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Hello! I'm Heather

 

I grew up surrounded by entrepreneurs in my family. While I knew that wasn't necessarily the route I wanted to take, I knew business was in my blood.

In 9th grade, I took my first business class and joined DECA. Not only was I hooked, but I discovered marketing and never looked back.

Then off I went to college where I was the rare student who declared a major and never flinched. I lived and breathed marketing by this point.

Coming out of college I took a small detour to the world of sales that not only solidified my marketing career path but also gave me the rare opportunity to experience sales, which has been influential in my career.

As I have progressed in my marketing journey, I have continued to learn and grow as a marketer to get to where I am today as the Director of Marketing.

My career has allowed me to experience every facet of marketing so you name it, I've probably done it...and then some. I also am a freelance marketer so there is never a dull moment. What can I say, I love marketing! 

Some Accomplishments:
• Implemented automation to streamline sales and create segmentation for marketing
• Increased organic website traffic using SEO best practices
• Developed a marketing internship program from start to finish

Heather%20Robinette_edited.jpg

Heather Robinette

GROWTH-DRIVEN MARKETER

 

Phone:

620-617-8130

 

Email:

heatherrobinette13@gmail.com 

 

Where I Work:

CertifID

Location:

Dallas, TX

WORK EXPERIENCE
 
CERTIFID

Feb 2021 - Present

DIRECTOR OF MARKETING

• Transitioned the monthly webinar series from per month sign-ups to ongoing and increased registration 500% in the first month
• Improved weekly newsletter open rate by 20%, reduced unsubscribes from 20 to <5 per week, and increased sign-ups by 30% in 30 days
• Wrote and launched a 30-day welcome series email campaign with HubSpot automation to drive more engagement and increase lead conversion
• Established lifecycle stages and set up automated workflows to assign contacts to correct stages and statuses to start using the CRM for marketing
• Developing the first marketing strategy for the company

 

CONEXLINK | MYCLOUDIT

Sept 2017 - Feb 2021

DIRECTOR OF MARKETING

• Planned 2021 marketing and sales strategy including setting goals, metrics, and Go-To-Market strategy

• Worked with the VP of Product to create the sales and marketing strategy and goals for Q1

 

MARKETING MANAGER

• Led the WordPress website redesign using Growth-Driven Design, resulting in a 230% increase in organic website traffic from Sept 2019 to Sept 2020
• Achieved a 20% conversion rate average for content downloads in 2020
• Increased blog subscribers by 68% in 2020 by expanding opportunities to capture opt-in blog subscriptions
• Successfully created a marketing internship program from start to finish including hiring, training, and mentoring 2 interns during Summer 2020
• Responsible for managing the billing platform, Chargify, and revenue reporting, which led to identifying a broken API that allowed the company to recover $10K in a month
• Refined 4,500 contacts in HubSpot CRM and implemented a new sales process to consolidate efforts and information into one system in order to produce true marketing and sales metrics 
• Led booth coordination and marketing campaign including email marketing, social media, and working with other Microsoft Partners for Microsoft Inspire 2019 in Las Vegas, NV
• Manage external partners responsible for delivering services such as graphic design, WordPress/HubSpot design, and animated videos

WHITEHAT VIRTUAL TECHNOLOGIES

July 2020 - March 2021

MARKETING DIRECTOR (FREELANCE)

• Created a multi-channel campaign for a recently published eBook and saw a 30% conversion rate in the first 3 months
• Fixed over 1,200 website errors and warnings using Google Search Console  in the first 30 days to improve the website’s health 
• Developed a 1-year marketing roadmap to drive efforts for developing marketing strategies, building campaigns, and gaining a better understanding of the brand’s story
• Identifying and building key buyer personas to improve marketing outreach efforts

BROKERS INTERNATIONAL MOUNTAIN STATES

Sept 2019 - Present

MARKETING DIRECTOR (FREELANCE)

• Developed complex multi-touch email campaign for inactive leads using HubSpot workflow automation that resulted in 34 meetings for 3 sales reps in 30 days 
• Crafted online registration drip campaigns for 2 monthly webinars with the first resulting in a 500% increase over previous webinar sign up practices
• Refined 15,000+ contacts to upload into HubSpot CRM in order to develop accurate contact lists for targeted email marketing campaigns, which was previously not being used for any marketing
• Created multiple gated resource libraries for partners to use to access information on various topics and to help them host seminars in their area

MARKETING MANAGER

• Introduced paid search with Google Ads and Facebook Ads to the marketing strategy, which diversified lead sources, accounted for 20% of the revenue and allowed the company to meet growth goals with an ROI of 120% in 2016

• Maintained brand reputation across major platforms with 4-5 star ratings, manage multiple social media profiles using Buffer and Later, and increase followers 400% across platforms including Facebook, Instagram, Twitter, and Pinterest
• Developed new content to increase brand awareness and generate increased website traffic, which includes ads, social media posts, press releases, and blog posts for multiple websites targeting different audiences
• Developed KPI reporting to measure the success of marketing efforts with ROI-driven goals for each effort
• Wrote and sent monthly email newsletters with MailChimp to 1,500+ clients and leads as a marketing touchpoint
• Forecasted and managed the annual marketing budget of $60,000

