Heather Wilson, CMP

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 and candidate 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 and candidates to take action.

-Recruitment marketing
-Employer branding
-Internal events and retreats
-EVP & values creation
-Campaign strategy
-Brand identity
-Copywriting
-Social media strategy (and deployment)

Owner and Managing Director of Brand Strategy

Walmart Health

Built the recruitment marketing and talent brand strategy, campaigns and branding for the world's largest company's retail health efforts 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 for healthcare providers and professionals. Exceeded goals delivering ahead of time and under budget.

Head of Recruitment Marketing & Employer Brand

dbt Labs

Successfully established the experiential marketing function from the ground up, overseeing community initiatives and orchestrating a world-class flagship conference that achieved record-breaking results for the company. In my time with dbt Labs, it looked like this:

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

At TaxJar, I led the development of two pivotal functions from the ground up. By establishing a robust foundation for our experiential marketing efforts, I empowered the marketing team to innovate engagement and brand presence. I also crafted and implemented groundbreaking strategy for the people experience team, positioning TaxJar at the forefront of employer branding and recruitment marketing.

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

Created an innovative Recruitment Marketing playbook resulting in 63% overall increase in 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 & Recruitment Marketing

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 Marketing-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.

Owner

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.

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Heather Wilson, CMP's Linkedin Analytics