Heidi Kerz
Summary
High-achieving multi-talented Senior Executive bringing expertise leading eCommerce, Digital Marketing, Sales, Operations, and People Operations teams who can successfully step into diverse leadership positions and make immediate positive contributions.
Extensive experience in leading digital marketing teams while managing complex projects across multiple channels, including social media, email marketing, content marketing, and digital advertising, including eCommerce sites, websites, blogs, video marketing, search engine optimization, search engine marketing, email marketing Local SEO, Blockchain, Programmatic, Google AI, User Generated Content (UGC) Data Analytics,
Deep understanding of current digital marketing trends, emerging technologies, and best practices, with a passion for staying updated and incorporating innovative strategies to gain a competitive edge.
Track record of driving measurable results through data-driven decision-making while leveraging analytics and KPIs to optimize marketing and sales campaigns.
Strong leadership abilities with a talent for recruiting, building, and motivating high-performing teams, fostering a collaborative work environment while driving a customer-centric culture, and effectively managing resources and budgets.
Excellent communication and interpersonal skills, with the ability to develop and maintain relationships with stakeholders, clients, and cross-functional teams.
Exceptional problem-solving and strategic thinking abilities, focusing on identifying growth opportunities, mitigating risks, and achieving organizational objectives.
Strong leader and problem-solver dedicated to streamlining operations to decrease costs and promote organizational efficiency. Uses independent decision-making skills and sound judgment to impact company success positively.
Overview
23
23
years of professional experience
1
1
Certification
Work History
AVP of eCommerce – DTC Contact Center & Field Marketing
Association Membership Benefits Advisors – AMBA
12.2019 - Current
- Spearheaded the development, implementation, and execution of comprehensive digital marketing strategies to drive brand awareness, customer engagement, and revenue growth from inception to the current state, growing the eCommerce channel from $300k to over $17.3M
- Responsible for a team of internal and external digital marketing professionals, providing guidance and mentoring to ensure the team's success while cultivating an environment that values innovation, creative thinking, and proactive problem-solving while achieving aggressive goals
- Developed and managed annual marketing budgets exceeding $7.4M and growing while optimizing resource allocation and driving cost efficiencies while maximizing ROAS, CPA, and overachieving KPIs
- Lead the implementation of data-driven decision-making processes, leveraging analytics tools and KPIs to track campaign performance, identify areas for improvement, and optimize marketing strategies
- Monitored and analyzed key metrics and performance indicators (KPIs), using data-driven insights to optimize marketing campaigns and drive improved results continuously
- Managed digital advertising campaigns, encompassing PPC, Display, AI-Powered Search Ads, Programmatic, and Retargeting, optimizing campaigns for maximum ROI while improving lead generation and conversion rates
- Collaborated with internal stakeholders to enhance, execute, and monitor email marketing campaigns, resulting in improved open rates, click-through rates, and increased customer engagement
- Implemented digital initiatives, including AI-driven campaigns, resulting in improvements in lead generation, conversion rates, and customer retention
- Regularly prepared reports and delivered presentations to executive leadership, focusing on key performance metrics campaign results and offering insights and recommendations for future marketing initiatives and investments
- Collaborated with cross-functional teams, encompassing sales, finance, direct marketing, technology, and creative departments, to align marketing efforts with overarching business objectives, ensuring a unified messaging and consistent brand positioning
- Oversaw relationships with external vendors, agencies, and technology partners, ensuring the timely delivery of high-quality services while staying within budget and timeline constraints
- Continuously stays updated on industry trends and emerging technologies, conducts competitor analysis, and gathers customer insights to identify growth opportunities and foster innovation.
Digital Marketing and Social Media Manager
Servpro
09.2017 - 12.2019
- Developed and executed digital marketing strategies to increase brand visibility and drive online engagement for Servpro franchises, which included digital marketing, content marketing, and social media campaigns
- Maintained and optimized website content to improve organic search rankings
- Managed social media accounts, including Facebook, Instagram, and Twitter, growing follower base by 23%
- Created and curated compelling content, including blog posts, videos, and social media posts, to engage and educate the target audience
- Monitored social media channels for customer inquiries, comments, and reviews and responded promptly to maintain a positive brand reputation
- Conducted weekly competitor analysis to identify opportunities for improvement on all digital platforms and stay ahead of industry trends
- Utilized analytics tools to track KPIs and optimize campaign performance
- Managed digital marketing campaigns, including budget allocation, targeting, and performance optimization.
Director of Sales
DEXMedia
12.2000 - 08.2017
- Spearheaded sales and marketing initiatives associated with 9k customers and over $42M in revenue by providing leadership for 11 sales managers and 125 field and contact center sales consultants
- Implemented sales improvement process by adhering to best practices, leading the transformation from print to digital media, which increased our digital portfolio from $7.7 to $21.7M
- Leveraging social media, Salesforce, Facebook, and LinkedIn to lead sales presentations and steer lead generation strategies
- Led the development of the sales training program, which focused on coaching and mentoring sales managers and sales consultants by initiating and formulating high standards for accountability and performance, which resulted in continual improvement in sales performance and overachieving organizational objectives
- Mentored sales leaders and sales consultants to the next level of their careers through active supervision and development, which resulted in over 24 moving to managerial/director-level positions
- Collaborated with Executive Leadership on budgets, sales quotas incentive models, and sales and customer events
- Commended by executive leadership with 10 President's Cup Awards for Top Achievement as a Division and, in addition, received 16 distinguished sales awards for exceptional leadership and sales performance.
Education
Communications And Personnel Administration
University of Kansas
Lawrence, KSSkills
Digital & E-Commerce Leadership
Collaborative Communicative Team Player
E-commerce Digital Marketing Strategy Development
Strategic Planning, Budgeting & Forecasting
Sales Management Strategy & Processes
Direct to Consumer & B to B Marketing
Project Management
Customer Data Analysis – SEO & UI
Conversion Rate Optimization & Customer Retention
Integrated Marketing Platforms – Google Analytics, Google, Microsoft, Facebook, et al
Conversion Rate Optimization (CRO)
Customer relationship management (CRM) - Salesforce
Certification
- Google, Google Ads - Credential ID 102317072 - Oct 2024
- Google - Google Ads Measurement - Credential ID 67376267 - October 2024
- Google - Google Ads Display - ID 218706714 - October 2023
- Google Analytics GA4 - In Progress
- Google Ads Video Certification - ID218717943 - October 2024
Timeline
AVP of eCommerce – DTC Contact Center & Field Marketing
Association Membership Benefits Advisors – AMBA
12.2019 - Current
Digital Marketing and Social Media Manager
Servpro
09.2017 - 12.2019
Director of Sales
DEXMedia
12.2000 - 08.2017
Communications And Personnel Administration
University of Kansas
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