Digital Marketing Communications Manager, Director

REUEL HEYDEN

Raleigh, NC 919-***-**** *****.******@*****.***

SUMMARY

With over 20 years of hands-on experience, I offer proven strategic leadership in directing B2B digital marketing, advertising, communications, multimedia, social media, and project management to drive marketing plans, go-to-market strategies, lead generation, demand creation, sales enablement, and revenue growth. I drove a $1B business, led a complete rebranding, launched million-dollar products, built multimillion-dollar brand equity, and optimized a $6M marketing budget.

EXPERTISE: Account-Based Marketing (ABM), Analytics/Data Mining, Artificial Intelligence & Machine Learning (Al & ML), Brand Marketing Management, Budget Management, Business-to-Business (B2B), Business-to-Consumer (B2C), Content Management Systems (CMS), Content Strategy, Customer Relationship Management (CRM), Corporate Com- munications, Digital Assets Management (DAM), E-commerce (eCommerce), eMarketing, Marketing Automation, Online Reputation Management (ORM), Pay Per Click (PPC) & Display Advertising, Project Management, Public & Media Relations (PR), Sales Enablement (Collateral), Search Engine Optimization SEO/SEM, Social Media Engagement

MARKETING TECHNOLOGY: Adobe (Photoshop, Illustrator, InDesign, Premiere, Workfront), Content Management Systems (Craft, WordPress, Granicus), Customer Relationship Management (Constant Contact, iContact, Mailchimp), eCommerce (Shopify), eLearning (Brainshark, Docebo), Google Analytics (GA4), Google Search Console, Google Ads, Marketing Automation (HubSpot, Salesforce, Marketing Cloud), Microsoft Office, Meta & X Social Ads, SaaS (Everbridge, Qualtrics), Project Management (Monday, Basecamp, Slack, Asana), Social Publishing (Hootsuite, Sprout Social)

EXPERIENCE

NUFARM AMERICAS Feb 2022 - Jun 2025

US MARKETING COMMUNICATIONS MANAGER MORRISVILLE, NC

Drove a $1B North American business, leading marketing for the commercial demand of the golf turf, greenhouse, lawn care, and nursery segments of Nufarm, the ninth largest global crop protection company.

•Led commercial demand for new products, optimizing a $4M budget for digital advertising, account-based marketing (ABM), channel marketing, key commercial partnerships, online education, events, programs, and social engagement, resulting in increased market penetration and customer engagement

•Created market awareness, demand creation, revenue, and brand loyalty with commercial campaigns engaging 80,000+ industry B2B companies and B2C customers through 400+ annual touchpoints using Salesforce Marketing Cloud, leading to enhanced customer retention and brand recognition

•Enhanced programs, plans, and campaigns, managing a digital agency, graphic designers, and marketing interns

TOWN OF MORRISVILLE Mar 2020 - Jan 2022

PUBLIC INFORMATION OFFICER MORRISVILLE, NC

Directed all communication of the town's initiatives, programs, departments, and services to over 30,000 town residents, visitors, and residents of nearby municipalities, including Cary and Durham.

•Led public information outreach for major ($10M+) capital projects (downtown center, fire station, roadways), resulting in increased community awareness and support

•Managed the town's website with 1,000+ daily visitors and social media channels with 10,000+ followers, enhancing online engagement and information accessibility

•Directed all branding and multimedia creation, including videography, photography, and external partners, resulting in a cohesive, recognizable, and award-winning town image

•Influenced 15,000+ residents by managing the town newsletter mailed quarterly, leading to improved community engagement and information dissemination

VERDESIAN LIFE SCIENCES Nov 2016 - Jan 2020

CORPORATE COMMUNICATIONS MANAGER CARY, NC

Responsible for capturing 20% market awareness by leading a complete rebrand and achieving 10% YoY market share growth of the nutrient management and nutritional portfolio by leveraging a $6M budget for print and digital advertising, ad agencies, Salesforce Marketing Cloud CRM, industry collaborations, video production, and sales collateral.

