OfficeSpace Software

Lead global demand generation, brand and product marketing, analyst relations, and communications with P&L responsibility for an industry-leading SaaS company, backed by Vista Equity Partners, a top private equity firm, global tech employer, and backer of Gainsight, Salesloft, Drift, and more, and Resurgens Technology Partners, a top tech PE.

Chief Marketing Officer

FORM

Lead global demand generation, marketing, product marketing, analyst relations, and communications with P&L responsibility for an industry-leading SaaS company, owned by Diversis Capital, a NA private equity firm. 

• Lead Go-to-Market strategy and positioning in NA, EMEA, and LatAm and a team of Directors and VPs for four enterprise SaaS solutions to produce double digit bookings growth and EBITDA profitability in 2021. The team is on track to achieve double-digit revenue growth in 2022. 
• Developed new product, brand architecture, and positioning following the M&A of four technologies launching FORM as the world’s first Digital Assistant for the Frontline and increasing pipeline by 1,200% from 2020 – 2022 with an LTV: CAC of 3.39 in 2021.  
• Lead top deal execution strategy before and after sales engagement to progress key opportunities with Fortune 500 customers through value-based positioning, business case development, executive board packages, and customer advisory engagements. Our program has displaced the market-leading competitor for image recognition technology across strategic accounts in 2021 and 2022. 
• Produced customer summits with Forrester to generate material new pipeline and inclusion in Forrester’s 2021 Now Tech report for store associate technology. Cultivated Gartner CPG and Retail analyst partnerships targeting Hype Cycle, Market Guide, and new Magic Quadrant category creation for Frontline Associate technology. Secured 2022 S&P Global Market Intelligence senior analyst coverage for Frontline Associate technology. 
• Developed public relations campaigns to produce 770,000,000 impressions since 12/2020, with FORM being named one of The Org’s Top 100 Most Transparent Tech Companies, a Built-In Top Company to Work For, and home to a Top 25 CTO by The Software Report. FORM has received 64 G2 awards, including Leader Overall, and maintains a 99% CSAT rating.

Led demand generation, marketing, communications, and analyst relations for a $15M high-growth SaaS company, venture capital-backed by Insight Partners and Point Nine Capital. Positioned the company for private equity acquisition by Diversis Capital to merge with FORM in 2020; led change management and integration strategy to retain top talent. 

• Produced 25% YOY revenue growth 2018 – 2020 in enterprise SaaS, leading demand generation and Directors of digital, content, event, brand, and product marketing and business development.
• Developed new positioning frameworks for inbound / outbound teams and inaugurated Account Based Marketing (ABM) program to increase win rates by 30%. 
• Built the marketing tech stack with Hubspot, Salesloft, Drift, Terminus, and Webflow to achieve an LTV: CAC of +2. 
• Led public and analyst relations strategy to produce 121,000,000 impressions, 36 editorial features in Forbes, Fortune, Consumer Goods Technology, Chain Store Age, and Beverage Industry Magazine, and coverage in Forrester’s 2020 Now Tech Report for Store Associate technology.
• Developed product positioning strategy to drive $2M in incremental revenue for new AI / ML image recognition technology.
• Envisioned and led an annual customer conference to create $5M in expansion pipeline; designed customer activation, retention, and renewal programs to support strategic customer net retention of 110%.
• From 9 / 2018 – 2/2019, I served as interim Vice President of Marketing, consulting co-founders on positioning, go-to-market, and organizational design while redeveloping the website and marketing mix and executing new product launches. Following a successful engagement, I was promoted to the EVP role.

Executive Vice President - Marketing

Bloom Business Accelerator

Established a consultancy staffed with Fortune 500 marketing and design experts to provide business, brand, and communication strategy and implementation for startups in the technology, CPG, and Health & Wellness sectors to accelerate growth.

Founder

Whole Foods Market

Led customer acquisition and retention strategy for a $1B business unit as a member of the Rocky Mountain Region executive team with P&L responsibility.  

• Led 53 experts in 7 states responsible for Brand Strategy, Merchandising, Shopper Marketing, Field Marketing, Store Experience, Paid Media, Public Relations, Content Marketing, eCommerce, and Loyalty programs.  
• Conceptualized and developed a SaaS solution to facilitate a global vendor product trial process, delivering 2,000% ROI on incremental income, $31M in sales, and $16.2M in labor optimization in 12 months via 270,000 sales events sampling 861,057 SKUs. 
• Designed & executed omnichannel strategies in paid media, content marketing, mobile, search, SEO, online display, print, OOH, terrestrial radio, streaming audio, social media, email, video, direct mail, card-linked offers, public relations, retail activation, shopper marketing, influencer marketing, events and partnerships to increase comp and basket size 1 - 5% YOY. 
• Developed eCommerce frameworks and operational processes to deliver 10 – 20% YOY sales increases from 2014 – 2018, resulting in global adoption.
• Created a strategic messaging framework and editorial strategy for 7 national media markets to produce 20M – 382M in PR impressions per new store opening, and triple-digit impression growth YOY from 2014 – 2018. 
• Developed the region’s first WordPress intranet site to improve strategic alignment, sales performance, operational outcomes, communications, and morale for 5,600 team members and replace PDF and Excel-based retail planners. 
• Led a team of Social Media Managers to increase social media reach and engagement by 470% YOY and social influencer reach by 1,476% YOY; the program was scaled globally. 
• Developed a CSR strategy to distribute $1M in donations per year; initiated an RFP to procure a SaaS solution to manage corporate giving globally.   
• Co-founded an executive committee to impact outcomes for equity and diversity.

