Heather Williams
Jacksonville
Summary
Innovative Senior Marketing leader with 9+ years of experience in strategic marketing and campaign management. Demonstrated success in leading impactful marketing initiatives that align with business and company objectives to drive growth. A data-inspired and results-driven marketer, proficient in leveraging digital marketing channels to execute high-growth tactics. Strong expertise in strategic planning, campaign execution, problem-solving, and brand awareness. Skilled in driving growth through data-driven insights, innovative solutions, and effective communication. Proven track record of driving revenue, implementing go-to-market strategies, executing successful marketing campaigns, and leveraging traditional and online marketing initiatives to achieve desired outcomes.
Overview
9
9
years of professional experience
Work History
Senior Marketing Manager
Patriot Rail Company
08.2023 - 09.2024
- Streamlined internal communication processes within the department, improving overall efficiency and project completion times.
- Led a rebranding initiative that resulted in improved consumer perception and increased sales revenue.
- Collaborated with sales teams to develop targeted materials for prospective clients, resulting in higher conversion rates.
- Coordinated trade show appearances, ensuring maximum brand exposure and lead generation.
- Established a consistent brand identity across all channels, including print, digital, and social media platforms.
- Created engaging content for various social media platforms, boosting follower count and overall engagement rates.
- Established and managed overall business plan for Commercial department.
- Developed and implemented marketing strategies to use for launches, rebranding campaigns and promotions.
- Oversaw preparation of marketing copy, images, videos, emails, and other collateral.
- Created and managed social media campaigns to increase brand engagement.
- Devised content strategy to effectively engage target audiences.
- Executed comprehensive marketing plans that consistently achieved targets for increased revenue.
Senior Growth Marketing Manager
AGORA
04.2022 - 11.2022
- Managed GTM strategy and media programs to drive pipeline revenue through inbound and outbound efforts
- Increased lead generation by developing and executing targeted marketing campaigns.
- Assessed account-based marketing strategy for new demand generation and customer expansion.
- Reported on-demand generation's contribution to pipeline and revenue.
- Managed all digital marketing channels and demand generation campaigns to identify new opportunities to drive pipeline.
- Leveraged performance results through testing creatives and ads to understand and target entire buyer journey.
- Executed full funnel, multi-channel programs to drive pipeline with nurture email campaigns, webinars, intent-based programs, and emerging tactics to hit growth goals.
- Executed new unique programs to drive net new leads through inbound efforts.
- Increased MQLs through repurposing content, defining lead attribution, and integrating multi-channel marketing programs.
- Partnered with sales, product, and SDRs to define programs to drive conversions.
- Created sales enablement tools to support sales in optimizing target accounts and increasing new opportunities.
- Managed all vendor and agency relationships to execute programs and results.
- Conducted regular A/B testing on email campaigns and landing pages, optimizing content for maximum engagement from target audiences.
- Regularly reported on campaign performance to executive leadership, providing insights into areas of success and opportunities for improvement.
- Drove global demand generation efforts across omnichannel digital campaigns, email and online marketing and webinars.
- Continually maintained and improved company's reputation and positive image in markets served.
Senior Demand Generation Manager
Workiva
10.2021 - 02.2022
- Increased lead generation by developing and executing targeted marketing campaigns.
- Defined and executed all direct-response B2B online marketing programs and campaigns.
- Developed strategic demand generation plans that supported company growth objectives and increased sales leads.
- Evaluated and recommended new vendors and campaign opportunities.
- Increased conversion rates through targeted nurturing programs tailored to different stages of the buyer''s journey.
- Streamlined marketing automation processes, resulting in improved efficiency and effectiveness of campaigns.
- Coordinated trade shows and events that showcased the company's offerings while capturing valuable prospect information for follow-up marketing efforts.
- Conducted regular A/B testing on email campaigns and landing pages, optimizing content for maximum engagement from target audiences.
- Managed relationships with external vendors/partners to support demand generation activities efficiently within budget constraints.
- Aligned with sales to optimize outreach strategies, conversion and workflow.
- Developed personalized outreach tactics that resonated with target audience segments.
- Leveraged social media platforms effectively to increase brand visibility and generate qualified leads.
- Interacted with sales and marketing teams to understand demand forecast drivers.
