Heather Bales Perez-Arevalo Email & Phone Number

San Francisco Bay Area, Ca, Us

Leading Product and Operation Teams

Las Vegas, Nv, Us

Responsible for mobile products (B2B and B2C) and features focused on growth and live operations. - Creating and managing product roadmaps that address business needs and OKRs, while delighting customers and other end users- Leading the development and execution of long- and short-term strategies and work across all aspects of the business, including product, marketing, live operations, pricing, game content & quality, distribution, business development, and finance, etc.- Writing user stories that provide all details needed by development teams to develop key features- Ensuring the successful rollout, growth, and success of features, with communications and training to appropriate users/stakeholders across the business - Build enthusiasm among senior cross-functional stakeholders (product, game content, marketing, operations, etc.) to deliver key growth initiatives and leverage relationships to overcome obstacles that prevent progress- Optimize game portfolio P&L to maintain profitability and sustain growth- Develop growth plans by vertical to achieve/surpass revenue and profit targets in collaboration with cross-functional partners- Own systemwide and game-specific live services strategy - Keep a pulse on the business by monitoring the performance of sales and critical KPIs; work through others to detect and immediately rectify performance issues; identify and exploit opportunities- Manage a team of direct reports; provide guidance/prioritization on work deliverables, facilitate ongoing conversations about career development, and foster a collaborative, transparent team culture

Seattle, Washington, Us

In charge of driving cross-functional strategies and teams to optimize game products. Responsible for developing long-term and short-term goals and plans to increase player base and revenue.Responsible for the complete vision of the product’s life cycle and maximizing the value of the product.

Seattle, Washington, Us

Responsible for defining a product's key objectives for business success, strategies to accomplish them, and metrics to measure them. Guide the Engineer, Game Designer, Marketing Manager, and Producer to a shared vision for the Match 3 product, Gummy Drop!. Lead data analysis, forecasting, feature and requirements spec writing, A&B and multivariate testing, competitive analysis, and collaborating with a cross-functional team to define and achieve aggressive targets.Define product roadmap and collaborate to prioritize backlogs with teams. Create Business Requirements Documents (BRDs) to shape the feature development of the gameExecute product strategy and work with producers and game designers to drive revenueFrame the resources necessary to hit goals and advocate for incremental resources when necessaryPresent formally and informally to company leadership on a regular basisExperience in revenue forecasting and cost modeling, with close interactions with marketing or advertisingAbility to think both strategically and tacticallyProven track record of taking ownership and driving resultsValidate product strategy through the use of behavioral data, competitive and customer research, and deep customer empathy. Guide a game team to execute strategic business goals throughout the lifecycle of a product. Work with marketing counterparts on customer acquisition, retention, and customer loyaltyPartner with the Game Data Analyst (GDA) team and research team to understand and monitor key drivers of businessMonitor the competitive landscape to understand market opportunities and trends in the business

Seattle, Wa, Us

Responsible for driving awareness, acquisition, and retention. Develop and manage customer acquisition programs across digital marketing channels to drive growth.Roll out new features and games while developing the best-in-class CRM strategies and initiatives focused on maximizing player engagement, loyalty and revenue.Collaborate with Brand and Engineering to define feature prioritization and value proposition, including writing product specs and GTM strategy/ messaging plan.-Product Marketing-Improve the retention of existing customers and reduce overall churn-First Time User Experience Strategy-Cross Platform Marketing-Multi Channel Marketing-Digital Marketing-Monetization-Integrated Marketing-Brand Marketing-Increase Player LTV -Loyalty strategy-Touch-point strategy -Convert players to payers-Increase customer contribution (increase revenue & gross margin per customer)-Improve marketing effectiveness/ROI of retention marketing investments-Contribute to base revenue growth

