Heather Swanson Email & Phone Number

- Developed and executed comprehensive category and marketing strategies, driving growth across five industries within the Bioindustrial sector.- Conducted market research and gathered voice of customer insights to inform new product development.- Analyzed market trends, consumer behavior, and competitor activities to identify growth opportunities and market gaps.- Define and develop value propositions, product messaging, positioning, and marketing strategies.- Monitored market dynamics, including customer preferences, industry trends, and regulatory changes, adjusting category strategies as needed.- Provided guidance to cross-functional teams to ensure the successful execution of category strategies.

Greater Minneapolis-St. Paul Area

• Devised and implemented business strategies, growing channel partner business 35% and increasing sales to $260.1M.• Launched marketing webinar series to engage customers in digital space, nurture relationships, and grow brands, receiving 4.8/5 series satisfaction rating and attendee conversion rate of 40%.• Executed SEO/Pay Per Click program to help increase channel partner’s overall website traffic and drive visits to specific pages through promotional activity, increasing channel partner’s website traffic 15%.• Led construction of division’s partner portal to build direct connection with channel partners by delivering quality marketing and product content through integrated marketing campaigns.• Built and established strong channel customer relationships by defining deep understanding of goals, operations, and customers.• Develop a deep understanding of channel partners through insights of their goals, marketing tactics, tools and operations to maximize impact to end user customers.

Greater Minneapolis-St. Paul Area

• Establish and execute global marketing communication plans to support division business strategies and nurture the customer journey.• Devise marketing promotional plans, campaigns, digital strategies and social media tactics to build brand awareness, demonstrate brand leadership, improve SEO results and increase lead generation.• Enhance the 3M brand with consistent messaging through creation of case studies, programs, web content, product demonstrations, collateral, webinars, video testimonials and industry trade show experiences.• Execute new product launches by developing key messaging, value propositions and launch campaigns.Projects• Orchestrated global marketing and business strategies for $365M reflective sheeting business, increasing sales 12%.• Oversaw cross-functional agile marketing team (SCRUM) to institute customer-focused end-to-end experience, increasing traffic 33% with 3 new websites, cost calculator, and all new content.• Pioneered digital targeted geographic marketing campaign to generate awareness of importance of front license plate before legislation session vote in New Mexico, resulting in 360 clicks and 279,949 impressions within one-week period.• Demonstrated thought leadership by spearheading execution of national trade shows while working with cross-functional teams to establish goals and objectives.o Cultivated sponsorship opportunity with largest industry trade show, promoting brand and raising $100K+ for families affected by work zone tragedies.

• Provide customers the confidence and reassurance in purchasing 3M products by creating a global anti-counterfeiting campaign to help identify authentic 3M product and help mitigate $55M in counterfeit material• Increased sales by $4.1M by developing sales promotions to upgrade reflective products used on the roadways across the US• Awarded highest valued ad for visual design, compelling message and likelihood readers would take action by the Public Works Magazine Executed a digital media plan via Roads & Bridges generating hundreds of thousands of impressions

Greater Minneapolis-St. Paul Area

• Crafted ongoing channel promotional tools and managed marketing development fund rebate attainment for 95 channel partners, expanding brand awareness for both 3M and channel partner to generate growth.• Formed plan for competitive conversion of digital printers to gain 3M reflective sheeting marketing share, resulting in 40 HP printer placements within 3-month timeframe.• Managed development of 3 case studies highlighting benefits of using 3M’s highest quality products in 3 states that were distributed through industry publication, resulting in 120 state and local government product change orders.• Led, planned, devised, and instituted marketing plans to support U.S. business objectives, contributing to global sales growth of approximately 8% annually.

Greater Minneapolis-St. Paul Area

• Engineered brand growth activities (product launches, marketing campaigns, sales tools, promotions, advertising) of 3M products in collaboration with cross functional teams, growing US business 4% annually.• Onboarded 90 channel partners, received 4.7/5 satisfaction rating, and strengthened channel partner relationships by customizing new channel partner website, creating promotional tools, and establishing channel customer incentives.• Increased brand awareness and increased leads 250+ annually by setting key objectives and booth design and built product demonstrations for national trade shows.

• Managed training visits and arranged travel agendas for 35 global subsidiaries, providing deep understanding of division products.• Developed sales tools for international marketing and business communication projects, strengthening brand awareness globally.• Wrote and updated 80 technical literature pieces, ensuring customers received correct product and specification information.

St. Paul, Mn

Responsible for technical hires in St. Paul and plant locations by working closely with hiring managers and external candidates, setting up interviews, processing invites, offers and hires for 3M. Coordinated events and activities for 3M’s summer internship programs. Member of a five-person operation team.

Master Of Business Administration - Mba

Bachelor Of Arts - Ba, Marketing/Marketing Management, General

Education record

Bachelor'S Degree, Marketing