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The challenges are real – leading an architecture, engineering, or construction firm is tough. Firm leaders are struggling with multiple business issues: ✔️Net Service Revenue and Profitability are both pointed downward ✔️Markets are sluggish, awarded projects are slow to start ✔️More competition is making it harder to differentiate, driving down fees ✔️Good talent is harder to find and to keepAnd Marketing is having hard time keeping up: ✔️Business development and marketing efforts are random, not strategic ✔️Seller-Doers are not prioritizing business development nor making informed Go-No-Go decisions ✔️A skilled marketer is a unicorn, impossible to find ✔️Rapid evolution of marketing technologies is impossible to navigate but essential to understandI get it! During an incredible journey as CMO of HGA, my focus was on protecting the confidence and long-term success of the firm by handling all of that, and more. Now, I’ve combined my passion for the impact design has on the long-term wellbeing of all people and the planet, with my marketing, strategy, and executive leadership skills to help AEC firms turn their vision into tangible results.LET’S CONNNECT to explore how I can help you gain back some of your time and reduce your stress: 👉As part of your executive leadership team, own the marketing strategy, and build a strong marketing foundation with a high-performing team without burnout and measurable results as your Fractional CMO 👉A half-day workshop to develop a strategy framework that will achieve your business goals, establish your reputation, and lay the groundwork for long-term success by attracting clients who resonate with your vision and services 👉Marketing alignment framework comprised of three steps: comprehensive marketing audit > strategic resource allocation plan > leadership alignment session. Bridge the gap between desired results and actual performance through a fully aligned marketing strategy. 👉Advisor your marketing team through the development of a marketing plan to manage progress, optimize returns, guide your team on what to do and why, mitigate risks, and keep top talent by winning projects your teams want to work on 👉Support the success of M+A by identifying synergies and cultural alignment between the firms, creating innovative brand strategies, and leading the integration of the marketing teams.MESSAGE ME DISCOVER HOW I CAN HELP YOU: jennifer@onyourmarketsetgo.com
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Fractional Cmo And FounderOn Your Market Set GoLa Quinta, Ca, Us
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MemberCmox - The Fractional Chief Marketing Officer Company Aug 2024 - PresentPhiladelphia, Pennsylvania, Us -
Fractional Cmo And FounderOn Your Market Set Go Jul 2024 - PresentLa Quinta, California, UsHelping architecture, engineering, and construction firms win more work and accelerate growth through strategic marketing leadership.- Marketing + Sales Systems Map: deliver a comprehensive marketing strategy in the first 30 days. This includes understanding your market position with the A/E/C industry confirming business development priorities.- Execution: After receiving approval of the strategy, days 31-90 will be spent using the resources and capital available to execute on the first quarter strategy. - Establish KPIs and Reporting: Weekly updates on key KPIs mutually defined as important.- Communication is Key: Quarterly planning calls to give overall direction, sprint planning and review calls biweekly to achieve quarterly goals, and daily check-ins with the team to remove barriers and stay on track.- Informed Decision-Making: Determining which marketing strategies will provide the most value.- Problem-Solving Under Pressure: Addressing marketing challenges swiftly and effectively.- Partnership: Business development is a team sport, requiring collaboration with sector and practice leaders, seller-doers, and dedicated business developers to close any gaps and continually innovate ways to reach NSR goals despite roadblocks.- Team Leadership: Lead and mentor your marketing department, foster a results-oriented culture, inspire confidence, drive accountability, and elevate performance, while enjoying a few laughs.- Building the Team: Partner with your HR team to hire and develop a team structure that ensures efficiency, collaboration, and a focus on achieving business development objectives.- Evolve Your Marketing Machine: Improve efficiency and consistency by refining systems and processes for the marketing team to follow.- Advise on Marketing Technologies: To enable the use of data, analytics, and automation to improve marketing performance.- Vendor + Agency Management: Working closely with outsourced agencies and external partners.
