Patrick Heatherington Email & Phone Number

Dallas, Tx

Pathway to Victory is the radio, television, and digital broadcast ministry for Dr. Robert Jeffress and First Baptist Church of Dallas. Since July 2020, Pathway to Victory has been the number one most viewed program on the Trinity Broadcasting Network. The ministry is available in 172 Nielsen markets in the United States, and the television and digital ministry is broadcast globally. Responsibilities include:Develop and execute Pathway to Victory’s annual broadcast schedule by channel and complementary marketing strategy to achieve the ministry fundraising goal, increase listener and viewership, and increase new-name acquisition, donor conversion, and donor retention.Define target audience segments and messaging strategies to drive listener, viewer, and donor engagement.Controller of the ministry brand, ensuring consistent messaging and positioning.Development leader of integrated marketing campaigns to support new trade book launches and ministry tours.Collaborate with cross-functional teams, which include consultants, print production outlets, digital strategy teams, and content creative teams to ensure seamless execution and alignment with the ministry’s broadcast and marketing objectives.Shepherd the creation of compelling ministry resource contentConduct market research to identify broadcast schedule opportunities and translate them into actionable strategies.Drive digital marketing initiatives to enhance customer engagement and lead generation.Hands-on management and monitoring of performance reporting, including creation and management of KPI dashboards, database integrity, and supporting operation systems.Supervise internal operations and customer service team members, direct and manage skilled contract employees, and collaborate with other departmental directors to co-manage teams on special projects.Mentor team members in operations, fulfillment, and donor care services.

Dallas, Texas, United States

KCBI 90.9 FM is a 100,000 watt non-profit Christian radio station operating in Dallas Ft. Worth. The station is owned and operated by First Dallas Media, Inc. Because KCBI is a listener-supported station, it can offer music and teaching that encourages listeners and impact more lives for Christ. Responsibilities & accomplishments include: In collaboration with the president of FDMI - rebranded the station, both the on-air content and all marketing communications and donor relations, and hired a new general manager to execute the new brand station strategy.In partnership with Finney Media, conducted market surveys and listener focus groups to create a broadcast strategy “playbook,” which we used to hire new on-air talent, restructure the teaching line up, refresh the music library, and grow the station’s presence in the Dallas Ft. Worth market. Built “from scratch” the station’s digital strategy and platforms, including the website, social media channels, and email communication platform. Hit every fundraising goal, and successfully transitioned the station away from a pledge model to an instant donor conversion model. Improved cashflow by 43% and reduced donor communication expenses by 28% in the first 18 months. The improved financial stability of the station provided a means to move from Arlington to a new, broadcast-ready lease space in downtown Dallas.In 2013, developed, organized, managed, and executed a special “spring fundraiser” that provided $1,000 scholarships to all graduating seniors at West, TX high school after the fertilizer plant explosion destroyed the local high school. In 2015, KCBI dethroned Salem Media Group’s flagship music station — 94.9 KLTY FM — as the number 1 adult contemporary station in the Dallas Ft. Worth radio market. In May 2015, transitioned from the KCBI team to be a full-time director of Pathway to Victory in order to rapidly grow the teaching ministry on TV and digital channels.

I developed and managed several ground-breaking marketing and product initiatives to support and align our affiliate's product sales and marketing programs that have helped grow our gross annual sales from $45 million in 2003 to $70 million in 2010. Developed and implemented national SEO strategy, which resulted in a first-page presence on Google for all ASI office locations for our target keywords and a 58% increase in web-traffic over 18 months.Evaluate market trends and competitor offerings to identify gaps in our product offering, develop new products and services and then strategically market them as neededDeveloped a Preferred Vendor Program that accurately measures and reports the performance of key partnersCreative management and graphic production of marketing materials for print, web, and direct marketingTeam leader that developed, executed, and published the new global brand identity for ASIManaged the development of a robust, web-based inventory management system that reduced overhead by 38%, eliminated production errors, and improved order delivery by five working daysManaged the development of a proprietary "marketing on demand" website that reduced printed inventory by 63% and allows sales staff to deliver client-specific marketing materials for the same day as the meeting

Produced annual marketing strategy plan in collaboration with the senior vice presidentDesigned and produced all print and web-based graphics for sales presentations and proposalsCopywriter of case studies, white papers, and numerous winning industry award applications

Supervised a team of five project managers for the national and regional Pizza Hut account as well as for new market opportunities, such as the Visa-NFL campaignsCollaborated with creative directors to assign designers and ensure account billing and budget were balanced

Produced all marketing materials to support the financial services and advisory services departmentsCreated collateral and promotional materials for sales meetings and national company meetingsDesigned quarterly and annual reports distributed to investorsSOFTWARE COMPETENCIES AND SERVICES:Microsoft Office | Adobe Creative Suite (Photoshop, Illustrator, InDesign, Dreamweaver, Fireworks) |CMS for DotNetNuke | Hubspot SEO system | Google Analytics and AdWords | Studio and Onsite PhotographyVegas Video and Sound Forge | Wordpress | LinkedIn | Facebook | Twitter and Hootsuite

Bachelor Of Arts, Communication, Journalism, Creative Writing, Photography

Activities and Societies: Men's Soccer Team Editor, The Pine Log University Newspaper

Associates Degree, 3D Design And Animation, Motion Graphics

Certification, Foundations Of Leadership And Management

Certification, Effective Time Management And Planning

Psychology, Creative Writing

Activities and Societies: Men's Varisty Football TeamI left TCU because I was not able to continue playing football, which meant losing.