Heather Richard, MBA, CSPO | CRM Architect & Digital Strategist

What I build

Four systems that keep a business moving.

Not just a marketer, a designer, or a CRM person — the strategist who connects them. Here's where the work lives.

01

CRM & Revenue Systems

CRM architecture, lifecycle stages, lead flow, data models, automation, reporting, and pipeline visibility across HubSpot, Zoho, Salesforce, and noCRM.

02

Digital Presence & Website Infrastructure

Websites, landing environments, SEO/AEO/GEO, user experience, accessibility awareness, site health, trust signals, and content structure.

03

Compliance-Aware Marketing Operations

Workflows built around privacy, consent, data handling, and cybersecurity — with FERPA, HIPAA, ADA, CCPA/CPRA, GDPR, and TCPA in view.

04

Analytics, Campaigns & Customer Experience

Data, behavior, search performance, campaign metrics, customer journeys, and conversion signals — turned into better decisions and lasting growth.

The way I work

A method, not a cattle prod.

“I don't believe in throwing money, tools, or content at a problem without understanding the system underneath it.”

1

Diagnose

Find what's broken, missing, duplicated, risky, unclear, or underperforming — before touching a tool.

2

Structure

Organize systems, workflows, data, messaging, roles, ownership, and the next right steps.

3

Build

Implement CRM workflows, website improvements, campaigns, automations, SOPs, reporting, and infrastructure.

4

Optimize

Use analytics, user behavior, reporting, and results to refine what works and fix what doesn't.

Featured experience

Where the systems have already been built.

Roles across education, healthcare, e-commerce, agriculture, and nonprofit work — with CRM, compliance, and digital strategy running through all of it.

Prompt | Launch IEC

Marketing Manager · CRM Architect · Digital Presence · Regulatory Expert

Owning CRM strategy across HubSpot, noCRM, and Zoho while aligning marketing and sales, building lifecycle strategy, and giving executives real visibility into the pipeline. Digital infrastructure and data governance built with FERPA, HIPAA, ADA, CCPA/CPRA, and GDPR in view — plus SOPs and cross-functional process improvement.

Revenue operations
Lifecycle strategy
Sales & marketing alignment
Data governance
SOPs

Results Ranch

resultsranch.com ↗

Digital Marketing Strategist · CRM Architect · Regulatory Compliance Officer

Go-to-market strategy, campaign design, and CRM architecture with compliance-aware workflows (HIPAA, GDPR, TCPA). Website usability and security reviews, AI-supported market research, lead generation, analytics, and crisis/security response.

0%Increase in social media engagement

0%Growth across Google Ads & LinkedIn campaigns

0CRM & martech platforms architected

Paid media growth
Analytics & reporting
Security reviews
Lead generation

APRNJobs

Fractional CIO

Strategic technology leadership for a healthcare recruiting platform — website, CRM, workflow, and digital operations, with cybersecurity, access control, and compliance-conscious handling of employer and candidate data.

Access control
SEO & digital trust
Cybersecurity awareness
Tech-to-business translation

M&M Award Apparel

Chief Operating Officer · Ops, Marketing & E-Commerce

Operations and production leadership with Shopify/e-commerce strategy, custom order workflows, and vendor management across rodeo, agricultural, youth, equestrian, and event markets.

Shopify strategy
Vendor management
Brand messaging
Fulfillment clarity

Colorado Christian University

Enrollment Team

Higher-ed enrollment and the student journey — CRM use, admissions workflows, financial aid navigation, and relationship-driven communication, learning education operations from the student-facing side.

Student journey
Admissions workflows
CRM use
Program fit

Fiery Designs Development

Graphics · Web Designer · Emerging Social Strategy

Early website design and the print-to-digital transition — branding, social setup, email marketing graphics, and web usability, helping businesses adopt digital tools before social strategy became standard.

Branding
Web usability
Email graphics
Content organization

Coalition of Christian Cowboys

Marketing & Public Relations Specialist

Community outreach and cultural event marketing — National Day of the American Cowboy events, vendor and volunteer coordination, promotional materials, fundraising support, logistics, and PR.

Event marketing
Public relations
Fundraising
Logistics

Core capabilities

The full toolkit, organized.

