Summary
Overview
Work History
Education
Skills
Accomplishments
Timeline
Additional Information
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Heather Ishikawa

Heather Ishikawa

Vice President, Marketing
Princeton,NJ

Summary

Innovative Marketing Executive with broad market and product expertise within the Corporate Learning, Ed Tech, and Human Capital Management industries.

Proven success creating and implementing Learning Tech Enabled services to expand market presence for CorpU, Caliper, Pearson; strategically increased revenue and market share for two organizations in the human capital sector which resulted in increased valuations and successful exits.

Overview

6
6

Years of post-secondary education

15
15

Years of management experience

Work History

Vice President of Marketing and Product Commercialization

Udemy Business
Princeton, NJ
04.2021 - Current
  • Key marketing executive responsible for creating compelling story, persuasive materials, and competitive research to position and prepare business for sale.
  • Led integration of CorpU marketing team and product suite into Udemy Business' integrated solution.
  • Managed all product marketing for Udemy Business cohort-based leadership development solutions.
  • Partnered with product, engineering, learning, and content strategy to create innovative go-to-market plan.
  • Collaborated with enablement team to train over 200+ sales and customer service representatives globally; training resulted in increased expertise and confidence to pitch cohort-based leadership development solutions to targeted C-suite personas.

Strategic Marketing Consultant

Ishikawa Consulting
Princeton, NJ
01.2020 - 04.2021
  • Strategic marketing consultant for global talent mobility organization to expand business from outplacement to talent mobility.
  • Conducted extensive competitive research to compare current product solutions.
  • Designed strategic direction, messaging, storyboards, pitch decks, sales enablement tools, analyst presentation preparation, and event content support to launch 3 new technology and service solutions globally. New campaign messaging was integrated into parent company's messaging.

Senior Vice President

Caliper Corporation, PSI Services, LLC
Princeton, NJ
01.2017 - 01.2020
  • Revised and launched product suite to support transition from consultancy to subscription-based SaaS model. Converted 30% of clients from legacy manual process to automated solution which improved monthly cash flow and reduced client churn by 30%.
  • Created content for new coaching and development reports to expand company’s product portfolio.
  • Led marketing team to innovate all marketing messaging across all mediums to support new strategy.
  • Restructured marketing organization and built business development team to improve lead qualification and conversion, generating 1M new ARR within 10 months of launch.
  • Managed redesign of Caliper Certification Program to educate customers and drive new revenue.
  • Developed and implemented new partnership strategies with targeted associations to establish long-term business objectives and provide strong and sustainable revenue within new markets.

Vice President of Strategy

Enact Leadership
Berkeley, CA
01.2016 - 01.2017
  • Managed marketing and business development initiatives for consulting firm within diversity, equity, and inclusion space.
  • Redesigned messaging, website, social, and collateral to drive demand generation.
  • Designed and implemented product and go-to-market strategy to extend business beyond instructor-led consulting services to blended, cohort-learning solutions; sourced online content delivery system to provide virtual, learning to large global customers.
  • Created social media strategy which resulted in 400% of increase of lead generation.
  • Closed $1.5M in new business contracts (corporate, non-profit and city government).

National Director, Sales and Marketing

Pearson TalentLens
San Antonio, Texas
01.2008 - 01.2016
  • Managed sales and marketing for Pearson TalentLens
  • Increased direct sales from $1.8M to $17M for North America.
  • Created and implemented sales strategy and marketing content for online learning, instructor led training, and coaching, resulting in $5M in new sales within 2 years.
  • Coauthored Amazon best-selling book, “Now You’re Thinking”, resulting in increased sales of Pearson's critical thinking assessment; commercialized "RED Model" of Critical Thinking.
  • Managed product licensing for over 300 global products. Led project to unify branding and messaging for all core products.

Education

Master of Arts (MA) - Organization Management

University of Phoenix
Tempe, AZ
09.1998 - 06.2000

Bachelor of Arts (BA) - Organizational Communication

California State University - Stanislaus
Turlock, CA
09.1993 - 06.1997

Skills

Strategy

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Accomplishments

  • Created a diverse Customer Advisory Board and leveraged their feedback to redesign all marketing messaging. The result was an increase of sales by 7% within one year, breaking the cycle of declining sales over the previous 5 years.
  • Leveraged customer data (NPS, feedback surveys, customer service and sales representatives’ feedback, heat maps) to provide guidance to the technical team for portal updates. The changes reduced inbound calls to customer support, increased product usage, and helped support additional conversions of customers from the pay-per-click model to a subscription model.

Timeline

Vice President of Marketing and Product Commercialization

Udemy Business
04.2021 - Current

Strategic Marketing Consultant

Ishikawa Consulting
01.2020 - 04.2021

Senior Vice President

Caliper Corporation, PSI Services, LLC
01.2017 - 01.2020

Vice President of Strategy

Enact Leadership
01.2016 - 01.2017

National Director, Sales and Marketing

Pearson TalentLens
01.2008 - 01.2016

Master of Arts (MA) - Organization Management

University of Phoenix
09.1998 - 06.2000

Bachelor of Arts (BA) - Organizational Communication

California State University - Stanislaus
09.1993 - 06.1997

Additional Information

Assessment Certifications: Hogan Personality, Caliper, MBTI, FIRO-B, CPI-260, 16PF, Strong Interest Inventory, SOSIE, PDI 360, TKI, Watson Glaser, Ravens Progressive Matrices, and Workplace Personality Inventory-II

Volunteer and Foster, Trenton Cats Rescue

Fostered and found homes for over 150 cats and kittens.

Volunteer and Foster, Trenton Cats Rescue

Fostered and placed 150 cats and kittens in forever homes.

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Heather IshikawaVice President, Marketing