Mike Heiny Email & Phone Number

San Antonio, Texas Metropolitan Area

Austin, Texas, United States

Leading the online growth strategy, emphasizing Shopify and Amazon platforms, overseeing Strategic eCommerce Planning, and enhancing online brand awareness.• Website Design: Spearheaded a data-driven redesign for our Shopify platform, yielding a remarkable +25% increase in conversion rate, a +50% boost in returning customers, and a +20% surge in Average Order Value (AOV) within six months, prioritizing user experience and Conversion Rate Optimization (CRO).• Media Coordination:… Show more Leading the online growth strategy, emphasizing Shopify and Amazon platforms, overseeing Strategic eCommerce Planning, and enhancing online brand awareness.• Website Design: Spearheaded a data-driven redesign for our Shopify platform, yielding a remarkable +25% increase in conversion rate, a +50% boost in returning customers, and a +20% surge in Average Order Value (AOV) within six months, prioritizing user experience and Conversion Rate Optimization (CRO).• Media Coordination: Developed an innovative digital marketing strategy that coordinated efforts between multiple channels, including influencers, social media, email marketing, and SMS campaigns. This increased Brand Awareness while maintaining highly efficient spend levels.• Market Expansion: Achieved over 250% marketplace growth within one year by optimizing Meta Shop and launching Packed Party brand in new marketplaces like Amazon and TikTok Shop. Show less

Menlo Park, California, United States

Acquired by NestleSpoonfulONE was a venture funded start-up that manufactured a patented formula of baby food. This food introduces 16 food allergens to babies between 4 months and 2 years and has shown to reduce the risk of developing a food allergy.• Paid Media Lead. Developed a strategy for company growth that included category awareness as well as brand awareness. Unlike most consumer products, SpoonfulONE requires extensive customer education and full funnel engagement.… Show more Acquired by NestleSpoonfulONE was a venture funded start-up that manufactured a patented formula of baby food. This food introduces 16 food allergens to babies between 4 months and 2 years and has shown to reduce the risk of developing a food allergy.• Paid Media Lead. Developed a strategy for company growth that included category awareness as well as brand awareness. Unlike most consumer products, SpoonfulONE requires extensive customer education and full funnel engagement. Engaged with Amazon’s Display Media and Paid Search teams for “on platform” media while we used OTT, Facebook, YouTube, Google Display, etc for “off platform” engagement.• Operations and Planning: Built several business planning tools that were used for monthly S&OP forecasting, weekly replenishment, and New Product Introduction timelines. These tools not only improved reporting standards but also reduced our Out of Stocks to <1%. Show less

Greater Seattle Area

Acquired by biaLed a team responsible for all Direct to Consumer eCommerce channels. This includes marketplaces like Amazon, Walmart, eBay, etc. Responsible for Channel P&L that includes marketing, pricing, promotions and project management attributed to the Marketplace Sales Channel.• Business Development: Developed a “Crawl, Walk, Run” growth plan that allowed Bulletproof 360 to wildly surpass annual expectations and establish them as one of the top brands sold in the Health… Show more Acquired by biaLed a team responsible for all Direct to Consumer eCommerce channels. This includes marketplaces like Amazon, Walmart, eBay, etc. Responsible for Channel P&L that includes marketing, pricing, promotions and project management attributed to the Marketplace Sales Channel.• Business Development: Developed a “Crawl, Walk, Run” growth plan that allowed Bulletproof 360 to wildly surpass annual expectations and establish them as one of the top brands sold in the Health and Wellness category on Amazon.• Operations and Planning: Established Bulletproof’s first S&OP process. This process gathered demand forecasts from channel leads, collected available supply data and lead times, and formulated brand level financial forecasts for the CFO. This also reduced “Out of Stocks” at the company level to <5%. Show less

