As Vice President of Marketing and Analytics, Heather leads a team of Marketing, Analytics, Product, and Client Service professionals. The team works tirelessly to measure and optimize marketing spend and maximize profitability while maintaining the highest level of quality for our university clients. Heather provides strategic oversight of Inquiry Generation forecasting and collaborates across departments to ensure the balance of quality volume. She works closely with marketing, tech, and business intelligence teams to provide a strong strategic and tactical viewpoint to help guide the Inquiry Generation division.
Heather has over 20 years of experience in direct marketing, having started her direct response career at Grey Direct Advertising. Here was the start of her love of dissecting data to make business decisions based on performance and ROI began. She spent close to 10 years at Direct Brands in Customer Acquisition and Marketing for Club brands such as BMG Music, Bookspan, and Columbia House DVD Clubs before joining EducationDynamics in 2012. Heather holds a Bachelor of Arts degree in Journalism from Penn State University.