Heidi (Rethke) Plaster Email & Phone Number

Kirkland, Wa, Us

Us

Owner and co-founder of a marketing communications consulting firm focused on serving Fortune 100 companies, startups and small businesses. Core services are marketing strategy, marketing communications, content development and business management. Current and past clients include Pivotal Ventures (A Melinda French Gates Company), The Boeing Company, Microsoft Corporation, Cisco Systems, Premera Blue Cross, Liberty Mutual Insurance, Washington State University, Avalara, Cognitas, limeade, ADURO as well as many more startups and small businesses.For more information, visit www.plasterconsulting.com.

Seattle, Washington, Us

Initially served as a part-time consultant and then became a full-time contractor. Build, operationalize, and prove value of the internal communications function, from inception through implementation. Cultivate strong relationships across all levels of the organization, serving as a creative and strategic business partner, consultant, and adviser.• Designed and executed internal communication plans that contributed to 86% of survey respondents feeling more connected to Pivotal’s mission and principles, and 90% of respondents believing their roles impact the mission.• Assumed responsibilities of the SharePoint partner firm following its departure, integrating its functions seamlessly into internal operations. Achieved 18.8% budget savings through adoption of more streamlined and agile processes.• Developed and implemented comprehensive policies and best practices for internal communications, enhancing clarity, consistency, and efficiency across all channels.• Researched and implemented Airtable as a centralized project management and tracking tool, enhancing the team’s efficiency by streamlining workflows, improving task prioritization, and facilitating real-time collaboration.• Improved corporate intranet site engagement over a 20-month period, using targeted content strategies and promotion plans to increase unique viewers by 35% and raising mobile usage by nearly 19 percentage points.• Led 12 internal focus groups over a 20-month period, engaging diverse cross-functional teams to gather feedback and insights. Evaluated findings to inform strategic communications initiatives, receiving accolades from leadership for providing actionable insights that directly impacted decision-making, culture, and organizational effectiveness.

Redmond, Washington, Us

Operated as a full-time employee in the US Central Marketing Organization (CMO). Led the US customer advocacy program—to elevate the voice of customer across the field, within events and digital experiences—while scaling to meet rising org demand. Oversaw the programmatic customer advocacy efforts and story creation across priority sales plays and industry scenarios. Expanded the reach and impact of the MSUS collective voice through amplification of key product narratives.• Hired, trained, and managed six new team members.• Vetted, hired, and managed four agency partners to develop customer story BoMs.• Increased customer story volume by 200% YoY, enabling sales teams, positively impacting influenced revenue, and deepening customer engagement.• Optimized story production process to ensure maximum efficiency and decrease time to market.• Developed a program playbook, including processes, communications templates, and key resources.• Prepared, tracked, and managed program budget.

Redmond, Washington, Us

Hired as a full-time employee by Microsoft Advertising. Served as marketing lead for features, content and key digital programs across the B2B website. Proactively evangelized the website across the marketing organization with the goal of increasing overall utilization and adoption. Acted as the primary point of contact for stakeholders (e.g., International, Partner, Campaign Marketing and Lifecycle Marketing). Oversaw localization program and blog publishing. Responsible for the creation and distribution of the Digital Marketing monthly scorecard and insights. Analyzed website use and users—who they are, what they want and their satisfaction levels—to more effectively meet their business needs. Identified gaps and opportunities in website experiences, content and programs to ensure the site is surpassing expectations.• Increased creation and launch of product pages by 600% during my tenure, resulting in increased awareness, adoption, and revenue.• Managed 10 vendor partners providing managed services related to site management and web publishing. • Maximized team efficiency through creation of a web publishing playbook.• Oversaw RFP for web publishing supplier, resulting in hiring a vendor who delivered greater capacity.• Optimized web publishing model and process, achieving more productivity and flexibility while reducing overhead QoQ by 30%.

Redmond, Washington, Us

Acted as a vendor for Murphy and Associates, Inc. Developed a communications plan for Customer & Partner Experience and Red Carpet to solidify strong relationships with key stakeholders, including the field, corporate teams and senior leadership. Communicated program insights, learnings and best practices to enhance sales processes, increase customer satisfaction and drive positive change. Restructured content sourcing, reviews and publishing processes to create a predictable cadence for the bi-weekly field newsletter. Oversaw third-party vendor performing SharePoint site management, optimizing site content, experience and usage. • Built and launched two online surveys to assess program strategy and execution, increasing ROI of program assets, influencing planning objectives, and optimizing budget.

