The web has changed the pace, and more importantly, the way people communicate. And it’s radically changing the way companies communicate with (and influence) consumers. These days, brands no longer have control over their ‘message’ as the new media audience grows more skeptical, suspicious and vocal every day. There are millions of pages of media being produced every minute and each word is discoverable by powerful search engines that continue to evolve at the speed of light. Any moonlighting blogger can now be a self-published critic of anything. And the playing field is no longer limited simply to blogs. Sites like MySpace, YouTube, Facebook, and Flickr (and a thousand others) are dominating the social media space and giving consumers a digital bullhorn.
Working with online communities for over a decade, I’ve developed a
passionate advocacy for the end user
and feel most at home as a champion in converging business and consumer
objectives when collaborating on new media projects.
Throughout my career, I’ve gained
incredible experience working on large-scale, high- profile initiatives,
resulting in a reputation described by managers and colleagues as a
contagious optimism and a refreshing "tell it like it is" style..
Currently
working as Vice President of Web Media for
Trupanion.com, my
areas of expertise encompass community building, web design and
development, website architecture, online marketing, new media, natural
(and paid) search optimization, online viral marketing, and social media
strategy.
Before landing at Trupanion, I worked as Director of Youth IT Markets for Giant Campus where I was responsible for forging successful business relationships with partners in the digital technology youth education space (Disney, Cranium, etc).
Before my time at Giant Campus, I worked at two
local and successful .com startups; Allrecipes.com and Payscale.com.
At Allrecipes.com, I was responsible for developing the online consumer
retention and acquisition strategies and had direct accountability for
the launch and sustainability of new online information services,
feature sets and tools. At Payscale.com, my role focused on
consumer product development where I was responsible for the design,
content and marketing of the consumer-facing website.
I
refined my web and interactive strategy experience during my seven-year
tenure with the leading software corporation, Microsoft. As their
Worldwide Online Marketing Manager for the Microsoft Partner Program
website on the www.microsoft.com network, I was accountable for driving
and building the virtual relationship with Microsoft's small, medium and
enterprise partners through the Microsoft Partner Portal website. This
included
developing comprehensive worldwide online
marketing strategies for acquiring, converting and developing partners/span>,
as well as planning and executing marketing campaigns and promotional
strategies worldwide.
While working in a strategic web strategy and business development role
for the MSN.com Channels team, I
owned the vision and content development of two top grossing web
channels - MSN Dating & Personals and MSN Careers. I
also led the research and discovery process that ultimately supported
the development of a teens-oriented destination on the MSN.com network.
Instrumental
in building these major Web portals for MSN (teens, health, careers,
etc.), I worked with many diverse product groups within the organization
and
faced challenges unique to the second largest Web portal on the
internet, MSN.com.. This experience exposed me to
sophisticated technologies and taught me to think about design, web
infrastructure and content in a way that accounts for, and serves, all
competing interests.
Hornall Anderson Design Works
I
believe I have the keen ability to translate consumer research in a way
that resonates with internal stakeholders. The end results are
effective web designs, engaging digital media
applications, strong brand extensions and, ultimately, experiences that are useful to consumers
(and profitable for my employers).
Key to my success is my ability to articulate a clear strategic vision
and rally the strong support of people and teams while under a high
degree of scrutiny. My approach to project management has always been to
uncover the true scope and goals of each
project before anything else. Sometimes this is simple
and other times, I describe it as "feeling like a real estate agent
trying to find the perfect house for an arguing family of five."
Ever ready to apply my talents to breaking new ground, I am most
effective in working with
smart people who are empowered to drive product vision and strategy.
My passion for innovative technology and creative problem solving is an
asset to organizations who want to push the webs' technology boundaries
or breathe new life into existing web products in a way that
re-energizes the overall brand. I thrive in a nimble organization that
encourages others to get excited about change and inspires them to
generate new ideas that improve existing products or
create the impetus for new ones.
Outside of my work, I enjoy the
pursuit of experiences that allow me to push my own limitations,
including travel to remote mountain tops, meeting diverse people with
interesting stories and
any sport that requires adrenaline and a camel
bak. In the
summer, I compete in triathlons, marathons and adventure races while
also attempting to improve my surfing technique. In the winter, I spend
most weekends backcountry snowboarding and taking long cross-country
skiing trips with my dog, Maddy.
Having multiple athletic events and goals
forces me to have strong self-discipline and a belief in the impossible.
Learn more about the results of my career highlights.
Heather Henricks � Email