Heidi Boucher Email & Phone Number

Greater Boston Area

Built customer-centric marketing strategies leveraging data-rich insights to support business goals and deliver an elevated retail experience optimized for the customer’s journey and core needs. Led consumer research plans and leveraged data to make recommendations that balance business priorities with customer needs. Unlocked new growth and customer engagement opportunities.Highlights:• Shaped and launched brand’s first in-store beauty experience, growing category by 15% and exceeding total sales targets by 1.5%, warranting expansion planning to scale nationally.• Brought in-store experience to life for CVS’s Health Hub pilot through signage, digital content and thought leadership for colleague-customer interactions, generating record-breaking customer satisfaction scores in first month of live store environment with increased sales, scripts and traffic. Outstanding results led to expedited scaling.• Devised comprehensive retail content strategy for multiple in-store screens concepts to differentiate the customer experience, increase engagement and build incremental revenue. • Launched NFC-enabled technology with a focus on Apple Pay to improve customer convenience, security and speed of payments.• Composed strategy and actionable plan for brand’s first shop-in-shop experience with SmileDirectClub.• Spearheaded new colleague uniform design for Front Store retail to reinforce evolved CVS brand identity, leading to the framework developed for an enterprise-wide uniform redesign initiative across all customer-facing employees.

Drove consumer research plan to evaluate modern customer journey and built best practices for in-store messaging, strengthening strategy and sales. Optimized menu board designs to reflect pivotal change of strategic brand identity and improve user-friendliness. Revitalized digital menu content strategy with relevant messaging to enhance guest’s in-store experience and build brand affinity.Highlights:• Led transformative Menu Simplification initiative, revolutionizing customer experience with easier menu navigation and faster, consistent service, sustaining sales despite more than 10% menu reductions and paving the way for brand growth.• Partnered with media team to innovate live social feed via digital menu board on National Donut Day, contributing to the highest beverages sales day on record ($2,116/store) and best donut movement (10.9 million) for a National Donut Day.• Instituted technology road map to lead in the digital menu board space, delivering future dynamic content capabilities.• Elevated in-store signage execution for Beverage feature programs, replacing dated pieces with sleek, modern and cost-neutral solutions.

Oversaw best-in-class menu board content and communication across digital, drive-thru, static formats, 300+ pieces of content annually. Managed $6 MM budget for print, video, dynamic content production and software development. Coached Assistant to Associate Manager and contractor responsible for implementation and content management.Highlights:• Steered cross-functional team through national transition of menu board design, generating 1% sales increase and improved guest satisfaction.• Transformed menu experience with optimized technology, introducing event teasers, day-of holiday takeovers and real-time relevant content.

Strategically planned, focused and adapted annual in-store messaging strategy, customizing to 100+ local market needs. Managed team of two direct reports responsible for implementation of 1000+ in-store and menu board SKUs annually.Highlights:• Partnered with Brand and Field Marketing teams to concept new in-store signing solutions to exceed corporate goals and local sales targets.• Managed newest Fresh Brew store design standard from proof-of-concept development through execution and operational brand launch.

Led POP account team, including all national and regional test marketing initiatives, from concept through program launch. Cultivated two junior account team members, and guided communication across client, creative, production and planning teams.Highlights:• Collaborated with senior agency leadership to develop staffing plans to help manage and deliver incremental scopes of work, exceeding 20% budget.• Optimized production procedures and recommended cost efficiencies to improve speed-to-market and tighten spending.

Developed and executed promotions with retailers, installers and dealerships, driving loyalty and engagement for Mobil 1 and Mobil Delvac brands. Managed all marketing facets and analytics of programs across internal, client and fulfillment parties including operational communications pre-promotion to launch.

Facilitated day-to-day campaign executions, including Effie award-winning 'Makeup as Fashion' campaign for Max Factor.

200-Hour Yoga Teacher Certification, Vinyasa Yoga

Bachelor Of Science (B.S.), Advertising

Activities and Societies: National Panhellenic Council, Executive Board | Alpha Xi Delta | Ad Club | Writing Center Volunteer | Child &.