Heather Snavely Email & Phone Number

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.

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.

Columbus, Oh, Us

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.

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.

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.

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.

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.

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.

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.

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.

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.

Master'S Of Business Communications, Communications

Other; Certificate Of Specialization In Finance And Accounting

Other; Certificate In Alternative Investments

Other; Certificate In Financial Accounting

Other; Certificate In Leading With Finance

Women On Boards Director Development Program

Ba, English (Major), Japanese (Minor)