Heidi Henline, Mba Email & Phone Number

Goodlettsville, Tn, Us

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 cross-functional collaboration• 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• Delivered operations analytics framework to unify reporting and dashboards on KPIs of our marketing services teams

• 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• Mentored team members in providing daily strategic consultation and technical expertise to ensure adherence to UX/UI best practices that are grounded in solid research and analysis• Produced high-quality, innovative work that supports strategic business objectives• Crafted unique and engaging campaigns that adhere to brand and design standards across channels while keeping patients and consumers at the heart of the decision-making

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 numerous project and development efforts to ensure solutions aligned with business goals and stakeholder needs. By building trust and rapport with those across the company, I developed meaningful relationships that allowed me to serve as a go-to person for strategic consultation and key insights.Achievements:• 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, CRM and more• 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• Completed 139 projects in 2019, including 78 new website builds• Coordinated a change management initiative transitioning a division-based team overseeing 200 digital properties to an enterprise shared service supporting over 900 digital properties• Developed and executed a comprehensive onboarding program that served to integrate 20+ new staff members within 12 months• Devised and contributed to an extensive documentation framework outlining processes and procedures for the website department

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 and provided solutions that fit the needs and initiatives of HCA Healthcare's division teams. As a point person for communicating progress and managing resources, I developed meaningful relationships with our clients to achieve the best possible outcomes.Achievements:• 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%• Managed conversion of over 100 websites to a new theme and increased completion rate by 350%• Created a web tool to enhance the intake process for campaign landing pages, resulting in more effective results• Matched daily stakeholder requests to compliant, strategic and effective solutions• Earned 110% People’s Choice Award for efforts on a large-scale website project• Created and executed turn-key content strategy, email marketing and website solutions• Communicated effectively with leadership by providing status updates and escalating risks to receive guidance and support• Exceeded client expectations by being proactive, using sound judgment, and finding solutions to problems that met needs and delivered business results

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 workflow, I updated HCA Healthcare websites daily, created artwork to convert into code, merged new design elements into the existing platform, and provided assistance with blog implementation, feature pages, and other website projects.Primary responsibilities included:• 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• Contributed to the development, testing, and integration of new website productivity tools• Actively led and participated in meetings, facilitated training sessions, and introduced new product rollouts• Developed documentation plan, executed new content strategy procedures, and created best practice guides for website styles, information architecture, and taxonomy to improve website governance and oversight• Researched, selected, and initiated implementation of the Harvest time tracking application for improved resource management• Served as a mentor in the IT Girls program at John Overton High School

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 using web standards. At the conclusion of the migration, the job developed into a website maintenance role. During this time, I updated HCA Healthcare websites daily, completed design projects, developed new migration strategies, created training materials, and helped lead the content editor team.Primary responsibilities included:• 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)