Heather Turner

Heather Turner Email and Phone Number

Director CRM Strategy at VML @ VML
Heather Turner's Location
Charlotte Metro, United States, United States
Heather Turner's Contact Details

Heather Turner personal email

n/a
About Heather Turner

I'm an experienced marketing communications strategist with demonstrated success in developing B2C and B2B campaigns that drive results. As a proven leader of integrated marketing teams, I have spent my career providing marketing strategy and execution for consumer brands in the automotive, food & beverage and healthcare industries.I currently serve as a CRM strategist for a global brand and customer experience agency where I manage the day-to-day planning and execution of my client’s CRM initiatives. I work collaboratively with a cross-agency team of project managers, analysts, data scientists, developers, martech consultants, copywriters and designers to bring the client’s CRM goals to life. I previously led the CRM function for Driven Brands, an entrepreneurial automotive services company, identifying opportunities to drive customer acquisition and retention across email, direct mail, SMS and digital programmatic & social retargeting. I use metrics and data to optimize and drive revenue.In my role at Driven Brands and my prior position at Coca-Cola Bottling, I was chosen to fulfill new roles and charged with bringing the positions to life. I was able to set standards, define processes and establish the expectations of the job function, paving the way for success and adding new value to the organization.A creative strategist and innovative problem solver, I’m known for cultivating relationships across functional areas. I’ve worked in highly matrixed organizations and partnered with internal teams to deliver meaningful customer experiences.During my career I have managed high-performing teams in the day-to-day servicing of product lines/business units and advancing organizational priorities through market research; consumer segmentation; customer experience journeys; digital, web & CRM strategies; integrated marketing and advertising; public & media relations; and internal communications across multiple markets. Areas of expertise include:• Customer journey development• CRM technology & email automation implementation• Customer acquisition and retention strategies & analytics• Lead and demand generation• Brand management & integrated marketing • Use of research to gain customer insights• B2B sales aides • Video and TV commercial production• Website content & personalization, SEO & SEM

