Heidi Buck Email and Phone Number

- Builds performance digital marketing programs for amika US and CA websites.- Owns the CRM and the consumer insights being leveraged to drive market basket and profitability across all channels of the business. - Oversees performance digital marketing, email and SMS marketing, SEO and the reporting and analytics needs of the e-commerce department as well as those needs in support of other channels of the business.- Provides insights, analysis, and reporting to improve and scale performance using our customer data to inform decisions.- Leads the team focused on telling the story (and user journeys) of what happens when traffic comes to our e-commerce sites.- Develops scalable remarketing strategies focused on converting new traffic to the site and growing repeat customer base.- Drives digital marketing efforts with KPIs focused on traffic quality and LTV. - Owns the relationship with our digital analytics partners, making sure tagging and tracking elements are operational and implemented properly. - Owns the optimization, measurement and reporting of marketing activities to improve KPIs.- Drives the development of landing pages and website personalization to optimize user experience- Guides marketing teams on testing creative, incrementality tests, and spend scaling on campaigns to identify our most effective tactics.- Guides team on testing new channels and trends to see how it drives qualified traffic to e-commerce.

• Lead retention marketing strategies for direct-to-consumer (DTC) clients. -Guide end-to-end digital customer experience, marketing channel and content overhauls for tactics to optimize the overall customer journey. -Recommend improvements and build new data flows to better nurture the customer journey.-Build reporting infrastructure.-Manage vendor relationships and platform integrations.• Plan and manage overall front-end website customer experience and back-end features and functionalities. -Collaborate with marketing, developers and vendors to build new websites, re-brand and ongoing maintenance of a new brands.-Manage and build overall paid social marketing strategies for more than a dozen DTC brands ranging from small start-ups to large publicly traded organizations. -Manage ads and budgets for prospecting, mid-funnel and retention campaigns within Facebook Business Manager. -Optimize return on ad spend (ROAS) by restructuring ad accounts for prospect campaigns and leveraging dynamic product ads (DPA) for retargeting customers with goals of lowering costs and increasing conversion which resulted in an average increase of +10-50% in ROAS. -Build target custom and lookalike audiences to extend reach and maximize efficiency of ads.• Manage and build overall paid social marketing strategy for various DTC brands. Manage ads and budgets for prospecting, mid-funnel and retention campaigns within Facebook Business Manager. Build target custom and lookalike audiences to extend reach and maximize efficiency of ads.• Plan and manage overall front-end website customer experience and back-end features and functionalities. Collaborate with marketing, developers and vendors to build new websites, re-brand and ongoing maintenance of a new brands.• Develop acquisition strategies and explore how to incorporate cross-channel tactics, such as using email customers to build lookalike audiences to improve paid media marketing.

• Lead the marketing team responsible for engaging and retaining families within Goddard schools through a personalized approach to the website, email, organic social media and short message service (SMS) channels at the national and local levels.• Lead the roadmap for enhancing the franchise’s ability to connect with their families and lead online while making it easier to grow their business with new web-based tools, such as a content management portal and online tour scheduling functionality.• Lead the creation of long-term integrated family journey strategies and activity plans based on increasing enrollment, customer lifetime value (LTV) and online lead-to-enrollment conversion (CVR). Increased CVR and reduced bounce rates by more than 50% year over year with the development and delivery of a new mobile-first website.• Ensured Martech stack stayed relevant by leading the partnership with IT on regular requirement updates and sprints for website enhancements.• Lead the roadmap of on-site and mobile app functionality by staying ahead of consumer behavior trends online for the target market and their expectations for a rich digital experience.• Developed and lead the execution of all marketing automation strategies and roll-outs.• Lead the A/B testing roadmap across the website for desktop and mobile experience, as well as for the organic social media, email and SMS channels. • Lead the approval process for all content calendar and execution across the team, including social, email/SMS, and the website.• Lead the optimization of customer insights and experience management from online ratings and reviews, including the School’s ability to promote them on their individual websites, social posts, emails and GBP local business listings.• Owned all agency relationships and contracts for organic social, email/SMS, ratings and reviews, and the website.

