Heather Sparling Coleman

Senior marketing leader responsible for building and leading a new Client Solutions Programs organization focused on full-funnel, programmatic growth across inbound and outbound motions. Drive strategic programs that align to AOP and IEP priorities, leveraging a proven SMB programs model to scale integrated journeys from paid media lead generation through highly targeted, task-based outreach. Partner closely with sales to modernize engagement through research-driven account plans, seed programs, and reusable playbooks, while setting clear program goals, governance, and measurement frameworks to ensure repeatable impact.

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

Built a new Client Solutions Programs team, expanding on the prior SMB programs structure to support a broader portfolio and all key sales segments.

Designed strategic programs aligned to AOP and IEP priorities, covering both inbound and outbound activities across the full customer lifecycle.

Implemented modernization efforts to create scalable, programmatic motions, including reusable journeys and standardized plays across channels.

Drove tighter sales alignment by introducing programmatic elements such as account research, account planning support, and structured seed-send motions.

• Established a full-funnel approach that connects paid marketing lead generation with highly targeted, task-based outbound follow-up.
• Defined and implemented program goals, success metrics, and tracking mechanisms to evaluate performance and guide continuous optimization.

• Defined, orchestrated, and executed a new global SMB program framework and operating strategy, aligning cross-functional teams and segment leaders to ensure consistency across markets.
• Created the Program Activation Playbook and program deliverable tracker, launching in Q1 to standardize execution and improve visibility to progress.
• Led design and implementation of innovative new media tactics within demand generation journeys, partnering with media and lead-gen teams on full-funnel AI and compete programs recognized with an innovation award.
• Directed execution and evolution of always-on in-market demand gen journeys across lines of business, enhancing 1:M email, specialty mailers, and social boosting and laying groundwork for site-based lead generation.
• Advanced launch readiness through improved launch analysis models, standardized Bills of Materials, and refined execution workflows to increase efficiency and business impact.
• Co-led content workstream for NA FM's Dell Technologies Forums, managing content alignment, speaker coordination, and day-of execution.
• Built and launched the first GenAI marketing framework to promote the XE9680 server and AI solutions, including target modeling, agile APID processes, and demand generation tactics.

• Defined and implemented the Buyer Lever Program operating model, coordinating quarterly model iteration and program activation, and created the Buyer Lever Playbook as a central resource for reps and FMMs.
• Redesigned demand gen through a distributed marketing model, standing up a core team, rebuilding the SPIKE platform, re-engineering Seed Unit workflows, implementing rep-driven SFMC.
• Directed design and execution of new media tactics including Dynamic Creative Optimization and social boosting to expand reach and engagement.
• Led continued evolution of always-on in-market journeys across LOBs, overseeing 1:M email, specialty mailers, and social boosting and laying foundations for site-based lead gen.
• Enhanced NA FM launch readiness by standardizing launch assessment, defining category-specific BoMs, and improving execution and enablement processes.
• Co-led content workstream for Dell Technologies Forums, aligning forum content, coordinating speakers, and overseeing event-day execution.
• Oversaw execution and evolution of the Outbound Play Docket across ISG, CSG, and DC&P play owners to drive consistent activation.
• Led the Channel Buyer Acceleration Program, a first-of-its-kind, partner-led full-funnel 3rd-party lead-gen program, delivering the FY24 campaign and shaping FY25 strategy.

• Delivered global digital strategies, programs, and content across .com, podcasts, social, demos, and video to support the annual operating plan and customer journeys.
• Transformed ISG social, driving a 36% engagement increase during a period of nationwide declines.
• Increased services social engagement from 0.3% to 7.2% by evolving content strategy, creative, and channel execution.
• Led a social “best-in-class content” roadshow, introduced a new briefing process, and delivered multiple trainings to enable higher-impact content and creative.
• Built and delivered the first comprehensive CSG paid search guidance for Field Marketing, informing Q4 planning and execution.

• Led the commercial client creative team, overseeing planning, strategy, creative output, and agency management across hiring, budget, video, and photography production.
• Combined teams and re-engineered processes to improve on-time delivery from 23% to over 80% while maintaining creative quality.
• Attracted and developed higher-caliber creative talent and implemented better work prioritization and capacity tracking.
• Partnered with brand to align job descriptions and titles, creating one creative community and clearer career paths.
• Unified campaign and product launch creative under a single theme, driving more than 15% stronger in-market performance.
• Created the first MB-dedicated campaign, delivering 20% messaging performance improvement and 3x better cost per HVE in social.

• Managed online marketing and creative for key product lines to deliver compelling, conversion-focused customer experiences.
• Aligned online work with cross-functional marketing and sales goals, influencing test roadmaps and optimizations to improve NPS and customer journeys.
• Managed high-visibility launches including the first XPS infinity edge, Alienware gaming console, and Precision Canvas.
• Built the first online activation for a full-funnel Spider-Man campaign, coordinating IT and external agencies to launch in market.
• Overhauled the online awards process, securing funding, streamlining approvals, and cutting time to market from weeks to hours.
• Led strategy and creative to expand the client portfolio presence on DellEMC.com.

• Managed online launch activities for multiple product lines including Alienware, XPS, Dell Venue, and Latitude.
• Launched the first Latitude Ultrabook and Dell Venue tablet line.
• Led cross-functional projects for Microsoft Windows 8 and Windows 10 launches.

• Selected into a high-potential marketing rotation, 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 launches.
• Drove 50% attendee growth for Dell Storage Forum through event logistics, communications, and registration leadership.

• Held progressive roles in consumer PC and accessory sales (inbound/outbound), online operations, and online merchandising and promotions.