Heather Rold Marketing

In 2023, after 16+ years driving double-digit growth for B2B healthcare, technology, and professional services organizations, I decided to go out on my own. I wanted more control over my time and the ability to help more companies create confidence in their marketing programs. 

I fundamentally believe that marketing should make your company money (shocker!). To do that, lean teams need to find ways to cut out complexity, double down on the most important initiatives, and build repeatable processes that scale. That is how you deliver profitable growth – and I want to help you do it. 

Here are 3 ways I will help grow your business: 

1️⃣ You need CLARITY 

Your team is busy doing a lot of “stuff” and not seeing the results you need. You want to stop guessing, know exactly where to focus, and how to measure success. I will audit your current efforts and propose a clear plan of action to deliver profitable growth. 

2️⃣ You need a NEW APPROACH 

There’s been a change in your go-to-market strategy and what you’ve been doing won’t work. You need a new approach that delivers results. And you need to get it right – faster. I will create and execute a clear GTM strategy that aligns with how and where your customers buy and maps back to your overall business goals and objectives. 

3️⃣ You need MORE HANDS 

You have loads of ideas, but not enough bandwidth to pull them off. I will provide fractional (part-time) marketing support to deliver on your most important initiatives without the hand-holding. 

👉 To explore how I can help your company, reach out on LinkedIn or schedule a 30-minute intro call here: https://zcal.co/heatherrold/intro

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President + Fractional Marketer

Censis Technologies, Inc.

Handpicked by the President to transform and grow an under-performing function into a productive and happy team. As the head of marketing, I set the strategic direction and led program execution, growing marketing-generated pipeline by +866% in under 5 months.

• Created differentiated messaging that better articulated our advantage in a highly competitive market, increasing demo and pricing requests by +64% YOY.

• Used customer insight to create more compelling marketing materials, product messaging, thought leadership, and case studies, growing our digital community across YouTube, LinkedIn, and Facebook by +25% within 8 months. 

• Upgraded the company’s website and digital customer experience, improving the lead-to-opportunity conversion rate from 0.005% to 28% and increasing organic sessions by +49% YOY.

• Optimized marketing tech stack – including the integration of HubSpot and Salesforce, and the use of Canva, Trello, and Miro – to lower costs while improving team efficiency and productivity. 

• Motivated, led, and inspired a fully-remote team of marketing professionals, improving engagement and performance.

• Established metrics, created dashboards, and tracked KPIs to refine approach, building a culture of continuous improvement across all channels.

• Owned annual marketing program budget and delivered results within a tight budget and resource constraints. Managed great working relationships with external agency partners to enhance team capabilities while optimizing spend.

Head of Marketing

Invetech

Led the go-to-market (GTM) strategy for Invetech’s largest business unit, Diagnostics, which also served as the largest revenue producer in the company. My main responsibility was to set the strategic direction and drive the execution of product marketing, account-based marketing (ABM), thought leadership, and demand generation initiatives.

• Partnered with Sales to reposition Invetech as the "go-to" partner for Point-of-Care Diagnostics product development.

• Doubled business unit’s revenue in less than three years by shifting GTM strategy from “event-first” to “digital-first,” prioritizing the creation of “always-on” and account-targeted demand generation campaigns.

• Designed and led cross-functional implementation of multi-channel ABM strategy to drive revenue by educating and engaging target accounts across buyer’s journey. 

• Improved overall GTM approach by creating new, repeatable processes for account selection, content development, and digital content execution. 

• Led qualitative market research study to understand awareness and perception of key market players and gain insight into decision-making processes. Presented results to senior leadership, informing overall business strategy and marketing strategy through clearer mapping of the buyer journey.

Marketing Director, Diagnostics

As Invetech's first digital marketing hire, I was recruited to lead and deliver the digital marketing strategy for Invetech’s (a Fortive OpCo) three distinct business units (Diagnostics, Dover Motion, and Cell Therapy) from concept to market delivery.

• Created campaigns that leveraged SEO, digital advertising, webinars, gated content, thought leadership, and marketing automation to generate qualified opportunities. 

