Laura Heck Email & Phone Number

Dublin 2, Ie

Lead global Data & Analytics center of excellence for Accenture Marketing + Communications corporate function consisting of 80+ team members (direct + extended team). This function drives end-to-end Data & Analytics from implementation through to reporting & dashboards, strategic insights, data science and AI and GenAI solutions across key global audiences: client, candidate and internal people.

Dublin 2, Ie

Initiated and led the ground up build of a best in class, Marketing & Communications Data and Analytics team and infrastructure, Developed impactful and consistent measurement strategy and robust reporting and visualization to aid insights and time and cost savings through efficient self-serve reporting capabilities. • created and aligned function to consistent cross-channel KPI frameworks • developed automated global M&C Business Intelligence tools empowering marketers to be more data-driven and driving efficiency and value creation• initiated development of enterprise cloud data lake• revamped Adobe Analytics implementation with migration to Adobe Launch

Dublin 2, Ie

• Successfully led the launch of a new Accenture.com web experience in partnership with Accenture internal agency, Fjord. • Significantly simplified and improved the Accenture.com website experience. Initial results: increased user engagement on Thought Leadership templates (+23% page views per visit, -13% bounce rate), reduced publishing time by 27%, and reduced page weight and speed by > 50%, to improve search engine ranking. For the first time, Accenture.com also won an award as Honoree in the Website Best Practices category of the Webbys. • Spearheaded the creation of robust training program for the Accenture.com Experience & Design System for M&C stakeholders. • Identified and drove recommendation to overhaul the web analytics implementation to improve data quality and ability to generate meaningful, data-driven insights in an efficient manner.

New York City, Ny, Us

Led digital distribution partnerships with publishers, portals, social platforms and connected TV devices across the NBCU News Group (NBC News, TODAY and MSNBC). Drove all aspects including pipeline generation, negotiation, launch and optimization to maximize video growth, audience reach and revenue.• Grew partnership video streams by 100%+ in 2016, with partners contributing 50% of overall streams by year-end.• Led strategic analysis and approach for off-platform content distribution including Facebook Instant Articles, Google AMP, live video, connected TV devices and more. Effectively collaborated with cross-functional teams (Product Development, Edit, Sales) to execute and ensure data-driven approach.• Built and nurtured strong relationships with key platforms securing 5 launch opportunities in 2016 including Google AMP, YouTube Mobile Live, Facebook Live 360, Google Home/Assistant and Amazon Watch & Shop.

New York City, Ny, Us

Established and executed against strategic growth initiatives for MSNBC Digital. Aligned roadmaps and efforts of disparate teams (Product Development, Edit, Audience Development and Sales) to common goals.• Achieved aggressive video stream goal (up >66% in first 6 months) through website /product optimization, editorial analysis / insights and distribution partnerships.• Identified and executed key sales priorities including improved video viewability and sponsorship delivery and management of inbound RFPs, growing video viewability +8%, and driving significant growth for Global Citizen Festival live stream, +1K% YOY.• Grew non-display revenue 93%, identifying opportunities to increase number and size of modules on website pages. • Reduced homepage bounce rate by 5%+ after developing content optimization process and A / B headline testing.

New York City, Ny, Us

Identified, negotiated, and closed partnerships to drive audience and video growth for NBC News, TODAY, MSNBC & CNBC.• Developed framework prioritizing partnerships against goals to scale audience/reach, video inventory, and drive smart experimentation on emerging platforms. -- Launched traffic partnerships generating 2.75M monthly referrals -- Closed video distribution partnership ultimately generating 15M+ monthly video streams • Identified opportunities for NBCU News Group to innovate on emerging platforms and products including Snapchat, Kik, Pluto.tv, among others

New York, Ny, Us

Led audience growth and engagement strategy and oversaw web and mobile analytics across TIME, CNNMoney, SI and Golf reaching ~48MM visitors per month (comScore).• Built highly effective, results-oriented team, hiring and training 5 US and 3 India-based audience development and analytics employees. Overhauled strategic analysis and reporting to improve KPI measurement and data driven recommendations.• Grew TIME.com’s weekly Facebook Page referrals 1.5K% through post volume and content optimization. • Drove 27% lift in search engine referrals YOY through SEO trainings, site audits and best practices.• Developed paid campaign expertise and strategy for Sports sites, generating ~2.5M monthly unique visitors (UVs) at competitive rates.• Oversaw analytics implementation and analysis for key launches including: content pay wall, responsive design, and apps.• Acted as Social Media thought leader and subject matter expert across Time Inc., identifying new opportunities, providing point of view on the scale / scope of opportunities, and ensuring company was on top of industry trends.

New York, Ny, Us

Identified and pursued new partnerships, platforms and technologies to drive audience growth and engagement. Negotiated all new vendor and partner agreements. • Spearheaded and played key role TIME’s social media strategy and success, implementing social media analytics to provide data-driven recommendations to Edit and Product teams; led key launches including @TIME Twitter handle, Facebook Open Graph, Facebook Apps, and Digg account. • Grew @TIME to 3rd largest News account on Twitter, increasing to 3.5M monthly social referrals in under 1 year.• Developed and optimized key partnerships with Y! News, Huffington Post, and AOL, contributing 2M+ monthly referrals.

New York, Ny, Us

• Oversaw the business, management and digital marketing for all ecommerce products and initiatives• Translated the strategic direction of the eCommerce business into tactical plans. Launched a new online storefront with partner, Delivery Agent. Negotiated terms with Delivery Agent. Led the entire site build providing direction on user experience, digital analytics, newsletter acquisition and merchandising.• Created and led the launch marketing campaign and editorial integration for the new online storefront.

• Managed digital commerce products acting as the business owner for product development, digital marketing, metrics and financial reporting.• Launched a free trial for the Fertility Planner subscription product to open the product to an ad-supported model. The free trial increased the number of new sign-ups by 2,900%. The redesigned main page converted at 6%, an increase of over 2,000%.• Launched a comparison shopping site/channel and led digital marketing & editorial integration across iVillage

• Managed a staff of two in developing and executing affiliate marketing campaigns.• Directed transition of affiliate network to a new software provider. • Launched Retailer Network. Developed websites for hundreds of retail store accounts and utilized network as a source of inventory to fulfill outstanding orders. • Led development and launch of Secondary Market Network, an online marketplace for dealers and individual sellers of collectibles to sell product, while utilizing network to source product and increase profitability.

• Managed Affiliate Network which generated 30% of revenue and a higher percentage of profits.• Handled all aspects of affiliate communications, commission payments, analytics and marketing campaigns• Managed monthly and quarterly reports to monitor network growth, revenue and cost of sales.

Master Of Business Administration - Mba, Marketing

Bsba, Finance & Marketing