Heidi Petersen

Path to Healing is evolving and changing! Many new exciting offerings to come...

Licensed Massage Therapist offering an integrated approach to bodywork. Successful private massage therapy business in Steamboat Springs, Colorado.

Launched a holistic nutrition, fitness, yoga and lifestyle coaching business focused on serving clients who are looking to optimize their health and quality of life. Conduct in-depth interviews with each client to assess their situation and understand their goals. Create individualized plans to meet their diverse needs: food intolerance, nutritional cleansing, hormonal imbalances, inflammatory diseases, sports nutrition, weight loss, and other issues and concerns. Teach Yoga and Meditation to help individuals working through addictions. Empower and guide students in making long-term changes with significant success, resulting in strong client loyalty and referral business. • As business owner, manage all daily operations, P&L, accounting, sales and promotional activities • Work collaboratively with nutraceutical companies to recommend appropriate products to clients • Develop programs, classes, series and workshops to attract and meet the needs of various clients • Served as lead nutritionist for a 16-week health challenge at QiRyders Gym

Managed all key programs, fundraising initiatives, donor development efforts, office operations, volunteer recruitment and on-boarding, as well as accounting functions. Created program materials and collateral; maintained and updated website. Managed donor communications. Planned and managed fundraising events with the Executive Director.

Managed campaign planning, creative briefs, vendor selection, print production and campaign analysis. Supervised and mentored Marketing Specialists and Department Intern; supervised an external team of freelancers and agencies on creative collateral development. Led strategic messaging and positioning across multiple tactics: Direct Mail, Print, TV, Radio, Outdoor. Managed a $15 million monthly direct mail budget. Negotiated agency and print production fees, decreasing direct mail cost per piece by 38%. Created and implemented all marketing acquisition programs for Colorado Region. Increased direct mail response rate by 22% over a 6-month period by optimizing messaging, offer and call to action. Negotiated and managed all aspects of $1.8 million sponsorship with the Denver Broncos. Recipient of the 2009 CTAM Mark and DMA Awards for Colorado Region Acquisition Campaign.

Managed the Quality Assurance Team and worked closely with Production Team to ensure product specifications and quality compliance; worked collaboratively with company attorney on legal issues. Planned and executed sponsorship and event marketing. Key contributor on product research and development team.

Managed strategic development and oversaw creative design and execution of various marketing campaigns, which included custom direct mail, sales collateral, promotional items and trade advertising. Maintained client brand integrity to ensure consistent messaging. Supervised Marketing Coordinators. Primary agency contact for several key clients including AT&T Broadband and Starz. Managed major customer acquisition project for AT&T; increased ROI by approximately 50%.