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Chief Marketing Officer, Vice PresidentHga Architects And Engineers Mar 2020 - Jul 2024Minneapolis, Mn, UsMy passion is driven by the vision of HGA being the best design firm for the world. As CMO, I'm part of an exec team that led our firm through three unprecedented years to a record breaking 2022. As an Advisor to our Board of Directors, and Executive Sponsor for the Planning Committee, I focus on sustaining our success through strategic planning, proactive growth strategies including m+a, and building a strong, equitable culture. Member of numerous Steering Committees - all in service of the future success of the firm and our people. Collaborate with firm-wide leaders to develop, implement and align our strategic planning process. Responsible for directing market research + strategies to achieve our vision, including research into three acquisitions. Helped reinstate our internal Enterprise Leadership Program to advance future leaders within the firm. For our shareholders, 2022 saw our highest revenue, profitability, and stock performance. Contributing to our financial success, it was our fourth consecutive year increasing marketing ROI, now 40% higher than in 2019. Marketing/Communications has more than 73 creative, fun humans using their super-powers to position our brand. Optimizing technology, we built a robust content management platform to support content strategy, brand consistency + gain efficiency. With BDs, Principals, and a deep bench of SMEs, we increased our hit-rate for three straight years. More national and local media placements build awareness. Last year, we were honored to be recognized with over 70 awards for design and research.Our founders understood a diversity of disciplines working side by side led to greater design. As we grew to 1100 people, our definition of diversity and our values evolved, inspiring us to build a more inclusive, equitable culture in which people can be their whole selves. While many were experiencing the great resignation, HGA had one of the lowest turn-over rates in the industry. -
Vice President, Director Of MarketingHga Architects And Engineers Nov 2016 - Mar 2020Minneapolis, Mn, UsAs the Director of Marketing, I am responsible for the overall direction and efficacy of the firm's marketing initiatives. I oversee all marketing activities and associated processes, procedures, plans and budgets. Working closely with the Director of Communication, I partner with market sector leaders, principals, business developers and leadership to ensure cohesive content and branding. This is done through oversight and management of the firm's marketing and proposal team, while supplying accurate information and advice to all stakeholders.- Development of firmwide strategic plan to set vision, values and goals for the firm- Alignment of marketing strategy for each market sector – setting new record for largest project in each market- Complete rebrand including new website- Restructure of marketing department, starting with 16 Marketing + 4 Comms- Restructure of budgeting process to ensure support of growth, managing to or under budget each year- Taught marketing coordinators and managers how to be proactive and strategic through marketing plans and data analytics
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Marketing & Sales Support ManagerGeneral Office Products Aug 2014 - Nov 2016St. Louis Park, Mn, UsMarketing: I create, implement and manage all of the working pieces that are GOP Marketing. I'm inspired by the fact that GOP lives the products and ideas that we sell. It's important to me that our brand and culture are communicated clearly and effectively to our employees, customers, and the general public. My focus includes the planning, development/implementation of marketing and branding strategies, communications (external & internal) and all supporting materials, reporting and services; advertising, event planning, design/management of website, social media, customer surveys, sales presentations, proposal templates, promotional items, public relations, quarterly eNewsletters as well as internal tools and budgeting.Sales Support: Like our customers, our business and the way we work are evolving. Nowhere is that more evident than within our Sales Support department. Our Sales Coordinators provides vital customer service and essential support to our sales team. They also mange orders seamlessly through our process. Motivated by the talent and dedication of my department, I ensure they have a positive image of the company and are successful in their individual career plans. It is important that we work together in planning, process improvement and building strong relationships.My focus includes staffing, managing workloads, training, motivating, performance measurement/ improvement and identifying streamlining opportunities. I create/implement new processes, resolve complex customer and vendor issues and implement/train on tools that increase efficiencies. -
Marketing AssistantGeneral Office Products Oct 2009 - Aug 2014St. Louis Park, Mn, UsSupport sales presentations by assembling proposals, slide shows, display boards and capability booklets specific to each opportunity. Development and production of promotional literature and products.Distributes customer satisfaction surveys, compiles and assembles response reports. Comprehensive database management to process sales leads/prospects and vendor information.Design and maintain graphics and sales tools for renovated showroom.Assist with the development of and implement showroom events.Design and manage the company website. Train new employees on business operating system and GOP process/procedure.
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Account ManagerGeneral Office Products 2005 - 2007St. Louis Park, Mn, Us
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Account ManagerTarget Commercial Interiors 1997 - 2005Minneapolis, Minnesota, Us
Jennifer Haferbecker, Cpsm Skills
Frequently Asked Questions about Jennifer Haferbecker, Cpsm
What company does Jennifer Haferbecker, Cpsm work for?
Jennifer Haferbecker, Cpsm works for On Your Market Set Go
What is Jennifer Haferbecker, Cpsm's role at the current company?
Jennifer Haferbecker, Cpsm's current role is Fractional CMO and Founder.
What is Jennifer Haferbecker, Cpsm's email address?
Jennifer Haferbecker, Cpsm's email address is rh****@****msn.com
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What skills is Jennifer Haferbecker, Cpsm known for?
Jennifer Haferbecker, Cpsm has skills like Social Media, Furniture Specification, Email Marketing, Event Planning, Marketing Communications, Marketing, Sales, New Business Development, Management, Customer Service, Furniture, Contract Negotiation.
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