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Heather Back
Heather Back Marketing Resume
Summary
Senior marketing strategist specializing in integrated marketing communications. Enjoys more than 13 years of experience developing branding, advertising and PR campaigns internally and with agency partners; adept at getting inside consumers heads and identifying emotional connections that make a brand more than a product and drive consumers to action. Meticulous market researcher. Tenacious tracker of ROI. San Diego gal about town with deep network of connections. Enthusiastic advocate of innovative techniques, alternative thinking. Exploring local non-profits and health and wellness.
Employment History
HB Marketing
Marketing, Advertising and Public Relations Firm
Marketing Strategist
San Diego
January 2009 - Present
Consulted for clients to develop logos, branding and Joomla! Web sites. Developed a strategic marketing plan for national rollout for life settlement client. Provided media and public relations. Doubled Web traffic through assiduous SEO leading to acquisition of client by sandiego.com. Developed communities through social media and blogs.
Clients: sandiegoDTOWN, MaxLife Solutions, Protogenius, Millennium Events, Plush Impressions and Concept Event Design
Clients: sandiegoDTOWN, MaxLife Solutions, Protogenius, Millennium Events, Plush Impressions and Concept Event Design
San Diego Magazine & CurtCo Custom Publishing
Local magazine covering San Diego dining, politics, nightlife and restaurants. Produced the Charitable Events Registry and Gala.
Director of Business Development and Marketing
San Diego, CA
January 2005 - January 2009
Responsible for the integrated marketing communications and corporate branding of San Diego Magazine. Launched seven monthly e-newsletters to communicate with targeted audiences and increase commitment while providing sales opportunities to account executives. Worked with internal creative team to develop logos, branding and advertising for the core product and experiential events. Conducted primary and secondary research to tailor product offerings and launch publications. Negotiated media partnerships and leveraged public relations to extend the marketing budget and garner further awareness. Spearheaded the rebranding and repositioning of the magazine and the redesign of the Web site. Oversaw $3 million Custom Publishing division comprised of approximately 50 publications annually. Managed all sales collateral and experiential events.
Centre for Integrated Marketing, SDSU
Non-profit promoting Integrated Marketing Communications and the professors with thought leadership in the industry -- Michael Belch and George Belch.
Research Associate
San Diego, CA
January 2002 - December 2002
Played key role in launch of nonprofit dedicated to enhancing awareness of integrated marketing communications via scholarly research and practical application. Developed prospect list of potential corporate sponsors including WD-40, Qualcomm, Roadrunner, Padres, Chargers, Tony Robbins and Bumble Bee Tuna.
ThinkTank Advertising
Advertising Agency providing print, radio, television, billboard and Web site design.
Production Manager / Assistant Creative Director
San Diego, CA
November 1998 - November 2001
Managed production schedules, developed creative briefs and copy for campaign launches and client presentations. Managed all Web site design projects. Clients included Gateway, 1-800-Dentist and Hollywood & Highland Center; conducted SWOT analysis and Web-development trend research, assessed effectiveness of various user-interface designs; managed graphic designers and production process; composed creative briefs.
Education
San Diego State University
San Diego, Ca
MBA Marketing
January 2001 - August 2002
Focused on Integrated Marketing Communications
Ohio University, Scripps School of Journalism
Athens, OH
Advertising Management
September 1992 - June 1996
Program required courses in broadcast, print and advertising.
Core Competencies
Branding - Strategic Partnerships - Email Marketing - Event Planning - Social Media - Media Relations - Web Development and Search Engine Optimization - Business Analysis for Cost Savings and Revenue Growth - Product Launch Strategies - Market Analysis - Market Research (Data mining and Primary Research)