Arlington, Va, Us

Served as a vendor for Murphy and Associates, Inc. Developed a communications strategy and execution plan to support the deployment of a cybersecurity program to Boeing customers. Served as an integral player on the program deployment team to assess procedures, policies, methodologies, standards, and risks. Acted as liaison to the Creative Services team. Formulated an integrated communications strategy to complement the program’s deployment, including a communications framework, objectives, audience mapping, channel overview, timeline, messaging, and measurement. Planned and provided content for specific customer communications vehicles, including presentation decks, external FAQs, drip campaign emails, website landing pages, customer surveys, and a webinar, with the objective of increasing customer awareness, supporting preparedness, and influencing action.

Redmond, Washington, Us

Worked as a vendor for 110 Consulting. Created and managed a communications framework, and corresponding rhythm, targeting the Enterprise Services Delivery Finance community, in support of the Services Finance Transformation project. Served as the Services Finance liaison to multiple Project Management Offices (PMOs). Compiled, shared, and communicated changes within the Finance work stream to key stakeholders on a weekly basis.• Developed an all-up communications strategy, readiness plan, and walking deck to support the transformation.

Redmond, Washington, Us

Hired as a vendor for 110 Consulting. Reviewed existing processes and suggested improvements to drive greater efficiency, productivity and transparency. Launched Visual Studio Online (VSO) to support three separate teams’ capacity planning and forecasting, load balancing and project prioritization. • Converted TechRewards monthly reporting into a robust, automated data analytics solution. • Created an operational playbook -- for the team, stakeholders, and business groups -- to clearly define and document processes, workstreams, business rhythm, a governance model, and an engagement model. • Developed a tool, process, and online submission forms to facilitate a more effective project request management system for the TechRewards team.

Redmond, Washington, Us

Employed as a vendor for 110 Consulting. Oversaw external display advertising website redesign, including creative process, content creation, information architecture, development, production, usability and analytics. Managed relationships with broader project team, management, creative agencies and key stakeholders while providing relevant updates, big picture forecast and data trends. • Worked with and managed two external copywriting resources to develop, write, edit and distribute content. • Wrote test script for and conducted usability testing with potential Microsoft Advertising customers. • Developed a post mortem presentation, led the cross-discipline team discussion, and shared feedback with both the project and management teams.

Redmond, Washington, Us

Hired as a vendor for Murphy and Associates, Inc. Provided support related to planning, community management and marketing. Assisted with the design and execution of Integrated Business Planning deliverables, including a project plan, walking deck, consolidated timeline and stakeholders list. Created and updated planning deliverables for marketing campaign content (i.e., campaign plan, marketing timeline, and segment funding guidance). • Developed a Business and Planning Operations (BPO) mentor program. • Maintained all BPO/BPM community onboarding guidance content. • Oversaw the November Summit -- from agenda creation to speaker presentation management to an event summary/post-mortem. • Supervised the ongoing participation of BPOs in the executive coaching program. • Managed content updates and consistency across all team communications and SharePoint Online websites.

Redmond, Washington, Us

Operated as a vendor for Blackstone & Cullen, Inc. Conducted Worldwide Partner Conference (WPC) planning, established an internal communications rhythm and developed marketing collateral. Assisted in managing the team’s presence at WPC, including execution of the Large Account Reseller (LAR) track, a Partner Engagement Board (PEB) meeting, a LAR executive party and a role workshop meeting. Built and circulated regular LAR communications to both the field and leadership team about LAR business performance, sales pipeline opportunities, and revenue targets. Oversaw development of two LAR guides for digital distribution at WPC, both of which were lauded as essential, comprehensive pieces for the partner and field communities.

San Jose, Ca, Us

Hired as an independent contractor by Strand Associates. Engaged as marketing strategist by the Global Partner Marketing organization to conduct a preliminary messaging audit of the master partner messaging. Interfaced with and incorporated feedback from key stakeholders (internally and externally) regarding the master specialization value proposition. Evolved and elevated the value statements – for customers, partners, and Cisco sales teams – to communicate the importance of the master partner community and drive preference for them across end users, ecosystem partners, and Cisco sales.

