Heather Battison

Authentic Fractional CMO™

Heather Battison is a high energy, results-driven brand strategist, leveraging data, consumer insights, and trends into actionable plans that fuel revenue, customer growth, and profitability. By combining customer, consumer and marketplace research and analytics with her natural curiosity and diverse experience, she defines the strategic path forward. Her intentional leadership style generates trust and respect through camaraderie that in turn, delivers results.

LinkedIn
Resume

Meet Heather

I am passionate about growing quality brands, energizing and building teams and leading businesses through change and acceleration. As an experienced marketing leader, I have had the opportunity to develop multiple marketing and business strategies driving customer acquisition and retention growth.   

I pride myself on results-driven determination, operational efficiency, and effective cross-functional management. I believe that in the absence of an integrated marketing approach, teams and output may suffer and my job as a marketer leader is to analyze data across the entire customer journey to make the right decisions. My brand identity is a straight shooter executive who gets things done.

My strategic philosophy is to maintain a methodical test-and-learn approach for ongoing optimization to increase productivity and efficiency. I encourage my teams to analyze at campaign-level through the eyes of the customer to drive the best outcomes. 

CliftonStrengths
Top Five

ActivatorStrategicCommunicationPositivityEmpathy

KEY AREAS OF EXPERTISE

AdvertisingAnalytics & InsightsBranding & MessagingCreative DirectionDigital MarketingEcommerceEmail MarketingInfluencer MarketingKPIs & MetricsLead GenerationManagement & MentorshipMarketing Budgets & ROIMarketing OperationsMergers & AcquisitionsProduct DevelopmentProduct MarketingPublic RelationsResearchSocial MediaWebsite PerformanceCreative Testing Strategy

LEADERSHIP EXPERIENCE

Revenue Models

Business-to-Consumer (B2C)Channel Partnerships / AlliancesEcommerce

Industries

Professional Services / ConsultingFinance / Banking / InsuranceEntertainment / HospitalityTelecommunicationsRetail / CommerceConsumer Goods & Services

Scenarios

Family BusinessSmall and Mid-SizedLarge NationalGlobal EnterprisePrivate EquityPrivately OwnedMergers & AcquisitionsPost-M&A Integration

Revenue Models

Business-to-Consumer (B2C)Channel Partnerships / AlliancesEcommerce

Industries

Professional Services / ConsultingFinance / Banking / InsuranceEntertainment / HospitalityTelecommunicationsRetail / CommerceConsumer Goods & Services

Scenarios

Family BusinessSmall and Mid-SizedLarge NationalGlobal EnterprisePrivate EquityPrivately OwnedMergers & AcquisitionsPost-M&A Integration

LEADERSHIP IMPACT

  • Oversaw GTM launch of e-commerce app which generated more than $12M in annual revenue in its first year by leading various forms of consumer research, usability testing, television campaign development, integrated media, audience segmentation and special events
  • Increased media placements by 100% YoY doubling website traffic 
  • Track record of increasing website and landing page conversion rates by more than 50% by executing creative/design optimization testing  
  • Oversaw marketing and business development growing international consumer operations 40% YoY 
  • YoY reduced CPL by more than 100% while increasing the appointment set rates of those leads by 65%.
  • Grew DTC US business from $80 million to $121 million in five years

TESTIMONIALS

From the moment I interviewed with Heather, I knew she was going to make her mark wherever she ended up, and I'm grateful to have had the opportunity to work with and learn from her. She is an impactful marketer and exceptional leader. She invests the time in her individual team members to empower them in their daily roles and help them excel at their personal career goals, while also motivating and supporting the team as a whole to meet and surpass our business KPIs. At Credit Sesame, Heather has been integral in shifting our brand narrative from a product-centric free credit score app to a customer-centric partner for financial inclusion. But while her job is to oversee the bigger strategy, Heather is always willing to get her hands dirty and collaborate with team members on more tactical initiatives when needed. She is a valued marketer, team member and leader, and a strong advocate for those she manages.
Nicole Aranda
Corporate Communications at Salesforce
Heather is a very strong leader. Not only are her marketing communications skills spot-on, she recognizes her team members' strengths and areas for growth and works with them individually. She is a strong communicator and helps to set team and individual goals. Not only is she a strong marketing professional and leader - she is a pleasure to work with. I would welcome the opportunity to work with Heather again.
John Branham
Senior Manager - Communications, Culture & Engagement at Hexion, Inc.
With a deep understanding of both branding and direct-response performance marketing, Heather is the epitome of a modern marketer. Over the years working with her, I’ve always been impressed by how quickly she can switch gears—moving from strategic discussions centered on matters like brand positioning to tactical topics like SEO planning with an expert’s ease. And through it all, she exhibits leadership qualities that help both her team and her agency succeed. It’s this leadership that has helped TransUnion to reach some of its best years on record and will guide the company to future success. Though our working relationship was that of agency and client, Heather always felt to me to be a true partner—very transparent, demanding of our best but extremely fair. Plus, she’s quick to laugh and always positive. I’ll sincerely miss working with her!
John Doyle
EVP Brand Experience Design at Colle McVoy
Heather lights up a Zoom room with her optimistic energy and intelligence. Working remotely never felt more in-person when we communicated. She's excellent with managing professionals from a vast range of backgrounds, and building genuine relationships comes naturally to her. Heather is also a sharp, forward-thinking marketer who always puts data first to achieve the best outcomes for customers. In addition, she's a great listener who is skilled at delivering solutions that hone in on the company's specific needs. I highly recommend her for any marketing leadership role!
Sara Tomeo Aybar
Senior Marketing Designer at Credit Sesame

ON A PERSONAL NOTE...

I’m a true Midwesterner. I spent my childhood in St. Louis then moved to Chicago right out of undergrad and now live in Overland Park, KS where there are good people and good barbecue. 

My husband and I are blessed with a ten year old son Henry, the smartest one in the household, who is an avid reader, loves playing video games and is active in martial arts and swim team. Our eight year old daughter Faraday, is a light of joy who enjoys dancing, being on stage and making us laugh. We also have a Sheepadoodle pup named Indiana Jones that follows me wherever I go. 

I am an avid gardener that started as a Covid hobby and soon developed into a full grown passion. I learn as I go and have found gardening to be my ideal personal time to meditate and right myself while I work to figure things out (whether dinner for the week or work-related).