VP Marketing, Aircraft Performance Group (11/23-3/24)

Summary: Brought modern and metrics-driven marketing automation to APG while also doing deep brand, data consolidation, and strategy work to include recently-acquired RocketRoute and Seattle Avionics.

Sample project: Delivered new marketing automation platform, Hubspot, and sunset fractured apps to create a unified hub for all marketing apps that speaks to the existing Salesforce CRM.

  • Leveraged small team to create new corporate website (launched Feb18) on modern, scalable platform.
  • Identified and closed leads-loss systems issue resulting in 40% more leads. Implemented multi-step recapture campaign for the prior year’s lost leads.
  • Directed sales strategies and follow-up viz promotions in absence of VP of Sales.
  • Implemented digital ads program, forms, landing pages for a top down clean-up of the conversion funnel
  • Revised NBAA strategy to align with business needs ($75k savings).

 

6/22 - 10/23    Marketing Experience Lead, Collins Aerospace (a division of RTX; concurrent to FlightAware)

Summary: Devised annual marketing plan for Collins’ newest business unit, Connected Aviation Solutions. Leveraged FlightAware best-in-class practices and process maps to implement at CAS

Sample project: Delivered multiple world-class webinars on synergy (FlightAware + Collins) projects sending highly engaged leads to both organizations.

  • Note: Henna continued to serve as head of marketing for FlightAware.
  • Heavy focus on change management during the company’s transition to the CAS umbrella
  • Created internal “Fireside Chats with leadership” series to address cultural adjustments from private to public company for FlightAware.
  • SME for customer data and privacy concerns in CRM transition and GDPR.
  • Cross-department + cross-business unit collaborations to drive new leads including synergy webinars.
  • Consult on digitization of Collins processes and tools to reflect FlgihtAware’s metrics-based. 
  • Demonstrate FlightAware’s digital aviation position to Raytheon Government Services, Collins Aerospace exec leadership, and channel/SBU leads.

 

12/19 - 10/23   Head of Marketing, FlightAware (acquired by Raytheon/RTX 11/2021)

Summary: Strategically hired and managed a highly world-class, productive, and harmonious team of 8 from scratch. Identified and implemented the branding, media and GTM strategies for sustained growth.

Sample project: Successfully positioned/branded FlightAware as Central to Aviation™ with the FlightAware’s AI/ML-driven Foresight data product featured as a competitive advantage. These efforts were a key part of the acquisition of FlightAware by Raytheon under the Collins Aerospace division.

Sample project: Conceptualized and a series of webinars to deliver a steady stream of actionable leads during the outset of the COVID-19 pandemic and associated aviation downturn.

  • Discovered brand new markets for B2B and SaaS products via strategic partnership marketing. Ex. Esri data visualization collaboration including webinar (400+ leads), advertising, and positioning workshops
  • Implemented best-in-class marketing automation platforms to ensure scalability and GDPR compliant fast-paced capture and nurturing of leads along with upselling of customers
  • Converted FlightAware’s relationship with Media into a tool for Marketing to increase traffic and leads resulting in 400k+ more site visitors on monthly average, and public positioning af FlightAware data as the central dataset of all aviation.
  • Helped drive strategic reorganization of FlightAware product listings and product pages in main nav resulting in avg. 35% traffic to key pages. Optimizing flow of B2C site visitors 1m/day.
  • Developed and delivered on the vision of using data visualization as a tool to engage consumers with FlightAware’s data (Data viz began in marketing using Tableau then spun off into engineering)
  • Led solution-selling initiative by creating industry pages on the website and training the Sales team.
  • Documented marketing processes for marketing team to follow, including delivering on a fast-pace of launches, automated emails, media communications, social media posts, for training and efficiency.
  • Part of the core Crisis Management team. This included website and customer comms during crisis. 

>Marketing Communications Manager & Content Strategist, Apergy (now ChampionX)

Summary: Rebranded Apergy Digital Technologies as core to the digital transformation journey for O&G. Worked with CDO and all product directors to market Apergy’s technology portfolio focused on AI/ML driven predictive maintenance IoT and SaaS products.

Sample project: Prospected and implemented market automation software, Marketing Cloud, across Apergy Digital. Implemented a lead-scoring system for Sales dept. 

  • During spinoff from Dover Industrial holdings, focused on bringing the new Apergy brand to life both internally and for all markets.
  • Coordinated Apergy’s IPO at NYSE and subsequent brand launch at OTC.
  • Worked across both E&P and midstream product lines to tell stories targeted to prospects at various stages of the digital adoption journey.
  • Renegotiated marketing contracts to harmonize agency services at various operating companies.
  • Conceptualized/drafted/created biweekly internal email from desk of the Chief Development Officer 
  • Implemented digital SEO/SEM strategy for norrisealwellmark.com increasing inbound calls by 123%
  • Launched internal referral program to increase sales across co-linked operating companies.
  • Revamped windrock.com including full content overhaul and rebranding of midstream IoT solutions driven by Artificial Intelligence that detected/alerted averted unscheduled maintenance.

