Heather Robinette, MBA

AppOmni

AppOmni is the leading provider of SaaS Security Management software. AppOmni provides unprecedented data access visibility, management, and security of SaaS solutions, enabling organizations to secure mission-critical and sensitive data. AppOmni’s patented technology deeply scans APIs, security controls, and configuration settings to evaluate the current state of SaaS deployments and compare against best practices and business intent. With AppOmni, organizations can establish rules for data access, data sharing, and third-party applications that will be continuously and automatically validated.

• Led the optimization and integration of Salesforce, Groove, and LeadIQ, streamlining data flows and automating reporting, leading to a 30% reduction in manual data entry and a 20% increase in operational efficiency
• Built account scoring in Clay that incorporates weightings for employee size, tech stack, and industry to produce a score and tier used in dynamic territory planning for improving rep ramp time and quota attainment 
• Crafted an internal sales methodology called PIPE and created the fields, logic, and scoring in Salesforce to help guide the sales team during the sales process and improve VPs ability to understand opportunities at risk 
• Improved customer renewals by establishing automated workflows in Salesforce to manage upsells and renewals and enhancing cross-departmental collaboration between sales and customer success teams
• Developed Lead Scoring in HubSpot using fields, workflows, and calculated properties to create firmographic, behavioral, and demographic scores to equal the AQL score, which provided more flexibility and accuracy

Senior Revenue Operations Manager

Robinette Marketing

Part-time consultant helping companies with marketing, sales, and revenue operation needs. Experience in multiple HubSpot and Salesforce instances.

RevOps Consultant

Pavilion

Pavilion (formerly Revenue Collective) is a private membership for high-growth individuals who are looking to thrive in today's evolving business world.

Rising Executives School Graduate (June 2022). Learned the leadership, management, and core competencies needed to succeed at the executive level.

Enterprise GTM School Graduate (June 2022). Learned how to build and execute effective Enterprise GTM strategies.

Marketing School Graduate (May 2022). Learned how to improve skills as a marketer, manager, and ethical leader by covering the pillar disciplines of marketing and core tenets of sales. 

RevOps School Graduate (February 2022). Learned actionable insights into the core functions of a RevOps leader.

Revenue Growth Architecture School Graduate (July 2021). Learned the key skills, strategies, and scientific models needed to be a revenue growth architect, including the principles of recurring revenue, the GTM operating model, the SPICED methodology, identifying moments that matter, and more.

Associate Member

Peak Community

Peak Community is an invite-only private community of the best marketers and marketing leaders to connect, learn, and get 1% better each week.

Member, Emerging CMO

Asite

Asite helps people share information and build knowledge in a secure environment in the cloud. Every day, people all over the world use Asite to manage their projects and supply chains collaboratively to get the information they need – when and where they need it.

• Worked with the global sales teams to gain consensus on the sales process that was documented and operationalized using a 40-page Revenue handbook and rolled out system-wide changes in Salesforce and HubSpot
• Provided sales and marketing enablement training to 50+ users across systems such as ZoomInfo, LinkedIn Sales Navigator, 6sense, HubSpot, and Salesforce to increase adoption and user productivity 
• Developed and implemented a first touch/last touch attribution model using automation to provide cleaner, more accurate reporting to illustrate sales and marketing pipeline contributions 
• Laid off due to a company restructure that eliminated the RevOps team

Revenue Operations Manager

Conexlink (MyCloudIT)

Conexlink is a SaaS company committed to empowering every business to take advantage of the cost and performance benefits of delivering IT in the cloud. MyCloudIT provides automated solutions for moving businesses into the cloud and taking advantage of cost-saving optimization strategies.

• Grew HubSpot usage from a few emails to fully leveraging Marketing Hub, Sales Hub, and Service Hub which included building out automation for email campaigns and building out the knowledge base
• Established and documented the sales and marketing process and metrics, including starting weekly and monthly meeting cadences, which drove accountability across the entire team 
• Built and managed marketing and sales operations, including the tech stack, processes, and reporting across the company and teams 
• Promoted from Marketing Manager to Director of Marketing in 2020

Director of Marketing

Cunningham Group at RE/MAX Advantage

Cunningham Group at RE/MAX Advantage is a Las Vegas and Henderson-based real estate team serving dream-seeking home buyers, cutting-edge sellers, and investors. Community and Service are a core focus of our business. 

