Summary
Overview
Work History
Education
Skills
AWARDS & CERTIFICATIONS
SELECTED IMPACT & CAPABILITIES
Additional Experience
Timeline
Generic

Heather York

Seattle,WA

Summary

Dynamic, results-oriented digital experience leader driving growth, conversion optimization, and scalable web platforms for global B2B and B2C brands. Expert in web strategy, SEO, analytics, experimentation, and partnering with UX and Development teams. Thriving at the intersection of data and creativity, and known for leading cross-functional teams to deliver measurable business outcomes—on time and at scale.

Overview

14
14
years of professional experience

Work History

Senior Group Manager, Digital Strategy

Avalara
06.2022 - Current
  • Lead comprehensive global web strategy delivery, launching a unique web experience targeting small, medium and enterprise businesses.
  • Own web roadmap and prioritization to deliver high-impact site improvements including worldwide expansion, translation at scale, and platform modernization.
  • Drove project management efforts, ensuring alignment with organizational goals and timely delivery of executive led company-wide campaigns.
  • Drove AI-enhanced experimentation and analytics-based decision making to improve customer experience and operational efficiency


Senior Group Marketing Manager, Web

T-Mobile
09.2018 - 12.2022
  • Owned digital strategy and execution for T-Mobile for Business web experience.
  • Drove a 2x YoY increase in lead generation through web optimization and agile experimentation.
  • Developed account-based marketing (ABM) web experiences to increase engagement.
  • Led testing and optimization of high-traffic landing pages to improve performance across paid media.
  • Partnered cross-functionally with marketing, UX, and engineering teams to deliver fast-moving digital initiatives.

Senior Marketing Manager, Digital Experience & SEO

Microsoft
01.2014 - 01.2017
  • Directed digital experience and SEO strategy for Microsoft Developer Evangelism (20M+ users)
  • Led relaunch of global developer platform, establishing a consistent brand identity, and consolidating 350+ sites into 5 unified properties,
  • Developed and executed SEO strategies to enhance organic search rankings, doubling organic traffic.
  • Championed cross-functional GTM team to develop and execute an improved digital experience focused on increase engagement and aligned with organizational objectives,


Senior Marketing Manager, Integrated Campaigns

Microsoft
01.2012 - 01.2014
  • Developed and implemented integrated marketing strategies to enhance brand awareness across multiple channels.
  • Managed $10M+ marketing budget supporting student and academic programs

Education

Bachelor of Science - Digital Arts

Western Washington University
Bellingham, Washington

Skills

  • Digital Strategy Development
  • Search Engine Optimization & AI Readiness
  • Conversion Rate Optimization
  • Cross-functional team leadership
  • Agile project management
  • Data-driven experimentation skills
  • Performance analytics and measurement
  • AI-driven optimization
  • Team leadership across functions
  • Effective communication with executives

AWARDS & CERTIFICATIONS

  • T-Mobile Peak Award for Outstanding Achievement (Top 1%), 2019
  • Microsoft DeliverIT Innovation Award, 2012, 2011, 2009
  • Microsoft Gold Star Award, 2008
  • Columbia Business School — Building & Leading Effective Teams, 2009
  • Kellogg School of Management — Marketing@Microsoft

SELECTED IMPACT & CAPABILITIES

  • Digital Strategy, Growth & Optimization
  • Led global web strategies focused on engagement, conversion, and pipeline growth
  • Owned web roadmaps and prioritization, balancing stakeholder needs with performance data
  • Delivered measurable improvements in lead generation, conversion rates, and ROI
  • Drove continuous optimization through agile execution and experimentation
  • SEO, Analytics & Experimentation
  • Directed enterprise SEO strategies that doubled organic traffic and increased search share by 100% YoY
  • Led systematic A/B testing and AI-enhanced experimentation programs
  • Used analytics to connect site performance directly to revenue and pipeline outcomes
  • Applied UX research and behavioral insights to improve customer journeys
  • Product, UX & Cross-Functional Leadership
  • Managed and mentored teams of product managers, UX designers, and developers
  • Partnered with product, brand, and engineering teams to deliver customer-driven experiences
  • Championed UX excellence through journey mapping, agile research, and iterative design
  • Translated business goals into clear digital and product requirements

Additional Experience

Held multiple leadership roles across Microsoft and MSN, leading high-traffic web and UX initiatives including Microsoft.com (homepage) and MSN Shopping, delivering measurable improvements in engagement, satisfaction, and revenue performance.

Timeline

Senior Group Manager, Digital Strategy

Avalara
06.2022 - Current

Senior Group Marketing Manager, Web

T-Mobile
09.2018 - 12.2022

Senior Marketing Manager, Digital Experience & SEO

Microsoft
01.2014 - 01.2017

Senior Marketing Manager, Integrated Campaigns

Microsoft
01.2012 - 01.2014

Bachelor of Science - Digital Arts

Western Washington University

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Heather York