Executive Director of Marketing

Led field marketing, merchandising, brand activation, public relations, charitable giving, and product sampling in the Rocky Mountain Region.  

• Led a team of 16 in 5 states to produce 3% YOY sales comp growth for 37 business units. 
• Created a product sampling program that reduced labor by 90% and increased sales by 7% regionally. 
• Led a cross-functional team to transform the eCommerce and operations program for online holiday catering to deliver a 20% sales comp in year one, and 10 – 20% comps per year thereafter. 
• Developed omnichannel strategies across store experience, digital, paid and earned media, and product development to increase comps and basket size.
• Established the region’s first public relations strategy and KPIs; managed an agency partner to deliver triple-digit YOY growth in impressions and reach annually from 2012 – 2018 in 5 national news markets.
• Tasked by the CEO and COO to envision, organize, and lead a national event series to promote the Whole Kids Foundation, executed by 500 field marketers. The "Kids Day of Service" campaign produced 216 community service projects facilitated by WFM team members, customers, and children. 9,000 team members, customers, and children volunteered 20,000+ hours with non-profits at events ranging from beach clean-ups in California to the creation of peace flags for the first responders at Sandy Hook. The campaign received extensive national media and social coverage. 
• Negotiated activations with Sundance Film Festival, Aspen Food & Wine, Big Air, Tree Fort Music Festival, and led field marketing teams to execute 500 events annually to increase trial and adoption for WFM brand and products.

Associate Director of Marketing

Led shopper marketing, field marketing, store experience, and community giving for 3 locations generating $52M in annual sales.

• Developed the region’s first community and events strategy to provide differentiated brand experiences, drive product trial, and increase trips to store to impact comps and basket size.
• Established the brand’s first Facebook, Twitter and Yelp channels to increase customer engagement and listening; initiated payment and GroupOn-style tests to build basket and analytics. 
• Established the first strategic QBR planning session for the Colorado market to increase market share and deepen brand equity.
• Conducted $100,000 in annual charitable giving for hunger prevention, food access, local food production, and community resilience in alignment with global brand strategy.
• Led a team of graphic designers to create original content highlighting first-to-market products and local producers to increase consideration, trial and sales.

Marketing Manager

NeuroGeneration

Led marketing and communications for Cedars-Sinai neurosurgery clinic and stem cell research program for Parkinson's disease. 

• Rebranded 2 neurosurgery clinics and 1 biotech foundation.  
• Marketed a $25M Phase II clinical trial testing the efficacy of autologous stem cell transplants to reverse the effects of Parkinson’s disease.

Director of Marketing

IPS Strategic Capital

Led strategy, business development, operations, marketing, communications, and analytics for an institutional wealth management firm.

• Developed and executed strategies to increase assets under management by 2,400% in 6 years. 
• Built a proprietary account review process to produce $4M - $5M in annual new business.
• Led digital transformation initiatives to move the firm into cloud-based account management systems to strengthen reporting and analytics and provide a 360-view of the client’s estate and accounts—migrating the firm from a fully analog/paper-based system to a cloud-based solution.
• Created a talent acquisition and retention program: Established internships with award-winning universities, and improved the screening and selection process to hire for emotional intelligence, strategy, and service to differentiate the firm in the industry.


*Firm formerly DBA Investment Protection Service

Executive Vice President

Led marketing, communications, and public relations for an institutional wealth management firm.

• Developed the institutional wealth management firm's brand architecture and communications strategy and built a new website, email marketing, and event program to reduce CAC by 50%. 
• Organized quarterly client success events and led content strategy to nurture retention and referrals.
• Developed framework and training program to ensure events, consultations, client care calls, and corporate communications reinforced our brand promise to increase wealth sustainably and to safeguard estates through the transparent application of modern portfolio theory and risk management, coupled with comprehensive trust and tax planning.

I'm passionate about building high-performing teams whose work is defined by innovation, inspiration, and impact. Together, we improve business outcomes for customer experience, growth, and team member engagement. 

I am a servant leader, excel in matrixed environments, build lasting stakeholder relationships, spot and amplify talent in others, and cultivate a professional ecosystem of value and purpose.

If I can support your endeavors, or if you’d like to grab a cup of coffee to exchange ideas:  📞 720-326-8762   ✉ heatherlarrabee@mac.com

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