• Created KPI reporting to measure the success of omnichannel marketing efforts and align with company growth goals, which resulted in an ROI of 120% in 2016 
• Introduced paid search with Google Ads and Facebook Ads to the marketing strategy, which diversified lead sources and accounted for 20% of the revenue

Marketing Manager

SteelSentry

SteelSentry is the leading manufacturer of technical, industrial, and laboratory furniture in the United States. 

• Led a 5-person cross-functional team through the design and development of the first product catalog, which included working with different departments, overseeing the design, and meeting tight deadlines 
• Researched and developed easy-to-understand presentations and collateral for the sales team on customer product uses
• Provided recommendations to leadership on website changes based on Google Analytics and worked with the web admin to implement changes which resulted in an increase in website traffic

Marketing Analyst

Materials Transportation Company

Materials Transportation Company is an employee-owned company that was founded in 1946. MTC engineers, designs, and manufactures a complete line of integrated food process systems and battery-handling equipment to companies worldwide. 

• Collaborated with the VP of Sales to create sell sheets, and redesigned the product catalog and website, which increased website traffic
• Coordinated a large-scale trade show in Chicago involving logistics of equipment for MTC and a Polish partner company, booth design and layout, traditional and online marketing efforts, and a budget of $100,000
• Created and implemented initial training for 2 new sales coordinators, including procedure guides, hands-on training, and facility tours to introduce them to other departments

Sales & Marketing Administrative Coordinator

Oracle

Oracle Corporation (Oracle) provides products and services that address all aspects of corporate information technology (IT) environments, including application, platform and infrastructure.

• Created a training guide as part of the peer mentoring initiative to help new hires transition into their roles 
• Cultivated strong relationships with customers, identified and addressed business needs, and provided possible solutions  
• Developed and organized in-depth territory and account knowledge including contact information, current product ownership, current and future technology plans and targeted areas of opportunity

Business Development Consultant

Up until 2021, my career was centered on Marketing. I went to school for marketing, the first part of my career was in marketing, and everything seemed to be on track.

Then, in 2021, I was laid off as a Director of Marketing for a tech startup after roughly 60 days. Everything happens for a reason, right?  

I had the unique opportunity to spend time reflecting on my career and figure out what I really wanted to do next. And looking back, it all makes sense now.

In my previous role, the projects and tasks I enjoyed working on the most were centered around operations. 

After 2 short months, I was hired into a Marketing Operations role, and by day 3 (seriously), it became a Revenue Operations role as I started working with the sales, marketing, and customer success teams. 

Needless to say, Revenue Operations found me! 

A few highlights have been:
• Creating a Revenue Handbook to document and operationalize the global sales process 
• Building email automation and lead routing to help increase efficiency for the marketing team and decrease speed to lead time for the sales team
• Developing a First Touch/Last Touch Attribution model to reduce human error, improve reporting accuracy, and better illustrate pipeline contributions

AppOmni is the leading provider of SaaS Security Management software. AppOmni provides unprecedented data access visibility, management, and security of SaaS solutions, enabling organizations to secure mission-critical and sensitive data. AppOmni’s patented technology deeply scans APIs, security controls, and configuration settings to evaluate the current state of SaaS deployments and compare against best practices and business intent. With AppOmni, organizations can establish rules for data access, data sharing, and third-party applications that will be continuously and automatically validated.

Gwen Murray

Up & To The Right Marketing Solutions

Creating and implementing a holistic marketing strategy when things are moving at a fast and furious pace can be a challenge for organizations both large and small.

With executive level marketing experience from Fortune 500's (Amazon, Staples, L'Oreal) to smaller, scrappy startups, I help my clients develop multi-channel marketing strategies that result in increased revenue, drive brand awareness, and generate full-funnel engagement. 
 
