Hi, I’m Heather.

Most brands are out here chasing attention. The ones I build are after something harder to get and harder to lose: belonging.

I've spent 20 years at the intersection of brand strategy and consumer connection, working with prestige beauty, luxury fashion, and lifestyle brands to build marketing that goes deeper than campaigns. My belief is simple: brand is not a department. It's a world. Every detail, from your campaign creative to your community programming to how your product is merchandised on shelf, either reinforces your positioning or creates the kind of disconnect consumers feel but can't always articulate. The brands that get this right become the ones people talk about without being asked.

I've applied this thinking at every scale, launching hero products, rebuilding cultural relevance for iconic names, and building community programs that turn consumers into advocates. I work with brands at inflection points: growth stages, repositioning, new market entry, or simply the moment when leadership realizes their marketing should be doing more.

If you're building something worth belonging to, let's talk.

Work with Me
Work with Me

SELECT CLIENT LIST

BEAUTY

  • Edward Bess

    Hourglass Cosmetics

    Lipstick Queen

    Make Up For Ever

    Smashbox Cosmetics

    Urban Decay Cosmetics

  • Bumble & bumble

    Cutler

    Ric Pipino

    Rita Hazan

    Sally Hershberger

    Sharon Dorram

    Shu Uemura Art of Hair

    TRESemmé

  • Amore Pacific

    Clark’s Botanicals

    Dermalogica

    Dr. Whitney Bowe Beauty

    Glow Recipe

    Korres

    SK-II

    Weleda

  • 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)

  • C.O. Bigelow

FASHION & LIFESTYLE

  • BCBGMAXAZRIA

    BCBGeneration

    BCBGirls

    HERVÉ LÉGER

    ViX Paula Hermanny

    Wrangler

  • Houseplant by Seth Rogan

    Vonage

ENTERTAINMENT & MEDIA

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.

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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. 

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Smashbox Cosmetics - Open Studios

A brand platform and artist residency program anchored in Smashbox's origin as a creative studio space, providing emerging artists with grants, mentorship, and a stage at Smashbox Studios in Los Angeles.

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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.

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SERVICES

FRACTIONAL CMO

I embed as your marketing lead, build or sharpen your team, and partner with your executive team to connect brand to business outcomes. Ideal for growth-stage brands that need senior marketing leadership without the full-time overhead.

BRAND & CONSUMER MARKETING

Great marketing works from both directions. I build the outward-facing campaigns that shape how the world sees your brand, and the community-driven programs that make consumers feel like they belong to it. From full-funnel 360 campaigns and creative strategy to grassroots activations and owned programming, I connect brand storytelling to real human relationships. The goal is always to move people from aware to obsessed, and build the kind of loyalty that paid media can't buy.

BRAND STRATEGY

I help you get clear on who you are and why it matters. From positioning and brand architecture to messaging and tone of voice, I build the strategic foundation that every other marketing decision should rest on.

BRAND PARTNERSHIPS & COLLABORATIONS

From pop-up shops to creator houses to retail launch events, I design brand experiences that deepen consumer connection and generate content at the same time. Every activation I build has a clear brand objective behind it, not just a moment for the sake of a moment.

GO-TO-MARKET

I've launched hero SKUs, new categories, and brand-new Amazon storefronts. I build GTM plans that align cross-functional teams, sequence the right channels, and ensure your product enters the market with momentum.

EVENTS & EXPERIENTIAL ACTIVATIONS

From pop-up shops to creator houses to retail launch events, I design brand experiences that deepen consumer connection and generate content at the same time. Every activation I build has a clear brand objective behind it, not just a moment for the sake of a moment.

MY APPROACH

Embedded

I work as an extension of your team, not above it. Whether I'm your interim CMO or leading a specific initiative, I'm inside your business, aligned to your goals, and operating with the urgency of someone who has skin in the game.

Built to Last

Every engagement is designed to leave your brand stronger and your team more capable than when I arrived. The roadmap, the frameworks, the relationships, they stay with you.

Strategy through Execution

I don't hand off decks and disappear. I come with a curated network of collaborators: creative directors, producers, content teams, copywriters, event producers. Depending on what you need, I can function as a senior strategist or as a fully mobilized team. The model flexes to your actual problem, not a packaged retainer.

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.

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