Curriculum development and course instruction

Support terrain advocate course students. Facilitate discussions. Conduct observational sessions.

Customized diet and lifestyle coaching based on your DNA, blood chemistry lab tests, and health history.Science-based, personalized diet and lifestyle coaching designed to reduce inflammation/insulin resistance/toxin exposure/stress while balancing hormones, boosting the immune system, encouraging detoxification, improving sleep/mood/energy, increasing nutrient density, and optimizing overall health and wellness.

Founded HDC Media, a nutrition consulting, education, and food and nutrition media firm.Consulting with women living with cancer, autoimmunity, and chronic illness who are ready to make the changes necessary to support overall health. Utilizing both inputs from self-directed labs, genetic data, tumor pathology, and clinical correlation with client-provided input, I provide nutrition, environment, and lifestyle design recommendations for self-empowerment.Own and operate HeatherCooan.com a holistic wellness and food blog specializing in recipes that comply with therapeutic diet requirements such as Gluten-Free, Dairy-Free, Low-Iron/Hemochromatosis, Whole30, Ketogenic, Paleo, Autoimmune Protocol, etc. Responsible for day-to-day operations including recipe development and testing, food styling, food photography, writing, blog/podcast/video content production, social media distribution/curation/management, and influencer marketing.Producer and Co-Host of the Chewing the Fat Cancer Podcast.

Founded a digital and demand marketing firm specializing in paid media and marketing automation.

Contracted to refresh CTM Magnetics brand and position the company as the leader in liquid cooled magnetics manufacturing.

Recruited to build and manage a team that creates and leads all integrated demand generation campaigns. Lead the design, creation, and execution of high-volume inbound (Website, SEO, Paid Media & Social) campaigns and targeted outbound campaigns that include programmatic offers, paths to convert web traffic, demo & beta product campaigns, nurture campaigns, monthly offers, etc. Responsible for the development and execution of lead generation plans, programs, and campaigns to drive new customer acquisition and grow installed-base revenue. Development and implementation of Product Marketing to define go-to-market and pricing/packaging strategies and product release campaigns. Responsible for measurement, analysis, and reporting of sales & marketing programs and performance for effectiveness to drive investment decisions and growth. Collaborate with Sales and Customer Success to define, measure, and accelerate the funnel and optimizing the end-to-end demand chain.—Representative Accomplishments●Grew new ARR 101%, new units 89%, MQL's 1062%, and database 77% within the first 8-months.●Reduced cost per MQL 50% and CAC 33% within the first 8-months.●Relaunched full website and blog on a flexible back-end and launched resources library including 10 gated assets for lead capture designed to scale content marketing and inbound programs.●Implemented content production program producing 1 gated asset monthly and consistent weekly blog content improving domain authority 26%, doubling organic search traffic by securing first page rankings of key terms within first 6 months.●Designed and implemented monthly partner webinar program as the key driver of database growth.●Designed and implemented full funnel taxonomy & architecture, funnel metric definitions, lead scoring model, and reporting dashboards.●Co-developed and implemented sales methodology & process and Sales Development program.●Optimized collections and renewals process to grow installed-base revenue.

Promoted to direct acquisition marketing strategy and execution of new traffic and lead acquisition through all forms of media buying and marketing channels, including advocacy, affiliate, referral, social media and advertising, Web strategy, conversion rate optimization, content distribution and syndication, SEO, SEM, display, re-targeting, video advertising, TV, radio, and print. Collaborate with Analytics and Sales & Partner Enablement teams to forecast growth and set strategic direction for driving highest LTV marketing investments. Work with Martech and BI teams to manage complex demand and attribution modeling. Manage department budget of $6 million and support P&L goals. —Representative Accomplishments●Reduced customer acquisition costs (CAC) by 31% over the course of a year.●Held 16% growth of prospect delivery and reduced cost per prospect by 44% over the course of 4 months.●Grew non-paid prospect delivery 27% through implementation of Omnichannel digital strategy. ●Complete overhaul of social media strategy and launched first ever social media campaign, doubling reach and engagement.●Successful launch and stabilization of new 60-page website, on-site SEO optimization, front and back-end redesign/rebuild, and international expansion (Spanish, German, French). Improved conversion rate of the main .com CTA by 7188% during 1st quarter post-launch. ●Successful launch of Advocate Marketing program and re-launch of Customer Referral program netting 50% growth in customer referral and positive product review volume over a period of 6 months.●Contributed to complete tear down and rebuild of funnel taxonomy, data strategy, reporting, lead-scoring model, and attribution model. ●Expanded Acquisition Marketing Team from 4 staff members to 7 to fully support all traffic and lead acquisition channels and rapidly growing business. Effectively managed team company right-sizing with 100% retention rate.

