Heather Hinojosa

Hexagon is a global leader in digital reality solutions, combining sensor, software and autonomous technologies. The organization is putting data to work to boost efficiency, productivity, quality and safety across industrial, manufacturing, infrastructure, public sector and mobility applications. • Drove the ‘Future of Robotics 2035’ peer-driven report, engaging 11 global experts and designing a campaign plan with derivative content to reach 1,000+ targeted downloads by year-end • Partnered with NVIDIA on the launch of Hexagon’s AEON humanoid, securing placement across NVIDIA’s blog, LinkedIn (313K+ followers), homepage, and developer newsletter—amplifying Hexagon’s robotics innovation story to global developer and technology communities • Directed content strategy and program design for Hexagon LIVE’s Executive Summit, aligning CxO sessions, partner activations, and corporate storytelling into a cohesive experience for top global clients and partners • Designed a comprehensive partnership marketing plan and governance framework to guide collaboration across divisions and corporate marketing; set foundation for future co-marketing execution • Managed a content marketer and copy editor, elevating editorial quality and driving consistent, high-impact campaign execution

· Contributed to research-driven content on the impact of autonomy in construction, participating in end-to-end processes from initial stakeholder interviews to promotional planning · Coordinated content collection and review from divisional marketing leads, streamlining the launch of the new hexagon.com website · Support Hexagon's "Hero Tech" launches with tailored content plans, including top-of-funnel blog posts, podcasts, and targeted social media campaigns · Manage Tech Highlights promotion for HxGN LIVE Global, collaborating with divisional marketing leaders to create engaging blogs, social media posts and web copy · Identify and leverage opportunities for thought leadership, creating compelling content across the organization through blogs and by-lined articles · Launched the Women in Tech content series, highlighting female leaders at Hexagon and reinforcing the company's commitment to diversity and inclusion

Carestream Dental provides industry-leading imaging, CAD/CAM, software and practice management solutions for dental and oral health professionals. With more than 100 years of industry experience, Carestream Dental products are used by seven out of 10 practitioners globally to deliver more precise diagnoses, improve workflows and provide superior patient care. · Developed and managed brand standards across all marketing channels · Created, implemented, and analyzed content strategy encompassing clinical cases, case studies, white papers, testimonials, infographics, and blogs · Led a global rebranding effort by conducting in-depth interviews, developing brand guidelines, and implementing across regions within a 10-month timeframe (launched Feb. 20, 2020) · Oversaw content marketing initiative, increasing website conversions from 4% to 17%, resulting in more qualified leads and an enhanced pipeline · Formulated company mission statement and values; initiated company-wide training, ongoing internal communication campaigns, and inclusion in annual review metrics to foster adoption

Managed Carestream Dental blog and worked with SMEs to develop posts, using the principles of buyer-focused marketing. Developed buyer personas based on global brand survey and trained regional marketing teams on how to use them based on product. Developed “13th Edition” of Dental Economics from idea concepts through writing and editing.

Created the Image Stream blog on general dental imaging topics in order to capture prospective customers during the awareness phase of the journey. Wrote valuable and educational content for trade publications, which resulted in Carestream Dental editorials being picked up without paid placement. Worked with the sales team to understand their communication needs, and developed blogs/marketing pieces as necessary to fill these gaps.

Created online content for CarestreamDental.com while maintaining the company's branding experience and messaging. Worked with key stakeholders in order to research, develop, and translate content for 17 global websites. Supported website SEO to drive leads while keeping marketing costs down. Managed online content through Sitecore and SharePoint content management systems.

Electric Lemonade is a results-driven Internet marketing agency dedicated to helping law firms leverage the power of the world wide web to boost their revenue and eliminate ineffective advertising spending. Utilizing the latest in web design, SEO, PPC, video optimization and social media strategies, Electric Lemonade delivers successful marketing results by focusing on what matters most—high-quality content. As the senior copywriter at Electric Lemonade, I was responsible for creating SEO-friendly and engaging content for legal websites. Other responsibilities included writing press releases, managing best practices for content creation and editing.

AT&T/Yellowpages.com is North America's largest local search, media and advertising company. Dedicated to helping local businesses and communities grow, the YP search and display Local Ad Network provides advertisers with an opportunity to reach more than 180 million monthly users across more than 300 affiliated online and mobile publishers. Through customized campaigns designed by expert advisors, YP provides local businesses with one of the most cost effective sources for consumer leads. Millions of searches occur daily using YP products to find, compare and select local merchants. As the SEM Manager at AT&T.com Yellowpages, I oversaw a team of 16 creative writers who were responsible for creating compelling PPC ad copy and researching effective keywords for our advertisers. Under my direction, my team reduced our percentage of underperforming accounts from 30% to only 1% in six months. To ensure that our search engine marketing products were performing as expected, I monitored and reported performance on more than 11,00 accounts. And, to further promote our customers' business, I helmed an initiative to utilize SEO for their YouTube videos.

Created content for various search engines, including Google and Yahoo. Developed "continuing education" workshops for writers. Received the highest score on the Google Certification exam.

Instructor-led examination of current topics and methods in digital marketing. Emphasis on best practices in PPC, SEO, paid social, content marketing, marketing automation, email campaigns and Google Analytics. Capstone project work included developing a comprehensive digital marketing strategy for my employer's overall business objectives.