Greater Seattle Area

Led the Belkin eCommerce team that included a Business Development Manager, Marketing Manager, and Channel Product Manager. Fully responsible for the eCommerce P&L which included negotiating marketing programs, customer invoice management, and management of digital asset costs.• Operational Efficiency: Initiated Belkin’s first Direct Import program with Amazon. This program added over 750 bps of profitability directly to my P&L’s bottom-line. This program not only allowed us to… Show more Led the Belkin eCommerce team that included a Business Development Manager, Marketing Manager, and Channel Product Manager. Fully responsible for the eCommerce P&L which included negotiating marketing programs, customer invoice management, and management of digital asset costs.• Operational Efficiency: Initiated Belkin’s first Direct Import program with Amazon. This program added over 750 bps of profitability directly to my P&L’s bottom-line. This program not only allowed us to realize more profit per unit but also allowed Belkin to remove the risk of holding millions of dollars of inventory from their books.• Paid Search Expert: In only 8 months, I added over $5MM in incremental revenue by investing in Amazon’s paid search program (Amazon Marketing Services) with only $500k of investment (>$10 ROAS). This type of ROAS was realized by fully understanding how Amazon views SEO and utilizing that knowledge to optimize our search term bids and implementing those terms in our detail pages.Managed LG relationship with multiple west coast national accounts including Amazon, Costco, Microsoft, and Apple. Responsible for negotiating programs, forecasting sales, improving logistics, and developing marketing strategies for each of my accounts in several different Consumer Electronics categories. • New Category Launch: Introduced LG PCs to the US market for the first time in 2015 utilizing only 2 retail partners. By leveraging the marketing strengths of Amazon and Microsoft Store, combined with exposure in other online marketing channels, I successfully launched PCs in the US market. Utilizing a self-designed retail analytics tools that allowed me to make real-time business adjustments which directly led to surpassing initial forecasts by 300%. Show less

Greater Seattle Area

Manage large TV manufacturers including LG and Panasonic as well as several smaller emerging brands like Seiki, TCL, Hisense and Sceptre. Responsible for developing and executing a multi-hundred million dollar business plan that includes day to day management and long term strategic alignment for all my manufacturer business relationships. This includes improving business terms to drive topline sales and profitability as well as optimizing the TV business to deliver on Amazon’s three pillars:… Show more Manage large TV manufacturers including LG and Panasonic as well as several smaller emerging brands like Seiki, TCL, Hisense and Sceptre. Responsible for developing and executing a multi-hundred million dollar business plan that includes day to day management and long term strategic alignment for all my manufacturer business relationships. This includes improving business terms to drive topline sales and profitability as well as optimizing the TV business to deliver on Amazon’s three pillars: Selection, Convenience, and Value. My management has directly led to the TV category’s year over year revenue growth of 25.8% and profitability improvement of over 300 bps. Show less

Greater Seattle Area

Solely responsible for planning, placing, and tracking Purchase Orders (POs). I drove logistic and operational cost efficiencies projects like packaging improvements, ordering optimization, and inventory placement locations. Responsible for the holding inventory of a multi-hundred million dollar business. Duties include planning flows to maintain acceptable Weeks of Supply (WOS) as well as sort-type mix flows that are used to plan Fulfillment Center labor and… Show more Solely responsible for planning, placing, and tracking Purchase Orders (POs). I drove logistic and operational cost efficiencies projects like packaging improvements, ordering optimization, and inventory placement locations. Responsible for the holding inventory of a multi-hundred million dollar business. Duties include planning flows to maintain acceptable Weeks of Supply (WOS) as well as sort-type mix flows that are used to plan Fulfillment Center labor and capacity.Projects:Customer Delivery Experience: Improved customer experience by increasing the amount of times a customer is given an Amazon “Fast Track Promise.” A Fast Track Promise is an in stock message that promises receipt of your product within 2 days. I have increased this metric in Home Audio from 36.92% to 46.93% (1001 bps) and in AV Accessories from 27.94% to 36.58% (864 bps). Deal Buy Optimization and Automation: Developed a scalable tool that gives users real-time demand forecasts of products given certain promotional activity (ie price drops and/or site placement). It also includes a financial aspect that aids users in vendor negotiations by estimating an overall return on the deal given the financial inputs (ie cost changes, contra-cogs, payment terms, etc).Direct Import Project: Managed the development of a scalable and automated tool that gives users the ability to see breakeven import costs on any SKU they feel may qualify for Amazon FOB. In 2012 this tool produced $3.5MM in Free cash flow by giving buyers real-time data on FOB costs while negotiating terms with vendors.Training: Trained over 20 Brand Specialists on their roles and responsibilities as they pertained to instock management. This has not only allowed my category to scale its inventory management reach but also it gave new value to vendors who have Brand Specialists. Show less

