Heather Hurst Email & Phone Number

South Jordan, Utah, Us

Built the targeted marketing strategy for Canopy, focused on brand building and demand generation to build Canopy as the leading accounting practice management platform: - Ongoing creative development/fine tuning, and audience targetingFostered strong partnership between content development and demand efforts for single focus on brand and demand- Built the ABM motion to focus marketing efforts on targeted accounts - Worked closely with sales team in development and execution of marketing activities - Experimented with new vendors, trade shows, methods, etc., to find additional paths to our ICP Drove a customer-first marketing strategy- Significantly grew customer case studies, with customers telling the story of Canopy on our behalf - Developed customer marketing strategy for Canopy to keep customers informed of happenings at Canopy Built Canopy brand recognition - Impactful trade show presence, with memorable swag that drove high booth visitorship - Strong prospect understanding of Canopy’s practice management offering- Grew strategic relationships with industry organizations and influencers 🔥 Increased pipeline by 30% year over year🔥 Increased sales qualified lead conversion rates by 10-20% year over year🔥 Improved web traffic by 35% year over year 🔥 Increased up-market (targeted focus) SQL generation by 20-50% year over year

New York, New York, Us

Reimagined the communication strategy and messaging for the leader in AI-based content generation:- Innovated and led a brand reintroduction blueprint: earned executive team buy-in on creative approach and channel strategy optimizing subscriptions, web traffic and revenue- Strategized and implemented the company’s 1st influencer program: identified and secured influencers to drive demand generation efforts, social media marketing and content creation - Directed paid media and content marketing aligning publishers, creating content and placement Drove category creation expansion efforts to accelerate rapid company growth and maintain market leadership: - Pioneered and drove an analyst relations program: created the partnership vision (company needs, category creation, scope of work) and fueled collaboration with internal teams to apply insights Directed and integrated a national go-to-market strategy to launch new products and optimize conversionsSpearheaded and led national market awareness campaigns to build brand voice, recognition and trust:- Led the roll-out and development of multi-channel digital ads and placed content to drive paid advertising Built the executive communications strategy to develop and approve content in an expeditious manner🔥 Grew LinkedIn followers by approx. 1K per month🔥 Drove 4X leads than typical Adweek campaigns (awareness campaign with Adweek)🔥 Secured top-tier press in Adweek, Harvard Business Review, Fast Company, Forbes, Fortune, MarTech

Lehi, Utah, Us

Architected a full funnel, digital communications strategy to drive customer acquisition, retention and profits: - Modernized a profitable, sustainable digital lead generation engine to a traditional door-to-door sales model - Directed the efforts around pre-lead, post-install and post-customer digital communications, prospect lifecycle, corporate and executive social media, online reputation and external communicationsServed as VP of Corporate Marketing in charge of leading and designing marketing strategy and team growth: - Transformed the customer acquisition and retention model by building an automation strategy (email/SMS) that streamlined campaign rollouts, optimized communication channels and reduced customer service callsFueled leadership excellence by providing mentorship and creating a collaborative and supportive culture: - Led strategy sessions to remove roadblocks, increase corporate priority focus and elevate performance metricsLed crisis communications management efforts to protect company during a negatively impactful media crisis: - Designed pro-active response strategies (vendor, media, shareholders) and corporate messaging to mitigate risk 🔥 Increased digital lead generation by 30% YOY during Covid-19 (company was 90% door-to-door sales)🔥 Improved open rates by 50%-90% and reduced contacts to customer service by 15-20% 🔥 Increased followers by 53%; 8% of leads from social media🔥 Achieved 5-17% post engagement (executive social media strategy)🔥 Increased customer review ratings by 20% 🔥 Increased overall online views by 20%; increased 4 & 5-star reviews by 25%

Lehi, Utah, Us

Championed a global rebrand strategy to target untapped market potential of enterprise buyers: - Transitioned the company from a task/project management tool to an enterprise work management solution- Partnered with industry analysts to educate product messaging and positioning, align print/digital campaigns and event marketing strategies and to effectively communicate the value proposition - Led integrated campaigns (print, tradeshow, digital) that maximized the channel footprint and sustainable growth Served as VP of Marketing (US & UK) by setting the strategy for external communications activities:- Directed content marketing, influencer/analyst relations, media, social media and brand building- Supported new product launches and expanded capabilities with strategic positioning and campaign strategies Built the company brand awareness with industry influencers, media and analysts:- Spearheaded the influencer program that fast-tracked brand perception and awareness: targeted content creation, demand generation, social engagement and evangelism - Led category creation efforts: ensured product and executive spokespeople improved storytelling and aligned to corporate messaging by focusing on impact and why it mattersMentored and coached global marketing teams to become top talent and proven performers🔥Generated media in influencer blog posts/content, keynote speeches and consulting (influencer program)🔥 Generated 100+ media placements per year; increased media coverage by 40% YOY🔥 Garnered press in Magic Quadrants, Waves, MarketScapes & ShortLists🔥 Maintained 20% market awareness in the US: increased awareness by 40% in EMEA🔥 Grew the Workfront blog to support 50% of top-of-funnel traffic to the website🔥 Achieved 100% employee retention for 3+ years as team grew and company expanded

Hoboken, New Jersey, Us

Pioneered and led communication and marketing strategies to build the Contact Center as a Service market:- Directed creative campaigns in the US and Philippines including management of PR agencies - Created demand generation content to support the market growth (webinar, whitepaper/eBooks, CEO presentations, talk track for investor calls, byline articles) Designed and fueled thought leadership and integrated communications programs:- Collaborated with PR agencies to build new opportunities to expand reach and influence of company solutions - Strategized and drove online growth efforts by establishing corporate social media channels/best practices- Served as an Industry Expert at the annual user conference, including scripting and co-hosting keynote presentations, and creating CEO presentations- Strategized rebranding efforts from UCN to inContact: media/analyst relations, social media activities