Jan 2020 - Jun 2025 · 5 yrs 6 mos

    The Redsdie Foundation supports the health and strength of Idaho's Guiding Community. We offer assistance with mental health, financial planning, physical health, and community support to the licensed guides of Idaho. They are, after all, the interpreters of our public lands.