Shannon Gross started his career with the Dallas Cowboys in 2003. He joined the Cowboys as a Pro Shop Manager just down the street at the newly built Stonebriar Mall. After seven months with the organization he transitioned to the e-commerce side of the business and became the organization’s E-Commerce Manager for Dallas Cowboys Pro Shops.

A few years into his role as E-comm Manager, Shannon was given the opportunity to reimagine and rebrand the organization’s fan club. Shannon and his team created the True Blue Fan Club. Along with the rebranding, the rebirth of the fan club offered fans the opportunity to receive pro shop discounts, branded merchandise and new ways to interact with the team at its yearly training camp.

In 2013 the need for a social media strategy was growing within the Cowboys organization. With the background of digital commerce and fan engagement, Shannon teamed up with a member of the Cowboys’ sponsorship sales team to create the Dallas Cowboys Social Media Department and became the Social Media Manager. His role there was to create and maintain the organization’s social media strategy across emerging platforms.

In 2019 Shannon became the Director of Programming where he now oversees all of the content that is distributed across the Dallas Cowboys, Dallas Cowboys Cheerleaders, AT&T Stadium and The Star District’s digital and social properties. Shannon and his team are responsible for content creation, strategy, distribution, publishing and analytics across these platforms.