CUNNINGHAM GROUP AT
RE/MAX ADVANTAGE

Oct 2015 - Aug 2017

STEELSENTRY

Jan 2015 - Aug 2015

MARKETING ANALYST

• Led a 5-person cross-functional team through the design and development of the first product catalog, which included working with different departments, overseeing the design, and meeting tight deadlines

• Launched and managed multiple social media profiles using HootSuite and worked on an initial online strategy
• Analyzed digital marketing metrics to provide insights into performance and ensure continuous improvement each week
• Used various Google Analytics tools to make recommendations for A/B website testing and website page changes
• Researched and developed easy to understand presentations and collateral for the sale team on customer product uses

MATERIALS TRANSPORTATION COMPANY

July 2013 - Jan 2015

SALES & MARKETING ADMINISTRATIVE COORDINATOR 

• Collaborated with the VP of Sales & Marketing on creating sell sheets for existing and new equipment and redesigned the product catalog and website, which increased website traffic 40% as seen through Google Analytics
• Successfully handled a large-scale trade show in Chicago involving logistics of equipment for MTC and a Polish partner company, booth design and layout, traditional and online marketing efforts, and a budget of $100,000
• Implemented a variety of new marketing strategies such as video marketing developed through customer surveys and research to increase brand awareness in both markets
• Re-designed the employee ESOP newsletter and led the team in producing and distributing the newsletter each month, which increased employee morale and provided updates and information across departments
• Created and implemented initial training for new sales coordinators, including procedure guides, hands-on training, and facility tours to introduce them to other departments

ORACLE

Jan 2013 - July 2013

BUSINESS DEVELOPMENT CONSULTANT

• Created a training guide as part of the peer mentoring initiative to help new hires transition into their roles
• Cultivated strong relationships with customers, identified and addressed business needs, and provided possible solutions
• Developed and organized in-depth territory and account knowledge including contact information, current product ownership, current and future technology plans and targeted areas of opportunity
• Successfully worked independently and on different virtual and inter-office teams
• Collaborated with a virtual sales team on account strategy, execution plans, and results

VOLUNTEER EXPERIENCE
 
KANSAS STATE UNIVERSITY, CBA

April 2019 - Present

EXECUTIVE MENTOR

• Assist mentees in reviewing and revising their resumes and LinkedIn profiles
• Connect mentees with helpful resources to explore opportunities and learn more about potential internships

• Support mentees personally and professionally

ALPHA KAPPA PSI

Oct 2019 - Present

FRATERNITY MANAGER 

COMMUNICATION AND ENGAGEMENT

• Developed a repeatable process for finding Chapter Advisors that includes chapters meeting alumnus to help find the best fit for the chapter
• Recruited 20 new and returning volunteers to fill open Chapter Advisor roles across Western Great Plains, Eastern Great Plains, Central Atlantic, Eastern Great Lakes, Desert Southwest, Northern Rio Grande, and Southern Delta
• Led a task force initiative to promote idea sharing to help chapters continue to engage virtually during COVID-19
• Collaborated with the Fraternity President and Management Team to develop a strategic communication plan and align with the Fraternity's main social media account

ALPHA KAPPA PSI

Aug 2018 - Jan 2021

CHAPTER ADVISOR

UNIVERSITY OF TEXAS, DALLAS

• Advised officers on Bridge to Brotherhood best practices to ensure 100% compliance with the pledge program
• Facilitated discussions with the Chapter President to help better engage and bring more value long-term to the brotherhood
• Assisted officers with in-person and virtual Rituals to provide the best experience for all members

ALPHA KAPPA PSI

Dec 2014 - Present

FRATERNITY RITUAL TEAM CO-LEAD

WESTERN U.S.

• Successfully led 7 college chapter installations in California (5), Utah, and Canada, which involved the coordination of logistics with 20-30 local volunteer alumni and 35-45 college students to plan and execute the one-day event
• Appointed as Fraternity Ritual Team Co-Lead by the President of the Fraternity in 2017, which includes coordinating all installations for the western United States 
• Presented training sessions for 20-30 officers at the annual conference (2017, 2018, 2019) to ensure consistency and standardization of practices

ALPHA KAPPA PSI

Aug 2018 - May 2020

CHAPTER ADVISOR

BAYLOR UNIVERSITY

• Collaborated and set goals with officers to help them improve recruitment and overcome member apathy
• Worked with officers to interview and select the next chapter advisor, and provided training to help on-board the new volunteer

ALPHA KAPPA PSI

April 2018 - Aug 2019

VICE PRESIDENT

DALLAS ALUMNI CHAPTER

• Part of a 4-person team that helped restart the alumni chapter from 0 paying members to 40 within a year
• Managed the chapter’s finances and started a Chapter Designated Fund with $720 within 5 months
• Refreshed the chapter’s website to provide updated information and be the main source of information for members, area alumni, and friends
• Audited and updated all social media platforms, and focused on increasing followers and engagement on the Facebook Page and Instagram profiles

