Heather Andres Email & Phone Number

San Diego, Ca, Us

Work across the company to set and execute the roadmap for Lytx’s short- and long-term growth plans.Define and drive data-driven marketing strategies to grow the business focused on new customer acquisition and target account growth, as well as customer expansion, up-sell/cross-sell, retention and advocacy. Oversee omni-channel Account Based Marketing (ABM) and lead generation campaigns that unlock pipeline creation and generate revenue across all segments. Accountable for all digital marketing channels, including paid search, SEO, social media, display advertising, retargeting, lyx.com, as well as analytics and insights.Develop financial forecasts and projections, track the efficacy of go-to-market initiatives and implement the appropriate reporting and metrics to ensure desired results are being achieved while proactively identifying and recommending improvements.Drive experimentation with new channels, techniques, and messaging to scale marketing spend, as quickly as possible, while decreasing the cost of customer acquisition. Build scalable processes, optimize systems and automate processes to enable the company to scale while achieving efficiency gains and quality improvements on a sequential basis.

San Diego, Ca, Us

Led strategic planning and marketing execution for a rapidly growing B2B SaaS technology company.Strategic Planning. Drove strategic objectives, go-to-market strategies, segmentation analysis, and brand positioning. Data Driven Marketing. Monitored and analyzed the health of marketing contribution to pipeline, bookings, cost of customer (CAC), and customer lifetime value (CLV).Personnel Management. Led a team of 25 across Marketing Operations, Digital Marketing, Brand and Corporate Communications, Creative Services, Trade Shows and Events, Market and Competitive Intelligence, and RFP teams.Organizational Design. Developed organizational design and led the marketing team through the transition into a divisional structure. Shared Services Execution. Partnered with division leaders to align on marketing objectives and strategies, provide execution support for marketing campaigns and programs, facilitate joint planning, best practice sharing, and broader skill development across all marketing teams. Agility. Champion for agile marketing allowing the team to respond more quickly to changes in the market, fostering a culture of experimentation and continual improvement. Objectives and Key Results (OKR). Facilitated planning process aligned with corporate and division objectives utilizing OKR framework.

San Diego, Ca, Us

Provided infrastructure and guidance for the Lytx marketing ecosystem. Defined and achieved consensus on an optimized set of processes for marketing activities, tied to specific success metrics.Organizational Development. Built a world-class marketing team; drove organizational design based on emerging best practices. Transformation. Developed infrastructure and center of excellence for marketing execution, including workflows and defined SLAs. Championed the automation of manual sales and marketing tasks to scale the organization for rapid growth.Tool Implementation. Led Marketo implementation and integration with Salesforce; built fully integrated marketing technology stack. Lead Management. Drove sales and marketing alignment on lead management initiatives to improve lead quality, speed-to-lead, funnel velocity, and enhanced data quality.Reporting and Analytics. Developed standardized reports and dashboards on KPIs and ROAS to communicate marketing performance to key stakeholders within the organization.Best of Class Marketing Initiatives. Implemented new campaign framework, buyer’s journey maps, messaging nautilus, and buyer personas.Digital Marketing and Demand Generation. Built and developed digital marketing and growth marketing teams. Spearheaded initiatives for SEM leading to a 62% increase in bookings contribution from marketing. Drove two major website relaunches which increased buyer engagement and conversions.

Waltham, Ma, Us

Tapped to develop an operational infrastructure and team mindset to achieve breakthrough marketing and advertising performance globally for the Life Technologies brand. Managed operations for 30-member creative team, and budgets ranging from $1M to $4M to deliver 400 projects monthly (75% digital / 25% print). Organizational Transformation. Re-architected and refocused underperforming creative and web functions by conducting Kaizen analysis to understand client needs, hiring traffic managers to manage workflow and implementing tools to track on-time delivery, quality and chargeback accuracy.Tool Implementation. Replaced spreadsheet tracking with sophisticated marketing planning system that automated project management, introduced accountability and improved on-time deliverables.Cost Control. Partnered with media placement agency to negotiate lower advertising costs, and launched internal chargebacks to accurately cover headcount costs and enable scaling as needed.ROI-based Reporting. Developed performance metrics for digital marketing initiatives and implemented monthly / quarterly dashboard reports that measured success through clicks and conversions. Customer Focus. Replaced variable pricing with fixed price model to give internal clients predictability for their budget plans.Performance Success. Following success in marketing the Life Technologies brand, was tapped to begin providing creative projects for corporate office and other Thermo Fisher divisions.

Waltham, Ma, Us

Brand Development & Implementation • Employee Communications • Go-to-Market StrategiesSales Training • Brand Architecture • Agency Management • Product ManagementRecruited by Life Technologies, a company newly formed by a merger transaction, to join the branding team and integrate the new brand into the corporate website, collateral and other digital / offline marketing assets. Brand Launch. Identified strategic marketing opportunities and managed collateral and packaging projects for 50,000 skus to rapidly grow brand awareness.Process Improvement. Collaborated on a major strategic initiative: a brand governance framework that simplified a complex product portfolio for customers and internal marketers.Project Management. Implemented a project management methodology with best practices and standards to optimize project planning, budgeting, tracking and reporting.

San Diego, California, Us

Oversaw creative direction and project deliverables for print advertisements, websites and digital marketing for client accounts. Managed 6 direct reports: designers, web developers and copywriters.Client Relations. Met customer satisfaction goals by fulfilling the deliverables for 20 accounts.

Las Vegas, Nv, Us

Built in-house agency delivering creative projects for consumer marketing campaigns. Delivered collateral for 120 annual trade conferences and events. Managed 7 direct reports and budgets from $500K to $2M. Organizational Management. Grew creative team by hiring and developing traffic managers, copywriters and designers. Instituted standards and best practices for workflow and project management, set goals for deliverables and implemented project request form and tracking tool. Brand Management. Enforced corporate branding guidelines to increase brand equity and build brand recognition through production of collateral, websites, email blasts, advertisements, point-of-sale (POS) and presentation materials. Operations Automation. Implemented Content Management System (CMS) to centralize documentation and accelerate production in a collaborative environment. Performance Measurement. Developed and implemented metrics for weekly reports to sales teams and senior management, enabling rapid campaign adjustments.

Us

Fostered a culture of teamwork, common mission and top performance among teams charged with completing IT projects. Scheduled and assigned work, monitored performance and kept teams on track.Vendor Management. Cultivated strong relationships and negotiated beneficial contracts with hardware, software and service providers including Microsoft, Cisco, AT&T, Nextel, APC and Skytel.

Us

Rebranded and relaunched company as company spokesperson and member of marketing team.Brand Building. Collaborated on development of new brand, identity and logo that transformed company from S3 to SONICblue; orchestrated relaunch activities at NASDAQ.Crisis Communications. Guided PR agency to create messaging designed to overcome negative press stemming from high profile lawsuit filed by major TV networks and movie studios.