Heather Way Email & Phone Number

Austin, Tx, Us

Austin, Texas, Us

• Collaborate with product marketing on thought leadership webinar content for 3rd party sponsorships and house-produced webinars that have driven 80 MQLs with a pipeline value of $9M, 6 closed win deals with a total value of $4.5M• Lead strategy and execution for webinar program, LinkedIn digital plan, and email nurture • Manage multi-level webinar program targeting top-of-funnel leads, ABM accounts, and mid-pipeline opportunities• Develop omnichannel digital campaigns to promote house-produced webinars improving lead quality to increase pipeline value• Stand up LinkedIn digital campaigns for three industry segments driving quality leads and decreasing CPL costs with continued evaluation and optimization• Collaborate with content team to build logic-driven multi-level nurture campaigns to deliver warm leads for SDR team• Lead evaluation process with SDR team to optimize marketing channels for increased quality

Stockholm, Se

• Achieved 120% of 2021 deal and revenue goals by leading marketing counterparts to stand up multi-channel campaigns• Collaborated with sales and product marketing teams to develop omnichannel campaigns that target sales-identified prospect accounts for 1-year, 2-year, and 3-year plans• Developed ABM playbook for the Americas region• Led sales to identify target accounts for ABM programmatic, 1:Few, and 1:1 campaigns• Manage SDR team to increase call conversion rates in manufacturing industry• Wrote digital ad and landing page copy for programmatic campaigns

Westlake, Texas, Us

• Created strategic omnichannel marketing plan that generated net new leads and nurtured database maintaining 100% SQL YTD goal during peak COVID impact in the manufacturing segment• Built quantitative reports such as forecasting lead and MQL channel performance, nurture drip performance against industry benchmarks for optimization, and asset engagement metrics• Lead manager and mentor for demand generation team, providing guidance for strategic planning, performance metric, and relationship building• Worked in a matrixed leadership structure to lead the development of multi-level ABM campaigns aligned with business goals and performance metrics • Led Bi-weekly KPI reviews with business unit leaders, sales leaders, and CRO that included drill-down discussions about lead velocity, opportunity, and channel performance• Collaborated with product marketing to develop resonating value propositions, and pain point-tailored messaging based on the industry business environment aligning with strategic GTM plan with AOP sales goals• Leveraged $1M program budget balancing between testing new tactics and high-performing platforms

Irving, Texas, Us

• Applied and managed SEO best practices to website, increasing traffic by double digits• Led implementation of Pardot creating an effective automated marketing platform for executing and measuring digital campaigns • Created strategic digital ad campaign to drive increased channel partnerships and build brand awareness• Concepted and wrote strategic messaging for paid, owned and earned media opportunities• Ideated and developed marketing content such as blogs and social media opportunities to generate non-branded industry insight for industry positioning• Defined and managed corporate branding standards to visual identity • Managed copywriting and art direction to create assets supporting digital advertising, social media and print collateral needs

Mclean, Va, Us

• Managed e-commerce efforts for portfolio of 50 hotel properties, including SEO, banner ads, website content updates and links• Reviewed and incorporated marketing efforts to increase occupancy levels during low periods when trending at various venues• Developed and executed SEO for several individual hotel property websites• Performed website content audits to ensure messaging and photos are brand compliant• Evaluated sales/traffic analysis to identify incremental sales and profit opportunities at under-performing properties

Fort Worth, Texas, Us

• Led cross-functional teams to roadmap annual marketing communications strategies, messaging, and metrics resulting in multiple RFP wins valued at over $7B • Developed and managed global corporate and product branding, increasing recognition and equity while ensuring compliance to global brand standards and brand voice across traditional and digital platforms• Worked closely with executive leadership team members managing high visibility marketing initiatives and projects• Recognized by CEO for project management of new $3M multi-language dynamic website launch with zero downtime or page error during transition• Oversaw $10M enterprise marketing program and operating budget• LED five-person corporate communications creative and content team that was responsible for global creative output• Recognized for a 1:1 ABM campaign that closed an industry record $1B multi-year product and service contract

• Served as external PowerPoint design and speech consultant for multiple businesses• Generated clients through referrals, blog activity, paid search advertising and personal networking• Developed and refreshed custom client presentations, advised clients about improvement opportunities• Managed budget and P&L for profitable business development efforts• Recommended presentation brand standards to enhances client business pursuits

Plano, Tx, Us

• Supervised budget for 192 conferences executing across multiple business segments• Managed in-house trade show team, on-site set up team and partner supplier relationships• Served as project manager, deploying new event department for an allied business unit• Collaborated with multiple business segments and product development teams to ensure cohesive global branding• Identified and created a reconciliation process for trade show expenses, recovering $60K annually• Advised C-suite on successful and aggressive cost-reducing initiatives, mitigating hyper-active market downturn variables

Santa Ana, California, Us

• Supervised budget for 192 conferences serving four business segments• Managed in-house trade show team, on-site set up teams and vendor relationships• Served as project manager to deploy new event department for sister company• Collaborated with multiple business segments and product development to ensure cohesive global branding• Recovered $60K in annual spend by identifying and creating a reconciliation process for trade show expenses• Advised top level executives about decreasing costs during hyper-active market downturn

Richardson, Tx, Us

• Managed $2.5M budget, reduced costs by 10% while increasing results 20%• Developed control process to better manage $1.5M inventory• Implemented lead conversion tracking and analysis activities to determine ROI• Negotiated contracts for exhibit asset acquisition, vendors and associated program costs• Served as steering committee member of Infocomm, the largest audio-visual trade show• Supervised logistics for multiple exhibits, overcoming concurrent and overlapping schedules

Irving, Tx, Us

• Developed web based customer loyalty program “TXU Energy Rewards+”, exceeding first year customer activation and program usage by 300%• Served as copywriter and proofreader for web content• Implemented program data tracking and dashboard metrics including traffic, abandon rate and activations• Managed staff and day to day operations

• Drove 20% growth for non-profit conference event vendor program• Identified and defined goals to develop strategic sales and marketing plans• Evaluated and established marketing budget, managed spend against forecast• Wrote press releases, product brochures, print ads and data sheets