 

Marketing Director, HealthCorps

Summary: Oversaw HealthCorps' branding, omni-channel marketing strategy. Created and enacted marketing goals and objectives. Repositioned the organization as life-saving — previously it was anti-obesity.

Sample project: Managed website (www.healthcorps.org) rebrand and migration from RFP and negotiations to testing and launch. Generated processes to create constant SEO friendly content streams: stories, blogs and recipes. Created a world class newsletter to showcase these.

  • Produced corporate video for national airing. Produced an annual donation plea video.
  • Drew up P&L projections and annual marketing budget.
  • Planned and executed social media overhaul resulting in organic +24%  (9253) Facebook followers.
  • Curated and increased (23%) email list base, and revised newsletter campaigns for branding.
  • Analyzed market trends and effected changes to marketing and business development strategies based on analysis and feedback. Eg. repackaged service offering for 20% higher ROI on top tier packages.
  • Pitched and closed national organ donation campaign of $500k. Launched and completed campaign.
  • Liaised with the Dr. Oz Show (who is the chairman of the organization) for features on special national- level campaigns by HealthCorps.
  • Handled marketing for Texas Two Step: Hands Only CPR Campaign (2016 & 2017) training working with all Texas medical schools.
  • Created all print collateral for annual Garden Gala in NY (annual fundraiser), annual report,

and HealthCorps University. Heavy lead nurturing (email) in closed loop follow ups with development resulted in 2017 Gala being the highest attendance and grossing event in 13 year history.

  • Handled all strategy and creative/UI direction for the company's iPhone app.
  • Presented quarterly marketing updates to the Board of Directors.
  • Created new brand standards and ensured brand messages and visuals were consistent.

 

Marketing & Communications Manager, UnifiedCommunications.com

Sample project: Strategized product and/or service positioning and messaging that differentiated the brand in the telecommunications marketplace. Focused on DaaS (Device as a Service) model. After working on a revised business strategy with the CEO, I managed the communications with sales department, taught the new value proposition of the products/services, and got feedback.

Summary: Developed marketing strategy and specific initiatives and managed implementation process.

  • Along with Dir. of Sales, planned and implemented ground-up sales process restructuring. Developed marketing programs to support these.
  • Managed MDF and co-op funding with global stakeholders by building and maintaining partner relationships and actively creating new opportunities for B2B sales development.
  • Managed routine manufacturer relationships including, but not limited to planning product launches and end of life communications with business customers.
  • Estimated marketing in business planning for 1, 5, 10 yr. growth projections and developed budget.



Sr. Communications Analyst, CPAP.com

Sample project: Popular CPAP cleaning product was very low margin due to product weight + shipping box requirement. Finding that the manufacturer sold smaller sizes, I met with the CPAP purchasing department to get inventory. In an eblast and on-site, I pushed the smaller size cleaners as "travel size" because they met TSA requirements and quickly became upsells on all CPAP purchases.

Summary: Conceptualized, wrote, designed, coded and sent an ecommerce (CPG / medical equipment) newsletter for a list of 100k+ opt-ins. Crafted on site and email sales with an eye to profit margins.

  • Constantly administered AB tests, often around CTAs both on emails and on websites.
  • Increased cart totals by restrategizing and reconfiguring the product recommendations in checkout.
  • Created automated and recurring emails which increased adoption + engagement of newsletter.
  • Analyzed email release metrics, product margins and ROI; created and presented reports.
  • Worked collaboratively with developers, marketing analysts and vendors to increase the frequency and profitability of major sales pushes.

EDUCATION

2004 - 2007 B.S. Political Science (Spanish minor) with highest honors at University of Houston
Summer Undergraduate Research Fellow (2007)
Entrenchment: How the Agrarian Myth Allowed Big Farms to Dig Into the New Deal and Beyond

Certifications HubSpot (Inbound), SalesForce/Marketing Cloud (Various Accelerators)

SKILLS

Software Marketing: Cision, Hubspot, Meltwater, SalesForce, MailChimp, Bronto (Oracle), Google Analytics, Azure/ChatGPT,  Graphics: Photoshop, InDesign, Illustrator, Acrobat, Premiere

Other: Microsoft Office, Audacity, Quickbooks, Asana, Trello
Languages English (native fluency), Spanish (fluent spoken and written), Urdu/Hindi (fluent, spoken only)