Heather Bennett Email & Phone Number

• Build and mentor a high-performing team that transforms our digital efforts from industry-standard to industry-changing.• Bring agile methodologies to direct team and broader team to push IEWC into faster cycles of innovation.• Provide support with annual strategic planning and operating plan processes, supporting all initiatives with appropriate digital strategies and customer research.• Effectively create and support process-enhancement initiatives to maintain an environment of continuous improvement throughout the organization.

• Drive a customer-centric approach to creating incredible customer experiences online; realizing IEWC’s vision of being digitally dominant.• Improve functionality and adoption of IEWC.com; increasing direct and indirect eCommerce sales as well as leads generated.• Oversee the UX of all websites; working closely with Commercial Operations team to improve customer experience.• Spearhead pilot programs to introduce new customer functionality quickly and iterate to improve upon promising features.• Increase visibility and traffic to IEWC websites.• Develop and grow SEO and PPC disciplines and programs.• Establish eCommerce metrics and proactively attack areas that show need for improvement.

• Leading a collaborative team with Outside Sales, Inside Sales, Customer Service, Business Intelligence and Ecommerce leads on building out a customer lifecycle management strategy to provide a seamless customer experience across all vertical segments and channels.• Collaborated with industry leads in building out personas and customer journeys for the Business, Government, Healthcare, Residential, Education, and Hospitality verticals.• Developing marketing roadmap based on customer journeys to align marketing strategies across print, digital/ecommerce, and sales channels resulting in year-over-year growth for vertical segments (Business 17.5%, Government 9.8%, Healthcare 19.7%, Residential 21.8%, Education 86.3%).• Managing a $22 Million marketing budget with a 16.3% Sales & Marketing Cost Ratio.• Collaborating monthly with marketing, O/S, ecommerce, and merchandising teams to develop marketing campaigns and communicating all tactical tasks to stakeholders.• Increased new customer acquisitions by 55% by analyzing customer acquisition trends as well as shifting user behavior.

• Led a team of digital marketers and copywriters and supervised the implementation of social, email, PPC, SEO, marketplace, and affiliate strategies resulting in ecommerce growth of 12% even through pandemic downturn.• Oversaw $12 Million digital marketing budget and allocation of funds to achieve 700% ROAS.• Headed the seamless implementation Salesforce Marketing Cloud to bring marketing and sales channels into a cohesive partnership.• Started and led a marketing and UI/UX center of excellence across sister companies to share best practices.• Assisted in updating and testing website migration to a new platform.

• Managed team of SEO specialists in creation of content including blog articles and case studies, as well as implementing SEO technical components on web pages for a 42% lift in revenue.• Improved email marketing strategies and targeting; increasing revenue by 95%.• Advocated for and launched NBF on Amazon Marketplace for an additional $980,000 in sales.• Drove improvements in user experience on websites by implementing product reviews, product videos, Shop the Look experience, and more. • Designed new blog functionality to showcase thought leadership and increase organic rankings.• Pushed brand awareness strategy through sponsorships and promoting brands on Facebook, Twitter, YouTube, Pinterest, LinkedIn and Instagram to enhance customer engagement.

Greater Milwaukee Area

• Built out SEO functionality on web pages and formalized SEO procedures for writing content, implementing redirects/rel-canonicals, and organizing site structure to transition away from a subdomain structure.• Administered www.officefurniture.com store on Amazon Marketplace, eBay Marketplace and Rakuten Marketplace (formerly Buy.com).• Launched new paid Google Shopping campaign for five websites and maintained product feeds.• Managed and increased affiliate marketing programs by working with publishers on better ad placements of promotions.• Started dynamic remarketing campaign with Google AdWords significantly increasing revenue from remarketing channel.

Hired and led team of copywriters, web coordinators and graphic designers in maintaining daily website updates and improving web marketing for over 30 websites.Maintain e-commerce websites for www.mypostaluniforms.com, www.shippingsupply.com and others found at www.directadvantagehome.com.Coordinated social media strategy for company to enhance customer relationships and engagement.Manage and monitor social media interactions on Facebook, Twitter, Blogs, YouTube, Google + and more. Increased web orders 16% by improving web design and web content through CMS.Created a SEO program by monitoring keywords, updating web content and creating inbound links resulting in top organic search placement for various keywords.Successfully devised PPC campaigns through Google AdWords and Microsoft adCenter resulting in a 30% increase in web traffic through text and image ads.Developed an e-mail marketing campaign calendar to promote all websites.Analyze web traffic and trends through Google Analytics to determine future opportunities.

Designed and edited direct mail marketing materials including catalogs, flyers, ads, postcards, etc.Created a new catalog format with enhanced layouts and images for a 44% increase in sales.Managed marketing schedule to effectively meet deadlines.Worked with internal sales representatives to develop effective marketing strategies.Implemented various marketing procedures and conducted training sessions on them.Supervised staff in Catalog Development and Graphics Department on numerous projects.

Researched and developed new product lines resulting in increased sales.Responsible for meticulous editing and final proof of multiple catalogs.Wrote product descriptions for new and existing product lines.

Taught classes, led classroom discussions, wrote exam questions, and graded papers.Investigated and reported biographies of leading scholars in field. Researched periodical articles for various projects.

Master Of Arts

Activities and Societies: Teacher's Aide - 2002-2003

Bachelor Of Arts, History

Activities and Societies: Volunteer Alternative Text Program, Golden Key International Honour Society History Department Student.