Heather Adkins
About Heather Adkins
Heather Adkins serves as the Senior Vice President of Marketing Technology at City National Bank, where she has worked since 2022. With a strong background in digital marketing and technology, she has achieved significant results in conversion rates and cost reduction during her career at various organizations, including Transamerica.
Current Role at City National Bank
Heather Adkins serves as the Senior Vice President and Marketing Technology Manager at City National Bank, a position she has held since 2022. In this role, she focuses on advancing marketing technology strategies to enhance the bank's digital presence and customer engagement. Her responsibilities include overseeing marketing data services and implementing innovative solutions to optimize marketing performance. Adkins has been instrumental in driving digital transformation initiatives within the organization.
Previous Experience at Transamerica
Heather Adkins held multiple positions at Transamerica from 2001 to 2016. She started as a Marketing Manager and progressed to Director of Strategic Initiatives, Vice President of Digital Marketing & Technology, and finally, Assistant Vice President of Digital Marketing & eSolutions. During her tenure, she achieved significant results, including a 124% average conversion rate lift and a 73% increase in year-over-year new opportunities through digital optimization strategies.
Education and Expertise
Heather Adkins studied at the University of California, Berkeley, where she earned a Bachelor of Science degree in Business Administration from the Haas School of Business. Her academic background provides a strong foundation for her expertise in marketing technology and digital strategies. Adkins has developed a deep understanding of marketing data management and optimization techniques, which she applies in her professional roles.
Achievements in Marketing Technology
Throughout her career, Heather Adkins has implemented various successful marketing strategies. She reduced cost per lead by 20% through optimized acquisition campaigns and developed a cookieless strategy for paid media channels in collaboration with Adobe. Additionally, she established 28 MarTech data quality management controls to ensure data integrity and accuracy, enhancing the overall effectiveness of marketing initiatives.
Industry Engagement and Presentations
Heather Adkins actively engages with the marketing technology community. She has presented at industry events, including the Adobe Summit, where she showcased her expertise in Adobe solutions. Her participation in such events highlights her commitment to sharing knowledge and best practices within the marketing technology field.