Heather Shirley

WORK HISTORY

EDUCATION

ABOUT HEATHER SHIRLEY

Understanding people and what drives their behavior and beliefs fascinates me. It’s why I am passionate about marketing. Nothing is more compelling than learning about consumers’ unmet needs, and transforming that knowledge into insights to use in messaging, or innovating to bring new products to market that address those needs. I’ve managed consumer packaged goods (CPG) brands both on a country (US, Canada) and global basis. In these roles I’ve enjoyed uncovering universal truths consumers share regardless of language or culture. For example, taking care of newborn babies, or the search for and ultimate sweetness of pain relief, and simultaneously understanding the cultural nuances that require customized creative delivery of a brand message to be relevant to different markets. A diversity of experiences has strengthened my marketing expertise because I have a unique view of a brand that spans internal and external viewpoints. In addition to brand management roles, my specialties include: marketing services / operations (sales excellence, consumer research and insights, graphic design), R&D (project and portfolio management), and finance (general management, synergy capture of corporate integration, P&L responsibility). Each assignment brings new perspective on a brand and enables me to better determine how to most efficiently build business while contributing to the bottom line. The core competencies that contribute to my career success include integrity, leading and motivating teams, developing talent, and comfortably operating in “white space” (i.e, navigating a way forward in never-been-done-before ventures and initiatives.) Insatiable curiosity, love of learning, and a desire to win are what motivate me.