Heidi Spillane
Oak Park,IL
Summary
Over the course of my extensive two-decade career, I have firmly established myself as a prominent leader in the fields of E-Commerce and Marketing. My expertise extends to navigating complex projects and leading teams to success. Thriving in high-pressure environments, I have consistently achieved exceptional levels of customer satisfaction and demonstrated a proven ability to deliver critical projects, even when working within tight deadlines. My track record is marked by a consistent year-over-year improvement in essential performance metrics, including but not limited to revenue, conversion rates, and open rates.
Overview
20
20
years of professional experience
Work History
VP of Marketing
Kairos Living
06.2023 - 09.2023
- Led process of developing strong brand narrative and voice for company that defines company mission
- Implemented paid search, SEO, and email strategies
- Created roadmap for new website
- Collaborated closely with functional leads, including those in construction, leasing, acquisitions, and property management, to create and execute marketing strategies spanning acquisition, retention, and operational initiatives.
Director of Marketing and E-commerce
Safco Dental Supply
12.2020 - 09.2023
- Managed web development, E-Commerce roadmap, and digital marketing functions
- Motivated and led high-performing team consisting of web developers, marketing coordinators, managers and specialist
- Developed and implemented paid search, SEO, email, and social media strategies
- Facilitated re-platform initiative to new web based e-commerce platform
- Increased paid search revenue by 49% and email conversion rate by 23%
- Responsible for 70% of company revenue and growth
- Developed and implemented successful marketing strategies to increase brand visibility and sales performance
- Boosted brand awareness and generated leads while managing internal and external marketing campaigns and programs
Senior Marketing And E Commerce Manager
Apple Vacations
01.2019 - 12.2020
- Developed, planned, and managed multi-million-dollar digital marketing strategy which included SEM, retargeting, email campaigns, display, travel and metasearch partners
- Refreshed affiliate program with Performance Marketing on Commission Junction
- Enabled data driven product and pricing strategy designed to optimize digital marketing investments and execute merchandising strategy across owned and paid media
- Directed social media team to facilitate conversion growth and develop retargeting traffic back to AV.com
- Acted as website subject matter expert for any troubleshooting needs
- Continuously developed CRM/database strategy and growth through management of customer database and segmentation
- Increased Revenue on AV.com 23% YoY
- Increased TravelZoo revenue by 136% through 3 consecutive quarters
Senior Marketing And E Commerce Manager
Mrs. Prindables/Affy Taffy
01.2018 - 12.2019
- Enhanced and produced E-commerce and shopper marketing objectives through implementing, tracking and optimizing digital marketing campaigns such as SEO, SEM, email and social
- Performed data and trend analysis to uncover consumer insights which guided overall company strategies and decisions
- Established digital media strategy to drive revenue and new customer acquisition
- Defined campaign goals, set budget parameters and monitor performance of all paid digital channels including Facebook, Google Adwords, SEM, retargeting campaigns, deal sites, and affiliates
- Simultaneously maintained two separate branded E-commerce sites - Mrs Prindables and AffyTapple
- Created and deployed innovative digital marketing plans for corporate, fundraising and wedding sales
- Supervised relationships with three outside agencies and creative studios
- Successfully increased company revenue 23% YoY
- Increased Average of Value (AOV) by 18% YoY and increased conversion 17% YoY
Senior Web Content And Marketing Manager
Fannie May Confections
01.2013 - 12.2018
- Planned and led B2B and B2C strategy and budget for all digital marketing channels including paid search, email, social media and SEO
- Managed vendor relationship with Amazon
- Developed and delivered innovative paid search strategies exceeding measurable objectives by 20%
- Assisted in developing customer acquisition tools Passport Subscriptions and gift concierge
- Created and led initial segmentation and automation strategies
- Managed full website development onto new platform American Eagle including creative design and merchandising
- Continuously conduct A/B Testing to help achieve conversion results
- Successfully increased company sales by 125% by implementing aforementioned marketing strategy
- Increased Average Order Value 13% YoY and increased conversion 21.5% YoY
- Setup, execution, and management of Amazon Fresh, Amazon Marketplace and Amazon Go programs achieving 20% results in sales
- Maintained content marketing calendar to schedule creation and delivery deadlines.
Online Marketing Manager
Ftd
01.2010 - 12.2013
- Organized and generated top and bottom-line growth of online marketing programs to achieve orders, cost per order and total channel contribution margin goals
- Managed vendor relationships
- SEO and Display strategies
- Analyzed and presented data and achievements to senior management to ensure open and consistent communication
- Managed Comparison Shopping Engines and datafeeds including forecast, discounts, and all reporting
- Led implementation of subscription and loyalty programs
- Designed and merchandised landing pages for SEM, Affiliate and Social Media
- Effectively managed social media campaigns including strategy, content, promotions and sentiment to increase brand awareness to consumers and individual floral franchises
- Conceptualized and led FTD's online brand resulting in year over year revenue gains and brand recognition as top provider of floral arrangements in extremely competitive industry
Owner
Nola's Cup
01.2004 - 12.2009
- Conceptualized and opened first New Orleans style eatery in area
- Managed all human resources practices including talent acquisition, training, payroll, and taxes
- Responsible for all Accounts Payables and Receivables
- Provided top notch customer service by actively engaging with customers and ensuring high quality food and beverage services
Education
Bachelor's Degree - Psychology
Illinois State University
Skills
- A/BTesting
- Go-to Market Strategy
- B2B and B2C Digital Marketing
- Customer Acquisition
- Data Driven
- E-commerce
- Brand Marketing
- Paid Search
- Search Engine Optimization
- Content Marketing
- Vendor Relationship Management
- Web Development
Timeline
VP of Marketing
Kairos Living
06.2023 - 09.2023
Director of Marketing and E-commerce
Safco Dental Supply
12.2020 - 09.2023
Senior Marketing And E Commerce Manager
Apple Vacations
01.2019 - 12.2020
Senior Marketing And E Commerce Manager
Mrs. Prindables/Affy Taffy
01.2018 - 12.2019
Senior Web Content And Marketing Manager
Fannie May Confections
01.2013 - 12.2018
Online Marketing Manager
Ftd
01.2010 - 12.2013
Owner
Nola's Cup
01.2004 - 12.2009
Bachelor's Degree - Psychology
Illinois State University
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