Heidi Henline, Mba Email & Phone Number

Nashville, Tennessee, United States

• Partner with executive leadership to drive strategy, operations, and planning to enable efficient running of the marketing department
• Lead a team of operations professionals in the development and implementation of business processes and strategic infrastructure and technology initiatives required to deliver on marketing goals
• Oversee a portfolio of transformation efforts to drive greater business value, including an enterprise-wide deployment of centralized intake, asset management, and print services
• Enable operational excellence across the digital marketing, creative services, and marketing analytics teams by leading discovery sessions, facilitating process improvement workshops, and promoting greater.
• Created a client services model to identify customer needs at intake, promote scalable marketing solutions, and increase satisfaction with marketing services output
• Developed roadmap for leveraging the marketing technology stack to increase efficiency while improving customer service to support business objectives

• Built and managed operations team responsible for project intake and workflow, including optimizing processes and systems used for intake, evaluation, prioritization, resourcing, and reporting
• Led the evaluation, selection, and implementation of new workflow and asset management technologies to advance marketing processes and performance
• Developed vision and coordinated planning for centralizing digital and creative asset management
• Partnered with marketing and supply chain teams to implement an enterprise-wide print program to realize $13 million in savings
• Served as relationship manager for 15 divisions and nearly 10 business units, establishing strong stakeholder ties from executive to staff level across marketing, brand, IT, strategy and others

• Developed and executed strategies for enhancing the digital user experience across all of HCA Healthcare’s digital properties through effective and consistent design and development practices
• Led the implementation of Sitecore and provided strategic oversight to ensure the highest and best use of it as the digital experience platform (DxP) for the company
• Created the DxP roadmap and built initiatives to leverage its capabilities in personalization, automation, and campaigns
• Maintained a large project portfolio of cross-functional efforts, including enterprise marketing campaigns, large-scale product deployments, and integrated web design requests
• Evaluated new and maintained existing stack of operational tools to power workflow management across the team and provide advanced reporting capabilities
• Built scalable, efficient processes and procedures across multiple teams to increase output and effectively facilitate handoffs, allocate resources, support prioritization, and enable tracking

• In this position, I led a team in the delivery of digital marketing solutions for all of HCA Healthcare's divisions and business units, covering approx. 900 web properties. I cast vision and set the direction for.
• Led 15+ member team of full-time and contract personnel that realized an 88% increase in workload YOY in 2019
• Managed an average monthly portfolio of 40 projects
• Served as a relationship manager for 15 divisions and close to business units, establishing strong stakeholder relationships from executive to staff level across marketing, brand, IT, communications, creative services.
• Produced monthly operating reports for senior leadership with key insights on program management, team capacity and work trends
• Provided daily technical expertise and consultation to ensure adherence to best practices that are grounded in solid research and analysis, and keep patients and consumers at the heart of decision-making

• In this position, I supported the delivery of digital marketing solutions for six of HCA Healthcare's fifteen divisions, covering approx. 200 web properties. I managed multiple projects from initiation to post-launch.
• Led 5+ member team in the implementation of multiple web projects from initiation to post-launch
• Maintained catalog of 40+ web products that increased engagement and conversion rates across numerous websites
• Developed process for million-dollar web accessibility initiative that scaled across the company and mitigated compliance risk
• Implemented a new project management tool to improve development efforts
• Increased the number of projects completed each year by 73%

• In this position, I focused on providing input and direction on website enhancements. I also took on project-based work to improve the overall look and feel of HCA Healthcare's websites. From design to layout to.
• Performed daily website updates, additions, and revisions in the dotCMS platform
• Created mock-ups for website features and converted marketing collateral into HTML/CSS
• Collaborated with virtual teams, marketing directors, and other project partners
• Consulted as a subject matter expert and managed new workflow processes
• Served as a liaison between internal teams to improve cross-functional communication

• In this position, I dedicated my time as a contractor to help migrate numerous legacy websites to a new content management system. My primary task was to move existing deprecated web page content onto the new platform.
• Strengthened coding skills by migrating content from 300+ websites into the dotCMS platform
• Designed logos, posters, banners, and other artwork for print and web
• Interacted with marketing directors and colleagues to ensure accuracy of website needs
• Led content editor team by developing new workflow strategies and providing training
• Created documentation on the new content management system and produced reports on website performance

Master Of Business Administration - Mba, Management & Leadership

Bs, Web Application Development

Pursued Film And Graphic Design Interests, Transferred To Lipscomb Fall 2011

Dual Enrollment (Pursued Collegiate Work While In High School)