Using proven frameworks, I help by motivating your target audience to take action. My collaborative approach results in productivity and my extensive experience in both B2B and B2C industries will be an asset to your team.

My strong focus on marketing strategy and project management, combined with outstanding communication and leadership skills, enables me to provide oversight and guidance around marketing strategy and campaign optimization to my clients.

Let's chat to see how I can help you crush your 2023 revenue goals!

Schedule a call and we can determine if there is a mutual fit: https://calendly.com/murray-gwen/consultation

Fractional CMO & Marketing Strategist

(ISSA) International Sports Sciences Association

ISSA is a global online education platform committed to sharing its mission of promoting health and wellness on an international scale. This e-commerce based company offers digital courses via an online LMS that allow people to follow their passion with careers in nutrition, personal training, as well as 24 additional specialties online courses.

In my role as SVP of Marketing, I led a team dedicated to scaling revenue of e-commerce products, establishing brand preference, and growing customer lifetime value. My team was comprised of 18 individuals, and several agencies, who worked across a multitude of channels including digital, content, email, SEO, social, and offline. I led marketing initiatives that grew sales of our online products 28% YoY.

I drove brand strategy, including messaging and positioning, and brought it to life through world-class design, copy, and digital content. I acted as the creative director for ISSA and the architect for our end-to-end digital marketing experience with a keen eye toward growth, spinning creative into revenue generation. 

I developed and delivered breakthrough creative concepts and ideas, founded in unique and relevant insights and programs for various platforms and audiences. This includes the development of our homegrown podcast "Trainers Talking Truths" and 2X YOY growth of our Smart Fitness mobile app. 

My fresh thinking, and impactful storytelling led to innovative campaigns delivered results that grew revenue and attach rates of our online, e-commerce products.

As an executive leader, I am proud of receiving the highest engagement scores of any team across the company. Marketing landed ourselves in the “outstanding” performance category when it came to company affiliation and culture.

SVP of Marketing

Earth Class Mail

Earth Class Mail is a postal mail digitization service and SaaS start-up. We make accessing your postal mail as easy as checking your email. As our tagline puts it “from your mailbox to your inbox.”

In my role as VP of Marketing, I led a talented team of content creators, social media strategists, and digital marketers - all focused on growth strategies and customer acquisition. 

We supported our sales team by developing full-funnel programs and compelling sales enablement material. We created go-to-market campaigns for new online products such as our iOS app and mobile check deposit features. My team and I were also responsible for telling the story of our brand - creating and nurturing customer connections. We built a culture of creativity, camaraderie, and accountability to business goals, helping to bring out the best of the best of creatives at all levels and to Inspire the entire company.

In 2020 we increased social engagement 150% from the beginning of the year, brought all digital media spend in-house, and increased our content output by over 350%. I also led go-to-market for our iOS and Android apps - hitting MAU goals across platforms. The team is scrappy, driven, passionate about brand development, growth, and beating planned goals. We continuously surpassed expectations!

VP of Marketing

Shyft

Shyft is a mobile app for teams of hourly workers, primarily in the retail industry. The app empowers these workers to take control of their schedules, enhance productivity, and improve morale. My team embraced startup life, and grew our presence at national retailers including Gap Inc. (Old Navy, Banana Republic, Gap, and Athleta) as well as L Brands (Victoria’s Secret, Bath and Body Works, and Pink). Shyft is also deployed at Walmart Canada distribution centers. 

My team created a go-to-market and brand playbook as well as a robust content engine. In my time there I led rebranding of our website along with our partnership program, PR, and events. I scaled the team from 2 members to a motivated, hard-working group of 6 (2 remote and 2 consultants).

My team’s success was driven by strong collaboration with Product, Sales, and Engineering. We worked together to implement new features based on customer feedback and develop strategic outreach programs for full-funnel conversion. 

