Heather Suburu
Director of Marketing & Communications · Contiki Holidays
Mission Viejo, CA
In My Own Words
Passionate. Creative. Analytical. Decisive. An extremely versatile marketing professional with expertise in crafting strategies and executing creative and effective integrated marketing plans and programs. Influential and communicative with the ability to assess situations through multiple stakeholder lenses to identify areas of synergies and drive strategy and execution. An empowering leader who is equal parts creative and pragmatic and thrives in creating a high-performance environment where creativity flourishes and successes are built upon delivering measurable and sustainable goals.
Work Experience
Director of Marketing & Communications
Contiki Holidays2017 – Present
Responsible for providing guidance to the Contiki US Marketing Department by evaluating and developing marketing strategies, planning and directing marketing efforts, communicating the marketing plans, and building awareness and positioning for the Contiki brand. Instrumental in leading cross-channel and regional marketing efforts with a successful track record of planning, delivering and directing projects simultaneously. •Develop, implement and monitor marketing and communication strategies, integrated marketing campaigns, programs, and materials that drives engagement and demand in all target market segments and supports cross-functional teams. • Develop Contiki’s brand and product propositions, including integrated messaging strategies working with both global and regional teams to ensure integration throughout all activity. • Direct the cross-functional execution of all integrated marketing programs for both B2C and B2B audiences, including but not limited to: branding campaigns, PR campaigns, paid media campaigns, SEO optimization, social media programs, tourism and brand partnerships, affiliate marketing, promotional marketing, email campaigns, always-on automated email programs, content marketing and print collateral. • Develop and lead marketing efforts to retain existing clients and grow revenue by producing sales and lead generation programs, materials and tools. • Work with senior leadership to ensure marketing goals align with a positive user experience while driving ROI to contribute to sustainable year-over-year sales growth. • Liaison with various departments at all levels to ensure marketing strategies and plans are executed seamlessly. Ensure relevant scopes of work are identified through the discovery and planning process and ultimately factored into available resourcing. • Lead and manage PR Agency and provide support for any related activations, initiatives and influencer programs. • Work closely with Sales and Inside Call Center teams on their marketing plans to ensure marketing initiatives not only drive demand and engagement but ultimately convert among targeted and qualified audiences. • Guardian of the Contiki brand including tone of voice as well and visuals. Oversea and approve creative including design and copywriting. • Manage paid media efforts with internal Digital Agency and provide strategic direction on content and all channel marketing in relation to conversions and engagement. • Seek out and secure brand and tourism board partnerships that drive marketing and brand objectives and or supplement additional funds to grow the business. • Provide clear strategy, direction, coaching, feedback and mentoring to facilitate direct reports’ achievement of individual and group goals. • Conduct product analysis to identify new opportunities in defining further segmentations for product marketing. • Explore new and innovative marketing channels to reach Contiki’s core demographic. • Manage annual marketing budget, including processing of POs, check requests and reconciliation.
Senior Marketing & Communications Manager / Marketing Manager
Contiki Holidays2010 – 2017
Responsible for assisting in the development of marketing strategies for Contiki US used to drive yearly integrated marketing plans based on user behavior analysis, web analytics, benchmarking, market segmentation, market research and surveys. Instrumental in managing Marketing Communications Team to ensure marketing goals, strategies, timelines and individual deliverables of marketing plan are executed on-time, on-budget and sustainable while allowing flexibility for the unexpected.
Marketing Specialist
Crown Bolt2008 – 2010
• Responsible for all Builder’s Hardware, Barn Hardware, Garage Storage, Rope, Chain and Chain Accessory product lines within the Everbilt, Ironman, and Crown Bolt brands. • Worked cross-functionally to cultivate, implement, and maintain assigned product lines throughout national big-box and small retailers. • Supported sourcing department to ensure brand standards of newly sourced products within assigned brand categories. • Created copy for end-user installation instructions and oversaw graphic development of supporting illustrations. • Created business documents, pricing sheets, mock packaging, and product planograms for prospective new business line reviews. • Provided content and coordinated product shoots for all products within assigned product lines for use in program catalogs, the Crown Bolt website, and supplier websites. • Assisted in the launching and maintenance of over 4,000 Crown Bolt and Ironman products featured in over 150 Marvin’s and OSH Hardware stores throughout the nation. • Coordinated product resets in all 2,242 Home Depot stores comprised of 56 set variations. • Drafted press releases distributed to Home Depot Merchandisers.