Recruited to lead all paid strategy and serve as Paid Channel Team Lead. Led media planning across all paid media channels for all Infusionsoft brands and managed media budget of $8.3 million. Led agency teams responsible for planning, buying, and optimization for digital, search, social, mobile, traditional, and experimental media. Worked with internal Product / IT and external agency functions to develop and implement advertising tracking tools. —Representative Accomplishments●Grew paid prospect and opportunity delivery by 167% contributing to breaking monthly record for opportunities in 12 out of 15 months.●Decreased paid customer acquisition cost by 32% YoY contributing to an overall CAC reduction of 224% ($1,000 to $400).●Changed portfolio targeting based on best LTV modeling, which increased monthly recurring revenue by $16 million over the lifetime of customer within first 4 months of new strategy roll out. ●Started with team of 1 employee and grew to 4 to support the rapid growth of the media portfolio with 100% retention rate.●Took part in strategic planning, data and measurement processes across all marketing channels, and establishing the Infusionsoft brand marketing strategy.

Hired to develop strategic direction and build trusted relationships with high-priority accounts. Managed contractual and commercial teams, developed client services, and expanded revenue and client book. Ensured that customers leveraged Clix digital advertising solutions to deliver business value throughout all levels of their company. Prepared all new customer-acquisition pitches and presented additional solutions to existing customers. Introduced new features and best practices to customers as ad platforms and best practices. —Representative Accomplishments●Grew advertising portfolio 33% over first year of employment through development of new business.●Played instrumental role in strategic planning including establishing Clix brand guidelines and brand strategy.●Managed social media strategy and established social presence for the Clix brand.●Leveraged personal brand to create visibility to the Clix brand by speaking at HeroConf, Search Engine Marketing Expo, and creating partnership with major influencer Brad Geddess.

Responsible for overall site-wide online promotional strategy and annual promotional calendar to support eCommerce and e-Influence sales goals. Developing online promotional test strategy, gaining alignment with OMNI team leadership and delivery of post-campaign analytics to inform future planning.Closely works with Company.com Buying on category/product promotions to support .com sales goals as well as Merchandise Marketing, Brand Marketing, CRM, and National Promotions to integrate .com into off-line marketing materials

Trained thousands of business professionals in AdWords through the Google™ Seminars for Success program.This seminar series is led by independent search marketing professionals and are designed to help better manage AdWords and Analytics accounts. Seminar leaders are industry professionals who have years of search marketing experience and are not affiliated with, or employed by Google. All Seminar Leaders are Qualified Individuals in the Google Advertising Professionals Program and/or are Google Analytics Authorized Consultants.

Directed advertising operations for company, including development of new business, team strategy, and strategic direction. Defined and developed digital advertising (SEM / Display / social media) services and offerings to support high-profile accounts and generate new business. Managed advertising portfolio totaling $30 million and led a full Digital Intelligence Team on marketing and advertising projects and campaigns. Worked with sales teams to cross-sell and up-sell existing accounts. Created marketing strategies and identified new opportunities. Provided internal training and on-boarding for team members as well as developed and trained new hires. Published blogs, guest blogs, books, white papers, and case studies on behalf of the agency. —Representative Accomplishments●Played instrumental role in 40% advertising portfolio growth over first year of merger through development of new business. ●Established corporate standards and processes and held team together to support organizational growth. ●Serve as a Google Seminars for Success Leader; traveled across North America to train thousands of business professionals and other agencies in using AdWords and Analytics to help grow their businesses. ●Created social media strategy and established social presence for the Cardinal brand from the ground up.●Increased close rate of new business through development of a new screening process for leads. ●Introduced a standardized onboarding and training process for new team members. ●Selected to participate in discussions about the company’s purpose to identify its vision and values; collaborated with colleague in rolling out plan to Cardinal Path’s corporate leadership.

