Heather Blanton
Marina del Rey,CA
Summary
Curious, collaborative, and strategic marketing leader with a proven record of driving growth and innovation. Focused on leveraging data-driven insights to make informed decisions and ensure the use of profitable strategies. Recognized for a positive outlook and an innate ability to streamline complex projects, optimize processes, and deliver results.
Overview
10
10
years of professional experience
Work History
Brand Director
Behindthechair.com - Digital Trade Media
04.2024 - Current
- Spearheaded all aspects of BTC University, an online education platform for professional hairstylists, growing the subscriber base, and revitalizing platform engagement.
- Launched language dubbing and translation initiatives in eight new languages, collaborating with web developers on UI/UX improvements to globalize the business.
- Pioneered churn mitigation strategies, introducing new software solutions to improve customer retention, recovering $21.1K in failed payments, and saving $6.2K in cancellations within the first five months.
- Researched and implemented a referral program to acquire new users.
- Increased package rates by 67% with a redesigned media kit, directly boosting company profits.
- Built and managed a diverse team of three internal staff members, three agencies, and three freelance editors; optimized workflows, and enhanced productivity.
- Hired SEO and social media agencies, increasing traffic to the website and the Instagram, Facebook, TikTok, and YouTube audiences.
- Enhanced YouTube monetization, generating $7.2K in lifetime earnings, and streamlined tax documentation to recover unclaimed funds.
- Oversaw and approved paid media ads for Meta and Google Ads.
- Created a content calendar and a marketing calendar for the entire year based on data learned from Google Analytics tracking.
Sr. Manager, Video Production & Content Strategy
Behindthechair.com - Digital Trade Media
West Hollywood, CA
03.2023 - 04.2024
- Directed and produced 200 online courses, securing shoot locations, crews, and logistics to ensure high-quality delivery.
- Executed a content strategy that increased active subscriptions from 20K to 160K members.
- Led production for national, international, and online hair shows, generating an extra $1M in profit.
Manager, Video Production & Content Strategy
Behindthechair.com - Digital Trade Media
West Hollywood, CA
04.2021 - 03.2023
- Created and led a freelance roster to streamline in-house and external workflows.
- Expanded the BTC Show to a virtual event by building a web and mobile app, securing $145K in additional revenue from ticket sales, and sponsorships.
- Directed and edited high-impact campaigns for leading global brands, such as L'Oréal and Ulta Beauty, enhancing visibility and engagement.
Videographer/Producer/Editor
Heat Productions
Los Angeles, CA
06.2021 - 06.2021
- Produced, shot, and edited a YouTube van tour video for travel influencer @Quingable, generating over 923K views, leading to multiple deals with global lifestyle brands.
Creative Producer/Editor
Behindthechair.com - Digital Trade Media
West Hollywood, CA
03.2019 - 04.2021
- Produced the first-ever digital BTC show and business show, generating $800K in profit.
- Produced and edited paid ads, which translated to over $500K per year in profits on Facebook ads.
Producer/Editor
NFL Network
Culver City, CA
04.2018 - 03.2019
- Produced and edited viral social content for the NFL’s main Instagram account.
- Delivered polished bumps and features for network television and digital platforms.
Production Assistant
12th Man Productions
College Station, TX
12.2014 - 02.2018
- ESPN SEC Network Broadcast Positions - Technical Director, Assistant Director, Xpression Dashboard Operator (Score Bug), Time Out Coordinator/Red Hat, Camera Operator, Camera Grip.
- Team Videographer for Texas A&M Softball, 2016 and 2017 Seasons.
Freelance Director/Technical Director
Adrenaline Broadcasting
Houston, TX
04.2016 - Current
- Technical Director for FIRST Robotics Competition with a 50,000-person audience.
Education
Bachelor of Science - Telecommunication Media Studies
Texas A&M University
College Station, TXSkills
- Business strategy and optimization
- Advertising management
- Media planning
- Marketing communications
- Project management
- People management
- Mondaycom
- Google Analytics
- Adobe Creative Suite
- Videography
- Video editing
- Organization
Websites
References
References available upon request.
Timeline
Brand Director
Behindthechair.com - Digital Trade Media
04.2024 - Current
Sr. Manager, Video Production & Content Strategy
Behindthechair.com - Digital Trade Media
03.2023 - 04.2024
Videographer/Producer/Editor
Heat Productions
06.2021 - 06.2021
Manager, Video Production & Content Strategy
Behindthechair.com - Digital Trade Media
04.2021 - 03.2023
Creative Producer/Editor
Behindthechair.com - Digital Trade Media
03.2019 - 04.2021
Producer/Editor
NFL Network
04.2018 - 03.2019
Freelance Director/Technical Director
Adrenaline Broadcasting
04.2016 - Current
Production Assistant
12th Man Productions
12.2014 - 02.2018
Bachelor of Science - Telecommunication Media Studies
Texas A&M University
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