Hi, I’m Heather.
As a global marketing and brand strategy executive specializing in beauty, CPG, and retail, I've brought some of the most iconic brands to life over the past two decades. My career spans transformative work with industry leaders like The Estée Lauder Companies, Unilever, and BCBGMAXAZRIA Group, where I've consistently delivered breakthrough marketing strategies that drive brand equity and commercial success.
I excel at igniting team creativity through first-to-market concepts that capture and propel a brand's DNA. From launching hero products like Hourglass’ Vanish Airbrush Concealer or Smashbox's Halo Tinted Moisturizer, to reimagining influencer strategy to drive better community engagement and impact, I've demonstrated an ability to create culturally relevant marketing programs.
My expertise encompasses leading brands through diverse stages – from ground-up launches and transformational restructures to strategic positioning for acquisition. I've driven significant growth and brand transformation across multiple iconic beauty and fashion brands.
Currently, I provide strategic guidance and advisory services, offering fractional and project support to brands seeking innovative marketing leadership across various stages of their journey.
SELECT CLIENT LIST
BEAUTY
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Edward Bess
Hourglass Cosmetics
Lipstick Queen
Make Up For Ever
Smashbox Cosmetics
Urban Decay Cosmetics
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Bumble & bumble
Cutler
Ric Pipino
Rita Hazan
Sally Hershberger
Sharon Dorram
Shu Uemura Art of Hair
TRESemmé
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Amore Pacific
Clark’s Botanicals
Dermalogica
Glow Recipe
Korres
SK-II
Weleda
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Daphne Guinness x Comme des Garçons
DIOR J’Adore
Juicy Couture Fragrances (Elizabeth Arden)
Procter & Gamble Prestige Portfolio (Gucci, Dolce & Gabbana, Escada, Jean Patou Paris)
Six Scents (Givaudan)
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C.O. Bigelow
FASHION & LIFESTYLE
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BCBGMAXAZRIA
BCBGeneration
BCBGirls
HERVÉ LÉGER
Wrangler
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Houseplant by Seth Rogan
Vonage
ENTERTAINMENT & MEDIA
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ACE Pictures
Lollapalooza
Spotify
SXSW
MY APPROACH
Consumer-Led
I work closely with your leadership team to develop long- and short-term strategies that not only grow your brand but create meaningful connections with your consumers.
I’ll dig deep to understand real consumer insights and follow data-driven analysis to craft disruptive campaigns and innovation, delivering both short-term growth and long-term brand equity.
Collaborative Partnership
I believe in the power of collaboration to create exceptional marketing strategy. As an extension of your team, I immerse myself in your vision and goals, becoming a partner who deeply connects with your brand's mission. This allows me to effectively lead and energize transformation from within, ultimately strengthening your in-house capabilities. My superpower is seamlessly blending into your organization and driving change from within. I’ll leave your team with newfound independence and a clear roadmap for the future.
SERVICES
BRAND DEVELOPMENT
Brand Strategy
Brand Identity & Creative Strategy
Brand Purpose, Corporate Social Responsibility & Social Impact
Brand Storytelling, Public Relations, and Integrated Communications
Print, Digital, and Video Campaign & Content Production
Short Form Documentary Conceptualization & Production
Brand Partnerships
Celebrity Ambassador Negotiations
Community Building
PRODUCT DEVELOPMENT
Product Positioning
Product Innovation Strategy & Portfolio Development
Product Marketing & Claims Testing
Packaging Concept Development
Product Briefing to contract manufacturing or internal R&D teams
Competitive Reporting & Benchmarking
Pricing Strategy
GO-TO-MARKET
Brand + Product launch strategies & 360 Campaign Planning
Influencer Strategy
Social Media Content Strategy
Digital Marketing
Full Funnel Media Strategy & Planning
Event Conceptualization & Production
Co-Op media planning with prestige retailers, specializing in Sephora, ULTA, ULTA @ Target, Nordstrom, Space.NK, Harvey Nicols, Cult Beauty, Mecca Australia, Bloomingdale’s, Macy’s, Dillard’s, Lord & Taylor
Amazon + DTC optimization
SAMPLE PROJECTS
Smashbox Cosmetics x Pamela Anderson
Concept and 360 GTM strategy of commercial innovation campaign for Smashbox Original Photo Finish Smooth & Blur Primer, starring Pamela Anderson’s first return to wearing makeup after much-publicized hiatus.
Hourglass Cosmetics - Eye-to-Eye Campaign
To gain momentum around the push to becoming all-vegan, Hourglass launched the “Eye-to-Eye” campaign. The campaign features models posed eye-to-eye with animals and is meant to show the humanity in the eyes of the animal in order to spark consumers to think twice about purchasing something made from animal-derived products.
Smashbox Cosmetics - Open Studios
An artist residency program supporting artists who seek to redefine beauty standards, culminating in a group show at Smashbox Studios in Los Angeles. Each Artist is provided a grant, state-of-the-art studio space & equipment, mentorship, and more - provided by Smashbox Cosmetics.
Hourglass Cosmetics - Pop Up at The Grove
Vision and execution of brand’s first pop up retail location, including pop up identity development, operations, curation of month-long programming, and product launch event.
WHAT PEOPLE ARE SAYING
"Heather is an expert marketer with best-in-class experience in branding, media, social, retail, and creative marketing. Her incredibly elevated taste level lends itself to beautiful campaigns and multi-channel activations which drive results, and her leadership style inspires her people to bring their very best to work every day. I can't recommend Heather highly enough.”
Greg Adams, BCBG MAX AZRIA GROUP
"Her strategic mind is nothing short of brilliant—Heather sees opportunities where others see challenges and delivers solutions that are both innovative and effective — with measurable sales results. But it’s her heart that leaves the most lasting impression. Whether she’s mentoring a junior team member or leading a critical campaign, Heather treats everyone with respect, care, and an unmatched level of thoughtfulness.
If you ever have a chance to work with Heather — it’s an opportunity to jump at!"
Minh Bui, Smashbox Cosmetics
Get in Touch!
Schedule a complimentary introductory meeting with me to discuss your fractional marketing needs.