Heather Adkins Email & Phone Number

Pasadena, Ca, Us

Los Angeles, Ca, Us

Manage the MarTech team and technology stack, delivering continued digital growth, advanced personalization strategies, and orchestrated campaign activation across digital channels.● Managed web strategy and digital optimization roadmap. Scaling the program from A/B testing toauto-personalization and recommendations. Delivered average conversion rate lift of 124% and 73% increase in YOY new opportunities across authenticated and non-authenticated sites.● Enabled acquisition campaigns at scale, optimizing the marketing funnel and reducing cost per lead by 20%.● Partnered with marketing, digital, & product teams to enable automated journeys that achieve cost savings, cross-sell, and increased engagement. Journey to reduce manual wires resulting in a cost savings. ● Led Content Lifecycle Management initiative, integrating Adobe Assets (DAM), Adobe Workfront and Adobe Creative Cloud solutions leveraging Adobe Fusion. Streamlined asset management processes, minimized asset duplication, and increased asset reuse to improve productivity and decrease time to market.● Managed marketing data services and strategy, enabling data insights and providing self-service dashboards for marketers. Established 28 MarTech data quality management controls to ensure data integrity and accuracy.● Expertise in implementing and enabling Adobe solutions, including Real-Time Customer Data Platform(RTCDP), Journey Orchestration, Customer Journey Analytics, Adobe Target, Adobe Analytics, AdobeAudience Manager, Adobe Experience Manager (AEM) Sites & Assets, and Advertising Cloud.● Experience with Salesforce Sales Cloud, Marketing Cloud & Einstein, and Invoca onsite call-tracking.● Partnered with Adobe to develop and implement a cookieless strategy for paid media channels.● Skilled at executive level presentations, partner webinars, and presenting at events such as Adobe Summit.● Experienced at budget management and building and leading high performance teams.

Los Angeles, Ca, Us

Built a successful digital optimization program from the ground up, enabled centralized marketing project management with the Adobe Workfront, and drove the digital transformation of marketing.● Established a digital optimization program, achieving top 1% ranking among Adobe's financial services clients and introducing AI-driven personalization on cnb.com.● Enabled 498 unique experiences, consistently generated conversion rate lift, and produced 22 new business opportunities.● Systematically learned and enabled Adobe Target features and capabilities, increasing testing velocity from 1-2 tests per month to over 20 activities monthly, utilizing Adobe Analytics, Adobe Audience Manager, and Adobe Experience Manager integrations.● Implemented Adobe Workfront, standardizing workflows across 20 teams and significantly reducing project completion times. For example, email campaign time to market decreased by 53%.● Implemented Adobe Audience Manager, digitizing over 88K clients with over 350 unique data points for audience analysis, segmentation, and targeting across owned sites and paid media.● Managed multi-channel campaigns, tracking campaign attribution with marketing funnel reporting built using Adobe/Salesforce integration.

Provided independent strategy, marketing technology, and digital marketing consulting services. Lead overall strategy, client and team satisfaction, and quality of service on the delivery of digital marketing initiatives. Identified growth opportunities and provide best practices in marketing automation and digital marketing. Partnered with Marvel Marketers and Kforce to support key enterprise and high growth clients, including Google Ads and Capital Group.

Baltimore, Maryland, Us

Led multi-channel marketing technology strategy and implementation of infrastructure, including Salesforce and Marketo. Established a new full-service marketing technology and operations department that delivered digital engagement, rich user experiences, email and marketing automation, SEO, social media, content production and analytics.

Baltimore, Maryland, Us

Built digital marketing team from the ground up. Implemented Salesforce.com, integrating back-end systems across multiple business divisions. Developed responsive microsites, leading the creative and content development and technical project management. Launched the LifeSales iPad mobile app, from concept to delivery, in only 4 months. Responsible for digital, analytics, systems, budgets, staffing and training, and vendor management.

Baltimore, Maryland, Us

Led key strategic projects. Managed implementation of e-application process. In only 20 days, produced website and brochure to introduce new life settlements business line to the market. Implemented $6.8MM 2008 Masters Campaign featuring Zach Johnson. Managed creative team. Led the conversion of all marketing pieces for due to company merger. Implemented processes and resources to edit, route, convert, redesign, proof, print, ship and post over 430 pieces within 6 months.

Baltimore, Maryland, Us

Launched three site redesigns and two site integrations within one year. Increased industry rating of consumer site by 60% and maintained top 4 ranking of sales agent site. Streamlined content management by implementing content tracking system. Improved the quality and doubled the amount of new content across sites. Promoted usage of agent site through online and offline marketing, increasing the number of unique visitors by 50% in 1 year.