Heidi Parker

Heidi Parker

Work History

Work History
2008 - Present

National Event Marketing Manager

Graco Children's Products

Managed event marketing program, including mobile marketing tour, trade show events, and baby fairs.

  • Developed and executed revised baby fair strategy when budget was cut by 75%. Maintained impact by decreasing booth size by 50% and shifting from national to regional shows. Additional results included larger attendance and impressions, more product / channel variation presented and decrease in per attendee cost by 59%.
May 2010 - Dec 2010

Event Consultant

Graco Children's Products, teutonia USA, Aprica USA

Managed all aspects of flagship industry trade show (budget, logistics, design, installation and dismantle) for Graco, Teutonia and Aprica, accounting for 8200 sq ft of show floor space.

  • Negotiated cost of services to implement new booth designs with the same working budget as previous year, creating a larger impact.
2008 - 2010

Manager, Brand Communications

Graco Children's Products

Worked with cross functional teams and agencies to position product platforms, develop and oversee fully integrated marketing and launch plans, as well as in-market support programs for Soothing, Car Seat, Stroller, and Nursery and Care categories. Managed house email list, life stage email program and partner email programs.

  • Developed quarterly competitive marketing report and product messaging database, providing easy access to approved product messaging and competitive review of the marketplace.
  • Refreshed life stage email program with refined brand voice, new aesthetic, adding key elements and streamlining others to increase open rates by 8% and click thru rates by 1.6%.¬† Also incorporated social media properties and content to increase communities and blog readership.
  • Developed new strategy for partner email program to serve as acquisition driver resulting in over 60k database additions.
  • Developed test program to cross-sell products and collections in-pack in items most often purchased first in prenatal cycle.
  • Contributed to corporate blog by providing content as a first time expectant as well as planning content to help support product launches, driving awareness, sales and registries.
  • Represented brand as on camera talent for key product demo videos, giving consumers an easily accessible how-to guide to products via social media outlets, increasing consumer satisfaction.
2006 - 2008

Product Specialist

Graco Children's Products
Developed grass roots brand awareness in Texas and Colorado territory. Generated brand preference and advocacy with consumers and associates of leading customer. Grew brand awareness at community level through local partnerships with mom groups, hospitals, and specialty accounts. Executed key product launches at point-of-sale.
  • Represented the brand as 5-time spokeswoman on national daytime talk show and local morning shows, resulting in increased brand awareness.
  • Certified in car seat safety to better serve customer and consumer.
  • Trained over 700 associates and educated over 600 consumers on Graco product line, resulting in increased Point-of-Sale (POS) and registry additions.
  • Collaborated with sales, product development and brand communications teams to ensure proper product knowledge, launch initiatives, and give relevant consumer feedback to further product pipeline.
2004 - 2006

Sales & Field Marketing Representative, Lowe's Division

Newell Rubbermaid

Managed strategic accounts within 12 Lowe's Home Improvement Stores. Implemented new product and merchandising program launches at the store level. Built strong relationships with all levels of management at both district and store level. Executed various types of merchandising, plan-o-gram integrity, product knowledge sessions, as well as manned and unmanned events to facilitate sell-through of high margin products. Utilized business acumen to analyze POS reports and identify opportunities in each store.

  • Managed Austin, TX territory that accounts for $5,101,360 YTD in total Newell Rubbermaid sales, a 10% increase over previous year.
  • Conducted over 550 Levolor trainings to Lowe's employees, resulting in 16% YTD increase over previous year.
  • Acted as team Levolor Product Captain, implementing three national sales contests during promotional periods to build excitement for product and promotion, resulting in increased sales.


2000 - 2004

Bachelor of Arts

Texas Tech University

Professional Development

  • The Profit Specialist
  • Marketing Excellence 101
  • Myers-Briggs
  • Company Ethics


Dedicated marketing professional with 5+ years experience marketing consumer goods. Strong background in project management, commercialization, and event marketing, exemplifying expertise and proven experience in sales growth and marketing programs. Strategic Brand Communications Manager responsible for fully integrated marketing plans and email marketing initiatives, with a passion for social media in business. A recognized leader and communicator with ability to build relationships and work with cross-functional teams and agencies.

Areas of expertise:

  • Brand Management
  • Strategic and Tactical Planning
  • Event Management
  • Account Specific Marketing
  • Email Marketing
  • Budget Accountability
  • Corporate Social Media User &¬†Contributor
  • Merchandising Strategies
  • Media Trained Spokesperson
  • Grass Roots Marketer




Adobe Photoshop

Adobe Illustrator

Microsoft Office