Summary
Overview
Work History
Education
Skills
Timeline
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Mary Heneen

Growth Executive
Centennial,Colorado

Summary

Overview 25-year progressive B2B & B2C marketing executive that can roll up her sleeves and dissect every aspect of a business infrastructure, marketing to operations. Customer-focused with successful service delivery history with Fortune 50 companies like Amazon, DIRECTV, Comcast and Nordstrom (credit card rewards program). My best asset is being able to quickly analyze complex conceptual challenges including working with C-level leadership to create and lead successful, cost-effective strategies for mission-critical infrastructures. Adept at building and developing product and sales teams to achieve revenue, margin and strategic business objectives by implementing solution-minded approaches to complex problems. My goal is to be a key player with a competitive mind-set in your continued growth and success.

Overview

21
21
years of professional experience

Work History

Chief Commercial Officer

Roamly
05.2022 - Current
  • As a member of the company executive leadership team reporting to the CEO, I am tasked with building out all sales channels for growing the Roamly insurance products internally and externally
  • Developing a suite of
  • RV centric recurring revenue products and driving growth of these products
  • Lead all DTC, internal sales and external marketing channels.

Senior Vice President / GM

Camping World
Englewood, CO
06.2015 - 01.2022
  • As a member of the company executive leadership team reporting to the COO & CEO, led, and directed multiple groups of more than ~40 people driving innovation of $240MM subdivision of a $5.5b revenue company
  • These businesses span subscription-based, Tire Shield Warranty, Extended Service Plans,
  • Roadside Assistance, Travel Assistance,Loans, Credit Card Rewards and Insurance business units with over 2.5M active customers
  • P&L ownership and accountable for all functional areas
  • As a company leader of the Consumer Products division, I collaborated alongside the larger corporate enterprise and functional groups including IT, Product, R&D, Sales Center Operations, Digital/Direct Marketing, Customer Contact
  • Centers, Retail Stores and RV Dealer Operations
  • Global Business experience working with U.K
  • Insurance underwriters; financing and insurance at dealerships attached to products with purchase of RV’s
  • Developed, led, and mentored multiple cross-functional teams; mentored on discovery workshops, requirements documentation, project management,development approaches, service delivery, product testing, quality assurance execution and automation
  • Established effective relationships between multiple teams across domestic and international geographies
  • Responsible for driving the business and all efforts regarding new customer acquisition, retention, direct-to-consumer, service delivery, and a white-glove customer experience
  • Doubled revenue and grew customer file by 32% over a 5-year period while improving profitability by 28 basis points

Head of Customer Engagement

Amazon Prime Video
Seattle, WA
12.2014 - 04.2015
  • Family emergency)
  • Led Global Amazon Prime and Amazon Originals Programming for assigned region
  • Responsible for all project-delivery Amazon Studios Marketing efforts globally
  • Oversaw customer acquisition and engagement for the Amazon Prime Video
  • Lead all aspects of global online and direct marketing for Amazon Instant TV
  • Functional areas of position included the following marketing scopes: o SEO/SEM/PPC/Display o Partnership marketing, affiliate, social media, mobile, email, direct mail and display advertising

Senior Director of Marketing

DIRECTV
Englewood, CO
05.2010 - 12.2014
  • Lead all planning, implementation, and analytics around direct and digital marketing subscriber acquisition/revenue growth initiatives through offline/online channels with annual budget of $150M, 400+ million circulation and 98 unique segments and year to year growth of 250K new subs and revenue growth of 20%
  • Responsible for integrated online/offline connected customer platform where you can action 1:1 targeting of offers, creative, messaging based on a full customer view (all customer touch points including Kantar and Nielson audience measurement data)
  • Managed database marketing strategy and segmentation for acquisition and cross-selling strategy/implementation for both B2B (Restaurants, Bars, Hotels and Small Business) and B2C, customer referral, customer experience, retention, addressable TV and revenue targeting initiatives that included the OTT product offering
  • Worked with large chain partners to grow their customer base by having DIRECTV with NFL Sunday Ticket at their establishments (Marriott
  • Hotels, Buffalo Wild Wings, Hospitals, United Airlines and JetBlue inflight partnerships)
  • Evaluated strategic marketing and product opportunities and advise, redirect, or acquire necessary resources to capitalize on these opportunities
  • Negotiated all pricing and contracts for print production and database vendors
  • Optimized digital and social spend through look alike modeling
  • Reduced annual expenses by 20% and improved CPA by 18% while increasing Average
  • Revenue per Unit

Director of B2B Marketing

Comcast
Englewood, CO
04.2007 - 04.2010
  • Developed the new Comcast Business Class products to service small, medium and large enterprise business (hospitality – hotels, bars, restaurants, etc.) with high-speed internet, TV and phone
  • Evaluated strategic marketing and product opportunities and lead, redirect, or acquire necessary resources to capitalize on these opportunities, using budget of $30M, with year-to-year growth of 100K new subscribers
  • Oversaw and coordinated development of standardized product offers and direct marketing campaigns across regions
  • Managed creative, list and offer testing and rollout strategy with 22% lift success rate
  • Oversaw West Division marketing and 3rd party database (D&B) agencies with concept development and implementation of direct response marketing strategies for all enterprise business growth opportunities
  • Collaborated with other functional groups to ensure alignment of overall Business Services strategy and new product integration
  • Collaborated with sales, marketing and operations to ensure infrastructure supports the Business Services strategy and align product management efforts
  • Consulted with Corporate marketing to align Business Class product priorities and resources accordingly and maximize efficiency across the division
  • Improved efficiency by 25% through consolidation and cost reduction.

Marketing Director

Dish Network
Englewood, CO
02.2001 - 04.2007
  • Acquisition/Upgrade/Retention/, Acquisition Managed direct response marketing initiatives related to acquisition and upgrade efforts
  • Responsibilities included digital, direct mail, TV and print
  • Maintain programmer relationships including HBO, Starz, Showtime, Disney, and ESPN to design and execute co- branded multi-tactical marketing campaigns to drive acquisition, product penetration, and increased revenue per subscriber
  • Managed direct response multicultural marketing initiatives for over 15 different languages
  • Drove strategy for and managed team to execute creative, corporate strategy across Retail and Direct channels
  • Prepared executive-level analysis, reports, and project status overviews & presenting to senior decision-makers within the company resulting in incremental subscriber acquisition
  • Used CRM tools to identify new acquisition, retention and upgrade opportunities, resulting in 15% incremental revenue growth
  • Developed ongoing tracking and analysis for customers acquired through DISH Network's direct mail efforts resulting in 22% incremental customer growth
  • Analyzed trends and seasonality; providing root cause analysis and undertaking other analytical projects that drove 25% of direct sales new acquisition initiatives across the company.

Education

Bachelor’s Degree - Area, Organizational Communication & Business

University of Colorado

Harvard Executive Coursework – - undefined

Pepperdine University

Skills

SKILLS AND KNOWLEDGEundefined

Timeline

Chief Commercial Officer

Roamly
05.2022 - Current

Senior Vice President / GM

Camping World
06.2015 - 01.2022

Head of Customer Engagement

Amazon Prime Video
12.2014 - 04.2015

Senior Director of Marketing

DIRECTV
05.2010 - 12.2014

Director of B2B Marketing

Comcast
04.2007 - 04.2010

Marketing Director

Dish Network
02.2001 - 04.2007

Bachelor’s Degree - Area, Organizational Communication & Business

University of Colorado

Harvard Executive Coursework – - undefined

Pepperdine University

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Mary Heneen Growth Executive