Search engine optimization

Information architecture and usability

Scrum agile development

TQM and Lean Six Sigma

Leadership and business coaching


An accomplished marketing communications professional, I have helped companies solve business problems by planning and executing integrated marketing solutions.  I enjoy distilling the central purpose of a brand to shape its positioning, identity, and core messages.  The emergent tone, voice, and personality meld to build the brand story, an important element in community management and customer relations.

I have worked in full service agency, small business, and eCommerce environments.  Previous clients hail from telecommunications, software, technology, consumer package goods, health care and retail sectors. Led service teams for The Iams Company, Sony Ericsson, Tractor Supply Company and others.  Researched and prepared insights products for annual trends predictions, Tyson, The Campbell Company, C.H. Guenther and Schwan's.

As a resourceful problem-solver, I piece together information from disparate sources to surface new ideas. As an entrepreneur she's driven, inquisitive, and self-motivated.  I'm willing to leverage insight with intuition to take calculated risks and learn from my successes and failures.

The StrengthsFinder analysis suggests these qualities about me:  Focus, Strategic, Futuristic, Activator, Ideation, Learner.

Author to a 3-year old blog covering marketing communications,corporate culture, customer experience and social media topics. A contributing author to these blogs:  Social Media Explorer, onefortyWorkshifting, Between The Pipes.

Previous Work

Period: 1994-2005

10+ years progressive experience in account service and account planning roles at mid-sized full-service agencies: The Buntin Group (Nashville, TN), Paradigm Communications (Tampa, FL), CMF&Z (Cedar Rapids, IA), Noble Associates (Springfield, MO).

Category Experience

Served global and regional clients in retail, health care, high tech, telecommunications, utility, and consumer package goods sectors.

Work Scope

Scope primarily encompassed traditional marketing communications channels including direct response, print, point of sale, consumer promotions, outdoor, radio, and telemarketing.  Additionally, performed market and competitive research to enlighten new product development.


Grow a professional services company in the marketing communications field.  Comprehensively serve the needs of small and mid-sized businesses that lack the resources to develop a strong brand and cultivate a community of satisfied customers.

Also seek opportunities to support agencies and in-house marketing departments through program and project-based assignments.  Desire to cultivate mutually beneficial relationships by  delivering high-performing, cost-effective, and efficient programs for the agency or in-house department.

Work History

Work History
2008 - Present


Insights & Ingenuity

Insights & Ingenuity is a brand management consultancy located near Cedar Rapids, Iowa.  

We design strategic brand, content and community services for our clients and implement a full array of integrated tactics to drive long-term business value.  Our work will improve your brand visibility, bring clarity and cohesion to your messages, and help you connect with your customers.

Services include:

  • secondary research and analysis 
  • brand development including positioning and key messages
  • content strategy, copywriting, feature articles and blog posts 
  • community management through storybuilding and social media marketing
  • search-friendly web and content development  to gain competitive advantage in rankings
  • online public relations 
  • marketing communications planning 
Dec 2009 - Nov 2010

Director of Marketing

Clickstop, Inc.

Develop and execute corporate communications and public relations strategies for the internet retailer in a rapid growth stage. Support a portfolio of company-owned ecommerce brands through positioning, messaging, and community tactics. The role draws on skills in brand management, content planning and creation, SEO, consumer insights, and social media for business.  Write press releases and manage media relations, driving visibility within the business community and among potential recruits.

Manage team of 14 contract writers producing content to support organic search results of target keywords through backlink strategies.

Notable success:  

  • Developed the corporate brand strategy and spectrum of branded assets including web site, public relations news room, and online communities.  
  • Company has recognized a significant increase in visibility and interest verified by web traffic, views and publication of press stories, and social media engagement.  
  • Earned media coverage includes 50 local and industry mentions in 10 months, along with greater distribution through online news syndication.  Online news room traffic indicates 13,060 page views of 26 press releases for an average of 502 views each.  The increased visibility and branding execution has contributed to improvements in recruitment efforts and awareness.
Feb 2009 - Nov 2009

VP, Brand Strategy and Marketing Communications

Ovation Interactive

Responsible for brand strategy, corporate marketing communications and professional services administration. Worked to build and position the corporate brand within the industry and among target audiences.

Called upon skills in brand development, project management, and client relationship-building. 

Notable success:  

  • Built a brand position and image for micro-sized content development company where previously no cohesive brand identity existed.  
  • Created marketing and sales material, including case studies and promotional literature and press releases which led to media coverage.  
  • Personally nurtured a lead which culminated in the 2nd largest sale for the company, with a residual service agreement.
Sep 2007 - Feb 2009

Director of Strategic Services


Identified, crafted, and ran the strategic initiatives driving online interactions between health care clients and their consumer audiences. Responsible for elevating professional services to become a value-added revenue source for this software development company.

Helped create usable, aesthetic web sites that extended client brand reach through rich functionality, optimized messaging, and improved user experience. Delivered analysis of site and search marketing performance and provided counsel on strategic improvements related to overarching organizational goals.

Work scope covered content strategy, search engine optimization/marketing, front-end visual and interaction design.

Required knowledge of information architecture and usability best practices to support meaningful, memorable brand experiences delivering strong value to the health care consumer. Served on leadership team shaping the company's development.  Managed group of 10 interface designers, content strategists, and content administrators.

Notable success:  

  • Developed and codified team processes and tools still used.  
  • Led point on educating clients about the business value of social media, delivering several webinars on the topic.


1993 - 1995


1990 - 1993


Florida State University



Mike Smith

"I worked closely with Heather for several years, primarily on the national Ericsson mobile phone account. Heather was very organized, ran the account efficiently, and built strong relationships with both the client and with the creative department.

She was also an excellent crisis and emergency manager. Heather is smart, knows marketing very well, brings many ideas to the table and most important of all, has an enthusiastic and energetic attitude that keeps people positive and motivated. She was a pleasure to work with."

Marcus Gordon

"Heather is an integral part of the Geonetric team, providing a tremendous amount of depth and analytics as it relates to social marketing and the integration of these tools as part of an overall strategic online marketing program. She takes a very calibrated approach to analyzing and recommending forward thinking solutions which are intended to complement corporate strategic initiatives. She is a an integral part of Geonetric's full service team and I highly recommend Heather for eHealth solution needs."

Laura Behrens

"Heather Rast helped me brand my new business. Her suggestions for name, tag line and logo included choices that ring with energy and insight, that speak personally to me and about my business. I am very pleased with the outcome and look forward to working more with Heather as my business grows."

Eric Engelmann

"Heather is a driver, and pushes hard to make things go. She loves to explore the boundaries of what's common practice, trying out new technologies (she got me into Twittering!) and finding applicability to business goals."