Summary
Overview
Work History
Education
Skills
Websites
Professional Highlights
Accomplishments
References
Timeline
Generic
Heidi W Corn

Heidi W Corn

Summary

Dynamic and results-driven senior leader with over 20 years of experience in advertising and sales, specializing in building and scaling high-performing teams, and launching new business initiatives. Proven track record of exceeding revenue targets, driving significant year-over-year growth, and cultivating strong client relationships. Adept at developing go-to-market strategies, mentoring talent, and fostering a culture of innovation and collaboration. A strategic thinker and cultural leader with a strong history of executing on a vision to deliver tangible business outcomes.

Overview

23
23
years of professional experience

Work History

Director of Emerging Sales

Walmart
03.2023 - Current
  • Lead a team of 23 associates focused on building new partnerships, expanding revenue streams, and developing sales strategies that connect Fashion and Home brands with Walmart's extensive customer base.
  • Develop and execute the go-to-market strategy for the Fashion and Home verticals within Walmart Connect, focusing on emerging sales opportunities.
  • Lead, mentor, and inspire a high-performing sales team of sales managers dedicated to fashion and home advertisers.
  • Build strategic relationships with executives at brands, agencies, and emerging partners to unlock new revenue channels.
  • Identify market trends, customer needs, and competitive dynamics to inform product and partnership strategy.
  • Collaborate cross-functionally with Product, Marketing, Category, and Operations teams to deliver best-in-class solutions.
  • Own and exceed revenue targets, pipeline growth, and partner satisfaction metrics.
  • Represent Walmart Connect at industry events and conferences.
  • Utilize data-driven insights to evaluate performance and continuously optimize sales approaches.
  • Lead career pathing and recruiting workstreams for emerging sales, which consist of moving talent through the organization.
  • Year 1 built out Emerging Consumables consisting of 14k brands and exceed AOP by 40%; year 2 on the Emerging sales team, built and scaled the Fashion business unit, staffing a team of 10 and growing ad revenue 59% YoY.
  • Year 3 personally exceeded Walmart Connect Leadership Associate engagement scores by 20%.
  • Created and launched the Fashion Playbook, establishing priorities, growth opportunities, and product needs.
  • Established new cross-functional ways of working with Business Development, SAM, and Merchants to streamline operations.
  • Lead the Emerging Sales Culture Club, leading the first-ever offsite for 150+ associates, developing a career development framework, and consistently exceeding AES leadership scores.

Team Lead

Walmart
10.2020 - 03.2023
  • Managed (4) direct sales reports which comprised of $50M+ book of business across CPG and RX suppliers; Haleon formerly GSK, Opella formerly Sanofi, Colgate and Merck.
  • Managed relationships with senior merchants (VP DMMs), Omnichannel VP of Sales, Senior Media Directors and Shopper Marketing Teams.
  • Finished FY23 +55% vs. YAG, making Health & Wellness the #1 category within Consumables organization.
  • Exceeded H&W AOP by 127% in FY22, which drove $125M+ of traceable sales at Walmart.
  • Built a best-in-class H&W Sales team comprising of (10) associates; recruited, hired, and trained team.
  • Transitioned all Health & Wellness suppliers to the Sponsored Products API platform.
  • Participated in the WMC JBP taskforce, and helped build W+ strategy roll out.

Client Partner

Walmart
05.2019 - 09.2020
  • Served as the H&W Department lead implementing a 1Walmart workstream and alignment on merchant quarterly strategic priorities.
  • Worked with cross functional partners such as Walmart Legal, Walmart RX Merchants, Yield, Product and Data Governance to implement a RX strategy.
  • Co-Chair for WMC's AES Committee working with alongside with WMC General Manager and Head of HR to create culture within WMC.
  • Participated in the WMC mentor and mentee program, serving as a mentor for a fellow WMC associate.
  • Lead the RX strategy framework and launched RX advertising at WMT with Merck being the initial test and learn partner.
  • Participated in the WMC JBP taskforce, and helped build W+ strategy roll out.
  • Grew GSK business by 110% and 200% in FY21.
  • Provided supervision and development opportunities for (6) associates across Account and Campaign management by mentoring and building a team-based work environment.

Vice President of Sales

Mobvious, part of PRISA Brand Solutions
New York
05.2016 - 04.2019
  • Recruited by the CEO as the first hire to develop the sales strategy for Mobvious USA; sold $700k in the first 90 days and $4.1MM within the first year.
  • Managed a national sales team of five (5), while simultaneously acting as the Northeast Region Sales lead.
  • Entrepreneurial position with direct involvement across the CRM platform, programmatic sales solutions, operations, and talent management.
  • Key agencies and categories: GroupM, Horizon, Initiative, Universal McCann, CPG, RX, Retail, and TecTelco.

Sales Director, East

Adsmovil, Cisneros Interactive
New York
09.2014 - 04.2016
  • Evangelized Adsmovil's product offerings to marketplace and consult with customers on their Hispanic marketing goals.
  • Worked with Ad Operations team to develop and price proposals that reflect how Adsmovil's platform will meet client's objectives.
  • Respected company by leading Brand Innovators Panel on Content Marketing onsite at Western Union headquarters along with several speaking events on How to Reach Hispanic Customers in New York City.
  • Key agencies/categories: GroupM, Horizon, Havas, OMD, PHD, UM/J3, Auto, Food, CPG, Retail, Travel and RX.

National Digital Advertising Sales Manager

Veria Living
New York
05.2013 - 09.2014
  • Generated $300K of new revenue within the first six months of employment.
  • Responsible for developing $3.5MM digital pipeline for Veria.com and dLife.com which included Video and Display media.
  • Create strategic and integrated sales packages for advertisers that incorporate Digital and Cable TV offerings.
  • Recruited, hired and trained digital sales team members to grow digital sales force.
  • Key Categories: CPG and Food.

Account Manager

Ladies' Home Journal, Meredith Corporation
New York
04.2012 - 04.2013
  • Responsible for $2.9MM annual account revenue which included Colgate, ConAgra, General Mills, GSK, Kimberly-Clark, Kraft, MARS and Nestle.
  • Delivered 43% YOY growth in 2012.
  • Sold integrated platforms which included print, digital, events and social media offerings.
  • Planned client events as a tool to foster relationships and enhance brand's image.
  • Key Categories: CPG and Food.

Marketing & Partnership Manager

The Parenting Group, Bonnier Corporation
New York
07.2008 - 03.2012
  • Lead marketing strategist for the northeast portfolio, supporting sales team of six on all digital and print RFP across Parenting.com, Parenting magazine and Babytalk magazine.
  • Developed and executed custom, cross-platform marketing solutions for publishing group that generated $36MM annually.
  • Collaborated with Parenting.com editorial team to enrich digital sponsorships via editorial programming and social media tie-ins.
  • Fostered partnerships with Big City Moms, Simon & Schuster Children's Publishing, Westfield Malls and Zumobi (mobile app launch partner).
  • Planned and executed annual signature event which drew in over 1,000 attendees and top children's consumer packaged goods brands.
  • Organized company-wide digital sales training events nation-wide and assisted sale training process.
  • Oversaw $700k marketing budget and developing P&L's for all custom programs.

Strategy Supervisor/Media Strategist

OMD
New York
02.2005 - 06.2008
  • Managed $120MM budget control for FedEx & FedEx Kinko's.
  • Developed RFPs and implemented national and international marketing strategies.
  • Coordinated successful execution of FedExCup sponsorship with Print, Digital and TV counterparts.
  • Managed $80MM budget control for Aveeno.
  • Launched Aveeno into the Anti-Aging category via multimedia channels (e.g. DRTV, direct mail, influencers).
  • Facilitated partnership with the Skincare Foundation which resulted in 10% sales increase of Sun Care line.
  • Negotiated added-value which included 165k name database, 40 in-book/online listings and 400k samples distributed.

Media Planner / Assistant Media Planner

Carat USA
New York
10.2002 - 01.2005
  • Developed strategic media plans for Pfizer Pharmaceutical brands and corporate image platform.
  • Presented weekly direct respond television results and assisted in projecting creative talent fees.
  • Led Hyundai Dealer Association print campaigns to include RFPs, insertions and discrepancy solutions.

Education

Bachelor of Science - Human Ecology

The Ohio State University
Columbus, OH
06-2022

Skills

  • Team leadership
  • Sales strategy and revenue optimization
  • Talent development and cross-functional collaboration
  • Data-driven decision making
  • Problem solving and strategic planning
  • Digital advertising and collaboration

Websites

Professional Highlights

  • Participated in the launch of (3) new advertising companies reaching US consumers
  • Scaled Fashion Advertising at Walmart: Built team, delivered 250% DRR growth, and established playbook and operational framework.
  • Launched Rx Advertising at Walmart: Secured cross-functional alignment and supplier buy-in.
  • Cultural Leadership: Co-led Emerging Sales Culture Club, mentoring associates, building career frameworks, and hosting large-scale offsites.
  • Walmart New Leader Experience program; completed 02/22
  • Selected by Senior leadership to be 1 of 20 Hoboken associates to attend Doug McMillon Roundtable discussion

Accomplishments

  • Received Sam Walton (MAD) Award by Head of Sales in 2020 for excellent service to the customer and Health & Wellness business.
  • Launched Rx Advertising at Walmart: Secured cross-functional alignment and supplier buy-in.
  • Cultural Leadership: Co-led Emerging Sales Culture Club, mentoring associates, building career frameworks, and hosting large-scale offsites.
  • Walmart New Leader Experience program; February 2022
  • Selected by Senior leadership to be 1 of 20 Hoboken associates to attend Walmart CEO Doug McMillon's Roundtable discussion

References

References available upon request.

Timeline

Director of Emerging Sales

Walmart
03.2023 - Current

Team Lead

Walmart
10.2020 - 03.2023

Client Partner

Walmart
05.2019 - 09.2020

Vice President of Sales

Mobvious, part of PRISA Brand Solutions
05.2016 - 04.2019

Sales Director, East

Adsmovil, Cisneros Interactive
09.2014 - 04.2016

National Digital Advertising Sales Manager

Veria Living
05.2013 - 09.2014

Account Manager

Ladies' Home Journal, Meredith Corporation
04.2012 - 04.2013

Marketing & Partnership Manager

The Parenting Group, Bonnier Corporation
07.2008 - 03.2012

Strategy Supervisor/Media Strategist

OMD
02.2005 - 06.2008

Media Planner / Assistant Media Planner

Carat USA
10.2002 - 01.2005

Bachelor of Science - Human Ecology

The Ohio State University

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