Heather Snavely

Heather Snavely Email and Phone Number

CEO | Transformative Leader & Board Member | 2024 PSBJ Woman of Influence | former Microsoft, Edelman, Brooks Running @ AAA Washington
Heather Snavely's Location
Greater Seattle Area, United States, United States
Heather Snavely's Contact Details
About Heather Snavely

First woman and bi-racial CEO in AAA Washington’s 120-year history. On a mission to create a fundamental shift in what AAA membership means in the Pacific Northwest, transform AAA Washington into a best place to build your career, and fix the broken rung limiting women from making it to the glass ceiling. Determined to be optimistic, transparent and curious along the way, never taking myself too seriously and always finding time to laugh.

Heather Snavely's Current Company Details
AAA Washington

Aaa Washington

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CEO | Transformative Leader & Board Member | 2024 PSBJ Woman of Influence | former Microsoft, Edelman, Brooks Running
Heather Snavely Work Experience Details
  • Aaa Washington
    President & Ceo
    Aaa Washington Jul 2021 - Present
    Bellevue, Washington, Us
    AAA Washington was established in 1904 by 10 Seattleites with a passion for innovation and determination to make everyday life better. The original mission was to champion the betterment of motoring conditions, laws and legislation; promote of Washington as an unrivaled tourist destination; and preserve Washington state’s natural beauty.Today, the spirit of innovation and mission that inspired those early founders still infuses all we do. A leader in roadside assistance, mobility advocacy and traffic safety, AAA Washington is the largest independent club in the American Automobile Association, a federation of motor clubs across the U.S.With more than 1.2 million members in Washington and northern Idaho, we operate a full-service travel agency and the largest independent personal-lines insurance agency in Washington state. We also have a joint venture start-up: Auto Club MAPFRE Insurance Company. The carrier’s sole product is AAA Insurance crafted for the PNW lifestyle and sold exclusively by knowledgeable agents at the AAA Washington Insurance Agency.As the organization’s first woman CEO, I am leading the club through its greatest period of transformation since its inception. During my tenure, we have:• Invested deeply in our culture crafting a new vision, mission and values, and reimagining our future with a 10-year BHAG and rolling 3-year strategic plan;• Established a joint venture insurance start-up (Auto Club MAPFRE Insurance Company);• Launched the first ever non-emergency roadside AAA membership product, Everyday Membership, and enhanced member benefit value adding more than 1,000 new member perks and discounts in our trade area;• Reframed our club for a new generation through a brand refresh and strategic shift in our digital footprint; and• Been selected as the Association of Washington Business 2024 Employer of the Year and twice received the honor of being a Puget Sound Business Journal Best Workplace, as voted by our 600+ employees.
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  • Auto Club Mapfre Insurance Company
    Chairperson Of The Board
    Auto Club Mapfre Insurance Company May 2023 - Present
    The ACMIC Board of Directors is the governing body of Auto Club MAPFRE Insurance Company, a start-up joint venture between AAA Washington and MAPFRE. Doing business as “AAA Insurance,” ACMIC offers insurance specifically crafted for the Pacific Northwest lifestyle. It is sold exclusively by knowledgeable, local agents at the AAA Washington Insurance Agency, the largest personal-lines agency in Washington and Northern Idaho.
  • American Commerce Insurance, A Mapfre Company
    Director, Board Of Directors
    American Commerce Insurance, A Mapfre Company Nov 2021 - Present
    Columbus, Oh, Us
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  • Pcc Community Markets
    Vice President, Marketing
    Pcc Community Markets Jan 2016 - Jun 2021
    Seattle, Washington, Us
    PCC Community Markets is the nation’s largest community-owned grocer and was recognized by Fast Company’s 2020 World Changing Ideas Awards for its leadership in environmental sustainability. As the co-op’s chief marketing officer, I led the certified organic grocer through its most dynamic period of change: category disruption by Amazon, expansive category growth, and evolution to COVID-19 essential business.Responsibilities:• Designed detailed and impactful marketing strategies aimed at capturing greater market share, fostering brand affinity, and making PCC more relevant in today's ever-changing markets • Steered the co-op’s digital and communications strategy across earned, owned and paid platforms • Built the co-op’s consumer data and insights discipline• Applied visionary approaches to the COVID-19 pandemic, including pivoting the in-store cooking class services to online platforms thereby doubling overall profitability• Led and developed a team of 20+ creators, marketers, and passionate brand ambassadors, driving intra-organizational collaboration, results and innovationMy receipts (aka accomplishments):• Reframed an iconic and beloved 50-year-old brand to be more relevant and resonant, including a wholesale transformation of the co-op’s name, brand identity, GTM strategy and messaging, store-level branding, private label positioning, content strategy and digital presence. RESULT: Increased brand awareness and consideration by 2X.• Restructured the co-op’s member benefit program to appeal to modern consumers, strengthening loyalty, boosting engagement and spending. RESULTS: Increased number of active members 35% YOY; reduced cost-per-member by 33% in Year One, saving the co-op $millions.• Implemented a new digital incentive program, exclusive to members. RESULTS: Increased member baskets by 50%+; increased website traffic by 45% YOY.• Built the co-op’s comms strategy and function. RESULTS: Drove 190% increase in PR impressions over three years.
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  • Brooks Running
    Senior Director, Global Brand Marketing
    Brooks Running Feb 2013 - Oct 2015
    Seattle, Wa, Us
    Outside Brooks HQ in Seattle is a runner, nearly 10-feet tall, captured eternally in the final strides of a race. Forged in bronze from the medals of more than 1,000 runners across nearly every continent, The Medalist embodies the power of the run, the promise of the Brooks run happy spirit, and, as a personal passion project, my imprint on the brand. Responsibilities:• Creating innovative and memorable strategies that appealed to targeted audiences and enhanced brand love • Developing thoughtfully crafted global brand strategies aligned with the organization’s business objectives • Implementing imaginative plans that brought the company brand to life in ways that set Brooks apart from competitors • Spearheading all activities in relation to brand strategy, advertising/media, brand communications/PR, digital marketing/social media, and sports marketing • Fostering environments that promoted open collaboration across all departments with the aim of identifying synergies, encouraging idea sharing, and establishing common goals for profitable growth and continuous innovationMy PRs (runner for “accomplishments”):• Promoted through roles of increased scope from Director: Consumer Marketing (2011 – 2013) to Sr. Director Global Brand Marketing (2013 – 2015).• Developed the global marketing function within the organization. RESULTS: Drove 16-point growth in brand awareness in three years; generated 6X growth in social media following within seven months.• Defined and developed a go-to-market campaigns for footwear, apparel and ground-breaking technologies including the minimal footwear Pure Project line and the Stride Signature philosophy. RESULTS: Increased market share by 33% in minimal category; delivered paid digital campaigns that outperformed standard benchmarks by 300%; propelled Brooks advertising to be ranked No. 2 among specialty run retailers, second only to Nike.