San Jose, Ca, Us

Worked as an independent contractor for Strand Associates. Acted as marketing and program manager to the Cloud Collaboration Applications Technology Group as part of a go-to-market (GTM) planning exercise. Maintained overall project materials and schedules, and created content summaries from key stakeholder interviews. Developed a channel partner GTM plan outline and offered recommendations into the final deliverables, including policy and positioning documentation as well as an executive overview presentation.

San Jose, Ca, Us

Employed as a vendor for HTO, Inc. Served as marketing and communications consultant to Cisco’s Unified Communications Applications Marketing Team, with a focus on the Independent Software Vendor (ISV)/developer channel. Managed and executed the team’s presence at Mobile World Congress, including personnel needs, marketing strategy, promotional swag, AR/PR efforts, and developer-related activities. Developed a marketing plan to communicate the value and increase the awareness of Cisco Collaboration with the enterprise application developer community.

Redmond, Washington, Us

Hired as a vendor for Murphy & Associates, Inc. Developed and executed a comprehensive communications plan promoting the launch of the new Microsoft Partner Network (MPN) in the U.S. subsidiary. Built world-class, to-partner integrated marketing plans, evangelizing the partner portal, newsletters, blogs and assorted social media channels. Supported the greater team in meeting targets around MPN membership, awareness, preparedness, and competency attainment.

Redmond, Washington, Us

Employed as a vendor for Murphy & Associates, Inc. Responsible for driving an integrated communications program, specific to Network Service Provider (NSP) solutions, that supports Microsoft’s initiatives targeting the telecommunications industry. Managed all internal and external marketing communications from a global perspective, including public relations, collateral development, event strategy, customer-related communications, direct marketing, web marketing, and advertising.

Redmond, Washington, Us

Hired as a vendor for Murphy & Associates, Inc. Oversaw communications strategy and content development for both Sales Enablement and Sales Model within the Enterprise & Partner Group (EPG). Led internal communications strategy and execution for the worldwide team, including development of fiscal year plans, rhythm of the business (ROB) calendars and compelling written communications (i.e., newsletters, communiqués, executive e-mails, web content, and PowerPoint presentations). Oversaw Process & Tools bi-weekly conference calls with the field.

Redmond, Washington, Us

Worked as a vendor for Allyis, Inc. Oversaw the Worldwide Microsoft Action Pack Subscription (MAPS), including budget, box strategy, subscription contents management, back-end reporting, and Partner Portal content updates. Collaborated with research firm to develop strategy and roadmap to deepen engagement across the engagement cycle with all members in the Microsoft Partner Program. Managed the website development, testing, maintenance, support, product forecasting, analytics, and customer service for the customized fulfillment of OEM Version Software within MAPS.

Menlo Park, Ca, Us

Served as one-year contractor for The Creative Group. Owned acquisition and retention strategies for media subscription services in e-mail channel. Managed all e-mail strategy, executed e-mail marketing campaigns and made recommendations to improve e-mail technology. Strategically and operationally drove e-mail acquisition campaigns that contributed to team's quarterly revenue and subscription sign-up goals. Measured and reported on campaign effectiveness, while studying behavior of customers and continually optimizing campaign strategies. Effectively managed third-party e-mail vendors.

Hired as a full-time employee. Developed online permission-based lead sources to support lead generation for regional marketing. Managed profitable owner referral and upgrades programs, including online owner education, to increase owner satisfaction.

Seattle, Washington, Us

Began as contractor, then hired as a full-time employee. Implemented tri-channel gift card program, including management of budget, communications, tracking and reporting. Developed tri-channel marketing programs, communications strategies and promotions that supported both the Eddie Bauer Charge Card and Eddie Bauer MasterCard cardmembers’ acquisition, usage and retention. Managed daily relationship with bank, ensuring legal compliance across all credit products and services.

Us

Supervised web site redesign from strategic planning through execution. Wrote copy for internal communications, sales collateral, web site and advertisements. Drove planning, coordination and execution for trade shows, generating leads and sales revenue.

Bellevue, Washington, Us

Began as contractor, then hired as a full-time employee. Developed strategic relationships and marketing programs using e-mail, direct marketing, advertising and collateral. Managed development, design, production and analysis of promotions; made recommendations for change based on results. Previous roles within the company include Promotions Specialist, Promotions Coordinator, Editorial Coordinator and Public Relations Coordinator.

Seattle, Washington, Us

Bachelor, Communication (Public Relations)

Communications