Years of Digital Marketing Experience
Heather Green
New York,NY
Summary
I am a dedicated Digital Marketing Executive adept at creating dynamic social media, influencer and content centers of excellence from the ground-up. As a life-long first hire in every role, I am an extremely proactive challenge solver who offers 15+ successful years of team leadership across media agencies, brands, categories and verticals. Known as a collaborative partner with a relentless work ethic, I strive to be an effective advisor who communicates well with people of all ages and backgrounds
Overview
17
17
15
15
Years of Team Management and Development
10
10
Years of Social Media Management
7
7
Years of Influencer Marketing
Work History
Integrated Marketing Consultant
Uprise Health
11.2023 - Current
- Create training, onboarding and cross-team documentation and workflows for $100mm+ Account Management and New Business teams
- Streamline internal processes to enhance team efficiency and improve overall project outcomes.
Creator Marketing Consultant: Samsung
McKinney Agency
06.2023 - Current
- Provide leadership of $12mm Samsung creator marketing practice through revamped processes/workflows, RFPs, contract negotiations, creator discovery and campaign activation
- Oversee creator relationships, campaign troubleshooting, Samsung device distribution and orientations
- Streamline project workflows for increased efficiency and productivity by implementing effective organizational systems
Fractional CMO: YouTube Creators
MediaMonks
09.2022 - 04.2023
- Provide leadership of $45mm YouTube client practice while CEO was on paternity leave
- Oversee all creator campaign activation, including strategy, contracting, legal and finance
- Revamp commercial model and YouTube campaign pricing transparency in line with Google CEO demands
- Lead creator SAAS RFP to three competitor platforms
- Developed a high-performance team for improved productivity and efficiency.
EVP, Influencer Marketing Performance
Omnicom Media Group
01.2022 - 09.2022
- Spearhead and operationalize Omnicom Media Group's new global AI-driven influencer COE, including legal, RFPs, SAAS vendor selection, campaign management, audience data strategies, staffing and commercial model
- Lead plan to recover $15mm in outsourced influencer campaign revenue across Omnicom agencies
- Established strong partnerships with brands through proactive communication and collaboration on content creation.
Global Head of Influencer and Social Marketing
GroupM
05.2021 - 01.2022
- Piloted all ground-up operational processes and ways of working for groupM's new global, data-driven creator COE, including legal, finance, staffing, SAAS vendor selection, campaign management, paid media, commercial model and measurement strategy
- Established $12mm revenue pipeline and led GTM product positioning and sales with all groupM agencies and brand partnerships
- Piloted first to market TikTok agency SAAS partnership program, resulting in $5mm increased campaign revenue opportunities
Consultant: Executive Thought Leadership
Real Chemistry
09.2020 - 05.2021
- Created ground-up, executive social media thought leadership program for four C-level healthcare executives during COVID vaccine rollout
- Led creation of multi-channel, real-time social communications for CEOs of Pfizer, Modern and J&J
- Shepherded clients through the execution of first-time content formats: TED-style video, LIVE events, LinkedIn articles and podcasts
Head of Content and Partnerships: Retail
TripAdvisor
08.2019 - 03.2020
- Led 30 multi-channel content and social RFP/proposals for TripAdvisor Retail brand partnerships
- Pilot training and resources needed to successfully teach the sales team to sell new TripAdvisor brand integrations
- Create and manage multi-channel client programs that encompass on-brand messaging, ad pricing strategies and creator selection
- (COVID company-wide layoffs)
SVP, Social Media: Team Verizon
Publicis Media/Zenith
04.2018 - 05.2019
- Led $200M paid social, content, experiential and creator campaign strategy and activation for Verizon Wireless, Verizon Media and Fios
- Managed 13 external partner agencies and led ideation and execution of all social programming with Twitch, YouTube, Meta, Snap and X
- Served as senior Verizon CMO client partner for all social media campaign leadership; led QBR reporting and presentations
Practice Lead, Paid Social Media: Team L'Oreal
groupM/Wavemaker
04.2017 - 04.2018
- Owned L'Oreal USA joint business partnerships and negotiations with Meta, Snapchat, Pinterest and X
- Managed activation of $60M paid social budgets with 13 agency partners
- Revamped all video buying strategies, developed test/learn playbooks and created $12M in media efficiencies through A/B testing
- Led a team of social media professionals to achieve practice goals, fostering collaboration and continuous professional development.
Editor in Chief, Content Director
Caesars Entertainment
06.2013 - 09.2016
- Created and managed a global content and social COE for 50 global hotel and entertainment properties
- Built a $9M brand publishing business through influencer and social media strategies, SEO-driven blogs, vendor partnerships and sponsorships
- Led social media and content launch for Britney Spears, Jennifer Lopez, multiple celebrity chef restaurants, The Cromwell and The LINQ
- Established ground-up global reputation management/social listening strategy based on Yelp, Google and TripAdvisor reviews
- Increased website traffic through strategic content planning and audience engagement techniques.
Education
Bachelor of Arts - Communication Studies
University of North Texas
Denton, TX12.2002
Skills
- Comprehensive Creator and Social Media Marketing
- Team Recruiting and Mentorship
- Product and Program Positioning
- Vendor Selection & Agency Relationship Management
- Influencer SAAS Platforms (Creator IQ, Tagger, Influential, Captiv8)
- Community Management Practice and Platforms
- Persuasive Selling and Pitching
- Client Relationship Management
- Brand Partnership Development
- Marketing Analytics
- Visual Storytelling
Earlier Career Roles
- Travelocity: Principal Content Lead, 2012-2013
- FareCompare: Digital Managing Editor, 2011-2012
- WPromote Agency: Social Media Manager 2008-2010
- Hotels.com: Digital Managing Editor, 2006-2008
Timeline
Integrated Marketing Consultant
Uprise Health
11.2023 - Current
Creator Marketing Consultant: Samsung
McKinney Agency
06.2023 - Current
Fractional CMO: YouTube Creators
MediaMonks
09.2022 - 04.2023
EVP, Influencer Marketing Performance
Omnicom Media Group
01.2022 - 09.2022
Global Head of Influencer and Social Marketing
GroupM
05.2021 - 01.2022
Consultant: Executive Thought Leadership
Real Chemistry
09.2020 - 05.2021
Head of Content and Partnerships: Retail
TripAdvisor
08.2019 - 03.2020
SVP, Social Media: Team Verizon
Publicis Media/Zenith
04.2018 - 05.2019
Practice Lead, Paid Social Media: Team L'Oreal
groupM/Wavemaker
04.2017 - 04.2018
Editor in Chief, Content Director
Caesars Entertainment
06.2013 - 09.2016
Bachelor of Arts - Communication Studies
University of North Texas
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