Heather Turner's Current Company Details
VML

Vml

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Director CRM Strategy at VML
Heather Turner Work Experience Details
  • Vml
    Director Crm Strategy
    Vml Jan 2024 - Present
    New York, New York, Us
    VMLY&R and Wunderman Thompson merged in January 2024 under the new name VML.Consult with clients to develop end-to-end customer journeys built on data-driven approaches and manage the day-to-day planning and execution of clients CRM initiatives.Work collaboratively with a cross-agency team of project managers, analysts, data scientists, developers, martech consultants, copywriters and designers to bring the client’s CRM goals to life.Influential in presenting and gaining support for CRM plans across key stakeholders by translating data into actionable insights and using visual elements to share my strategies.
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  • Vmly&R (Ma)
    Director Crm Strategy
    Vmly&R (Ma) Dec 2021 - Dec 2023
    Consult with clients to develop end-to-end customer journeys built on data-driven approaches and manage the day-to-day planning and execution of clients CRM initiatives.Work collaboratively with a cross-agency team of project managers, analysts, data scientists, developers, martech consultants, copywriters and designers to bring the client’s CRM goals to life.Influential in presenting and gaining support for CRM plans across key stakeholders by translating data into actionable insights and using visual elements to share my strategies.
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  • Driven Brands, Inc.
    Crm Marketing Director For Driven Brands
    Driven Brands, Inc. Mar 2020 - Dec 2021
    Charlotte, Nc, Us
    Oversee the CRM marketing function for Driven Brands, the parent company of the largest family of automotive aftermarket brands in North America including Meineke, Maaco, Take 5 Oil Change, Car Wash USA Express and CARSTAR. With over $3 billion in sales, Driven Brands now services 50 million vehicles in its 4,000+ locations across 15 countries.
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  • Driven Brands, Inc.
    Crm Marketing Director For Take 5 Oil Change
    Driven Brands, Inc. Mar 2018 - Mar 2020
    Charlotte, Nc, Us
    Take 5 Oil Change is a rapidly growing drive-thru oil change service in 500+locations across 18 states. Acquired by Driven Brands as its quick lube vertical, it is focused on creating a fast, simple customer experience and serving additional customers via acquisitions and organic growth of corporate & franchise locations.• Lead strategy and execution of CRM function for Take 5 and its acquisition brands.• Partnered with data insights team to implement new predictive statistical model to determine a customer’s oil change interval, which is the basis for all CRM communications.• Built multi-channel customer journeys for retail and B2B audiences tied to their oil change interval.• Transitioned email channel to Salesforce Marketing Cloud in record time with new CRM agency partner.• Transformed direct mail channel from static, infrequent mailings to dynamic content mailed daily. • Worked with CRM agency partner to develop KPI dashboard.
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  • Coca-Cola Bottling Co. Consolidated
    Shopper Marketing Manager
    Coca-Cola Bottling Co. Consolidated Sep 2016 - Mar 2018
    Charlotte, Nc, Us
    CCBCC is the largest Coca-Cola bottler in the U.S. with operations in 16 states covering the Mid-Atlantic, Southeast and Midwest. It serves a base of 64 million consumers with over 15,000 employees and offers over 500 beverages, including the #1 most recognized brand in the world.I established the new shopper marketing function for the food service/on premise division to activate custom marketing programs with our customers. I created the role’s structure & processes while building relationships with the field sales team and key customers across multiple channels of business including restaurants, amusement/recreation, education and retail accounts.Built more than 100 custom marketing programs to drive Coca-Cola “brand love”, consumer engagement and sales of the beverage portfolio.Supported the field sales team with custom marketing programs for new business pitches achieving a 70% close rate and generating over $500,000 in incremental revenue to-date.Developed digital campaign for a college featuring mobile wallet coupons that achieved a 75% download rate through social media advertising.Activated custom Snapchat filters with a key amusement/recreation customer achieving a 16% usage rate and 67,000+ consumer views.Increased gross profit 17 % with a music festival customer by activating a text-to-win program in 10 college accounts and 40+ Walmart locations, which generated 1,200 contest entries. Created a merchandising program to increase product penetration resulting in 15,000 new beverages sold to a regional retail chain during 3-month promotional period.
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  • Novant Health
    Sr. Director Marketing Partner
    Novant Health May 2014 - Dec 2015
    Charlotte, Nc, Us
    Novant Health is high-growth $4B, four-state integrated network of more than 1,200 physicians and 25,000 employees at nearly 500 locations, including 13 medical centers and hundreds of outpatient facilities and physician clinics serving more than 4 million patients annually.I served as the strategic marketing partner for senior leaders at the Charlotte market's five hospitals including a children's and orthopedic hospital, over 175 physician clinics, pharmacies and outpatient facilities. Validated impact of marketing efforts over a 20 month period with new media mix statistical model which determined 7.4% of hospital visits and 14.3% of doctor's offices visits are attributable to marketing efforts, more than any other market in the organization.Developed and led unprecedented enterprise-wide communication planning process in new centralized marketing model. Process was adopted by new integrated marketing team and rolled out across eight strategic priority areas.Provided strategic direction on brand name portfolio, analyzed consumer segmentation research to refine retail product offer and launched market's first retail locations with integrated print, digital, social and direct mail campaign generating over 6,000 customer visits in the first year. Led integrated marketing implementation team that launched the St. Jude Children’s Research Hospital affiliation campaign, generating coverage in over 15 media outlets, 8,000 social media interactions in two days and a 50% increase in annual patient visits after the first month of affiliation.Served as subject matter expert and educated leadership on consumer segmentation research that identified over 100 data points on target customer characteristics driving more effective marketing strategy and messaging.Analyzed enterprise-wide marketing team workload and built workflows for a newly structured team, removing nearly 50% of wasteful activities and refocusing time spent on strategic priorities.
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  • Novant Health
    Sr. Director, Pr & Marketing
    Novant Health Jan 2010 - May 2014
    Charlotte, Nc, Us
    Brand Management * Led project teams implementing a driving brand strategy, consolidating nearly 400 brand names into one. Increased brand awareness 130% in nine months. Directed integrated campaign to launch new system brand across six media markets; managed creative agency relationship, ensured message consistency and adherence to brand standards.Integrated Campaigns * Managed product line campaigns using multi-channel media including TV, print, direct mail, email, digital display, mobile, social media & keyword campaigns tied to landing pages.* Directed multiple system-wide branding campaigns including the affiliation with the Cleveland Clinic and a campaign featuring Michael Jordan as part of Novant Health’s role as official healthcare providers for the Charlotte Bobcats NBA team.B2B Strategies* Developed sales referral materials and used direct mail, email, trade print and online ads. * Supported sales team with B2B materials focused on cancer product line resulting in a 63% increase in referrals to the cancer navigation program over the previous year.* Developed B2B physician communication and patient education on heart screening exam generating a 370% increase in volumes over previous year.Customer Acquisition* Leveraged direct mail CRM system to acquire new customers using a predictive model to identify at-risk individuals for heart disease. Achieved 92% success rate in attracting target audience and more than doubled the monthly screening goal.* Developed CRM direct mail, email and digital campaign using consumer enhancement data to connect consumers and primary care providers resulting in almost 30,000 campaign clicks, over 10,000 new customers and $4.1M revenue.Training & Team Building* Developed a cross-functional annual communications planning process with marketing, PR, internal communications, strategic planning, physician liaison sales team, community relations, corporate health, and corporate relations.
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  • Novant Health
    Director Of Marketing
    Novant Health Jan 2008 - Jan 2010
    Charlotte, Nc, Us
    Directed branding campaigns, providing guidance to creative agency partners on TV, digital, print, and outdoor ads for product lines.Managed corporate launch of customer relationship management (CRM) database and email communication platform including a new monthly consumer e-newsletter and transition of product line print newsletter to electronic format.Led multiple corporate website redesign initiatives developing navigation architecture, design and content. Partnered with IT to conduct a strategic web site assessment leading to the creation of a new Web Center department.
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  • Novant Health
    Manager Of Marketing
    Novant Health May 2000 - Dec 2007
    Charlotte, Nc, Us
    Directed multiple branding campaigns involving multi-channel media for product lines. Resulted in 5% market share increase and improved consumer preference for “Best Physicians” and “Best Heart Care.”Managed grand opening events and advertising campaign for a newly constructed community hospital. Events for employees, physicians, VIPs and community attracted 7,000+ attendees.Led promotion of yearlong campaign supporting the 100th anniversary of Presbyterian Hospital including educational seminars and a community celebration attracting 5,000+ attendees.Edited and produced “Journal for Advanced Clinical Care,” a physician-targeted publication that discussed medical treatments and trends in the local market. Led corporate initiative to redesign organization's four public websites.Designed and built an Access database to track projects and invoices. Lead initiative to map current processes, identify workflow issues and implement changes to provide better service to internal clients.
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  • Novant Health
    Marketing Specialist
    Novant Health Aug 1999 - Apr 2000
    Charlotte, Nc, Us
    Managed the Health Digest partnership with WSOC-TV to produce 30-minute medical education television shows and 1-minute vignettes; determined show/vignette topics; planned show outlines; scheduled interviews; assisted with filming production; promoted shows.Coordinated advertising and direct mail promotion of newly employed physicians.Developed brochures, print advertising and additional marketing materials for hospital service lines; wrote content for weekly newspaper ad of community classes and events.
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  • Carolinas Medical Center - Northeast
    Marketing Coordinator
    Carolinas Medical Center - Northeast Oct 1997 - Jul 1999
    Charlotte, Nc, Us
    Coordinated media relations and marketing for 457-bed community hospital.Developed marketing strategies for hospital product lines and physician practices; implemented tactics including advertising placement and production, event planning, development of brochures and direct mails.Maintained Web site content and online physician directory.Responsible for hospital media relations; wrote and distributed press releases; responded to media requests; coordinated interviews with hospital staff.Managed the Health Digest partnership with WSOC-TV to produce five, 30-minute medical education television shows 1 minute vignettes on varying health topics.
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  • Alexander Communications (A Subsidiary Of Ogilvy Public Relations Worldwide)
    Account Manager
    Alexander Communications (A Subsidiary Of Ogilvy Public Relations Worldwide) Aug 1996 - Oct 1997
    New York, Ny, Us
    Managed PR and media relations for a variety of software and .com clients. Wrote media strategies and coordinated press/analyst tours, trade shows and product launch events. Developed client press materials and pitches for speaking opportunities.Wrote pitch letters, distributed and followed up on press releases; contacted local, national business and computer trade press resulting in over 16 million impressions.
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Heather Turner Skills

