Heather Lancaster

Founder of Creative Heat, Brand Marketing Director · Creative Heat, LLC

RICHMOND, VA

In My Own Words

Hi! I'm Heather. I have a passion for helping brands enhance and authenticate their online presence with unified brand experiences that build trust and ignite lasting advocacy.

Through strategic brand positioning and an authentic storytelling approach to content, a brand can more easily build trust, loyalty, and retention for its long-term regenerative success.

My ‘big picture’ thinking and ability to organize resources into productive action helps me to strategically position a brand in front of their target audience through storytelling campaigns and content development plans that connect.

Introducing tiered content with a target audience overtime, I guide a brand to develop mutually beneficial relationships with their community, one that will continue to support their business and mission through retention and word-of-mouth.

Under Creative Heat LLC, I offer contracted branding and marketing services to agencies, businesses, non-profits and individuals - helping clients within a variety of industries bring their legacies to life and improve success from their presence online.

With a deeply rooted passion for the great outdoors, recreation and environmental preservation, I love working with people and brands who share it with me. 🌎

Work Experience

Founder of Creative Heat | Brand Content Marketing Director

Creative Heat, LLC

2021 – Present

Provided 20+ brands, advertising agencies, non-profits and individuals contracted services pertaining to brand strategy and identity design, website UX/UI design and development, email marketing and automation, content strategy and development, art direction, and social media marketing.

Directed and delivered customized brand portfolios of photography, videography and content in alignment with brand guidelines, positioning and marketing campaigns.

Generated retail sales, lead generation, event attendance, and more for businesses within a variety of industries.

Improved acquisition, retention and advocacy with target audiences through authentic storytelling, trust-building positioning, and optimized placement of brand assets across all touchpoints.

Marketing Manager, Strategist

Creative Marketing Group

2021 – 2021

Developed brand guidelines, identities, and toolkits for 10+ small businesses, generating visually compelling and engaging online presences for successful marketing campaigns and initiatives that resulted in lead generation and retail conversions.

Established empathetic and trusting relationships with clients through intentional listening and transparent communication, helping me to guide them through the successful production and execution of effective campaigns and content strategies in the achievement of their business development goals.

Paid Social Media Marketing Manager

Solutions Advisors Group

2019 – 2020

Successful lead generation among 20+ clients through paid and organic social media marketing strategies and campaigns (B2C).

Monthly content calendar execution and distribution following client approval, achieving the goal of increasing social engagement rates and SEO traffic.

Digital Marketing Director

Yoga Direct & Yoga Accessories (Shockoe Commerce Group)

2016 – 2019

Generated an 8-figure revenue increase for 2+ retail e-commerce brands within the health & wellness/fitness industry through successful re-branding and strategically developed marketing and promotional campaign calendars after being promoted from Content Development Manager after first year with company.

Curated content strategy and development plans for all B2B and B2C initiatives in collaboration with internal team and secured community partnerships.

Executed all needed content, assets and deliverables for optimized distribution across multiple digital marketing platforms.

Updated website with strategic new product pages, blog articles, and promotional content in alignment with calendars.

Designed and distributed daily email and social media marketing campaigns in accordance with calendars.

Education

Transfered

James Madison University

2009 – 2010

Transfered

B.F.A

Longwood University

2010 – 2013

B.F.A

Interests

YogaHikingPhotographyHealthy lifestyleNational parksOutdoor lifestyleEnvironmental conservationTravel/roadtripsHot yogaTrail Running

Skills

Brand StrategyMarketing CampaignsLifecycle MarketingContent ManagementContent DevelopmentPhotographyMarketing StrategyCreative DirectionBrand DesignWebsite Design, DevEmail MarketingContent Strategy