CRM & Systems

CRM architecture
HubSpot
Zoho
Salesforce
noCRM
Lifecycle stages
Lead flow
Data cleanup
Automation
Reporting visibility
SOPs
Workflow design

Marketing & Digital

Marketing strategy
Digital presence
SEO
AEO / GEO
SEM
Paid media
Social media strategy
Performance marketing
Product marketing
Market research
Customer experience
Brand messaging
Go-to-market

Compliance & Trust

Privacy-aware workflows
FERPA awareness
HIPAA awareness
ADA / accessibility
CCPA / CPRA
GDPR awareness
TCPA awareness
Cybersecurity awareness
Form abuse / bot risk
Consent & data handling
Digital trust signals

Leadership & Ops

Cross-functional leadership
Developer collaboration
Executive communication
Operations strategy
Vendor management
E-commerce operations
Process improvement
Agile leadership
Journey mapping
Team training
Project management

Creative & Web

Website design
User experience
UI / UX
Content structure
Landing pages
Canva
Adobe Creative Suite
Figma
WordPress
Shopify
Digital graphics
Promotional design

Certifications & education

Credentials that back the strategy.

Education

2023–2027

Doctor of Business Administration

Business Administration: Marketing · Liberty University

2021–2023

MBA, Project Management

University of Texas at Tyler

B.S. Government: Public Administration

National Security Policy · Strategic Intelligence · Liberty University · Cum Laude

Certifications

Gen AI User

Certiprof

Issued May 2026

HubSpot Solutions Architecture Foundations

HubSpot Academy

May 2026 – Jun 2027

HubSpot Implementation for Partners

HubSpot Academy

May 2026 – Jun 2027

HubSpot Solutions Partner

HubSpot Academy

Oct 2025 – Nov 2027

Google Analytics Certification

Google · Skillshop

Issued Mar 2025

UX Deep Dive: Mapping

Issued Mar 2023

Salesforce Essential Training

Issued Mar 2023

Certified Scrum Product Owner

Scrum Alliance

Nov 2022 – Nov 2026

Currently expanding into deeper governance, AI, and compliance expertise — including AIGP-aligned professional development — to keep pace with how data, privacy, and automation are reshaping digital strategy.

Proof

What people say after working together.

Her attention to detail was extremely helpful. She didn't just point out problems — she handed over an action plan.

— Client, digital strategy engagement

Heather brings a rare blend of technical proficiency, strategic thinking, leadership, and digital marketing expertise.

— Colleague, marketing leadership

She breaks marketing down into easy-to-digest steps and looks at long-term engagement instead of quick hits.

— Team member

She's my first choice for anything involving finding, cultivating, and engaging customers.

— Business owner

Heather is dependable, professional, and always willing to go the extra mile.

— Former manager

Thought leadership

Ideas that shape the work.

A few of the principles behind the systems — the thinking, not a blog.

Accessibility

Accessibility isn't extra. It's part of doing the work well.

Security

Not every lead is a lead. Some traffic is reconnaissance.

Growth

Scalable systems grow businesses. Relational systems grow loyalty.

Strategy

Math, data, and logic are the infrastructure behind strategy.

Connection

Marketing has evolved — but connection still matters most.

The kinds of problems I solve.

Every engagement is different, but the work tends to fall into these lanes.

01CRM Architecture & Workflow Design

02Website Optimization & SEO/AEO

03Compliance-Aware Digital Presence

04E-Commerce Operations & Shopify Strategy

05Paid Media & Campaign Analytics

06Brand Messaging & Content Systems

07Healthcare-Adjacent Platform Strategy

08Education & IEC Digital Strategy

09Rodeo, Agriculture & Rural Business Marketing

Selected work samples and additional references available upon request.

A personal note

Grounded work, built to last.

Build what lasts, secure what matters, and design systems that serve people.

Outside of work, Heather is grounded in family, faith, Texas agriculture, books, cooking, design, and hands-on problem-solving — the kind that often includes a paintbrush, trowel, hammer, or pair of muck boots. She loves cheering on her children as they show stock animals and play sports, serving through church and community, and finding joy in work that lets her build, create, restore, and make things better.

That same grounded practicality shows up in the work — calm under pressure, systems-minded, and built for the real world.

Heather Richard in a black cowboy hat and denim jacket standing in a Texas field, a black-and-white portrait. — Texas · Strategy · Systems

Let's talk

Let's build something with structure, strategy, and momentum.

Bring the messy middle. I'll help you see the gaps, organize the systems, protect what matters, and get the work moving.

Email Heather Connect on LinkedIn Download Résumé

hr@downatrail.com linkedin.com/in/heatherrichardmba References available upon request