- Managed GTM strategy to ensure demand generation and paid media channels were optimized to drive pipeline revenue
- Managed all paid search campaigns, marketing automation, social advertising, and display retargeting to drive a full-funnel strategy that scaled and incorporated integrated marketing campaigns
- Managed all agency, vendor, and 3rd party partnerships to ensure all paid media programs and objectives maximized reach and conversions
- Evaluated direct response campaigns to acquire leads, drive conversions, and optimize website visits through channel source capabilities, targeting, and emerging channels
- Optimized highly targeted lead generation programs to define audience segmentation to initiate pipeline creation
- Leveraged performance-driven results to test new ads and creatives to drive conversions
- Partnered closely with marketing operations, product, digital, and sales to build standardized performance dashboards to hit growth goals and pipeline revenue
Solutions Architect
Enspire for Enterprise (Formerly Web.com)
10.2020 - 10.2021
- Identified new digital marketing prospects and partnerships through collaboration with key stakeholders during the entire sales cycle
- Conducted in-depth market, technical, and site infrastructure analyses for new prospect opportunities within the full digital landscape and funnel
- Managed all vendor partnerships for paid media channel technologies and platforms
- Developed tactical multi-channel strategies, highly targeted audience segmentation, nurture campaigns, and retargeting for all digital media channels
- Executed brand positioning, GTM strategies, and product messaging to drive awareness and align business objectives
- Customized marketing campaigns, programs, and recommendations based on identified client pain points and technologies leveraged
- Collaborated with cross-functional teams to understand capabilities, design elements, software requirements, and platform integrations to implement marketing solutions
- Provided technical and non-technical subject matter expertise to executive leadership
- Developed statement of work to clearly define and document deliverables, budget, and the scope of work included in client proposals to support entire funnel optimization and growth market strategy
- Developed comprehensive documentation for technical specifications, project plans, and user guides, streamlining communication across teams.
- Collaborated with development teams to design scalable and efficient applications tailored to client requirements.
- Broke down technical ideas and issues into non-technical terms for business executives.
- Promoted collaboration between cross-functional teams by serving as a liaison between developers, product managers, and stakeholders during all phases of projects.
- Contributed heavily to product development lifecycle of both back-end and customer-facing solutions.
- Provided support during customer implementations and applied industry best practices.
Senior Digital Marketing Analyst
Enspire for Enterprise (Formerly Web.com)
03.2020 - 10.2020
- Managed all digital channels and paid ads for top tired enterprise accounts within company systems, web-based applications, and cloud-based digital platforms
- Conducted market research to inform strategic planning and decision-making processes for various marketing initiatives.
- Managed paid search campaigns for maximum return on investment while staying within budgetary constraints.
- Collaborated with cross-functional teams to develop integrated marketing plans that aligned with business objectives, increasing overall revenue.
- Streamlined marketing processes for improved efficiency and cost savings by analyzing data and identifying areas of improvement.
- Increased conversion rates through A/B testing of landing pages and ad copy variations, resulting in higher profitability from online campaigns.
- Developed and deployed content marketing strategies to improve organic search traffic.
- Generated reports to monitor and analyze website performance, search engine rankings, or domain authority.
- Optimized budgets, targeting, competitive analyses, and performance results to drive new opportunities and conversions for target accounts
- Analyzed current client products, services, website, and online presence to identify new opportunities for growth and ROI
- Conducted in-depth market analysis to determine optimal digital strategy
- Identified audience segmentation for ad placements, landing page optimizations, and SEO campaigns
- Executed integrated, multi-channel marketing campaigns to drive opportunities
- Managed small team of analysts to build, optimize, and report on performance
- Partnered closely with sales, product, and marketing teams to analyze and develop optimal user experience, online engagement, and product messaging
Senior Digital Marketing Analyst
Web.com
01.2019 - 03.2020
- Managed paid ad campaigns for enterprise, SMB (small and medium business), and multi-location franchise accounts
- Worked closely with cross-functional teams and key stakeholders as the subject matter expert in product marketing, GTM strategy, and lead generation campaigns
- Developed consistent brand messaging and product positioning to align sales and marketing initiatives
- Managed small team of analysts to monitor campaigns and report on performance
- Developed ad copy, performed keyword research, and optimized landing page experience for existing multi-location franchise accounts
- Analyzed account performance through quantifiable marketing analytics and data visualization across multiple verticals and brands
- Developed tactical omnichannel marketing strategies for multiple business segments to drive performance and drive account revenue
- Leveraged analytics tools to gain insights into customer behavior patterns, using these findings to tailor more effective marketing strategies moving forward.
- Optimized website traffic with targeted SEO campaigns, resulting in increased lead generation and conversions.
- Managed paid search campaigns for maximum return on investment while staying within budgetary constraints.
- Boosted brand visibility by developing and implementing comprehensive digital marketing strategies.
- Enhanced user experience on company websites by conducting usability testing and implementing design changes based on user feedback.
- Analyzed website data such as traffic, interactions, conversions and goals to find areas of improvement.
- Measured and evaluated brand digital performance to present weekly findings to management.
- Led projects to redesign web pages, diversify strategies and revitalize social media presence.
- Generated reports to monitor and analyze website performance, search engine rankings, or domain authority.
digital marketing analyst
01.2019 - 08.2019
- Managed PPC (pay-per-click) campaigns for top-tiered B2B clients
- Assisted cross-functional teams as the subject matter expert in the launch and execution of new campaigns
- Optimized all paid search campaigns, audience targeting, and landing page performance to increase opportunities and drive conversions
- Developed ad copy, performed keyword research, and managed paid media budget
- Analyzed website infrastructure, functionality, design elements, and entire user journey to optimize paid campaign performance
- Developed marketing programs to align product messaging and business objectives
- Analyzed and tested new creatives for all paid search campaigns based on high-performing results
- Managed and executed regular reporting cadence for all campaign performance
- Optimized existing enterprise accounts across multiple digital media channels to identify new opportunities to drive pipeline revenue
Digital & Product Marketing Analyst
One Call
06.2017 - 11.2018
- Managed all digital marketing channels and company website for both inbound and outbound opportunities
- Analyzed digital marketing trends, key metrics, market insights, and competitor landscape
- A/B tested and optimized effective paid search advertising and paid social media campaigns to drive conversions
- Increased engagement and advertising efforts by developing and repurposing content
- Managed multiple analytics platforms to determine the performance of campaigns, website, and audience segmentation
- Developed SEO-optimized content with recommendations to increase website visits
- Managed email marketing automation for Salesforce and integrated platforms
- Managed email marketing and nurture campaigns to drive growth retargeting strategy
- Worked closely with sales teams to develop collateral that effectively communicated product benefits and features.