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  • Brooks Running
    Director, Consumer Marketing
    Brooks Running Mar 2011 - Feb 2013
    Seattle, Wa, Us
    Within my first 3 mos. at Brooks Sports, I set a ½ marathon personal record, completing in less than two hours, and shaving 20 min. off my prior time. I jumped into my role as Consumer Marketing Director with similar stamina and enthusiasm. My purpose was simple: Brooks is a passion running brand at its tipping point. It was my job to tip it.At the brand level, I was constantly on the lookout for big, hairy, audacious ideas that would amplify the passion runners have for our brand. I was also responsible for setting consumer marketing strategy across advertising & media, public relations and digital marketing. Tasked with reaching as many runners as possible with as few dollars necessary, I led a whip-smart team internally and multiple agencies externally while fostering integration across the organization.From the start, I set a steady pace: leading new consumer segmentation; driving stronger investment in social media; honing brand positioning; and refining our leadership point of view on the running experience.
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  • Microsoft
    Director, Xbox Global & U.S. Consumer Communications
    Microsoft May 2008 - Mar 2011
    Redmond, Washington, Us
    I joined the Xbox team at its tipping point between Halo box and entertainment hub. Overseeing consumer communications across games, platform and devices, my first major launch was the transformation of Xbox LIVE from gaming community to entertainment destination, anchored by Netflix. But where I truly made my mark was as a core member of the Kinect for Xbox 360 strategy and go-to-market team.Responsibilities:• Creating and developing dynamic communication strategies for the Xbox and Kinect games and devices across Europe, North America, and Japan • Acting as the spokesperson for interviews with various media (USA Today, Sunday Times of London, Parade Magazine, CNN, and national and local broadcast)• Overseeing design and implementation of consumer-focused short and long-term communication strategies based on comprehensive market and consumer insights and intuition • Growing and directing 30+ member teams made up of internal and external personnel, driving effective and efficient operations • Defining, managing, and monitoring a $multimillion budget My gaming achievements:• Drove a 150% YOY increase in consumer media coverage within the first year of assuming the role. • Launched the fastest-selling consumer electronics product of 2010 as recorded by Guinness World Records after tracking product performance within the first 60 days.• Orchestrated the introduction of the Kinect product into various pop-culture categories (a full-page feature in Parade magazine; placement on Late Night with Jimmy Fallon, Smallville, and 30 Rock; and obtaining Oprah Winfrey’s statement calling Kinect “so cool”).• Achieved a placement on Amazon’s Top 10 ranking two weeks before Kinect’s launch.
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  • Cranium A Division Of Hasbro, Inc.
    Head Of The Hive (Head Of Global Brand Communications)
    Cranium A Division Of Hasbro, Inc. Sep 2005 - Apr 2008
    Us
    Reporting directly to Cranium’s Grand Poo Bah (a.k.a. CEO), my mission was to drive efforts to define and articulate the Cranium brand voice and tone across all consumer communications — from advertising to digital to word-of-mouth marketing. I also led corporate and consumer communications, including global product launch publicity, social responsibility, internal communications, media relations and executive branding. While at Cranium, I drove communications strategy around three workforce reductions and a product recall as well as a multimillion dollar acquisition of Cranium, Inc. by industry leader Hasbro, Inc. I was also member of the Toy Industry Association's Strategic Marketing Communications and PR Committee, and acted as Cranium spokesperson with local and national media.
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  • Cranium A Division Of Hasbro, Inc.
    Interim Head Of Marketing
    Cranium A Division Of Hasbro, Inc. Feb 2006 - Mar 2007
    Us
    As Cranium's interim head of marketing, I reported directly to Cranium’s Prima Presidente (president) and drove a major shift in company’s brand and product marketing strategy. In addition to leading efforts to refine and validate Cranium’s consumer target, I also managed an overhaul of packaging across product lines.During this time, I oversaw advertising, paid media, promotions, word-of-mouth marketing and corporate communications for Canada and the U.S., managing a team of five professionals and a multi-million dollar marketing budget. Additionally, I handled strategy for and execution of RFPs for advertising and media agencies.
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  • Edelman
    Vice President And Group Director
    Edelman Jul 1999 - Sep 2005
    New York, Ny, Us
    Getting the right people talking — from moms to Mac addicts — was at the core of the many award-winning programs my teams executed. Highlights include propelling Cranium to become the fastest-selling independent board game in history; transforming Microsoft into a trusted partner in the Macintosh community; and setting Brooks Sports on pace to become a brand celebrated for its dedication to inspiring people to run.I began my career at Edelman in 1999 and was promoted over my six years to roles of increasing scope and responsibility, culminating in Vice President/Group Director Consumer Brands. My client portfolio during my tenure included adidas, Albertson's, Brooks Sports, Clorox, Cranium, Inc., Microsoft, Recreational Equipment, Inc. (REI) and Savers/Value Village.
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  • Tunheim Partners
    Account Executive
    Tunheim Partners Oct 1997 - Jul 1999
    Minneapolis, Minnesota, Us
    I cut my PR agency teeth at Tunheim, a leading Minneapolis public relations agency. My primary client was Target Stores who taught me the rhythms of the retail business and showed me how to build a loved brand. Leading major projects like the restoration of the Washington Monument — which included an event with Hillary Clinton — and new store openings, I gained valuable experience in events PR and community relations. As lead on the retailer’s Take Charge of Education cause marketing and fund-raising initiative, I learned how to tap targeted communities (in this case teachers and PTAs) to drive meaningful brand and business results.
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  • Minnesota State Lottery
    Communications Specialist
    Minnesota State Lottery Sep 1995 - Oct 1997
    Roseville, Mn, Us
    While at the lottery, I had the good fortune to hear lottery winners' stories first-hand. As part of the communications team, I helped tell those stories to the media through press releases and, when it was a multi-million-dollar Powerball winner, press conferences. Our department leader, a former broadcast producer and magazine reporter, pushed me to sharpen my writing and editing, making a lasting impact on my career. She instilled in me a core belief that when treated with respect and trust, a team will do its best work.
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Heather Snavely Education Details