Marketing Public Relations Marketing Communications Marketing Strategy Media Relations Healthcare Strategic Communications Newsletters Social Media Marketing Corporate Communications Press Releases Strategic Planning Internal Communications Event Planning Nonprofits Advertising Integrated Marketing Leadership Management Crm Project Management Facebook Digital Marketing Customer Relationship Management Non Profits Cross Functional Team Leadership Market Research Customer Segmentation Strategy Competitive Analysis Brand Management Corporate Branding Brand Architecture Consumer Products Shopper Marketing Sales Support Tools Food And Beverage Contract Management Cross Functional Relationships

Heather Turner Education Details

  • University Of North Carolina At Chapel Hill
    University Of North Carolina At Chapel Hill
    Journalism And Mass Communication
  • Wake Forest University School Of Business
    Wake Forest University School Of Business
    General Management

Frequently Asked Questions about Heather Turner

What company does Heather Turner work for?

Heather Turner works for Vml

What is Heather Turner's role at the current company?

Heather Turner's current role is Director CRM Strategy at VML.

What is Heather Turner's email address?

Heather Turner's email address is he****@****bcc.com

What schools did Heather Turner attend?

Heather Turner attended University Of North Carolina At Chapel Hill, Wake Forest University School Of Business.

What skills is Heather Turner known for?

Heather Turner has skills like Marketing, Public Relations, Marketing Communications, Marketing Strategy, Media Relations, Healthcare, Strategic Communications, Newsletters, Social Media Marketing, Corporate Communications, Press Releases, Strategic Planning.

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