Heather Sparling Coleman

Built and scaled a strategic programs organization to drive customer-focused marketing across Dell's commercial client portfolio, supporting multiple sales segments and global markets.

Dell Technologies – Sr. Director, Client Solutions Programs
Round Rock, TX - 09/2025 – Present

• Architected global marketing framework spanning inbound demand generation, outbound activation, and full-funnel customer journeys aligned to annual operating priorities.
• Established operating model and playbook to standardize execution, improve cross-functional alignment, and accelerate time-to-market for flagship and always-on programs.
• Drove customer lifecycle strategy linking awareness, trial, adoption, and retention goals to programmatic, scalable marketing plays across channels.
• Partnered cross-functionally with sales, product, and regional leaders to co-own growth objectives, build go-to-market plans, and deliver coordinated campaigns.

• Defined and executed the global SMB marketing strategy, establishing a program framework and operating model that aligned cross-functional and segment leaders across markets worldwide.
  • Built global customer marketing vision and translated business priorities into distinct marketing decisions by customer segment, product line, and region.
  • Delivered integrated, full-funnel programs combining paid media, email, social, specialty mail, and site-based lead generation to drive awareness and conversion.
  • Launched flagship AI and competitive programs with measurable impact on customer engagement and pipeline generation.
  • Established performance metrics and analytics discipline, using insights and experimentation to optimize investment and demonstrate marketing's contribution to business outcomes.
  • Developed Program Activation Playbook to drive accountability, visibility, and consistency across global marketing teams.
  • Partnered with sales and product leaders to shape positioning, messaging, and launch readiness through standardized workflows and cross-functional alignment.

• Led a distributed marketing model serving North America Field Marketing, designing and executing demand generation programs, new media tactics, and launch enablement strategies.
  • Redefined demand generation strategy via distributed marketing model, building a core team and scaling programs across regions and categories.
  • Designed and delivered new media tactics including dynamic creative optimization (DCO) and social boosting to expand customer reach and engagement.
  • Led Channel Buyer Acceleration Program, a first-of-its-kind, full-funnel, partner-led lead generation initiative that delivered FY24 results and informed FY25 strategy.
  • Strengthened launch readiness by standardizing launch assessments, category-specific Bills of Materials, and execution/enablement processes across North America.
  • Drove evolution of always-on customer journeys (1:M email, specialty mailers, social) and established foundation for site-based lead generation

• Delivered global digital strategy, content development, and social engagement programs to support annual operating plans and customer journeys across digital touchpoints.
  • Architected and delivered global digital programs across .com, podcasts, social media, video, and product demos to drive awareness, education, and consideration.
  • Transformed social media performance, driving 36% engagement increase during period of industry-wide declines; increased services social engagement from 0.3% to 7.2% through content strategy evolution.
  • Led "best-in-class content" enablement initiative, introducing new briefing processes and training programs to elevate creative quality and impact across marketing teams.
  • Built first comprehensive paid search guidance for Field Marketing, informing quarterly planning and execution.
  • Partnered with product and regional teams to ensure digital content aligned with go-to-market priorities and customer needs.
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• Led commercial client creative team, overseeing planning, strategy, creative production, and agency management across video, photography, and campaign execution.
  • Re-engineered creative operations, improving on-time delivery from 23% to over 80% while maintaining creative quality and brand standards.
  • Unified campaign and product launch creative under single thematic approach, driving 15%+ stronger in-market performance.
  • Attracted and developed higher-caliber creative talent; implemented work prioritization and capacity tracking to improve efficiency and output quality.
  • Partnered with brand leadership to align job descriptions, titles, and career paths, creating a unified creative community.
  • Delivered first mid-market-dedicated campaign, achieving 20% messaging performance improvement and 3x better cost-per-engagement in social.

Marketing Leadership & Product Launch
• Managed online marketing and launch activities for key client and gaming product lines (Alienware, XPS, Dell Venue, Latitude), including first Latitude Ultrabook, Dell Venue tablet line, and major Windows 8/10 releases.
• Led high-visibility launches including first XPS InfinityEdge, Alienware gaming console, Precision Canvas, and full-funnel Spider-Man online activation.
• Expanded client portfolio presence on DellEMC.com through integrated digital strategies and content innovation.
Marketing Rotation Program
• Selected into high-potential Marketing Rotation Program, gaining experience across go-to-market, catalog, online advertising, and product launch roles.
• Served as go-to-market lead for Dell Storage, consumer catalog lead, and online advertising lead for Latitude; drove 50% attendee growth for Dell Storage Forum.
Marketing & Consumer Sales Roles
• Progressed through consumer PC and accessory sales (inbound/outbound), online operations, online merchandising, and promotions, building strong foundation in demand generation and customer experience.