Heather Mcarthur Email and Phone Number

Proven B2B tech marketing leader with expertise in deepening brand engagement through experiences, integrated campaigns, impactful storytelling, and event engagements. As a VP of Marketing at Instructure, the makers of Canvas LMS, I continue to deliver profitable growth at a Rule of 50 company.Core competencies & results:•Identified customer needs and messaging to design integrated campaigns that deliver results. From March 2020 to March 2023, Canvas Brand increased awareness from 46% to 55% - with sizable gains across all other metrics (perception, purchase, preference, NPS). Contributed to YoY attainment of 65% Marketing-Generated annual pipeline contribution.•Programmed keynote content of executives and speakers for InstructureCon (2023) 2500 attendees and (2022) 14K online attendees. Worked with Adam Grant, Deepak Chopra, and Arianna Huffington. •Integrated 8 acquired companies into one cohesive brand vision (with scalability built in for future acquisitions). Assisted with a successful $3Billion IPO.•Built out teams and functions. Manage team of 24, identifying and coaching talent to the highest levels of performance.Skills:• Strategic brand value creation and transformation • GTM strategy and campaign execution • Content strategy and content creation• Creative Direction• Keynote strategy and execution• Post-merger brand implementation• Executive stakeholder engagement• Team leadershipI have created content and campaigns for Instructure, American Express, O.C. Tanner, Northern Trust, Microsoft, MasterCard, Norton Healthcare, and Smiths Detection.