- Managed B2C email marketing programs for Carolehochman.com, CuddlDuds.com, Lemystere.com and Ongossamer.com to execute daily and trigger campaigns through Bronto. Executed lifecycle marketing to increase lifetime value and reduce churn through targeted and relevant content at each stage of the customer lifecycle. Segmented customers into meaningful and actionable cohorts, conducted A/B tests, established reporting infrastructure, tracked and analyzed performance, and communicated out results. - Developed strategies for overall promotional and content plans that build customer loyalty and brand equity.- Set the vision for channel measurement and analytics.- Managed the affiliate marketing programs for all 4 sites on the Pepperjam network. Drove continual optimization of programs through growing the network of highly productive partnerships, and aligning the overall marketing calendar with newsletters to partners including upcoming offers and creative banners- Assisted in the management of paid search marketing strategies and calendar.- Recommended and assisted with implementation of new site enhancements that improve customer experience while integrating marketing best practices to create a cohesive experience across channels and the websites to keep customers engaged and shopping. - Managed relationships and communication with third-party agencies and vendors.

- Managed email programs for the US and Canada to execute daily and trigger campaigns through Campaign Monitor. Plan and implement testing strategies to optimize email content and send times. - Managed social media strategy and schedule for Trollbeads and X Jewellery brands across the US and Canada, ensuring relevant content is shared across all social and marketing platforms.- Assisted in development and management of affiliate and paid search marketing strategies, calendar, and budget.- Managed relationships and communication with third-party agencies and vendors.- Analyzed performance and reported on results

- Managed B2B email programs to execute daily and trigger campaigns through Experian. Planned and implemented segmentation, personalization and testing strategies, and reported on results - Managed B2B2C emails in the Email Service Center where representatives can send corporate-composed emails to their customers with campaign-based content and time-based offers- Managed B2B2C social media assets in the Social Media Center, where representatives can send corporate- composed content to their customers via Facebook, Pinterest and Twitter channels- Managed Direct Delivery Incentives for representatives to promote online offers to their customers via the Email Service Center and the Social Media Center- Reported on KPIs and shared results with business partners

- Managed B2C and B2B email programs to execute daily and trigger campaigns through Yesmail. Managed segmentation, personalization and testing strategies, reported on results and forecasted demand.- Aided in the development of new time-based email calendar, which includes forecasting performance against planned sales, and later comparing the forecast with actual performance for future planning- Aided in growing the unattached email database by more than 50% year over year- Reported on KPIs and shared results with business partners- Forecasted demand, planned, and budgeted for email program- Implemented new process flow for email program- Increased email metrics by implementing inactive and segmentation strategies- Managed and analyzed testing plan to increase metrics, and made recommendations

- Plan and execute day-to-day email campaigns through Responsys and Experian.- Analyze and report on the performance of campaigns and strategies.- Coordinate with creative team to produce the assets needed.- Implement testing to improve overall email performance.

- Assist with planning site content and coordinate with creative team to implement changes and program content.- Prepare reports and with analysis on preformance metrics. Own monthly reporting on main landing pages as well as ad hoc requests.- Test all site updates and new site functionality- Implement, test, and explore new types of promotions.- Manage the process of creating new pages and ensuring SEO needs are addressed and analytics tagging is in place.

- Performed client service project management for 15 studies. Maintained quality assurance on online surveys, and respondent verbatim. Maintained and documented quotas met for these studies at least twice a week- Recommended and implemented questionnaire design with monthly changes from clients- Tracked and measured key brand and advertising metrics and provided analysis on a monthly basis for 5-10 client brands against their main competitors- Coordinated with media planners and advertising agencies for media spending plans and new ad updates for the client’s brands as well as competing brands- Created and maintained jobs in the eSpec database system. Entered job specifications, quotas, pricing and follow-up for assignment of data processing, coding and IIS project management- Created monthly and quarterly tab plans detailing data delivery specifications