Heather Walker

Manage execution for fire product line and email marketing for the Program Marketing Team. Using HubSpot, lead B2B and B2C email marketing program efforts and work to drive demonstrable growth in channel performance and revenue impact. Work collaboratively with marketing and design team members to develop content, strategize and review cross-channel campaigns, and meet revenue and lead generation goals.

• Evaluate consumer preferences and behaviors, combined with market trends and historical data, to adjust and enhance campaigns.
• Continually maintain and improve company's reputation and positive image in markets served.
• Deliver qualified leads for the sales teams with brand and product marketing campaigns.
• Collaborate with team members to share and create video, product marketing content, enablement resources, and customer cases and testimonials.
• Own end-to-end B2B email campaign and workflow creation, including copy writing and design, form and landing page development, segmentation, deployment, and reporting.
• Own the key marketing metrics for B2B campaigns. Rigorously A/B test all aspects of email performance. Provide regular updates on program effectiveness to Marketing leaders.
• Manage individual email marketing calendar through Wrike, keep tickets and dates current for Product Marketers.

Managed marketing strategy and execution for a suite of healthcare information products worth $500,000 in revenue. Promoted 75+ webinars, 6 conferences, 3 associations and 2 credentials through email, direct mail, social media, sales collateral, and paid advertising. Researched emerging technologies and new trends in email marketing to maximize effectiveness of tactics and strategies. Executed creation of email promotion calendar for each product line.

Results overview: Re-engineered webinar email strategy, helping drive $90,000 over planned revenue of $340,000.

• Managed, organized, and facilitated execution of marketing campaigns including: Email marketing, direct mail, interactive/web marketing, and advertising efforts (SEO, SEM, and social).
• Analyzed ROI on marketing tactics and refined promotional plans on a continuous basis.
• Partnered with marketing operations to manage list maintenance and improve the efficacy of targeted marketing for tracking online/offline conversion rates, prospect lists, opt out rates, etc.
• Planned email marketing calendar and deployed 100+ targeted emails per month.
• Planned and executed marketing plan for live and virtual events.

Managed marketing strategy and execution for a suite of healthcare information products worth $1MM in revenue. Promoted 50 boot camps, 80+ books, and 3 portals, through email, direct mail, social media, sales collateral, and paid advertising. Executed creation of email promotion calendar and development of editorial calendar.

Results overview: Drove major improvements in marketing email strategy that increased open rates by 6% & conversion rates by 2%.

• Converted strategy and marketing goals into compelling copy and promotional material by developing concise and engaging content for a variety of marketing campaigns.
• Planned email marketing calendar and deployed 100+ targeted emails per month.
• Tracked sales revenue to ensure budgetary goals were met.

• Completed final stages for employee and contractor rewards programs.
• Created quarterly internal newsletter.
• Planned quarterly company events for all office locations.
• Ordered, tracked, organized, and selected all client and contractor promotional items.
• Prepared all marketing materials for new associates.
• Admin of FOND.
• Managed posting on company LinkedIn, Instagram, and Facebook weekly.
• Created content weekly for company blog.
• Created advertising materials for corporate events.
• Proofed and approved production and printing drafts of promotional materials.
• Weekly reporting for sales department targets.
• Formatted resumes.
• Leader of Community Care Team.

• Worked on redesign of company website.
• HTML coded, created, and uploaded content on company intranet.
• Reviewed and edited blog posts to guarantee high content quality.