Heather Villeneuve: MARKETING MANAGER II in Irvine, CA

Instrumental as Marketing Manager in planning, coordinating, and managing market research studies, custom research, focus groups and providing day-to-day support of ongoing consumer studies. Accomplished in bringing organization’s brand style guidelines to life and ensuring optimal consistency for all branded content integrations and influencer activations and partnerships. Demonstrate superior competence in orchestrating and engaging various marketing strategies, such as social media contests and campaigns and programs targeting specific demographics. Serve as strategic leader in building influencer marketing plans, defining program objectives, deliverables, timelines and KPI measurement. Exemplify quality leadership in working with both internal teams and creative agencies across all channels. Market Research & Consumer Insights • Build meaningful insights that fully reflect the internal data sources, competitive landscape, environment, cultural trends and industry activities through effective market research. • Advise executive management on brand and retailer share, consideration and close rate results– providing analysis and report on a quarterly and annual basis. • Effectively leverage existing research, assessing information gaps, incorporating relevant secondary research and conducting primary research to collaboratively set strategic goals with product management and brand teams. Maintain master paint color data and mine consumer and store-level insights to provide ad-hoc reporting and track trends in paint colors. • Uncover color trends to drive editorial stories for key media outlets and to develop the annual Color of the Year. Influencer Management • Maintained relationships with a wide range of influencers, talent and partners across key verticals with a goal to constantly gain exposure for the brand. • Led and managed brand presence at the Haven Conference, a key event for influencers and The Home Depot®. Developed activation from concept to execution with an eye to authentically connecting with key influencers. • Identified, recommended and executed sponsorship, partnership and product collaboration opportunities in the Home Décor industry. • Strategically seeded product to key media outlets, influencers and partners in order to advance the appeal of the brand and highlight any key or new products. Content & Social Media • Further advanced marketing and engagement strategies through the implementation of the company’s first enterprise level social media management tool, Sprinklr. • Drastically increased efficiencies in social listening, content and community management, analytics, and reporting after the introduction of Sprinklr. • Shifted the dynamic of brand awareness through continuous development and evolution of content strategies, road-mapping and master content calendars. • Strategically crafted content for marketing campaigns that shaped the brands’ stories and delivered on brand vision, using digital integration across various market channels. • Conducted content performance analysis and synthesized data to drive continuous improvement, optimization, and innovation across owned channels and branded content integrations. • Optimized multi-million dollar budget and reduced overall costs by streamlining high-performing targeted segments and content and format types. • Spearheaded complete revamp of key in-store promotional event support. • Sparked breakthrough with sales message during key event time-frames through the identification of key opportunities.

Founding member of the CrossFit industry’s first print magazine targeting the rapidly growing CrossFit fitness lifestyle and community. Excelled in managing all social media presence on multiple platforms, supervising content generation, and providing editorial support for on-staff and freelance writers. Heavily influenced the global direction and creative potency of all content by conferring with authors to encourage content that inspired CrossFit readers. • Launched and managed cross-functional Global Media Team of 50 staff to publish compelling, inspirational, and informative written and visual content both in digital and print. • Influenced all online activities for WOD Talk Magazine. • Took initiative in formulating the first social media marketing blueprint. • Devised fresh weekly content that led to a rapid increase in engagement and brand awareness -ultimately resulting in a 200% increase in social media followers and interaction in less than 6 months. • Developed and sustained relationships with CrossFit athletes, collaborators, influencers, sports photographers, and gym affiliate owners to develop content and feature cover stories.

Achieved economies of scale and scope by managing the addition of over 100,000 sku’s across 20 product lines and 2 brands. • Instrumental in driving 2013 sales revenue on HomeDepot.com to over 300% over 2012 by enriching data content on product information pages and increasing the number of products available. • Identified new market opportunities and pioneered the launch of products sold in 5-gallon buckets on HomeDepot.com • Created customized reporting to identify the HomeDepot.com consumer preferences on a granular level. • Collaborated with multiple internal teams to define messaging and plan market launch on HomeDepot.com of 2 new product lines. • Created reference documentation for the HomeDepot.com Item Data Management system, which led to an increase in efficiency and a training tool legacy.