Heather Salas

Us Marketing Manager @Parkland Corporation

Salt Lake City, UT, US

Accomplishments•Lead retail marketing strategy and execution for 130+ convenience and fuel locationsacross 10 states, including brand integration of the “On the Run” c-store concept.•Creation, launch, and continued development of promotional process, including in-storesignage, loyalty integration, and vendor relationships (incl. branded fuel programs)•Overhaul category sigange - streamline signage for +150 unique equipment models,creating new concept and sign types focused on customer engagement & experienceManage:•Focus on marketing in operations and coordinate store-level execution on standard and specialty promotions and events•Develop and establish multi-level marketing campaign programs for 10+ categories•Oversight and management of 3rd party design and production team from inital RFP•Hire, manage, and develop Retail Marketing SpecialistStrategy:•Develop 52-week in-store marketing plans aligned with seasonal product storytelling and brand initiatives•Lead promotional planning meetings, providing recommendations for period prioritiesand mapping placements for interior and exterior of store•Create holistic marketing plan incorporating curb-to-counter signage and media plans•Coordinate with broader marketing team in Canada to lean into available resources•Provide insight during retail network evaluations, including recommendations fordealerizing or divesting locations•Work in tandem with Loyalty team to scale back unsuccessful loyalty brands and plan launch of new loyalty program for US marketDigital•Lead local digital strategy and manage external agency resources•Implementation of in-store digital screens through 3rd party partnershipsLeadership•Implementation of vendor billback program with Category Management•Champion people-first leadership through team development and centralized marketing activities across four regionsFinancial•Oversight and management of annual media plan and promotional material budget

California State University-Fullerton

B.A. Business Administration

Fashion Institute of Design & Merchandising

Associate of Arts (A.A.) - Professional Designation