Dallas, Tx, Us

Product MarketingPartner MarketingCross Channel MarketingPresentations and Client Training RetentionCustomer Account Platform User ExperienceEmail and Touch Point StrategyUser ExperienceAcquisitionAccount ManagerBusiness DevelopmentLead Generation Marketing CampaignsMarket Research Trade ShowsCustomer Service • Managed and developed strategy across all customer touch points: conversion to retention• Improved user experience and engagement in the customer member portal• Meet and exceed monthly/ quarterly sales activities and revenue targets • Create and develop current customers and lead communication strategy• Experienced with Public Sector RFP's, Contracts and Proposals

Bellevue, Wa, Us

Brand ManagementAccount managementCustomer Relationship Marketing and Management.Customer Life Cycle MarketingDigital MarketingAcquisitionEmail MarketingDatabase ManagementMarketing AnalyticsRetentionSocial MediaProject ManagementDataMiningAquisitionUser Experience• Launched a top rated AAA MMORPG game.• Responsible for driving increases in sales and user engagement through a variety of automated and targeted digital marketing campaigns.• Managed all user lists and segments based on purchase history, behavior, lifecycle and loyalty. • Spearheaded a RFP and integration of an email marketing solution replacement• Knowledge of a variety of ESPs including; Lyris, BlueHornet, Exact Target, Eloqua, Cheetahmail, and Mailchimp software. • Presented digital marketing business solutions to various organizational levels to gain support and resources.• Apply metrics and analytical data to better understand the customer’s lifecycle and choices • Use data and testing to optimize and improve email content and targeting for all customer communications• Review the user experience to ensure there was consistent treatment across all touch points. • Managed ESP relationships, database management, marketing automation, and all other email communication and management

Lisle, Illinois, Us

Brand ManagerChannel and Partner MarketingCustomer Relationship MarketingField MarketingDirect marketingEmail marketingCustomer ServiceAquisitionRetentionTrainingMarket Research• Performed Educational Trainings and Seminars.• Developed a blend of motivational and targeted methods to build relationships with educational institutions and enhance DeVry University’s brand. • Wrote guides and training brochures that enhanced the understanding of product features.• Performed ongoing customer/market research and demographic profiling to identify and capitalize on market needs.• Maintained reports in order to track all associated territory activities and goals.• Selected for Career Path Learning and Instructional Leadership position

Bellevue, Wa, Us

Marketing ManagerField MarketingBrand ManagerCustomer Relationship MarketingChannel and Partner Account Manager - RetailChannel and Partner Marketing - RetailChannel ManagementDirect marketingEmail marketingReseller ManagementTradeShowsAdvertisingBudgetsAquisitionRetentionTrainingProject ManagementOperated holistically to create and implement Marketing plans for B2C and B2B products including segmentation, service/device promotion strategy development, retention marketing, go-to-market strategy and plan, and on-going product management.• Implemented and launched integrated, multi-channel print, catalog, web and direct marketing campaigns.• Responsible for B2C and B2b product planning, roadmap prioritization, launch, and lifecycle management. • Educated and created plans and programs around customer support and customer retention for our reseller group• Worked with local market launch of new products, identified opportunities, and researched new product possibilities.• Managed and trained all new sales channels and customer service groups on company procedures, new product and program launches, and new tech applications. • Oversaw the PNW marketing budgets• Managed Ad campaigns and Aquisition funnel for resellers

New York, New York, Us

Presentations and Client Trainings Channel Manager - Small BanksMarket Research Trade ShowsMotivational SpeakingCustomer Relationship marketing Customer Service Marketing MaterialPromoting and Brand Marketing Computer Systems AquisitionRetentionAccomplished 5 year Account Manager with a three year track record of being the top sales performer for the Western Region. History of bringing in new and lasting relationships to impact overall earnings and company reputation. Full of Energy, motivation and self discipline. • Discovered and Managed Local Accounts to increase sales to the market. • Created Marketing Materials and processes to educate local smaller branches on products and polices. • Assumed a lead role in pitch team meetings due to strengths in presentation and negotiation skills.• Liaison and contact between corporate and local sales teams.• Top sales rep for the NW Market for 3 years in a row.

Managed Web Content Managed Customer Relationship CommunicationsPress KitsCustomer SupportContent and Asset Management

Mba, Marketing

Bachelor, Marketing/Communications

Education record