Heather Duncan Email & Phone Number

Newport News, Va, Us

Reporting to the President & CEO, responsible for developing and implementing Virginia Health Services’ strategic marketing, communications and branding efforts to position the brand as a leader in active adult and extended care services. • Successfully relaunched the brand within first year. • Performed market research to define core brand identity, architecture, personas, positioning and value propositions for six different lines of business. • Developed new logo, tagline and naming conventions to be more contemporary and relevant across multiple generations. Created Corporate Brand Guidelines to ensure consistency and compliance throughout organization and with external vendors.• Transformed marketing plan by introducing digital and social to the communications mix while reducing annual marketing budget by 17%.• Provide creative direction and oversee all marketing programs (on-line and off-line) to ensure messaging clearly and accurately articulates the company’s mission and tone of voice.• Led the redesign and rebuild of company’s website to ensure easy navigation with informative content. Consolidated eight different websites for each service line to one corporate website – greatly improving SEO.• Manage external agency relationship and lead the process for developing and implementing annual marketing and media plan. • Designed and implemented social media strategy for all service lines on multiple platforms (Facebook, Instagram, LinkedIn, Glassdoor, Indeed, Google my Business).• Design marketing materials for multiple departments to include signage, monthly employee newsletter, ppt templates, social media posts, flyers, letterhead, videos

Smithfield, Virginia, Us

Hired to lead the development and implementation of marketing strategies and brand plans, including product quality, close-in and breakthrough innovation, and brand activation. Oversaw category strategy, pricing strategy and analysis, and ongoing business analysis to drive the performance of the brand. • Successfully managed two national brands with budgets totaling $6.2MM+.• Collaborated with Insight, Category Management, Sales, Business Development, Operations, Legal, and external partners (advertising agencies, etc.) to develop and implement marketing and innovation plans.• Leveraged consumer insights to help drive brand strategy, communication, and programming.• Managed agency relationships and led the preparation for internal and external brand presentations.• Analyzed market trends and recommended changes to marketing and product strategies.

Reporting to the Chief Merchandise Officer, I was responsible for developing and executing a clearly defined Marketing Strategy in a manner that supported consistent business growth and built brand equity and awareness across all banners (Dollar Tree and Dollar Tree Canada). I was responsible for planning, organizing, staffing, training and leading all marketing and creative functions to achieve the Company’s objectives of sales, growth, profitability and loyalty while ensuring a consistent marketing message and position which were aligned with the corporate direction. My responsibilities also included Product Development in which I selected and purchased exclusive art and print patterns for Seasonal and Everyday merchandise in the stores. I managed a staff of 23 which included the Marketing Team, Graphic Designers, Package Designers and internal Print Shop.

Chicago, Illinois, Us

Led the process for developing specific strategic marketing and business plans which aligned with the System, Region and Co-Op plans to profitably build sales, guest counts and market share for 700+ McOpCo restaurants. Responsible for the selection, development and training of eight Marketing Supervisors.

Us

As Account Director, responsibilities included strategic development and implementation of promotional packaging for McDonald’s restaurants in the East Division. Partnered with McDonald’s Regional Marketing Teams to develop innovative ideas and packaging initiatives to enhance their marketing calendars. In addition, served as liaison between the Regions and McDonald’s headquarters in the management of PFP programs. Responsibilities also included the development and execution of National AACM and HCM packaging programs.

Chicago, Illinois, Us

Primary role was to build the McDonald’s brand with a focus on providing resources for Regions to integrate their Local plans with National plans. Partnered with the Division Marketing Officer in creating a culture focused on results, providing a field perspective back to National Marketing, coaching Regional Marketing teams in development of the strongest local marketing plans, managing marketing communications to the field and assuring plan efficiencies to reduce Co-Op costs. Led the Division Kid’s & Family, Taste, Premiums for Profit, Breakfast and Creative initiatives.

Chicago, Illinois, Us

Responsibilities for McDonald’s National Youth Advertising Account included developing monthly Happy Meal, Mighty Kid’s Meal and ASOY advertising campaigns through collaborative partnerships with Creative, Planning and Account Service. As well as interpreting and disseminating sales information, training team in Co-Op work flows and spearheading innovative projects for the Client.

Responsibilities for 28 million FIM ($4 million) McDonald’s Finland Co-Op Advertising Account included developing and executing strategic long-term value plan for the Finland Co-Op, strengthening Agency-Client relationship, educating the account and creative teams on McDonald’s best practices, and working with other Leo Burnett Offices in Europe and Nordic Region to achieve production efficiencies. In addition, I recruited and trained the Account Director to assume my responsibilities upon completion of my eight-month assignment.

Dallas, Texas, Us

Responsibilities for $3.8 million McDonald’s Tidewater Co-Op Advertising Account included developing strategic marketing plan and advertising budget each year, supervising and coaching the account team in Moroch’s Virginia Beach Office, maintaining positive relationship with Owner/Operators and Regional Office, presenting and gaining endorsement of tactical programs at each Executive Board and Co-Op meeting, analyzing research from promotions and presenting results to Client, managing media and creative teams within the Agency and leading and coordinating the Southeast Division Taste Program as appointed by McDonald’s Southeast Division Marketing team.

Richmond, Va, Us

Responsibilities for $4 million ALLTEL wireless communications Advertising Account included strategic planning and managing all day-to-day activities for Mid-Atlantic and Southeast Regions, developing monthly advertising promotions, directing creative team on concepts for TV, Radio, newspaper and outdoor, tracking weekly line gain, managing budget, presenting all media and creative recommendations to Client, developing campaigns to launch new products and aiding Client in developing action plans based on findings from research.