Jerry Hefner Email & Phone Number

United States

Charlottesville, Virginia, United States

Accomplishments• Developed a multi-disciplinary Marketing Team focusing on digital advertising and data-driven strategies utilizing email, paid, organic, social, and web advertising.• Trained and mentored team in best practices of UX/UI research and execution.• Conducted UX/UI research to develop personas and journey maps across multiple destinations.• Improved overall user experience by redesigning the website adding focused collections, regional activities, and seasonal promotional campaigns that increased direct web bookings by 36%.• Optimized web and paid social marketing spend focusing on targeted campaigns that reduced spend while increasing digital conversions.Responsibilities• Partnered with SLT in the development of a consistent Natural Retreat’s brand.• Provided marketing support for 16 luxury vacation destinations across the US.• Supported the Sales, Operations, and Revenue Teams through weekly revenue calls based on the overall performance, changing industry trends, and competitive insights.• Evolved the company’s luxury brand as the portfolio expanded through new acquisitions.• Managed the marketing budget to drive key strategic initiatives leading to increased guest bookings, the onboarding of new homeowner property management services, and brand awareness and advocacy.

Charlotesville, Virginia

Accomplishments• Increased new user traffic by 63% and lead volume by 40% year-over-year by redesigning and optimizing primary website utilizing best-in-class UX principles.• Partnered with the Creative Marketing Team to develop new company brand identity.• Performed UX/UI research, gathered requirements, and developed prototypes for new enterprise online registration and customer portal systems.• Partnered with IT leadership, developers, and contract resources to integrate all CMS, CRM, and service-level platforms for all digital properties.Responsibilities• Implemented digital strategy matrix including setting goals; collecting, reviewing, and presenting digital marketing analytics; tracking performance to goal; and optimizing customer conversions toward the annual sales targets. This includes strategies such as test and target as well as A/B testing.• Managed, directed, and partnered with team of developers, UX designers and digital marketers to manage and maintain18 international web properties.• Conduct user experience research to develop segmentation, personas, journey maps, prototypes, and functional requirements for “discovery phase” of site and application development.

Richmond, Virginia Area

Accomplishments• Established two-way partnership with the IT and Marketing teams to coordinate website development.• Reduced development time by 50% utilizing: user experience research, standardized HTML/CSS, Axure and Balsamic wireframing and prototyping, and CQ5 web page coding and development.• Designed two multi-product websites to educate Genworth producers and agents on insurance products.• Contributed to 32% growth in combined market share across product lines through the creation of the Cost of Care App and The Solution Selection tool, enabling agents to better qualify clients and recommend the appropriate products.Responsibilities• Increased efficiency by reducing silos and aligning campaign efforts across multiple product lines.• Created user profiles, conducted user experience testing, card sorts, and documented all results.• Oversaw and developed websites, applications, Eloqua email, banner campaigns and social media.• Created and enforced digital guide style standards through the Genworth Style Committee.

Richmond, Virginia Area

Accomplishments• Used rapid development strategy for Level 2 Logistics website to launch $200 million acquisition company.• Created new client-focused website and rating application to launch new product - Estes SureMove.Responsibilities• Led team to conduct UAT and research on web-based service applications.• Ensured all digital properties provided a positive user experience, consistent branding, and SEO.• Provided training and guidance in the Agile Methodology in front-end application development to meet goals/deadlines and reduce roadblocks through customer stories, wireframe models and effort estimates.

• Designed and developed 6 user-centered, self-service websites/web portals.• Developed CSS templates, wireframes and modules to standardize 18 websites and improve efficiency.• Designed and produced accessible, high-performance web applications focused on the user experience, using Agile methodologies.• Managed site backend (user accounts and ad templates) and problem-solved client help tickets.• Wrote online training materials including PowerPoint presentations and Flash simulations.

• Partnered with a team of designers to develop on-line interactive training for our firedog PC, Networking, HTI and Car Electronics technicians. I also coordinated projects with available resources to meet strategic deadlines.• Established and developed the new firedog brand representing the installations and services side of Circuit City’s business.• Developed, scheduled and maintained a training plan that coincided with Circuit City’s marketing strategy. This plan ensured that all firedog technicians were well trained on the current technologies and products to make it easy for the customer to get the most out of their products.• Designed and maintained all Flash based interactive firedog kiosk screens and screensavers used throughout the store to promote firedog services and installation.• Partnered with senior management to produce “Teachout” and “Train the Trainer” materials for Regional firedog Managers and Regional Store Managers.

• Managed projects to conceptualize, design, and produce animated, on-line e-Learning programs to train over 30,000 employees at our 600+ stores and corporate headquarters.• Responsible for all high priority materials that must have creative solutions that reflect the client’s needs delivered under tight time constraints. “Department Firefighter”• Designed materials for a variety of clients that include public relations, merchandising, marketing, human resources and finance.• Trained and mentored other designers on the team developing their skills in various applications to produce creative solutions.• Produced and edited audio recordings and sound bites as well as directed and produced photo shoots.

• Develop national recruiting campaigns, including newspaper advertisements, brochures, posters, and job fair booths. • Coordinate with national newspapers throughout the country to buy ad space for recruiting needs. • Partner with managers to produce job descriptions and develop various candidate screening processes.

• Managed a team of designers and provided art direction in the development of marketing/communications materials.• Created advertising campaigns for customers ranging from small local businesses to large national corporations such as Phillip Morris, Signet Bank, Delta, Dominion Resources, and Pinkerton Group.