Heather Hansma
Strategic Marketing & Customer Lifecycle Executive
Growth-focused marketing executive with 19+ years of experience across digital, ecommerce, and customer marketing. I lead lifecycle-driven growth strategies that accelerate acquisition, retention, and revenue by connecting customer insights, CRM, and performance marketing to measurable business outcomes.
I operate at the intersection of strategy, data, and execution—building scalable growth engines, aligning cross-functional teams, and helping organizations turn customer understanding into sustained performance.
What I Lead
Customer growth strategy across acquisition, retention, and reactivation
Lifecycle marketing, segmentation, and personalization at scale
Digital and ecommerce growth strategy
CRM, CDP, and marketing automation enablement
Performance marketing and experimentation frameworks
Executive-level planning, prioritization, and decision support
Experience Snapshot
Gardner White Furniture & Mattress
VP, Customer Strategy & Lifecycle Marketing
Own enterprise customer growth strategy and lifecycle roadmap
Lead segmentation, CRM activation, personalization, and analytics
Partner with executive leadership to align growth priorities and investment
Director of Ecommerce / Director of Advertising / Omnichannel Director
Led digital, ecommerce, and advertising strategy driving double-digit growth
Built full-funnel performance and lifecycle foundations
Established cross-channel alignment and experimentation discipline
Planning Perspectives, Inc.
Art Director & Operations Manager
Led branding, digital presence, and creative strategy
Managed operations and client delivery for a boutique research firm
How I Think About Growth
Lifecycle is the growth engine.
Acquisition creates opportunity, but lifecycle strategy determines whether growth compounds. Segmentation, relevance, and timing—not channel volume—drive durable performance.
Digital breaks when ownership is fragmented.
Growth accelerates when ecommerce, lifecycle, media, and analytics operate from a shared roadmap and common measures of success.
Customer insight only matters if it changes decisions.
Dashboards don’t create growth. Clear priorities, informed tradeoffs, and disciplined execution do.
Role Focus
Open to senior leadership roles including:
VP of Digital Marketing
VP of Growth or Customer Marketing
Head of Digital, Ecommerce, or Lifecycle Marketing