I started my career in advertising as the “arms and legs” of a small ad agency in Salt Lake City … where I had finished the inevitable string of unusual “I’m trying to put myself through school jobs” that forced me to choose between rent and food. I stepped into my career in marketing and advertising as a Junior Account Executive for Hunters & Gatherers (a.k.a Silakhan Route) working on their next big client, Marshall Industries, who were about to launch “Marshall on the Internet” way back in 1995, then I migrated back home to San Francisco, rapidly climbing the ranks in Account Services … developing campaigns in high-tech, heavy industry, consumer and outdoor gear. I notched my belt with corporate repositioning campaigns, high-profile product launches, co-promotes, and integrated on and offline advertising campaigns, and I started to immerse myself in high tech and interactive work, before pulling myself up by the bootstraps to co-found a little design firm in San Francisco … that worked primarily in User Interface development for the burgeoning web-based applications dominating much of the software industry in the late 1990′s. We focused on trying to develop simple ways for humans to interact with complex back-end environments. Back then, this was new and uncharted territory, combining form and function approaching design as architecture for human experience in a digital world, which has informed much of how I approach my work today. then after almost 10 years in advertising, I jumped into the client’s shoes … starting in marketing communications and spending about 6 years implementing integrated marketing campaigns. I joined Amgen in 2003, working on Enbrel for about a year before joining the charge to launch denosumab in osteoporosis (Prolia) and oncology (XGEVA). The invaluable time I spent working at Amgen planning sales meetings, managing tradeshows, participating in launch planning, collaborating with multiple agencies and across functions within the company to lead integrated campaigns brought me full-circle, and five years later I leapt back into advertising, where my varied experience has given me the opportunity to embark on some of the most exciting work of my career.
In 2007, I joined the Los Angeles office of Cline, Davis, & Mann where my team’s work has garnered industry recognition and I delightedly continue to work with some of the best and most creative minds in the industry.
PROFESSIONAL EXPERIENCE
Vice President, Account Group Supervisor
Cline, Davis & Mann LLC / Los Angeles, California
November 2007 – Present
Details
Currently the brand lead for XGEVA Urology team in the U.S.–which was recently nominated as Best Brand Team (Xgeva) by Med Ad News– and Prolia Global for Amgen
Worked on the launch of XGEVA (denosumab) to urologists and oncologists in the U.S. for Amgen in November 2010
Built a bi-coastal team across multiple functions to support Pfizer’s Regional Business in the West and served as the brand lead developing campaigns for Pfizer’s Primary Care products including Lipitor, Lyrica, Celebrex, Chantix, Aricept, Toviaz, Pristiq and Spiriva in 2010
Participated in the launch of Xience V for Abbott Vascular, the creation of their Divisional Corporate campaign and creative for the launch campaigns of their DES and bare metal stent products in 2008
Collaborated with internal teams and external agencies to implement integrated communications programs
Managed functional contribution from multiple departments to provide global communications guidelines, and resources to ensure consistency of branded communications
Received an Amgen Marketing Excellence award in March 2007 for successful execution of innovative clinical trial recruitment strategies for denosumab
Marketing Communications Manager
Affinity Internet / El Segundo, California
April 2002 – July 2003
Details
Supervised outside public relations and advertising agencies
Spearheaded the development of brand strategies, marketing planning, customer communications and direct mail programs contributing to record sales for the company for the first two quarters of 2003
Collaborated with web development teams to optimize the usability and design of each brand’s web site, order form and control panel resulting in an 120% increase in traffic conversion
Managed $1.5M annual marketing budget including production, research and third-party software budgets
Led public relations activities resulting in the receipt of PC Magazine’s Editor’s Choice Award for ValueWeb and 5 out of 5 stars for Bigstep in March 2003
Created and implemented an internal company-wide initiative that resulted in increased corporate communication, internal training programs and a company-wide focus on communication
Co-Founder / Director of Client Services
Studio Asterisk / San Francisco, California
September 1999 – October 2001
Details
Managed day-to-day operations
Directed a full-time staff of five designers and two developers
Assembled and directed outsource technology and creative partners
Developed proposals including budgets, schedules and project team selection
Managed project budgets in excess of $250,000
CLIENT LIST: Visa International, Documentum, Apexon, BluePumpkin Software, Martsoft, StartUpAgent, GetRelevant, Hotpaper.com (acquired by GoAmerica) and Grassroots.com.
Senior Account Supervisor
The Delaney Group / Alameda, California
June 1998 – September 1999
Details
Led the strategic development of integrated marketing and advertising campaigns
Managed in-house and outsource teams on multiple accounts
Worked as project lead for interactive design and web site development
Led business development efforts by developing and negotiating the formation of strategic partnerships
CLIENT LIST: IDG, TSMC, ADI, Maddie’s Fund, Baraka-Intracom and Worldpages.