• Experimented with forward-thinking ideas and technologies to continually identify optimization areas.

• Led several major project initiatives, including a company rebranding and the launch of a new corporate website to align the brand’s visual representation with market perception of product offerings. 

• Increased marketing-generated revenue for Invetech 50%+ throughout tenure.

• Led product launch for Dover Motion’s new DOF-5 product, inclusive of creating new product videos, web pages, and collateral, as well as developing and executing end-to-end SEO and digital advertising campaign. Efforts generated significant increase in product demand, doubling overall revenue for business unit within two years of launch.

Senior Manager, Digital Marketing

Signature Analytics

As the first (and sole) marketer for this rapidly growing startup, I was charged with designing and delivering the full digital marketing and communications strategy. 

• Revitalized branding, messaging, collateral, website, and videos to support the company’s goals of building brand awareness, generating quality leads, driving revenue growth, and positioning for expansion into new markets. Rebranding significantly increased YoY organic search traffic and YoY new website visitors.

• Spearheaded several inbound marketing campaigns focused on creating new business opportunities through SEO, SEM, social media and content marketing, digital advertising, email marketing, and media relations. Significantly grew number of new clients signed directly from marketing initiatives both YoY and overall.

• Drove a significant increase in new sales opportunities by developing scalable outbound sales strategies that easily adapted to evolving business and customer needs.

Marketing Manager

MicroConstants, Inc.

In this role, I owned all marketing and communication activities for the organization inclusive of brand management, creative direction, content development, website management, SEO, analytics, social media, events, PR, and advertising. 

– Supported Sales team by aligning all marketing materials with corporate sales objectives and strategies.
– Increased brand awareness and customer acquisition and retention by implementing comprehensive strategic marketing plan that leveraged usage of emerging technologies to address consumer and business needs.

Senior Marketing & Communications Specialist

Anvita Health

Following my year with Cardinal Health, I moved over to Anvita Health (now a Humana company), where I planned and executed all aspects of the company’s trade show and event strategy. I created marketing collateral and coordinated all internal and external stakeholders to successfully deliver on corporate marketing objectives.

Marketing and Events Coordinator

Cardinal Health

In one of my earliest career roles, I supported Cardinal Health’s Product Marketing Managers in creating and distributing marketing collateral, product launch materials, and sales and training tools. I also collaborated with Product Marketing, Sales, and Engineering departments to create responses to RFPs and RFIs, as well as provide support for projects relating to marketing research, promotion programs, training, product development, and product end-of-life management.

Marketing Assistant

Fractional B2B Marketing Leader | Creating customer-led marketing strategies that cut complexity to deliver profitable growth

B2B marketing teams work hard, try best practices, and still don't always get the results they need. They often know things aren't working, but don’t have time to fix the foundation when under pressure to deliver results now. 

I get it. I’ve been there…

→ CEOs worry about wasted dollars. 
→ Marketing teams feel overwhelmed. 
→ And it’s harder than ever to cut through the noise. 

The good news? Bringing in outside reinforcements can help. 

Hi, I’m Heather Rold. A former B2B marketing executive turned fractional marketer who believes marketing should make your business money. And your teams shouldn’t have to work ridiculously long hours to make it happen. I know how to cut complexity (stop doing everything!) and focus on the right things to deliver profitable growth. 

But how? Well, I have a systematic method to uncover what messages, channels, and campaigns will resonate best with *your* customers so you can double down there to grow. I will develop the strategy AND execute it (without the hand-holding most agencies and consultants require).

Depending on your needs, I will:

• Develop a go-to-market (GTM) plan
• Optimize your website and demand gen funnels
• Build multi-channel, targeted marketing campaigns
• Get started with account-based marketing (ABM)
• Design and rollout process improvements that scale
• Conduct customer research to create personas and buyer journey maps
• Be an interim marketing leader, helping execute without the hand-holding

If you want more confidence in your marketing initiatives, let’s chat.

Send me a DM, or book an intro call here: https://zcal.co/heatherrold/intro

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