Heather W.

Fractional CMO | OOH, Programmatic, CTV & Full-Funnel Media Strategist

I help brands get seen, heard, and remembered through strategic media planning, buying, and campaign execution across out-of-home (OOH), connected TV (CTV), streaming audio, radio, digital, mobile, and location-based advertising. With experience spanning media owner, agency, and client-side roles, I bring a practical, objective approach to marketing and media. Whether you're launching in a new market, scaling nationally, or refining your go-to-market strategy, I provide executive-level marketing guidance without the overhead of a full-time hire. My specialty is helping brands connect the physical and digital worlds through integrated campaigns that build awareness, generate engagement, and drive measurable business results. Services ▶ Fractional CMO & Marketing Leadership • Marketing strategy and annual planning • Go-to-market planning • Brand positioning and messaging alignment • Budget development and allocation • Agency and vendor management • Executive-level marketing guidance ▶ Media Strategy & Planning • Full-funnel media strategy • Audience development and targeting • Market expansion planning • Channel selection and media mix recommendations • Campaign flighting and sequencing • Geographic targeting and market prioritization • Integrated online and offline media plans ▶ Media Buying & Campaign Management • Billboards and Digital Out-of-Home (DOOH) • Transit, commuter rail, airport, and place-based media • Connected TV (CTV) • Streaming video • Streaming audio • Terrestrial radio • Programmatic display • Mobile advertising • Vendor negotiations and rate management • Campaign execution and oversight ▶ Audience Targeting & Location Intelligence • Geofencing • Retargeting • Competitor conquesting • Behavioral audience targeting • Event and venue targeting • Dealer and retail location targeting • Mobile location intelligence • Custom audience development • Foot traffic attribution ▶ Analytics & Optimization • Campaign reporting • Attribution analysis • Performance reviews • Budget optimization • Cross-channel measurement • Strategic recommendations Industries I've supported clients ranging from startups to national brands across retail, fashion, consumer products, health and wellness, hospitality, financial services, manufacturing, professional services, nonprofits, and franchise organizations. Why Clients Hire Me I don't push inventory or recommend channels based on commission structures. I start with your goals, audience, geography, and budget, then build a strategy designed to reach the right people at the right time. Clients hire me when they need: • A media plan they can actually execute • An experienced partner to manage vendors and negotiations • A fractional marketing leader • An extension of their internal team • Someone who can connect brand awareness and performance marketing Whether you need a one-time media plan, ongoing campaign management, audience targeting strategy, or fractional CMO support, I can help build a smarter, more effective marketing program.