- Increased product visibility by developing and executing targeted marketing campaigns.
- Optimized digital marketing efforts to drive website traffic and generate qualified leads.
- Streamlined internal processes for improved efficiency in marketing project management tasks.
- Evaluated campaign performance using analytics tools, adjusting tactics as needed for maximum ROI.
- Coordinated product launches, ensuring seamless communication between departments and stakeholders.
- Collaborated with cross-functional teams to create cohesive and compelling product messaging.
- Managed content creation for email campaigns, social media channels, and website updates to promote products effectively.
- Developed comprehensive marketing plans, aligning with sales objectives and overall business goals.
- Tracked key performance indicators to measure success of campaigns.
product marketing analyst
06.2017 - 04.2018
- Identified product requirements and executed new initiatives to drive business growth and brand awareness
- Partnered closely with product and sales to develop, manage, and execute new product launches from end-to-end
- Developed marketing strategies that integrated paid media efforts, landing page optimization, email marketing campaigns, and content creation to increase conversions
- Analyzed products, services, and current marketing efforts to identify new GTM strategies that scale
- Collaborated with cross-functional teams to drive engagement, ensure brand consistency, and increase pipeline creation for marketing and sales
- Provided recommendations to drive more traffic to the landing pages of the website
- Created SEO-optimized content to align with product marketing launches and initiatives
- Analyzed market growth and industry trends for all digital channels
Digital Marketing Manager
Beyond Basics
01.2016 - 04.2017
- Managed all inbound and outbound communications to build brand awareness within a nonprofit organization
- Managed all social media marketing and paid media campaigns for small marketing team
- Managed website design, paid campaigns, social media marketing, blog content, and press releases to keep consistency across all channels
- Developed new creatives to leverage for collateral, website, and marketing campaigns
- Increased brand awareness through successful lead generation and retargeting campaigns
- Developed multi-channel marketing campaigns and programs to support fundraising efforts to increase new opportunities and drive funding revenue
- Partnered with developers to design, edit, and build optimal landing pages on website
- Analyzed new trends, market share, and competitive landscape to identify new campaigns to drive engagement and leads
- Managed marketing automation software within all digital marketing channels
- Developed and implemented successful digital marketing campaigns to drive customer engagement and increase brand awareness.
- Optimized content strategy across multiple channels to support search engine rankings, brand recognition, and user engagement goals.
- Boosted brand awareness through the creation of engaging social media campaigns.
- Monitored trends in digital marketing landscape and adjusted strategies accordingly.
- Developed insightful reports for senior leadership using web analytics data to inform future digital marketing decisions.
- Curated compelling content for various digital platforms, enhancing brand storytelling and audience connection.
- Created and managed social media campaigns to increase brand engagement.
- Analyzed and reported on KPIs to validate and demonstrate success of marketing campaigns.
- Generated sponsorships with related and partnering entities to enhance marketing objectives.
Education
BACHELOR OF SCIENCE - communication
the university of Phoenix
11.2024
Associate of Science - Mass Communication
University of Phoenix
Tempe, AZ08.2017
Skills
- B2B Marketing
- Digital Marketing
- Demand Generation
- Content Strategy
- SEO and SEM
- Lead Generation
- Client Retention
- Email Marketing
- Brand Strategy
- Brand Awareness
- Integrated Marketing
- Media Buying
- Growth Marketing
- Corporate Communications
- Event Marketing
- Experiential Marketing
Websites
Timeline
Senior Marketing Manager
Patriot Rail Company
08.2023 - 09.2024
Senior Growth Marketing Manager
AGORA
04.2022 - 11.2022
Senior Demand Generation Manager
Workiva
10.2021 - 02.2022
Solutions Architect
Enspire for Enterprise (Formerly Web.com)
10.2020 - 10.2021
Senior Digital Marketing Analyst
Enspire for Enterprise (Formerly Web.com)
03.2020 - 10.2020
Senior Digital Marketing Analyst
Web.com
01.2019 - 03.2020
digital marketing analyst
01.2019 - 08.2019
Digital & Product Marketing Analyst
One Call
06.2017 - 11.2018
product marketing analyst
06.2017 - 04.2018
Digital Marketing Manager
Beyond Basics
01.2016 - 04.2017
BACHELOR OF SCIENCE - communication
the university of Phoenix
Associate of Science - Mass Communication
University of Phoenix
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