ALPHA KAPPA PSI

April 2018 - Aug 2019

REGIONAL MANAGER OF RITUALS / RISK

NORTHERN RIO GRANDE REGION

• Held hands-on training session at Regional Assembly in Aug 2018 to review the Initiation Ritual with 80+ brothers
• Audit chapter’s rituals and provide feedback on corrections and best practices moving forward
• Oversee ritual/risk management for 12 chapters in the Northern Rio Grande Region

KANSAS STATE UNIVERSITY, CBA

April 2018 - April 2019

YOUNG ALUMNI LEADER PRESIDENT

• Re-organized the Leadership Council in the first month to meet member needs and established quarterly member meetings to keep all members informed
• Increased member participation and engagement by holding more consistent events that appealed to members such as Lunch & Learns on Data Analytics and being an Executive Mentor
• Created and actively posted in a private Facebook group for members only to increase member engagement 
• Designed a recruitment flyer to be shared by current members and at CBA events for seniors
• Developed a 5-email drip campaign for recent graduates, which increased applicant diversity (graduation year and career field) 
• Proposed and implemented a new application requirement to include a letter of reference, which resulted in bringing on 23 quality members

ALPHA KAPPA PSI

Oct 2017 - Aug 2018

SECTION DIRECTOR

NORTHERN RIO GRANDE - CENTRAL TEXAS

• Oversaw the following chapters and their Chapter Advisors: Baylor University (Epsilon Eta), University of Texas - Austin (Iota), University of Texas - San Antonio (Xi Omicron), Texas Lutheran University (Lambda Mu), Trinity University (Nu Pi)
• Re-established relationships between each chapter and the larger Fraternity to keep them informed and share critical updates with a new program roll-out
• Recruited and trained chapter and faculty advisors to ensure all 5 chapters had at least one advisor

KANSAS STATE UNIVERSITY, CBA

April 2016 - April 2019

YOUNG ALUMNI LEADER MEMBER

• Included in small focus group for setting up College of Business Young Alumni Leaders Program and accepted into inaugural class of 70 to launch the program 
• Participated in virtual and in-person events with 10+ students to share experiences on transitioning to life after college 
• Completed 3-year term and received an early invitation to become an Executive Mentor

ALPHA KAPPA PSI

Feb 2016 - Aug 2020

SECTION DIRECTOR

WESTERN GREAT PLAINS - UTAH & IDAHO

• Oversaw the following chapters and their Chapter Advisors: University of Utah (Alpha Iota) and Idaho State University (Delta Upsilon)
• Collaborated with the Regional Director to plan and lead two regional assemblies located at the University of Utah (26 attendees) and the University of Kansas (39 attendees) in November 2019
• Facilitated on-site discussions with chapter officers to develop new strategies and review current goals
• Audited chapter’s rituals and provide feedback on corrections and best practices moving forward
• Received Distinguished Service Award - First Degree Silver from the Western Great Plains Regional Director
• Received Section Director of the Year 2019, nominated by the Western Great Plains Regional Director

ALPHA KAPPA PSI

Feb 2016 - Aug 2019

REGIONAL MANAGER OF PROFESSIONAL PROGRAMMING

CENTRAL PACIFIC REGION

• Presented a Building Your Brand workshop (2017) and led a goal setting exercise to prepare the chapter for next year
• Created and distributed a handout of professional development activity ideas ranging from small to large scale events
• Oversee professional development for 12 chapters in the Central Pacific Region

WANDERING EDUCATORS

Feb 2015 - March 2019

LONDON STUDY ABROAD EDITOR

• Produced monthly written material involving personal study abroad experience in London
• Utilized pictures and videos from personal study abroad experience to share engaging content
• Used study abroad experiences to inform future London visitors of uncommon information about visiting the city/country

EDUCATION
 
2014-2018

Master's Degree

EMPORIA STATE UNIVERSITY

I graduated with a Master of Business Administration (MBA) through the online distance program. 

2009-2012

Bachelor's Degree

KANSAS STATE UNIVERSITY

I graduated Cum Laude with a Bachelor of Science in Business Administration (Marketing) and a minor in Leadership Studies. During my time at K-State, I was very active in Alpha Kappa Psi (professional business fraternity) and study abroad. I held multiple leadership positions in Alpha Kappa Psi and made lasting connections. I have continued to be involved as an alumni member. I studied abroad in London during the summer of 2011 and went on a faculty-led trip during winter intersession 2012 to Argentina and Chile. After studying abroad, I volunteered at the study abroad office and was a member of study abroad organizations. I am still involved with study abroad through my monthly posts about my experiences while studying abroad in London. 

SKILLS & SOFTWARE
 

Online Marketing

Brand Marketing

Content Marketing

Social Media Marketing

Project Management

Events / Trade Shows

Google Analytics / Google Ads

HubSpot / HootSuite / Buffer / Later

Constant Contact / MailChimp

HubSpot / Oracle Fusion / Zoho / ACT!

Adobe InDesign / Adobe Photoshop

Microsoft Office
(Word, Excel, PowerPoint, Outlook, Access, Publisher, Project)

CERTIFICATIONS