Executive Leader of New Media Strategy

Results-focused, strategic marketing executive with 14+ years’ of online, eCommerce, interactive, full lifecycle digital content-based product management experience. Proven product innovator with well-established ability to create dynamic customer and user experiences by combining content with the best of technology. Persuasive communicator and leader with a tenacity and persistence to create and implement market-changing products.  Thrive in collaboration with diverse, cross-functional teams in a high-performance climate. Demonstrated competencies in:

Professional Experience

Vice President of Web Media

Recruited to develop and implement the company's online business strategy for a series of e-commerce websites that deliver trusted information, innovative features and easy-to-use processes for consumers. Required to work across the organization to define and prioritize online requirements and initiatives.

• Responsible for executing on digital strategy and leading a cross-functional team in implementing customer-driven website improvements and interactive programs.
• Responsible for directing the online functionality, tools and content necessary to achieve critical business goals and create personalized web experiences.
• Design and implement online marketing campaigns that build awareness of the brand, drive customer loyalty, and generate traffic to the website
• Direct web content development and facilitate content review.
• Oversee consumer and agent research to optimize online experience. Identify customer needs, satisfaction drivers and online preferences.
• Manage an external agency to support online design and development work.
• Create structure and governance process around online project initiation and management.
• Identify tools and track online campaigns with key performance metrics.

Director, Youth IT Markets

Recruited to lead the development and profitable growth of new youth technology education programs and services, reporting to the CEO. Responsibilities include identifying, negotiating and managing strategic relationships with partners whose objectives, products and service offerings complement the organization's vision. Design and outline program strategies, business requirements and resource needs. Serve as relationship liaison for external partners and internal groups including Sales, Marketing and Product Development.

• Formulated and articulated winning value propositions for prospective partners and customers that increased share of K-12 technology market.
• Cultivated strong relationships with existing roster of strategic partners by developing a deep understanding of their products and long-term business plans.
• Negotiated and closed complex deals involving licensing agreements, referral agreements, reseller agreements and co-marketing agreements.
• Supported the strategic priorities of internal departments through creative partnership opportunities.
• Established metrics to analyze and track performance of partner initiatives.

Senior Product Marketing Manager

Reported to the Vice President of Marketing with accountability for the launch and sustainability of new online information services, feature sets and tools. Responsibilities included creating viable and profitable marketing plans and long-term customer acquisition and conversion strategies. Contributed to the development of strategic business plans and pricing. Defined budgets and reported and measured online marketing spend.

• Led online marketing team to develop effective online launch campaigns for new products and services based on research of market trends, advertising channels and promotional programs.
• Drove customer retention by implementing email touch points with customers and tracking the ROI of all email campaigns.
• Collaborated with product management team to make recommendations and manage the testing of website changes and enhancements that directly affect the consumer.
• Initiated the development of tracking methodologies to measure marketing campaign effectiveness and rollout potential.



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  Microsoft Corporation, Redmond WA
  1998 — 2005
  
  

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  Worldwide Online Marketing Manager, Microsoft Partner Program
  Partner Sales and Marketing Group (October 2003 — October 2005)

  Accountable for worldwide online marketing management of the Microsoft Partner Portal on the www.microsoft.com platform. Responsible for driving and building the virtual relationship with Microsoft's small, medium and enterprise partners through the Microsoft Partner Portal website. Created and improved online marketing campaigns and managed marketing budget. Worked closely with editorial, product planning and production teams to integrate marketing strategies into the current site and future site releases.

  "I really think you've made a good hire in Heather. FYI."

  Don Nelson, General Manager
  - Managed Partners, Microsoft Corporation
  • Increased online reach with program clients and potential partners by recruiting, engaging and retaining partners through Microsoft's varied web portals and then optimizing efforts against business metrics.
  • Developed and implemented global online marketing and promotional strategies and tactics, within budget, that resulted in meeting and exceeding conversion targets.
  • Cultivated a globally consistent brand message by ensuring that worldwide subsidiaries, with localized partner sites, adopted corporate online marketing strategies and campaigns.
  • Consulted on online marketing strategy to support offline partner program initiatives.
  • Led quarterly partner surveys and focus groups to define and shape online marketing strategy.
  • Earned Orlando Ayaya's Business As Usual Award

  Channel Manager, MSN Careers, MSN Travel and MSN Astrology (promoted)
  MSN Channels Team, MSN.com Network (October 2003)

  
  MSN Travel
  • Collaborated with MSN Ad Sales, Marketing and Business Development to define, plan and facilitate internet marketing strategy for MSN Careers, MSN Travel and MSN Astrology
  • Ensured the development of profitable programs and extended the marketing and distribution reach in the broader online MSN consumer community.
  • Interacted closely with creative teams to develop layout, content, features, design, promotions and landing pages within sites to drive customer retention and loyalty.

  Channel Manager, MSN Dating & Personals, MSN Careers
  and MSN Teens (promoted)
  MSN Channels Team, MSN.com Network (June 2002 — September 2003)

  
  MSN Dating
  • Conducted discovery that supported the release of a teen-oriented destination on the MSN.com network. The final analysis would form an executive-level presentation that included business recommendation and feature prioritization.
  • Directed design process for the MSN Teens prototype and attending to the (1) quality of the visual design, (2) the relevancy of content, and (3) the integration of teen-oriented applications and features.
  • Managed content partnerships (WebMD and Monster) whose business deals combined contributed to over 60% of the departments FY03 revenue.
  • Interacted closely with ad sales team to drive web advertising business.

  Channel Manager, MSN Health and MSN Careers
  MSN Channels Team, MSN.com Network (May 2001 — June 2002)

  
  MSN Health
  • Within one year in department, promoted to Channel Manager responsible for the two top grossing channels (MSN Health and MSN Careers) on the MSN Channels Team.
  • Worked with business development group to assess potential partners and secure new content deals, which involved providing feedback on term sheets and contracts.
  • Managed the development, design, programming and strategic vision for MSN Health and MSN Careers websites.
  • Designed and executed programming plans for promotions, sponsorships, and features which resulted in hitting or exceeding all pay-for-performance caps in licensing contracts with content partners.
  • Managed the development of strategic partnerships with best-of-breed content partners - WebMD (MSN Health) and Monster.com, Headhunter.net, and CareerBuilder.net (MSN Careers).
  • Led a team of producers to drive the editorial promotion and integration of both MSN Health and MSN Careers throughout the MSN network.

  Channel Manager, MSN Greeting Cards
  MSN Channels Team, MSN.com Network (May 2000 — May 2001)

  • Managed the development, design, programming and strategic vision for MSN Greetings Cards on the MSN network.
  • Spearheaded strategic partnerships with eGreetings.com and American Greetings from contract negotiation to launch of co-branded site.
  • Cultivated relationships with greeting cards partners and directed ongoing website evolution and site releases.
  • Served as the main liaison with the sales and merchandising teams, executed both contextual merchandising efforts and the ad product process for the greeting cards site. In addition, worked with the sales and merchandising teams to program revenue inventories and forecast targets.

  Product Manager
  Organized Play Development, MSN Gaming Zone (October 1998 — May 2000)

  • Managed the design and implementation of sponsored online play programs for over 100 online games on the MSN Gaming Zone including retail, card, board, and premium (pay for play) multiplayer games.
  • Directly increased user base via structured, interactive organized play programs from 4 million registered users to over 12 million in less than one year.
  • Recruited and managed online community producers who assisted in online event and program implementation.
  • Contributed daily to ongoing site strategy and vision. Responsible for defining site redesigns and navigation in relation to organized play programs.
  • Developed and managed ongoing six - to twelve- month publishing calendar which included the planning, tracking and scheduling of all current and future sponsored website promotions, contests and events.
  • Secured sponsorships with Toyota, First USA, Hasbro, and Radio Shack.com.
  • Designed and launched 30+online community and event programs on the MSN Gaming Zone.
   
  Wizards of the Coast, Inc., Renton, WA
  1995 — 1998
  
  

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  International Organized Play Development Manager

  • Facilitate development of international professional gaming tournament by effectively communicating tournament guidelines, regulations, policies and rating systems.
  • Develop and maintain professional relationships with international distributors, marketing directors and sales representatives by providing extensive product information, marketing and event promotions collateral, and event management training.
  • Provide professional consultation on development of individual organized play systems for over ten countries in Latin America and Asia-Pacific. Responsible for developing custom organized play solutions to international event managers to increase sales of Wizards of the Coast products.
  • Interface with multiple internal groups (Marketing, Production, International, and Development teams) to coordinate event implementation and logistics. Designed media and public relations programs for Wizards of the Coast's international and premier level events.

  Education

  Bachelor of Arts, Public Relations and Communications (GPA: 3.9)
  State University of New York, College at Buffalo
  Dale Carnegie Course, Summer 2004

  Community Involvement & Activities

  • Member, Public Relations Society of America
  • Member, American Marketing Association
• Member, Direct Marketing Association