Heather Asteriou
Marketing | Graphic Design

Summary

“Artist with a passion for marketing”
Results-driven creative professional with over 22 years of experience in marketing, design, and photography. A working artist, allowing for a unique perspective towards creative strategy.
A collaborative leader who is dedicated to delivering tangible results through decades of experience, creativity and fostering an environment where all ideas are welcome. My passion lies in fostering relationships that extend beyond mere professional ties, as I believe in the power of authentic connections to fuel enthusiasm for projects.

Achievements

Managed “Elf Yourself” social media holiday campaign, including viral content.
Helped achieve over $20M past projections for local financial company
Redesign of national Kmart Fashion social and digital presence, resulted in 50% traffic increase and 30% jump in conversion.
Responsible for all social strategy for OfficeMax Inc. and Kmart Fashion.
Designed the signage suite at the Mall of America dining district.
Work featured on cover of Aging Magazine, a national publication.
Awarded Best of the Knot for photographic work

Experience

Creative Marketing Director | Provizr - Ann Arbor, MI 2017-Present

Develop long-term strategic digital marketing plan for startup financial advisement firm.

Developed omnichannel campaigns to increase awareness and drive conversions.
Created brand identity and psychographic research to target potential clients.
Initiated educational lunch and learn sessions and free guides to drive conversion.
Marketing efforts helped business reach yearly goals mid Q3, and achieve yearly return of over $20 million past projected budgets.
Mentored junior team member on design/marketing best practices and copywriting.
Responsible for marketing copy, public relations messaging and compliance.
Produced social media campaigns on as well as seasonal communications.
Responsible for video and editing, digital animations, and online educational videos.

Development Consultant | The Emerson School – Ann Arbor, MI 2023-Present

Successfully planned and executed a variety of events for private academic institution, targeting potential donors, enrolled families, and alumni.

Earned 30% attendance increase compared to historical data, impacting donations.
Managed event budgets while maximizing resources.
Collaborated with education teams and administration to align with funding goals.
Launched a new newsletter design.
Developed positive vendor relationships, negotiated contracts to secure favorable terms.
Fostered positive relationships with donors, vendors, and school administration through meaningful conversations and collaborative planning.
Provided public relations for all events through communication to greater community.

Manager of Digital & Social Media Marketing | Sears Holdings - Hoffman Estates, IL 2014-2016

Lead social media and digital marketing team for Kmart Fashion. Strategic planning and content development for large campaigns and day-to-day activations.

Oversaw social strategy and content for all platforms including copy, planning, creative direction and advertising.
Directed redesign of corporate websites and social media platforms to enhance user experience and increase conversion.
Monitored quality control and SEO optimization across all platforms, website and blog.
Worked directly with CMO to develop and execute key tactical digital campaigns.
Implemented paid media and social campaigns while meeting tight deadlines.
Keep up to date on emerging trends and new technologies.
Development of perennial brand campaign with a budget of over $1M.
Created ongoing social content for partner celebrity teams that encouraged UGC.
Restructured demographic targeting to amplify ROAS. Using key influencers, Resulted in a 30% conversion increase and 139% engagement increase with minimal budget.
Reorganized cross-functional creative asset deliverable system, saving $100K for business.

Manager of Brand Development, Social Media | OfficeMax, Inc. – Naperville, IL 2013-2014

Directed social strategy, executed key campaigns and daily operations while leading department.

Produced all social media assets and posts for national brand. Responsible for planning, creating and implementation.
Managed budgets, negotiated vendor contracts, and acted as internal legal liaison.
Directed seven external agencies, and internal cross-functional teams.
Spearheaded influencer campaigns that increased awareness and advocacy for brand.
Developed and executed all social campaigns, one of which increased fans by 10K in a month with a 90% fan retention rate.
Concept and production of digital brand videos, including the viral campaign Elf Yourself.
Established creative solutions for marketing obstacles with small budget.
Adapted strategy for company target shift from consumer to small business. Included new platform development, targeting and creating a voice within the community.
Thought leader in digital and social strategy across organization.
Provided brand management across all channels while adhering to best practices.

Digital & Social Media Sr. Graphic Designer | Hubbard Broadcasting – Minneapolis, MN 2011-2013

Lead graphic designer for radio broadcast and entertainment. Worked closely with social media director to produce daily and campaign assets.

Produced graphic design for marketing teams including website design, print, and events.
Oversaw creative development of all social media visual assets for 3 radio stations and independent clients.
Standardized company branding, refined existing design standards and best practices.
Forged strong working relationships with key decision makers to meet client needs.

Senior Graphic Designer | The Creative Group Freelance work – Minneapolis, MN 2006-2011

Senior designer for several creative agencies and in-house teams on long-term freelance opportunities. Requested by name and asked to stay on beyond contract by most clients.

Partnered closely with creative directors to develop and execute campaign collateral including print, reports, websites, in store-displays and packaging.
Highly valued for detail-oriented photo editing, production and retouching skillsets.
Produced work in a wide range of design styles.
Presented to clients and negotiated final projects.
Produced high concept presentation packaging for fortune 500 clients
Developed and executed several product launch graphic campaigns for 3M and Post-it.
Self-motivated and proactive, handled multiple accounts at once.
Routinely selected for high profile projects requiring compelling design on a tight time line.

Owner and Creative Director | Asteriou Designs – Minneapolis, MN/Ann Arbor, MI 2002-2011

Freelance design owned and operated for 9 years. Controlled all aspects of small business.

Executed a wide range of graphic projects for a portfolio of large clients such as Huffy Bikes, Red Bull, Got Milk, and more.
Multitasked creative development, client management, vendor relations, and financial management of business.
Produced work in a wide range of media and styles, including web, illustration, reports and ad campaigns.

Graphic Designer, Marketing | KKE Architects – Minneapolis, MN 2007-2009

Produced all graphics, brag books, branding identity, and marketing for a national ﬁrm.

Developed strong multi-tasking skills under tight turnaround deadlines.
Standardized multi-office marketing campaign graphic presentations.
Creativity re-approached company-wide branding development.

Firefly Studios Photography

Owner of wedding and event photography studio. Provided all onsite work, production, photo- retouching and client negotiations. Won Award for Best of the Knot in 2012.

HOUR Detroit Magazine

Photographer for events covered by Detroit social magazine. Built client relations, built rapport with participants and local celebrities. Documented events in a photo-journalistic manner.

Guest reviewer – student portfolio review at STAMPS School of Art & Design

Serve on alumni review committee for current design student review portfolio critique, advice on entering creative arts as a career and to provide professional guidance.

Education

University of Michigan – Ann Arbor, MI | 2000-2004

Bachelor of Fine Arts in Graphic Design, Photography, Fine Art

University of Dayton | 2005-2006

Post-Baccalaureate Licensure - Art Education K-12

Skills

Adobe Suite, Google suite, MS Office, web design, video production, video editing, photography, photo editing, graphic design, illustration, social media strategy, print and digital marketing, data analytics, relationship building, mentoring, copywriting, brand and visual identity development, event planning, relationship building, creative problem solving

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