Heather Ata
Boca Raton, Florida
Overview
A versatile executive who excels in multi-channel performance marketing (digital and traditional) and customer-centric marketing strategies. As a rare full-funnel marketer, she architects growth strategies and leads teams to deliver critical business metrics, including CAC, LTV, revenue, and EBITDA. Heather's dedication to development, testing, analysis, and optimization is evident in her data-centric, financial-oriented approach. Notable Career Achievements As Hollywood.com President and Chief Marketing Officer secured critical funding for the start-up by collaborating with the founders a
About
A versatile executive who excels in multi-channel performance marketing (digital and traditional) and customer-centric marketing strategies. As a rare full-funnel marketer, she architects growth strategies and leads teams to deliver critical business metrics, including CAC, LTV, revenue, and EBITDA. Heather's dedication to development, testing, analysis, and optimization is evident in her data-centric, financial-oriented approach. Notable Career Achievements As Hollywood.com President and Chief Marketing Officer secured critical funding for the start-up by collaborating with the founders and Chief Development Officer and creating a meticulous bottoms-up growth marketing plan across multiple channels, including video (CTV/OTT), search engines (SEO & PPC), social media (Meta, etc.) Achieved 13% top-line recurring organic revenue growth and 18% pre-marketing EBITDA growth at Connect America by optimizing returns on preexisting traditional customer acquisition strategies while simultaneously building and launching digital marketing capabilities (search engine marketing, affiliates, email marketing) Built and led teams to conduct media planning, buying, and optimization across digital channels (SEM, social media, Display, SEO) and traditional media, including video (broadcast and cable TV, OTT/CTV), audio (terrestrial and satellite radio), print, direct mail, and out-of-home (OOH) - 80% media buying in-house to avoid agency commissions Bootstrapped strategic partnerships, including a marketing agreement with AARP, giving Hollywood.com access to 38 million members to sell movie and live theatre tickets Improved return on search engine marketing (SEM) ad spend (ROAS) by 35% at Hollywood.com by leveraging data-driven insights to drive conversion optimization Lowered customer acquisition cost (CAC) at Delphi Health Group by 10% in 2020 vs. 2019 Raised Delphi Behavioral Health conversion, achieving a 98% increase through an innovative, data-driven approach of performance-based lead routing and implementing various marketing techniques Reduced annualized customer churn rate by 22% at Connect America by deep customer segmentation Pioneered Nutrisystem customer-retention program, salvaging $50MM revenue annually Achieved first-page organic Google ranking for Hollywood.com through Search Engine Optimization (SEO) initiatives, notably ranking above industry leaders on the nights of the Academy Awards and the Tony Awards Sold LifeShield to DirecTV three years after being a founding member of the organization