During this time I was also featured by Seattle Business Magazine as a “Daring Woman” in Tech for my advocacy and mentorship of female leaders in the tech sector.

Staples

Staples’ is the largest supplier of office supplies in the U.S. - in both the B2B and direct to consumer markets. In this role at Staples, I oversaw management of all mobile web and mobile app brand and campaign initiatives. This included push, SMS, email, and in-store/omni-channel. Under my leadership our downloads grew 15%, AOV went up 20%, and our SMS program list size increased 150%. 

During this time I also spoke at leading industry events including  Mobile Apps Unlocked, the Mobile Growth summit, and Postback where I was recognized for my retail industry expertise and executive presence.

Head of Mobile Marketing

L'Oréal

L’Oreal’s Clarisonic brand is headquartered just outside of Seattle in Redmond Washington. Clarisonic is one of L’Oreal’s luxury brands, known for skin transformation and increasing overall body positivity. 

During my time at L’Oreal I collaborated with other growth leaders across the Luxury brand portfolio including Urban Decay and The Body Shop. I developed new attribution models for the CRM program and increased the volume of automated campaigns by 3X. I also led the companies customer advocacy program, growing the quantity and quality of online product reviews to drive brand preference. 

One of my key project was to ensure cross-channel mobile optimization for all branded content and outbound customer communication. I did this successfully in collaboration with Engineering, Product and our external design agency.

Senior Manager, CRM & Digital

Amazon

Amazon is the world’s leading online retailer known for products including Amazon Music, Amazon Prime, and Kindle. In this role I led international expansion of the Kindle app, a $1M+ monthly advertising budget, and reported on detailed weekly performance metrics. My campaign strategies focused on social tactics along with App Store Optimization. 

I facilitated a monthly session for app marketers across the company, resulting in shared learnings such as vendor evaluations, new market tests, and metrics that mattered. The results of this collaboration were overall cross-departmental program efficiencies.

Senior Marketing Manager, Kindle App

As manager of the North American email marketing channel I oversaw automation strategies, new hire training, and was responsible for overall channel health and performance. This included a cohesive brand voice, mobile optimization, our A/B test strategy, and driving incremental revenue.

Email Marketing Manager, North America

Sony Electronics

Sony Electronics is a leading consumer electronics retailer and manufacturer with significant share of the US market. 

In this role I oversaw a team of content creators responsible for online and in-store collateral. I launched our QR code program and managed branded content syndication to over 200+ .com retailers such as Best Buy, Target, and Walmart.

Ecommerce Manager

Qualcomm

Qualcomm is one of the world’s largest chip manufacturers. In my time on FLO TV’s marketing team I oversaw the full portfolio of marketing channels including in-store, digital, and branded asset syndication as well as our loyalty program.

QIS is a specialized department within Qualcomm, focused on mobile internet services. As an analyst I was focused on analyzing market share for technology including mobile advertising, social networks, and device sales segmented by operating systems. My analysis was featured in the company’s quarterly reports to investors.

Senior Marketing Analyst, Qualcomm Internet Services (QIS)

DELL INC

Dell is a leading manufacturer of computer hardware and consumer electronic devices. During my MBA internship I focused on market expansion into new territories for product line growth.

MBA Intern, Corporate Planning

Many companies worry about finding the right product market fit and reaching their target audience. 

With my experience from Amazon, L’Oreal, and Staples (as well as scrappy startups) - I create brand and marketing strategies with easy to execute plans that result in increased sales, drive brand awareness, and generate full-funnel engagement.

As a marketing executive at Fortune 500’s to scrappy startups, I bring a fresh set of eyes and extensive multi-channel expertise. 

Understanding customer behavior and what motivates B2C and B2B buyers to purchase, uniquely positions me to help you craft your brand story and reach your ICPs efficiently and effectively, in innovative and strategic ways.

Copy this link to book some time with me: https://calendly.com/murray-gwen/consultation

I'll do the heavy lifting so you can get back to business, and crush your 2023 revenue goals!

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The Battle

Heather Robinette, MBA

Gwen Murray

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