Heather Campbell Email & Phone Number

California, United States

San Francisco Bay Area

Responsible for leading “Yes, SVB” brand advertising campaign in support of driving brand awareness and rebuilding brand reputation through strategic media planning, creative development, market research, and vendor management. Lead brand experience and activation for marquee sponsored events, significantly elevating the brand presence and aligning with strategic brand positioning. Expanding brand governance program to develop enablers to drive brand consistency and improve risk management practices.

San Francisco Bay Area

Served as Chief of Staff for the Head of Corporate Affairs to manage operations for the Corporate Affairs team of 36 staff members. Supported the Corporate Communications team including Public Relations (PR), Social Media, Sponsorships, ESG (environmental, social, governance), Community Affairs/CRA, and Employee Giving teams. Led strategic planning, budgeting and forecasting, Quarterly Business Reviews (QBR), OKR management/alignment, and special projects. Managed headcount planning, confidential/special projects, employee enablement, and drove process improvements. Notable Contributions:▪Managed multi-million dollar budget and identified ~$300K of expenses misapplied to department budget due to diligent analysis and tracking.▪ Led and prepared Quarterly Business Reviews, compiling data from five distinct Corporate Affairs functions to create dashboards summarizing key performance metrics and business outcomes for Marketing Leadership Team and C-Level presentation.▪ Partnered with Talent Development team to create a Career Ladders plan for the Corporate Affairs team to encourage career growth by establishing standards for job titles, competencies, skill levels, and career pathing.

San Francisco Bay Area

Directed a team of 9 Program Managers and Scrum Masters in the development of marketing campaigns, content, webinars, event marketing, sales enablement, and digital marketing for cross-functional initiatives. Led quarterly planning across multiple functions of 100+ marketers for prioritization and capacity planning. Leveraging my in-depth knowledge of client segments, products, and go-to-market (GTM) planning/execution, our team was able to produce 600+ marketing deliverables in 2021. Notable Contributions:▪ Developed and led quarterly planning process across Marketing Department (100+ people) to drive resources prioritization, risk escalation, and gap analysis to improve business outcomes throughput. Created processes and templates to standardize and simplify marketing team planning. ▪ Planned and facilitated weekly alignment meetings with senior leadership to identify risks, capacity, priorities, and personnel issues to drive to resolution with a feedback loop to promote transparency across teams. ▪ Collaborated with the Procurement team to develop a process for reducing overall number of POs by ~50% across department of 100+ marketers while enabling greater visibility for teams to access information to track spend.

San Francisco, California, United States

Led a team of 10 marketing communications project managers and directed all client-facing marketing activities, including communication, content, thought leadership, and omni-channel campaigns focused on bank’s priority market segment comprising startup founders and innovation economy investors. Defined the annual business marketing strategy for the Private Bank & Wealth Advisory, achieving corporate objectives and driving client acquisition. Notable Contributions:▪Created team best practices and governance for thought leadership and content creation supporting Tech, Life Science and Healthcare BU's which led to more targeted and relevant content deployment and higher website engagement and conversions. ▪Collaborated with Finance, Growth Marketing, and Marketing Strategy leadership to streamline budget management and agency operations and create automated reports to reduce manual tracking by Project Managers. ▪ Streamlined program tracking via workflow tools, operational metrics tracking, and process efficiencies to create central visibility, governance, and transparency.

Concord, Ca

Promoted into this role to focus marketing efforts primarily on the Business Elite card (small businesses by invitation only). Managed the marketing of a suite of business cards and line-of-credit products within the Small Business Lending division.Notable Contributions:▪ Increased customer adoption of Business Elite Card via sales training for bankers, website enhancements for product positioning, and implementation of customer-centric product improvements. ▪ Played key role in exceeding acquisition goals by 20% in first year of Business Secured Card relaunch via strategic marketing and product positioning. ▪ Received annual, peer-nominated Star Champion Award for above and beyond product troubleshooting and resolution for clients and sales team.

Managed internal channels for product development and marketing for business credit card products. Led cross functional team to launch new business credit card products and features. Responsible for overseeing the public website pages, card intranet sites, and related promotional digital campaigns for the business cards and lines of credit. Notable Contributions:▪ Launched rewards program enhancements, including direction of program positioning, competitor analysis, customer collateral, communication with bankers, public site updates, and video production. ▪ Developed targeted rewards and all related marketing, communications, and training to improve acquisition rates for Business Elite Card.▪ Recognized as Platinum Club winner by Head of Marketing for work on a successful product launch

Foster City, California, United States

Global Initiatives & Innovation MarketingSelected for this newly created position after corporate reorganization. Responsible for developing and managing a globally integrated marketing plan for the new e-commerce initiative. This included advertising development, media strategy, merchant partnership promotions, marketing communication, consumer research, digital marketing, and sales support.Notable Contributions: ▪Increased online dollar volume by 4% and transaction volume by 3% by launching an e-commerce security advertising campaign. This also drove a significant lift in key brand metrics.▪Added a unique point of purchase brand presence strategy to the e-commerce sites, resulting in a lift in brand preference, dollars spent, and the number of transactions.▪Created a breakthrough holiday e-commerce campaign, driving KPIs that exceeded the global benchmarking averages for digital campaigns.

Foster City, California, United States

Led teams of Marketing Communications Managers, Product Communications across consumer and small business segments.