Heather Cooprider
Senior Director, Product Marketing & Brand @ OnBoard | Turning Market Insights into Revenue-Driving GTM
- Role
- Senior Director, Product Marketing Brand & Digital at OnBoard
- Location
- Atlanta, GA, US
- LinkedIn followers
- 500 followers
About Heather Cooprider
Strategic B2B SaaS product marketing leader with 13+ years of experience, 4+ years building and managing high-impact PMM teams. Known for anticipating market shifts, translating product value into $MM revenue strategies, and rallying cross-functional teams to accelerate competitive positioning through breakthrough go-to-market initiatives.Highlights- Led go-to-market strategy and marketing campaigns of three new SaaS products generating $8M+ in attach and upsell revenue within a highly competitive market- Managed and mentored a sales and marketing team that drove 3X revenue growth, fueled in part by expansion into new verticals and key international markets, while also leading product line growth over three years- Developed and implemented go-to-market frameworks for $30MM+ SaaS company involving cross-functional collaboration with Product, Marketing, Sales, and Success teams to increase win rates by 30% and drive 99%+ NRR.
Experience
Senior Director, Product Marketing Brand & Digital
Nov 2025 — Present · Atlanta, GA, US
Received fastest promotion in OnBoard marketing history; expanded scope from a team of 2 to leading a 9-person org across Product Marketing, Brand, and Digital for OnBoard and eScribe governance SaaS products-Shifting PMM, Brand, & Digital from activity-driven fulfillment teams into cohesive and strategic functions with clear ownership focused on wins, engagement, and high-intent organic MQLs.Driving a culture shift across Product Marketing, Brand, and Digital toward outside-in messaging, strategic thinking, and outcome-based measurement.Improving operational efficiency by automating repetitive work across Brand, implementing self-serve systems, and reallocating capacity toward higher-impact initiatives.Adjusting Digital strategy to invest in GEO initiatives that supplement traditional SEO—strengthening our ability to capture high-intent traffic and improve lead quality amid changing search behaviors.Establishing a unified cross-team content calendar anchored in quarterly themes, aligning 50% of output to a shared narrative and improving brand cohesion.Launching a company-wide customer research and insight engine in partnership with Customer Marketing, strengthening how customer voice informs product decisions and GTM strategy.
Education
University of Sunderland
Exchange Programme
2010 — 2011
Kennesaw State University
Bachelor of Science, Communication/Public Relations, History and Philosophy
2009 — 2011
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