  • University Of St. Thomas - Opus College Of Business
    University Of St. Thomas - Opus College Of Business
    Communications
  • Harvard Business School Online
    Harvard Business School Online
    Other; Certificate Of Specialization In Finance And Accounting
  • Harvard Business School Online
    Harvard Business School Online
    Other; Certificate In Alternative Investments
  • Harvard Business School Online
    Harvard Business School Online
    Other; Certificate In Financial Accounting
  • Harvard Business School Online
    Harvard Business School Online
    Other; Certificate In Leading With Finance
  • Uw Foster School Of Business
    Uw Foster School Of Business
    Women On Boards Director Development Program
  • University Of Minnesota
    University Of Minnesota
    Japanese (Minor)

Frequently Asked Questions about Heather Snavely

What company does Heather Snavely work for?

Heather Snavely works for Aaa Washington

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

Heather Snavely's current role is CEO | Transformative Leader & Board Member | 2024 PSBJ Woman of Influence | former Microsoft, Edelman, Brooks Running.

What is Heather Snavely's email address?

Heather Snavely's email address is he****@****ets.com

What is Heather Snavely's direct phone number?

Heather Snavely's direct phone number is +120693*****

What schools did Heather Snavely attend?

Heather Snavely attended University Of St. Thomas - Opus College Of Business, Harvard Business School Online, Harvard Business School Online, Harvard Business School Online, Harvard Business School Online, Uw Foster School Of Business, University Of Minnesota.

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