Andy Heriaud
Digital Marketing Specialist
Qualifications
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Summary
-linkedin.com/in/andyheriaud
- • Glendale, CA
Adept at messaging, positioning, and content strategies that connect with audiences and
continue conversations.
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Exceptional verbal, written, and visual communication skills with heavy emphasis on blogging,
copywriting, photography, and videography.
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Detail-oriented project manager with excellent analytical skills and keen eye for identifying
opportunities, trends, and new markets.
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Collaborative team leader with experience mentoring interns and junior colleagues.
Tools: Atlassian Suite, WordPress, ChatGPT, Moz, Google Ads, Google Analytics, Meta Ads,
TeamGantt, HubSpot, Salesforce, Segment, OBS Studio, Adobe Creative Suite
Skills: Social Media, Community Management, Grassroots Marketing, Print Advertising &
Media Buys, Case Studies, Copywriting, Video Production & Editing, Creative Direction,
E-Commerce Sales, Lead Generation, Marketing Strategy, GTM, Branding, Vendor Relations
Professional
Weavy – Director, Content & Lifecycle, Remote
Experience
Implemented marketing automation strategy and processes. Owns content marketing strategy,
including regularly writing branded content, editing videos for our developer site and conferences,
managing vendors and technology stack, and producing live streams featuring remote talent.
10/2020 to 12/2023
● Spearheaded redesign of website, with persona based content that was SEO optimised for
several high volume keywords, including the page that has become the #1 organic search result
for "free chat API."
● Worked with CEO and senior leadership to craft and implement Product-Led Growth strategy.
● Oversaw sponsorship of Microsoft Build 2021. Tasks included producing over 20 hours of video
content, including several hours of pre-recorded videos and daily virtual booth live streams,
generating over 600 qualified leads in less than three days.
Destination Pet – Marketing Consultant, Remote
9/2018 to 10/2020
Advised company on social media strategy, brand management, and content marketing practices.
Aligned with the creative department to provide effective copy for print and digital assets.
● Created seasonal content catalogue of plug and play copy for use at local pet care centers,
enabling reliable delivery of high quality customer facing communications.
● Tested ad-buying and content strategy that focused on appearing higher in natural language
searches – e.g., “What’s the best pet care center near me?” Pushing several centers into top
five organic search results in their markets.
Continued…
Andy Heriaud
Indicative – Marketing Consultant, Los Angeles, CA
Page | 2
7/2019 to 10/2019
Improved top of funnel metrics for qualified lead generation, improving lead quality while
lowering cost-per-lead. Directed improvements in paid search, social, and display remarketing
campaigns.
● Created and implemented a scalable and sustainable content marketing strategy that increased
content production to 10 written pieces per week by training writers and executives on blog
template and schedule, which boosted non-branded organic search traffic by 40%.
Lumos – Manager Digital & Growth, Remote
4/2019 to 7/2019
Employed new ad targeting and remarketing across Facebook, Instagram, Adroll, Criteo, and
Google AdWords, dramatically improving traffic and e-commerce sales. Optimized email
automation and direct mail campaigns to achieve maximum sales.
● Executed successful lead generation campaign for product launch, driving over $90K in sales in
less than 12 hours with average CPL of just 35 cents, exceeding week one sales projections by
$40K in six hours.
Destination Pet – Marketing Manager, Remote
5/2017 to 9/2018
Developed and directed marketing and social media strategy for 25+ pet centers in six states.
Coordinated paid search campaigns, targeted banner, and print advertising strategies. Trained
store staff on content best practices and guidelines for newsletters and other client facing
communications.
● Created a company wide reputation management initiative, increasing positive online reviews
by over 30% in less than three months.
Wagly – Marketing Manager, Remote
9/2015 to 11/2016
Fashioned content strategy that fuelled social growth to 25K+ likes in less than nine months with
limited ad spend. Ran social media accounts at a corporate level and trained staff at local level on
how to manage their own accounts. Collaborated with the creative director and contract
photographer to establish a social media library for local store use. Crafted corporate style guide
to ensure cohesive messaging.
● Took Facebook pages with zero likes to 20K likes before official launch of brand or opening first
facility and produced weekly blog posts that improved web impressions by 500K weekly.
● Turned struggling rural pet care center profitable for first time in five years with shoestring
digital ad budget.
Education
BFA in Screenwriting & Film Production
New York University: Tisch School of the Arts