Senior Account Manager
The Silakhan Route [now vSente] / San Francisco, California
October 1994 – June 1998
Details
Developed and executed business development strategies resulting in the acquisition of the agency’s largest account-SyQuest Technology
Account lead for Marshall Industries (acquired by Avnet) launching their E-commerce initiative in 1994 and coordinating over 20 co-op programs with vendors including Philips, IBM, Texas Instruments and Xilinx
Directed in-house and outsourced staff managing multiple accounts with annual billings in excess of $16M
CLIENT LIST: SyQuest Technology, Marshall Industries [acquired by Avnet], ACLU of Utah, Caltex, ISL, Lockwood-Greene, PMI-Petzl, Chaco Sandals and Gramicci
EDUCATION
Brigham Young University / Provo, Utah
Major: English
REFERENCES AVAILABLE UPON REQUEST
HEIDI J. WRIGHT
Daily Bits and Items of Interest:
An HR Lesson From Steve Jobs: If You Want Change Agents, Hire Pirates | Co.Design http://t.co/piS5LO3y
Launch of Unique Disease State Campaign receives industry acclaim
This disease-awareness ad uses striking, un-retouched photography to dramatically illustrate the lingering concern many orthopedic surgeons have over the development of post-surgical venous thromboembolism. This campaign was also nominated as the Best Overall Advertising Campaign in the Professional press by MM&M in 2009 and recognized as featured work by the agency that year.
Clinical Trial Communications System decreased cost and turnaround by 70%
As the Brand Manager at Amgen, collaborated with multiple functional units and outside partners to develop integrated communications program around the denosumab clinical program enrollment and administration
As the Marketing Communications Manager for Affinity Internet, Inc., led the implementation of customer and corporate communications programs as well as direct marketing campaigns contributing to record sales for the company in the first quarter of 2003 and multiple industry awards.
Effective planning and UI enhancements directly increase sales by 25%
Developed detailed plan for ValueWeb.com site enhancements directly resulting in a 40% increase in conversion and a 25% increase in sales within the first 30 days of implementation.
Integrated on and offline loyalty program reduced customer attrition by 30%
Developed and implemented a customer loyalty program for ValueWeb (an Affinity product) that included email communications, welcome kits and direct mail contributing to a 30% reduction in churn for the product over an eight month period.
As the account lead for Marshall Industries, a billion-dollar electronics distributor [acquired by Avnet], launched their E-commerce initiative in 1994 transforming their procurement and sales operations. As the first player in their industry to do so, was considered one of the top-ten most successful E-commerce launches from 1991-2001.
Career Accolades and Recognition
I may have never received an Oscar, or a Lion or Clio, Account People and Marketing Professionals are rarely blessed with such recognition. However, I have been lucky enough to have received a CDMMY–Barnstormer Award–in 2008, Denosumab GCT Member of month award in December 2006, one of six Marketing Excellence Awards handed out by Amgen in 2007, Employee of the Month at Affinity Internet in April 2003–and most recently nominated as a member of the Best Brand Team (Xgeva) by Med Ad News in 2011.
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Career Overview
SUMMARY
I started my career in advertising as the “arms and legs” of a small ad agency in Salt Lake City … then I migrated back home to San Francisco, rapidly climbing the ranks in Account Services … before pulling myself up by the bootstraps to co-found a little design firm in San Francisco … then after almost 10 years in advertising, I jumped into the client’s shoes … and five years later I leapt back into advertising, where my varied experience has given me the opportunity to embark on some of the most exciting work of my career.
In 2007, I joined the Los Angeles office of Cline, Davis, & Mann where my team’s work has garnered industry recognition and I delightedly continue to work with some of the best and most creative minds in the industry.
PROFESSIONAL EXPERIENCE
Vice President, Account Group Supervisor
Details
Brand Manager, Denosumab
Details
Marketing Communications Manager
Details
Co-Founder / Director of Client Services
Details
Senior Account Supervisor
Details
Senior Account Manager
Details
EDUCATION
Brigham Young University / Provo, Utah
Major: English
REFERENCES AVAILABLE UPON REQUEST
HEIDI J. WRIGHT
Daily Bits and Items of Interest:
An HR Lesson From Steve Jobs: If You Want Change Agents, Hire Pirates | Co.Design http://t.co/piS5LO3y
— January 18th 10:13pm via Twitter
NYTimes: The Rise of the New Groupthink http://t.co/49C38Jmp
— January 15th 4:14pm via Twitter
Merry Christmas! http://t.co/jq8eRWlN
— December 25th 10:11pm via Twitter
current configuration: getting the hairs cut. bye bye scraggly hair. http://t.co/KK4K0blr
— December 19th 7:28am via Twitter
RT @HarvardBiz - Why I Hire People Who Fail - Jeff Stibel - Harvard Business Review: http://t.co/C874cJRy
— December 9th 12:37am via Twitter
Accomplishments and Accolades: