Heather K. Email & Phone Number

San Francisco, California, Us

Lead a team of individual contributors within Enterprise Marketing Services that supports CSBB & WIM Marketing teamsManage and develop teams of individual contributors and/or managers to enhance marketing targeting strategies and effectively execute Audience Targeting processes to deliver marketing campaignsDetermine appropriate strategy to plan, coordinate, and execute data research projects or results oriented intelligence that support the businessCollaborate and influence all levels of professionals including senior managers to provide strategic consultationEnsure adherence to data management and data governance regulations, and policies and compliance requirementsDetermine appropriate strategy and actions of team to develop policies, approval or denial strategies, business line assignment methods, collections, and recovery strategiesInterpret and develop compliance and risk management requirements for supported area and work with other stakeholders to implement key risk initiativesManage allocation of people and financial resources to ensure commitments are met and align with strategic objectivesDevelop and guide a culture of talent development to meet business objectives and strategy

New York, Ny, Us

✔Define the Growth Marketing Operations & Analytics vision and strategy best practices, and develop a roadmap for improvements.✔Lead the creation and maintenance of processes that measure marketing performance and enable intelligent decision making.✔Design, deploy, and manage an integrated spend to revenue marketing analytics process, and provide visibility to marketers, business owners and executives.✔Set campaign and channel level goals and forecasts, and partner with the Data and Analytics team to ensure accurate reporting on customer acquisition cost, including proper attribution.✔Track, report, and provide insights on the entire marketing funnel including volume, velocity, conversion stage-to-stage, and average value.✔Collaborate across organizations to drive a/b testing of experiences on the web to maximize small business conversion across web and phone.✔Perform analytical deep dives into the customer's journey across traffic, conversion, initial purchase, add ons, retention, and upgrades with clear insights on trends and growth levers.✔Responsible for analyzing personalization elements & segmentation across digital channels and presenting actionable insights & recommendations within marketing and to business partners and management.✔Benchmark Blue Apron’s current marketing activities, performance, and investment against industry standards.

Boca Raton, Florida, Us

Serve as the organization’s SME in web analytics, providing ongoing actionable insights to key stakeholders. Deliver best-in-class analytics to understand user behavior and conversion trends, as well as proactively identify CRO opportunities to champion for execution. Provide leadership for direct reports.✔Led teams to build a new Marketing Database and CRM with attribution that ties offline conversions to online efforts. Increased lead-to-sale conversion rate XX.XX%, reduced cost per acquisition (CPA) XX%, and increased visibility of performance data to finance, operations and C-suite to advise in the development of measurable business goals.✔Established a testing roadmap which increased frequency of tests XX% and website conversion rate XX% the first year.✔Built testing framework to bring discipline and transparency to testing strategy to encourage faster and iterative approach to testing. Designed measurement approach and execution for tests.✔Tested brand awareness campaigns responsibly utilizing YouTube, online video and banner ads to unlock a XXX% lift in branded keywords after paid search performance plateaued.✔Led marketing team with optimization techniques for display advertising resulting in a XXX% improvement in click-to-lead performance of display banner ads.✔Conducted mix testing to find an offer that increased visit-to-lead rate XX% while reducing LTV only XX%. Advised on tactics to reduce churn through telesales, SMS and email renewal campaigns.✔Led Paid Search testing strategy to improve landing page performance XXX% for non-brand and XX% for brand. Developed a process to connect Google Ads with offline conversion data to improve marketing channel profitability.✔Conceived and oversaw the delivery of a marketing data warehouse and CRM to bring ownership of first party data in-house to improve automated reporting and enable robust targeting. Reduced wasted spend by XX% and increased efficiency from monthly reporting to real time dashboards.

Ft. Lauderdale, Fl, Us

Responsible for serving as a subject matter expert in web analytics and providing ongoing actionable insights to key stakeholders. Accountable for delivering best-in-class analytics to understand user behavior and conversion trends, as well as proactively identify conversion rate optimization (CRO) opportunities to execute. Managed and coached a team of 6 direct reports. ✔Sourced and championed the implementation of phone tracking software from legacy agency implementation to in-house management of software that unlocked keyword-level insights vs. campaign-level insights. Resulted in annual savings of $1.2MM.✔Architected and served as product owner for the collection of website browsing and shopping data to enable customer 360◦ view detailing consideration phase to ownership journey. Delivered custom recommendations and personalization both online and in store. ✔Effectively connected in-store customers to preferred vehicles based on browsing activity online.✔Protected quality of first party data by establishing monitoring processes to identify outages and reduce data loss and downtime from weeks to hours.✔Developed and owned A/B testing roadmap and measurement protocol to increase number of concurrent tests and personalizations resulting in increasing conversions by 37% in two months.✔Identified, designed and implemented tracking of automobile trade-in appraisal resulting in a 48% increase in trade-in appraisals over 3 months. Participated in the design, implementation, tracking, and optimization of online experiences for shopping, trade-in, finance applications, and vehicle reservations to reduce time spent in dealership by 47% over the course of 16 months.✔Held prior roles including Web Analytics Manager (10/16-06/18) and Web Analytics Analyst (09/13-10/16).* continued below *

Ft. Lauderdale, Fl, Us

* continued from above *People-Based Marketing▬▬▬▬▬▬▬▬▬▬▬✔Built and disseminated customized reporting merging offline sales with online web data to build a customer profile that stitched email communications, display advertising, phone tracking, and offline with website shopping and product activity.✔Managed custom tracking pixels to collect product attributes, customer attributes and website journeys.✔Used web data to build custom audiences for display and SEM targeting based on data from Google Analytics and Dynamic Yield.✔Built custom experiences within A/B testing and personalization software to deliver custom experiences at a cookie, traffic source and conversion level.Digital Data Architecture▬▬▬▬▬▬▬▬▬▬▬✔Built data architecture to maximize collection of online customer activity through onboarding new vendors, solidifying tracking infrastructure, and identifying barriers to conversion across an ecosystem of 600+ websites including AutoNation.com, OEM- mandated sites, and paid search microsites. ✔Implemented Google Universal Analytics and Dynamic Yield tracking with data layer variables specific to the automotive vertical executed through Tealium IQ, Event DB and Event Stream.✔Developed monitoring solutions to ensure data quality was never compromised on over 600 websites within network.✔Advised Business Intelligence (BI) on data relationships to facilitate the successful set up of dashboard and reporting.✔Discovered meaningful insights and communicated those insights to executives to make real-time, data-driven decisions.* continued below *

Ft. Lauderdale, Fl, Us

* continued from above * Digital Product Management▬▬▬▬▬▬▬▬▬▬▬▬▬✔Served as Product Owner for Tealium within the development team to ensure requirements were delivered using Agile methodology.✔Collaborated with business and web development teams to architect tracking solutions that adhered to industry best practices and highlighted the customer journey for new and existing website features.✔Ensured web tracking requirements were well written, clearly communicated, delivered, and accepted according to specifications for each release cycle.✔Collaborated with offshore and onshore developers to ensure requirements were clear and advised on roadblocks.✔Developed quality assurance automation to scale that met with big data demands in a constantly evolving product.✔Provided data help to Product Owners to prioritize the product roadmap based on feature engagement, efficacy and popularity.Digital Phone Tracking▬▬▬▬▬▬▬▬▬▬✔Led enterprise-level phone tracking set up, strategy and execution for AutoNation's 32+ OEM brands across 300 retail locations resulting in an annual cost savings of over $1.2MM and increased campaign-level attribution.✔Transitioned from legacy vendor to Invoca enabling pass through of online web data like cookie ID, session ID and traffic source data to allow for improved attribution of marketing spend.✔Coordinated integrations with CRM, marketing databases, and key business owners to ensure complete data accuracy and parity of features from legacy provider.✔Championed the flawless rollout of new software by ensuring no lapse in connectivity for phone service at retail locations.

Developed an in-house analytics department to understand and optimize lead generation websites for clients. Emphasis on creating an exceptional customer support experience using voice of the customer feedback and active pre- and post-launch customer advocacy.✔Conducted UX research, design and tracking of lead generation landing pages for digital marketing that resulted in a 23% increase in leads over 6 weeks.✔Built out an in-house web analytics team to work with agency clients to optimize conversion funnel through A/B testing, UX research and detailed campaign measurement for clients. Improved conversion rates by an average of 46%.✔Conducted user experience and web analytics tracking for website portals for lead generation for strategic business alliances within the finance and education verticals.✔Provided insight and ideas regarding direction to developers and designers based on historical data including Google Analytics data, heat maps, testing results, and eye tracking software.✔Executed A/B and multivariate testing using Optimizely and worked with developers to implement new features.✔Optimized email campaign offers, creative materials and delivery rate to increase daily revenue by 76% during quarter. Overhauled offers, developed rigorous testing process to advise on creative and negotiated better terms with affiliate partners while maintaining profitability on both sides.✔Select clients included Hair Club, Ideal Image, Western Union, Match.com, and DeVry University.

Accountable for overseeing the development and execution of targeted email campaigns for an online performance marketing agency that helps clients acquire customers more profitably. Provided leadership for a staff of two direct reports.✔Managed millions of email deployments to appropriate email distribution lists while balancing message effectiveness with email deliverability consistently meeting and/or exceeding daily revenue goals.✔Conducted A/B testing of creatives, messaging, type of offer, and email marketing list sharing results with clients to advocate for creative and strategy changes.✔Negotiated payouts for offers by compiling data based on similar campaign performance within verticals. ✔Executed proprietary email deliverability techniques in response to constantly evolving algorithm changes.✔Improved daily revenue for the company by 12% by crafting and sending the best resonating content and offers.

Orlando, Florida, Us

Responsible for leading the day-to-day management of assigned client accounts, focusing on innovation and meeting client’s target KPIs for this boutique agency specializing in digital marketing for the travel industry. Pitched services including Digital Advertising, Social Media, Local SEO, Web Development for SEO, and SEM. Hired, trained and coached a team of 4 and oversaw 6 interns annually. ✔Managed PPC campaigns for hospitality clients including Hilton and Marriott hotels using Google Analytics, Bing, Expedia, Facebook, and Kayak consistently working within tight budgets.✔Collaborated with web developers, SEOs and clients to build customized online experiences for hotel properties.✔Conducted SEO audits and competitive research for prospecting and consultation purposes.✔Worked with clients to strategize and deliver high return on ad spend (ROAS) on low budgets during the recession.

Oversaw marketing efforts, generated sales leads, fulfilled orders for environmentally friendly cleaning products, organized participation in trade shows, developed proposals, general accounting.

Orlando, Florida, Us

Learning Search Engine Marketing basics for the hospitality industry. Monitoring consumer generated media (online buzz) & optimizing website copy for the search engines.