Heather Wilson, CMP

Walmart Health

Building the recruitment marketing and talent brand strategy, campaigns and branding for the world's largest company while advising leadership on effective, data-informed talent acquisition approaches to attract top-tier candidates and enhance the organization's reputation as an employer of choice.

Head of Recruitment Marketing & Talent Brand

The Brand Strategy Tank

Many brands are struggling to craft meaningful messaging that resonates with their market. The plain truth is that a company's brand isn't solely shaped by external messaging and marketing efforts. When organizations cultivate a business driven by a deeper sense of purpose, they set the stage for a unique and compelling customer journey. I specialize in guiding organizations to share their narratives from the inside out strategically. This lays the foundation for a purpose-driven messaging strategy that aligns with your mission and values, effectively raising visibility and inspiring your market to take action.

Owner

dbt Labs

Led end-to-end creation and execution of holistic strategy, key objectives and impact metrics for all experiential marketing efforts and activations 

Generated 27% program participation increase through data-driven targeted email and social media campaigns

Consistently exceeded goals hitting 106% of KPIs, achieving 69 NPS and 66% YoY program growth

Recruited and led a team of 5 with proven results for hiring, retention and promotion

Created and deployed sponsorship program resulting in 40+ logos and $1.2MM revenue

Drove marketing-influenced pipeline to generate MQLs through onsite  GTM activities that increased SQLs

Partnered with the design (branding and creative) team to ensure event presence accurately represented the dbt Labs brand while maximizing brand awareness and consideration

Owned final accountability for growth goals, budgets, vendor contracts and timelines for all event marketing programs

About dbt Labs

dbt is a data transformation tool that enables data analysts and engineers to transform, test & document data in the cloud data warehouse.

Director, Experiential Marketing

TaxJar | A Stripe company

Aligned talent and diversity initiatives to organizational strategies, leading the Employer Brand earning eNPS 85-90

Created and distributed internal communications providing an effective flow of information throughout the organization 

Created an innovative Recruitment Marketing playbook resulting in 63% overall increase in quality candidate funnel

Led content, creative and production of 9-part docuseries, #RemoteLife. Earned Silver Telly Award for efforts with impact on sales through raised visibility and messaging

Coached 8 teams on recruitment and personal brand, serving as resource strategy to org resulting in 37% applicant increase

Leveraged best practices to pioneer, develop and executive engaging Diversity and Belonging programs, and drove data collection for, authored and published TaxJar annual DEIB report, setting benchmarks for Diversity and Inclusion in tech

Designed and deployed company EVP using VOE and VOC, leading internal and external brand presence

Oversaw reputation management systems, earning 11 Comparably Awards

Led bi-annual corporate summits. Win: $186k saved through renegotiation of contract necessitated by Covid pandemic

Prior to joining People Experience Team:

Built and implemented formal events and trade-show strategies across Marketing, Sales and Partnership teams, ensuring consistency and quality

Innovated and established the use of a dashboard to track and illustrate the ROI across Sales/Marketing events

Created inventory and fulfillment system for promotional materials and marketing assets, securing $250k savings in time and productivity

About TaxJar
Subscription software company that helps businesses automate their sales tax calculations and filings.

Director, Employer Brand 

Yelp

Built the Northwest Arkansas Community for Yelp to include experiential, social and digital strategy and execution

Sole Community to record positive YoY growth at 133.5% 

Surpassed social media reach and engagement goals an average of 106% per quarter

Created and shipped innovative social media and email campaigns exceeding goals at 106% growth quarter-over-quarter

Grew Northwest Arkansas community 33%, added 4 local businesses to Top 100 National Restaurants list

Increased "Local Yelp” subscribership 30%

Head of Community-Northwest Arkansas

Lean Startup Co.

Exceeded targets through innovative brand diversification strategy campaigns accomplishing 104% of outreach goals

Established and managed Events and Marketing teams 

Created innovative social media, email and experiential campaigns exceeding goals at 106% growth quarter-over-quarter

Generated $78K in savings creating and deploying volunteer program

Generated 81 leads from 51 companies, representing a value of $1.5MM 

ABOUT LEAN STARTUP CO.

Lean Startup Co offers content, courses, webinars and consulting to large and small businesses, helping them take their companies to the next level with Lean Startup methodology and techniques.

Executive Producer

The Bridge Group, LLC (TBG)

Led end-to-end project management for government events, achieving milestones and deliverables within budget

Led the team producing $11MM Military Health System Research Symposium successfully passing multiple government audits

Events included the $11M Military Health System Research Symposium at the Gaylord Palms in Orlando with 3500 attendees, successfully passing multiple government audits with zero findings

Earned NPS of 75+ for Public Radio Program Directors and Beer Institute events

ABOUT THE BRIDGE GROUP

The Bridge Group (TBG) is a full-service event management firm that focuses on events, conferences, and trade show management.