Responsible for the continued growth and success of the Google Combustion Program, a $35MM+ AdWords acquisitions channel. Developed and grew a team of Campaign Specialists. Supported the Marketing Campaign Manager in creating program structures, ensuring efficient operations, training, and mentoring on effective use of AdWords and Google best practices while helping to build strong client relations and program culture. —Representative Accomplishments● Created and managed Google AdWords accounts ranging in size of daily budget from $11/day - $5000/day implementing Google best practices for search, display, rich media including YouTube, Google TV, mobile, etc.● Analyzed account data, conversion data, and Google Analytics data and implemented Google best practices for optimization in line with advertiser goals including ROI, CTR, ROAS, clicks, impressions.● Supervised 31 Campaign Specialist direct reports and aided in account troubleshooting and coaching of 110 sales reps. Responsible for building over 2,000 campaigns monthly worth over $200k in revenue with a monthly optimization increase in revenue of over $40k.● Handled all emergency and escalated campaign builds.● Handled overflow of accounts from colleagues.● Led Google trainings for new and seasoned MCS’s

At the Google Combustion North America program, a $35MM+ AdWords acquisitions channel for Google I manage and develop design, creation, measurement, and evaluation of Google AdWords marketing campaigns for Google advertisers. Responsible for the assimilation and communication of program results and learning's to management and clients.—Representative Accomplishments● Created and managed Google AdWords accounts ranging in size of daily budget from $11/day - $5000/day implementing Google best practices for search, display, rich media, YouTube, Google TV, etc.● Analyzed account data, conversion data, and Google Analytics data and implemented Google best practices for optimization.● Handled all emergency and escalated campaign builds.● Hit metrics consistently right out of training, 3 account builds and 3 optimizations daily.● Handled overflow of accounts from colleagues.● Graduated Google review process at 2 weeks.● Received Google AdWords Qualified Individual certification

Design and manage all aspects of company’s Internet Marketing campaigns. Oversee marketing budget, Web site design, paid search campaigns, online auction tools, web analytics (Google / Omniture), Facebook, Twitter, Linkedin, blog, SEO, press releases, article marketing, conference exhibits, and print marketing. Serve as tech support and manage HR issues. —Representative Accomplishments● Played an instrumental role in the company posting its first profit in 6 years. ● Turned company around by developing innovative Internet marketing strategies that produced immediate results: boosted sales by 1400% and increased traffic to Website and auction listings. ● Revamped entire company to adequately support additional sales volume. ● Redesigned Website that increased daily Web traffic by 50%. ● Improved auction success rate from 2% to 35% by setting up company’s eBay store and through increased visibility of company on Web, blog, and use of social media.● Increased traffic to listings by 125% by creating eBay presence for the company. ● Penetrated new markets, including Canada, Mexico, Australia, and United Kingdom.

Oversee complete re-branding of distressed business issued by court order under Chapter 11 bankruptcy. Lead redesign of all marketing vehicles and Commerce web site, including reconstruction of shopping cart system for improved usability. Mended and strengthened relationships with distributors. —Representative Accomplishments● Recovered 20% of market share by launching highly effective re-branding campaign. ● Prepared company for sale receiving 11 bids with anticipated sale price of at least $1.55MM.

Coordinate and manage services for more than 30 clients and supervise over 30 staff members. Provide in-house business administration and marketing consulting. Attend trade shows and various workshops.—Representative Accomplishments● Expanded business by 50% through word-of-mouth marketing, referral bonuses, community relations, and increasing visibility to potential staff and clients.

Founded non-medical home health care agency providing support to individuals with developmental disabilities. Supervised human resources activities such as staffing, recruiting, labor relations, career development, and policy development. Oversaw 5 divisions statewide that provided more than 20 services throughout Maricopa, Coconino, Navajo, Pinal, and Gila counties. Managed contracts, budgets, and financial operations.

Launched company from ground up to provide support for individuals with developmental disabilities in 2 districts spanning Maricopa and Pinal counties. Administered over human resources activities, personnel relations, and business operations.