BRAND, COMMUNICATIONS & GROWTH ADVISORY
Heather Road is where consumer insight, cultural relevance, positioning, communications, and marketing intersect to transform great products, services and companies into brands people understand, seek out and rally around.
How We Help
A focused 30-, 60- or 90-day engagement for companies approaching a milestone the market has not caught up to yet.
We operate as fractional senior marketing leadership for companies that need executive judgment without an executive hire.
Work with us to turn an insight or an idea into a clear, consumer-centered, investor-ready market proposition. For Founders, this transforms what you've lived, what you know, and what you're building into a story people understand, believe in, and want to be part of.
Beginning with the elevator pitch, this track is for Founders, CEOs or anyone who wants to articulate their company, product or service with more precision whether on stage, in a raise, in a boardroom, in a press interview, at an event or on a podcast.
Results
$2B+
Earned media value
65%
Category growth
25%
Revenue growth
+11%
Systemwide revenue growth
+33%
Email open rates
+17%
Email subscribers
1M
Instagram followers
WELLNESS · BEAUTY · ATHLETIC PERFORMANCE
Repositioned the athletic tech brand, expanding into wellness and beauty to grow categories 55-65%. Launched 35 products through integrated positioning, PR, retail partnerships, affiliate, organic & paid social, influencer, lifecycle, and ecommerce to achieve full sell through.
Fitness · Franchise
Drove revenue and improved customer retention through brand modernization, franchise education, paid media, social strategy, point-of-sale messaging, and an early influencer program in addition to creating new business that contributed 25% growth.
Point of View
01
Marketing is most powerful when consumer understanding helps shape product and service innovation — not simply promote what has already been created.
02
More impressions do not solve a positioning, awareness, or perception problem. What people know about a brand and how they feel about it usually matters more than any vanity metric.
03
The advantage comes from connecting product, positioning, communications, PR, content, advertising, social, influencer, partnerships, and media around one clear idea the consumer understands, seeks out, and trusts.
About
Heather Road founder and CEO, Allison Walker operates as a Fractional Chief Brand, Communications and Marketing Officer. Her 15+ years helping consumer brands find their cultural relevance and convert it into brand equity, consumer demand, and business growth has spanned an array of lifestyle brands, services and products. From Therabody and Jazzercise to CVS\pharmacy, Lexus, and Too Faced, Allison specializes in categories where people are buying a better version of their day, their quality of life, and themselves, not a list of features.
Strategy gets set at the executive level, but Allison and her team are equally comfortable in the messaging doc, the campaign brief, the launch calendar, and the priority call nobody wants to make.
Doesn't have to be based in a service menu. Bring the actual problem and we'll work on it together.