Greater Salt Lake City Area

Taught several military subjects including Naval Engineering, Naval Weapons, and Naval History. Specific lesson objectives included shipboard electrical distribution, electromagnetic wave propagation, RADAR theory, Sonar, guidance control systems, and electronic warfare.Nuclear Engineering Representative: Ensured that all nuclear power selectees were well prepared to pass their Naval Reactors Interview. Preparation included tutoring and mentoring students in subjects such as Calculus,… Show more Taught several military subjects including Naval Engineering, Naval Weapons, and Naval History. Specific lesson objectives included shipboard electrical distribution, electromagnetic wave propagation, RADAR theory, Sonar, guidance control systems, and electronic warfare.Nuclear Engineering Representative: Ensured that all nuclear power selectees were well prepared to pass their Naval Reactors Interview. Preparation included tutoring and mentoring students in subjects such as Calculus, Physics, Electrical Engineering, and Thermo Dynamics. Battalion Advisor: Director and supervisor to the midshipmen NROTC Battalion consisting of 90+ students. Managed, supervised, and directed all activities associated with the battalion including ceremonies, fundraising, and team-building events.Security Officer: Submitted students for background investigations and ensured that all 90+ NROTC students had appropriate security clearances for military evolutions.Casualty Assistance Calls Officer: Responsible for informing any military Next of Kin (NOK) in the state of Utah of the death of the service member and assisting the NOK with the completion of all paperwork and the military benefits relating to the death. Show less

Balad, Iraq

Managed, tracked, and updated over 160 Counter Radio Controlled IED Electronic Warfare (CREW) devices worth over 6 million dollars. A Radio Controlled IED is an explosive detonated using the frequencies in the Electro Magnetic Spectrum (cell phones, key fobs, garage door openers, RC car transmitter, etc.)Electronic Warfare Consultant: Trained over 1,100 ARMY soldiers on the operation and employment of CREW systems. o Training included monthly classroom sessions focusing on… Show more Managed, tracked, and updated over 160 Counter Radio Controlled IED Electronic Warfare (CREW) devices worth over 6 million dollars. A Radio Controlled IED is an explosive detonated using the frequencies in the Electro Magnetic Spectrum (cell phones, key fobs, garage door openers, RC car transmitter, etc.)Electronic Warfare Consultant: Trained over 1,100 ARMY soldiers on the operation and employment of CREW systems. o Training included monthly classroom sessions focusing on propagation theory and spectrum management along with weekly refresher field checks focusing on actual operation of the CREW systems.o Trained and qualified15 enlisted soldiers as CREW Technicians. These soldiers reported directly to me and were to assist in daily maintenance and troubleshooting.Tactical Advisor: Provided real-time tactical guidance to Patrol Leaders on the most effective employment of CREW systems.Air Asset Coordinator: Planned and coordinated over 40 Electronic Attack missions using air assets such as the Navy’s EA-6B Prowler.Combat Truck Driver: Drove Mine Resistant Ambush Protected (MRAP) vehicles during several route clearance patrols in the Salāh ad-Dīn Province.Awarded the Army Commendation Medal for my involvement in reducing the total IED presence in my Area of Operation (AO) by 98%. In May of 2007, 162 IEDs were cleared or detonated in my AO versus May of 2008 4 IEDs were cleared and 0 detonated. Show less

Bangor, Wa

Tactical Advisor: Aided the Commanding Officer in making mission critical decisions based on shipboard design characteristics and capabilities.Project Director: Planned and supervised the first Special Operation Forces’ missions for a ship of this class. The first Standard Operating Procedures (SOPs) for conning a ship of this class were written using my direct feedback.

Bangor, Wa

Technical Advisor: Reported directly to the ship’s Engineer for all things related to the ship’s Propulsion system.Team Leader: Led over 35 sailors including 2 direct reports through multiple 3 month underways.Out scored all other divisions on the Operational Reactor Safeguards Examination (ORSE). This exam includes leadership, technical knowledge, and operational expertise.

Mba, Business Administration And Management, General

Bs, Computer Science

Activities and Societies: Varsity Swim Team