•Drove $2M+ in incremental first-year sales revenue, leading the 2019 Verdesian-Cytozyme strategic commercial partnership of Seed+ and Crop+ technologies

•Led relaunch initiative for two plant nutrient efficiency product technologies in 2017, resulting in 650% sales growth

•Led the creation of an eLearning management system (NUE University) to create brand loyalty by offering 50+ agronomic courses utilized by 1,700+ agricultural professionals requiring continuing education credit

•Guided global marketing communications sales support to grow market share in Latin and South America, Turkey, the UK, and the EU countries

CARILLON ASSISTED LIVING Apr 2016 - Oct 2016

DIRECTOR, COMMUNICATIONS AND DIGITAL MEDIA CARY, NC

Led all communications, advertising, and digital media, driving new resident enrollment for one of the largest premium assisted living networks in North Carolina, with 21 facilities managed by 1,000 employees serving over 3,000 seniors.

FASTMED URGENT CARE Mar 2010 - Dec 2015

COMMUNICATIONS AND MARKETING DIRECTOR RALEIGH, NC

Grew a regional urgent care network with nine locations and $1.9M in revenue to the second largest independent urgent care network in the US with over 100 locations grossing $81.1M by leading effective digital and traditional marketing, advertising, corporate communications, public relations, community relations, grassroots, and guerilla marketing with a $2M budget.

•Achieved 956% clinic growth through successful acquisitions, rebranding, and de novo opening strategy

•Directed all digital marketing, including Pay Per Click (PPC), Search Engine Optimization (SEO), content marketing, social media, online reputation management, and email marketing campaigns to drive 30% performance improvement of low-volume, low EBITDA clinics and meet or exceed de novo financial targets

•Directed all Marcom across Arizona, North Carolina, and Texas; a marketing department of nine regional marketing staff; a creative agency; a digital agency; and a public relations consultant

•Oversaw FastMed quality assurance data mining and analytics to improve patient treatment and outcomes

HEYDEN COMMUNICATIONS May 2005 - Present

MARKETING CONSULTANT (PART-TIME) RALEIGH, NC

Provide integrated SEM, SEO, PPC, ORM, display advertising, print media, product branding, graphic design, and marketing communications to engineering, healthcare, agricultural, and retail businesses through my consultancy.

ISHA HOMES & INVESTMENTS Feb 2008 - Feb 2010

MARKETING DIRECTOR CARY, NC

Led the growth of a commercial, residential, and retail architecture, engineering, and construction (AEC) firm, overseeing branding, marketing, public relations, and business development for the company and its subsidiaries.

DMC NETWORK Mar 2005 - Feb 2008

MARKETING ADMINISTRATOR RALEIGH, NC

Administered association marketing, biannual association conferences, advertising and media buying, trade shows, direct-mail, digital marketing, social media, new membership applications and recruitment, public relations, media, and press releases for an international trade association for destination management companies.

CERTIFICATIONS

•Email Marketing: HubSpot

•Inbound Digital Marketing: HubSpot

•Marketing Automation: HubSpot

•Social Media Marketing: HubSpot

AWARDS

•American Marketing Association Mentor of the Year - 2025

•Business Leader Magazine Movers & Shakers Award - 2011, 2012

•Town of Morrisville Exemplary Service Award - 2021

EDUCATION

Liberty University, Lynchburg, VA

2000 - 2005

Bachelor of Science, Communications, PR, Advertising

•GPA: 3.8

Lynchburg, VA

MEMBER VOLUNTEER SUPPORTER

American Marketing Association Triangle Chapter

•2024 Database Director

•2020 Social Media Director

•2019 Nonprofits Director

•2018 AMA Impact Director

American Heart Association Member

Duke Corporate Education (Duke CE) Member

Greater Raleigh Chamber Member

Food Bank of Central and Eastern North Carolina Digital Ambassador

Al Marketers Guild Member

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