Events Director

Kyocera International – Communications Equipment Group

Maintained accountability for 4 continents with $25MM budget for planning and execution of experiential brand campaigns

Generated $250k in savings through cost analysis and spending revisions

Key player in the diversification of customer portfolio, adding 3 major wireless carriers 
Earned fastest promotion in company’s history

ABOUT KYOCERA INTERNATIONAL

Kyocera International Inc. manufactures and distributes consumer, office, and industrial products.

Experiential Marketing & Events

Crittenden Conferences

Was responsible for the development and management of all programming elements at Crittenden's national conferences. Includes sponsorships, content proposal screenings, budget, speaker selections, AV setup, hotel sourcing and selection, room blocks, BEO's, marketing materials, maintenance of website and launch of social media and continuing education efforts.

Conference Program & Content Manager

Promedica International CME

Sole person in the world to have Larry Kind moderate a scientific session.

Monitored and managed Medical Education projects from initiation through completion; assisted with planning and budgeting, ensured adherence to ACCME Continuing Medical Education (CME) rules and standards, maintained and updated program objectives and session descriptions. Ensured project results met requirements regarding quality, reliability, schedule and cost. Oversaw project planning, resourcing, progress reporting, troubleshooting and collaboration within organization and with medical education departments of clients. Handled banquet event orders and onsite conference coordination with venues.

Symposia Manager (Medical Events)

Many brands are struggling to craft meaningful messaging that resonates with their market. That's because your story isn't only about you.

The plain truth is that a company's brand isn't solely shaped by external messaging and marketing efforts. When organizations cultivate a business driven by a deeper sense of purpose, they set the stage for a unique and compelling customer journey.

With over twenty years of building functions, teams, and campaigns for startups, Fortune 500s, and the Fortune 1, I specialize in strategically guiding organizations to share their narratives from the inside out. This lays the foundation for a purpose-driven messaging strategy that aligns with your mission and values, effectively raising visibility and inspiring your market to take action.

I help great brands do this and more:
📍 Creating Strategic Marketing Roadmaps
📍 Brand identity
📍 Rebrands
📍 Content Strategy
📍 Copywriting
📍 SEO and Digital Marketing (Paid, Earned, Organic)
📍 Employer Branding and Recruitment Marketing
📍 Team Leadership and Talent Optimization
📍Experiential Marketing Strategy and Activation
📍 Event Planning and Oversight (Internal Retreats)

Tech stack experience includes Adobe, Asana, ATS, Bizzabo, CVENT, Discord, Figma, Git, GSuite, Google Analytics & AdWords, HRIS, HubSpot, Looker, Marketo, Monday, Notion, Office, Slack, WordPress, Wrike, Zoom and more

If you're looking for an experienced brand and marketing leader with a proven record of success who wants to work with great people and stand out rather than "fit in," please send me a note with a bit about your company, your track record and your project or role. If we are a value-add for each other, let's schedule a call to talk. I look forward to connecting! Thanks so much for stopping by.

If you work in events, you know stress.

It's easy to see.

Suppliers
Speakers
Attendees
F&B
AV
Safety
Revenue
ROI

It's also less visible:  

60-hour work week, managers who don't understand your job, constant travel, no personal life, and businesses lost during the pandemic.

April is Stress Awareness Month.

I want to raise awareness outside of our industry of event professionals' challenges.

I also want to highlight the hidden stress that professionals endure.

I worked and met with the world's top performers in our industry. They know when to stop.

My wish for you is to start small and take today or tomorrow off.

If you want more help, check initiatives like Event Minds Matter.

If you had enough, go solo. Choose your clients, choose how much to work, and travel when you want. 

Many here on LinkedIn can help.

If you are overwhelmed, seek professional help. 
Mental health management is non-negotiable in our job.

How do you deal with event stress?


#stressawareness

I’ve always believed in lifelong learning.

The first time around, I studied science and while STEM will always have a place in my heart, I fell in love with experiential and brand strategy. 

I left the big city of Miami, FL for a slower pace of life in San Diego, CA (true story) and met a sailor from Northwest Arkansas. Twelve years later I’m “ruling” the world from on top of our mountain in an Ozark Mountain town of 2000 with zero stoplights. And after doing a stint for a Bay Area organization that was marketing to Arkansans as though they were Bay Area residents (and rocking it), I learned the disconnect between corporate city mentality and rural marketing (and vice-versa). It’s become a passion. Diversity is so many things - and that includes geography. 

So I set off to build a technical foundation based on Sociology, Human Resource Workforce Development and Communication with Law Studies. And May 10th, with Highest Distincton and summa cum laude, I’ll obtain the degree that will launch me toward my doctorate in Organizational Development and Leadership less than two weeks before my birthday - the 26th birthday I wasn’t “supposed” to see.

