Heidi Spillane

630-***-**** ● ad2ouo@r.postjobfree.com ● Heidi Oak Park, IL ● Linkedin.com/in/heidispillane

E-commerce Marketing Digital Marketing product marketing

Experienced senior marketing leader with a track record of driving results over a 15+ year career, specializing in marketing, e-commerce, and product marketing. Skilled in guiding high-achieving teams to create top-tier marketing solutions and solving challenges for global brands, including product value proposition and product strategies. Demonstrated ability to utilize brand awareness, creative thinking, budgeting, and financial acumen to foster strategic innovation, expand businesses, gain competitive advantages, and widen the customer base. Collaborative approach in working with vendors and colleagues at all organizational levels.

Product Launch: Proficient in crafting data-driven product launch roadmaps and enterprise marketing strategies that utilize creative solutions to assist sales in their GTM plan.

Strategy & Execution: Capitalizes on hands-on transformative leadership skills, marketing analytics, attribution modeling, industry expertise, technical proficiency, and persuasive communication abilities to drive business growth and deliver profitable outcomes.

E-commerce/Digital Marketing

Growth Marketing/Trend Analysis

B2C/B2B Product Marketing

Customer Acquisition/Retention

Customer Relationship Management

Content Strategy/ Email Marketing

Martech/Adtech Strategy

A/B Testing & Usability Testing

Content/Brand Development

Budgeting and KPI Management

Collaborator/Critical thinker

Revenue Generation/Budget Management

Serendipity Marketing Oak Park, IL Jun 2023 – Present

Owner

Consulting and freelance for small businesses in real estate, health industry, podcaster and more to develop and execute marketing plans and strategies.

Digital Marketing - Develop and execute digital marketing strategies, including SEO, SEM, and social media campaigns.

Content Marketing - Create engaging, SEO-optimized content, such as blog posts, articles, and email campaigns. Managed and curated content for various social media platforms, fostering audience engagement and organic follower growth.

Client Collaboration - Maintained strong, collaborative relationships with clients, ensuring clear communication, understanding of objectives, and on-time project delivery.

SAFCO DENTAL SUPPLY Buffalo Grove, IL Dec 2020 – Jun 2023

Director of E-commerce & Marketing

Directed strategies to execute integrated commercial marketing plans and e-commerce funnels for full-landscape digital/print programs while partnering with key vendors. Managed team of web developers, marketing coordinators, managers, and specialists to drive brand awareness, market position, and new business in emerging markets.

Facilitated 70% of company’s revenue and growth over tenure with high-level focus on profitability, continuous performance metrics improvement and sharp grasp on ROI for all marketing channels and vehicles.

Boosted organic website traffic by 60% and revenue 35% by executing profitable SEO/social media marketing strategies, including paid search (49% revenue growth) and email campaigns (23% conversion rate improvement).

Launched full-scale redesign of web-based e-commerce platform, including development, e-commerce roadmap, and digital marketing overhaul, resulting in organic search traffic, new customer acquisition, and additional revenue.

Took ownership of marketing budget and spend with accountability for product portfolio marketing and market penetration strategies to drive revenue growth while working collaboratively with C-suite on profitability objectives.

APPLE VACATIONS Elk Grove, IL Jul 2019 – Apr 2020

Senior Marketing & E-commerce Manager

Oversaw implementation/development of marketing initiatives for company’s e-commerce vision and strategy to reach corporate sales/conversion goals. Managed full-cycle multi-million-dollar digital marketing strategy including development/planning in the areas of SEM, email campaigns, display, travel, TV/Radio and events.

Enabled data-driven product/pricing strategy designed to optimize digital marketing investments and execute merchandising strategy across owned and paid media, identifying ideal price that delivered revenue and profits.

Drove web channel marketing growth including multiplying AV.com revenue by 23% YoY and boosting TravelZoo.com revenue by 136% through three (3) consecutive quarters.

Directed social media team in leveraging performance marketing strategies to facilitate conversion growth and redirect traffic back to AV.com through reestablishing Commission Junction affiliate program.

Developed continuous CRM strategy and growth initiatives through effective database management and customer segmentation. Functioned as website subject matter expert for troubleshooting needs.

MRS. PRINDABLES / AFFY TAPPLE Niles, IL Sep 2018 – Jun 2019

Senior Marketing & E-commerce Manager

Oversaw implementation, tracking, and optimization of SEO, SEM, email, and social media digital marketing campaigns, including conducting data/trend analyses and uncovering consumer insights to guide overall company strategies and influence executive decision-making. Developed new products and packaging for both brands.

Maintained two (2) branded Gourmet caramel apple e-commerce sites (Mrs. Prindables and Affy Tapple) and created/deployed innovative digital marketing plans for corporate, fundraising, and wedding sales.

Launched new wholesale business gift basket product line to be sold in fine department stores nationwide.

Grew company revenue by 23% YoY, improved average order value (AOV) by 18% YoY, and increased conversion by 17% YoY; monitored paid digital channel performance for Facebook, Google AdWords, SEM, retargeting campaigns, deal sites, and affiliates.

FANNIE MAY CONFECTIONS Chicago, IL Dec 2013 – Sep 2018

Senior Web Content & Marketing Manager

Spearheaded revision of B2B/B2C strategy and budget for all digital marketing channels (i.e., paid search, email, social media, SEO), including continuous A/B testing to achieve conversion results and developing/executing initial segmentation and automation strategies.

Oversaw resource development/implementation for Passport Subscriptions, customer acquisition tools, and gift concierge; piloted website development onto new platform American Eagle including creative design and merchandising.

Exceeded measurable marketing objectives by 20% by streamlining/implementing innovative paid search strategies and maximized company sales by 125% by executing successful marketing strategy; boosted AOV by 13% and conversion by 21.5% YoY.

Launched new “Duo” product line for holiday seasons to be sold online and in wholesale market.

FTD (Florist) Downers Grove, IL Apr 2010 – Dec 2013

Online Marketing Manager

Generated top- and bottom-line online marketing program growth, defined brand recognition.

Facilitated YoY revenue gains; managed comparison shopping engines, data feeds, and subscription/loyalty programs.

Launched FTD College Rose Collection

NOLA’S CUP (Eatery) Oak Park, IL May 2005 – Dec 2009

Owner

Conceptualized/built the first area New Orleans-style eatery from the ground up.

Managed human resources, accounts payable/receivable, and customer service/retention initiatives.

Provided top-notch quality food and beverage services to a diverse customer base.

Illinois State University, Normal, IL

Bachelor of Arts in Psychology

Google Analytics HubSpot Asana MailChimp CRM Sprout Social PureClarity WordPress HotJar Magento Yotpo Salesforce Shopify Google AdWords Zendesk Amazon Web Services Hootsuite Optimizely LinkedIn Ads SEMrush l Google Tag Manager l Searchspring

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