There were many who inspired me along the way and my thanks to them knows no bounds. Among them, a conversation with someone I had almost three years ago has come full circle. More to come 😉.

Getting to this point wasn’t supposed to happen after three bouts with cancer, the last of which they said I wouldn’t win. I am grateful. I am humbled. I am living.

————

Siempre he creído en el aprendizaje continuo. Inicié en ciencias, pero descubrí mi pasión por la estrategia experiencial y de marca. Dejé Miami por una vida más tranquila en San Diego, donde conocí a un marinero de Arkansas. Doce años después, lidero desde una montaña en los Ozarks, en un pueblo sin semáforos. Trabajé para una organización en la Bahía, aprendiendo las diferencias entre el mercadeo urbano y rural, lo que avivó mi pasión por la diversidad, incluyendo la geográfica. Me enfoqué en Sociología, Desarrollo de Recursos Humanos y Comunicación con Estudios de Derecho. El 10 de mayo, me graduaré summa cum laude, un paso hacia mi doctorado en Desarrollo Organizacional y Liderazgo, justo antes de un cumpleaños que no esperaban que alcanzara. Agradezco a muchos que me inspiraron, especialmente una conversación que tuve hace casi tres años. Superé tres cánceres contra todo pronóstico. Estoy agradecida, humilde y viva.

Y reconocer que estoy orgullosa de ponerme la estola que representa mis dos raíces. 

#NontraditionalStudent #WooPigSooie #LifeLongLearning #Gratitude #ProfessionalDevelopment #IDidIt

A brief message on the recent Walmart Health News.

#WalmartHealth #RuralHealthcare

Thank you to the University of Arkansas Office of Nationally Competitve Awards for recognizing me as a 2024 National Scholar today. It was a privilege to be recognized twice.

For all you other non-traditional students out there, this one’s for you. We got this! 💥 

#NonTraditionalStudent #LifelongLearning #WooPigSooie #AlwaysKeepLearning

🙋🏼‍♀️ Have you checked out the latest edition of Her Nation Magazine yet? 

📰 My article is featured alongside incredible content from women who are changing the game. Check out my take on taking action when it comes to #ImposterSyndrome.

🧠 We're more than just a magazine; we're a community committed to 'getting women seen' through podcasting, panels, masterminds, networking and our digital publication. 

🤝 Together, we're rewriting the narrative and supporting each other every step of the way. 

🎉 Join us as we celebrate women who take
action and lift each other higher! Because we rise by lifting others.

#hernationmagazine #hernationlaunch
#womeninbusiness

Read it right here 👇
https://lnkd.in/gshqP2dQ

🚗 A quick look at the most popular vehicles sold by state gives us a telling glimpse into the preferences of different geographic regions. This trend holds true not just for cars, but for products, services - and the way we work. 

It's *CRUCIAL* to understand the unique needs and desires of these demographics. Often, those sitting in urban offices are tasked with creating campaigns for markets they know little about. Copy and paste is not going to cut it. What do you do? Go more local.

Yes, I know there can be resistance to the recommendations of local experts, but these insights can lead to amazing results (*cough cough*... once helped a major San Francisco player who didn't know how to enter rural markets at one time yielding the only growth of all markets 133.5% yoy 😉). 

This holds true for employer branding and recruitment marketing, too. What appeals to city dwellers may not necessarily attract those actively seeking to avoid 🚫 urban areas and ideals, so let's not pretend that it does. 

If you want to chat more about specific markets, I'm here to help. DMs open.

👉 And for those wondering, check out this list by J.D. Power to see the most popular vehicles sold by state: https://lnkd.in/grRRsU7z

#RuralMarketing #TailoredMarketing #RecruitmentMarketing #Geography #Demographics

📬 My inbox over floweth with, 

📈 "We can boost your sales by 50,000x."

💯 "Increase your revenue by 100x."

📞"We'll sell you a list of 54 million direct phone numbers."

🧮 These are real numbers.

😏 I know sales has their role and a job to do. The pitches leave a lot to be desired and it's obvious they haven't fully done their research. So to save others some time...

🕰️ In this moment, I am happy. I am happy with my client and work load. I am happy to graduate in two weeks (❗️🎉) and dive into my doctorate program 🎓. I am happy with my pipeline. I am of the realization that The Brand Strategy Tank has been a bit quiet on LinkedIn of late. Let that signal 🚦 it means I am busy in the best way. Often those of us who work on brand strategy and content for others don't exactly put our own first 😬. If the happiness quotient changes, I'll reach out to other change-makers and pioneers who representing themselves doing the work vs. selling a pitch.

🎶 In the words of the late, great Jimmy Buffet sometimes we're "just quietly making noise." 

Totally okay with that. 

Taplio

Heather Wilson, CMP's Linkedin Analytics