1. Heather Hunter hwhunter@gmail.com / San Antonio, Texas / 210.865.5900 cell
Marketing Professional
Astute and accomplished marketing and communications professional in diverse industries with in-depth experience creating, managing and
integrating comprehensive marketing, communication and business development plans to achieve growth objectives and enhance brand awareness.
Core Competencies
Strategic Marketing and Communications • Market Research • Team Leadership • Branding • Advertising • Promotions • Online and Email
Marketing • Product Development • Project and Budget Management • Process Improvements • Editing and Copy Writing • Media and Public
Relations • Internal Communications • Corporate Communications • Special Event Production • Speechwriting • Charitable Initiatives
Chief Granola Officer, Cowgirl Enterprises May 2009 – Present
Based in San Antonio, Texas, Cowgirl Granola launched in 2009 to rave reviews and quickly acquired a cult following. Single-
handedly researched, developed, managed and oversaw all aspects of the start-up, small-batch, online food manufacturing company.
 Spearheaded all aspects of business development including branding, recipe development, packaging, pricing, procurement, production,
marketing, social media, publicity and distribution.
 Created and implemented all public relations and marketing initiatives to expand branding efforts and build name recognition which generated
significant regional and local press coverage as well as national buzz on social media. Resulted in spiking online sales by 35% the first quarter.
 Doubled sales in second year and then began to research, plan and negotiate the establishment of a high-quality, curated farmers market
geared toward feeding the local foodie community.
Co-Founder and Director, Quarry/Yard Farmers & Ranchers Market May 2011 – April 2015
Established San Antonio’s premier Sunday producers-only farmers market. Held year-round, rain or shine, this highly-curated market
featured 30+ farmers, ranchers and artisanal food makers from the surrounding area. Weekly event generated an average of $50,000
economic impact in just four hours.
 In three years, grew from 10 vendors to more than 35 weekly participants which attracted an average of 3,000-4,000 shoppers each week.
 Developed and devised all aspects of marketing and communications including: communication with vendors, the content and management
of website, advertising, public relations, branding, community relations and social media. Website generated 10,000 unique visitors monthly.
 Organically grew Facebook likes to nearly 6,000, Twitter followers to over 2,600 and approximately 1,600 on Instagram.
 Created global, local food community and helped propel seven start-ups into brick and mortar locations.
 Vetted all vendor applications and worked with a Vendor Selection Committee to determine whether applicants were accepted. Worked
closely with potential vendors to enhance, improve or tweak their business concept to ensure success and maintain market’s high standards.
 Led the development and implementation of weekly marketing initiatives which resulted in consistent sales increases for market vendors in a
flat and even decreasing market growth industry and consistently outperformed the competition.
 Designed impactful seasonal and special events (Everything’s Peachy, Holiday Showcase, cookbook signings) using strong marketing and
public relations strategies which increased sales by 30-40% with residual positive sales spikes of three to four weeks.
 Developed dynamic weekly enewsletter with a subscriber list of nearly 3,000, resulting in an open rate of more than 30%.
 Conceptualized, coordinated, wrote and produced a Community Cookbook featuring 76 seasonal recipes from market vendors, local chefs,
celebrities and market shoppers which was promoted as a holiday gift item. Sold out in three weeks and quadrupled investment.
 In January 2012, worked closely with Metro Health and City Council to overrule a new law which prohibited cooking at the market. In three
months, the ruling was overturned and a $46.35 monthly cooking permit was the solution.
 Launched a unique community program of giving whereby vendors donated surplus produce and other fine edibles each week to a west side
food pantry, Time Dollar. In three years, more than 16,000 pounds of fresh food and over $2,000 dollars was contributed.
 Initiated a successful intern program whereby local university students were given an opportunity to learn about business management, special
event management, marketing, public relations, community relations and a growing awareness of the local food movement.
Principal, Heather Hunter Marketing December 2002 – May 2011
Consulting firm provided expertise in business development, sales and marketing, public relations, special event management and
corporate sponsorship. Clients included: Witte Museum, City of San Antonio Office of Cultural Affairs (OCA), Blue Star
Contemporary Art Center’s Arts & Eats Gala, Institute of Texan Cultures’ Texas Folklife Festival, The McNay Art Museum,
Southwest Foundation for Biomedical Research, Grupo Anderson’s (Mexico), Armamex (Mexico) and others.
 Projects included, but are not limited to the following: research, design and development of nationally targeted cultural tourism promotional
materials; special event development, management and execution; formed and executed corporate and individual fundraising programs;
established and executed comprehensive marketing and public relations plans for annual festival; developed collateral materials for fundraising
efforts; generated copy for major international website; produced creative and compelling PowerPoint presentations for international projects.
Director of Marketing, Witte Museum November 2001 – December 2002
New position to spearhead marketing efforts after museum’s attendance had experienced continuous declines. Charged with
establishing integrated marketing plan, brand development, new website development and securing corporate sponsorships.
 Created comprehensive marketing plan to reach new market segments and maintain current visitors through brand development, online and
offline advertising campaigns, media placement, collaterals, promotions, corporate sponsorships, direct mail, membership events as well as
cooperative marketing programs.
 Developed non-traditional marketing strategies which increased museum attendance by 34% during summer 2002.

2.  Forged unique relationship with San Antonio’s two other museums (The McNay Art Museum and San Antonio Museum of Art) which
produced exceptional collaborative marketing efforts and decreased each museum’s advertising costs and increased overall brand recognition
and awareness.
 Initiated, negotiated, coordinated and launched successful cross-marketing program with four Marriott Hotels in San Antonio (Rivercenter,
Riverwalk, Courtyard Airport and Residence Inn) which featured a Three Great Museums promotional insert in the hotel’s key card envelope for
three months. Negotiated a sponsorship with Museums Magazine, a national publication in New York City, to underwrite the printing costs of
the (50,000) key card inserts. Additionally, secured a visible location for a Three Great Museums wall wrap (16’ x 8’) in the Marriott Rivercenter
hotel, which created a comprehensive and cohesive marketing campaign.
 Negotiated pro bono contract to place a wall wrap (34’6” x 7’7”) highlighting the city’s Three Great Museums in Terminal 2 at the San Antonio
International Airport to spur the interest of cultural travelers.
 Collaborated with an agency in the development of the marketing plan and advertising campaign for American Originals: Treasures of the National
Archives. This included a brochure, rack card, e-mailer, print advertising, direct mail, web site, sponsorship opportunities, marketing
partnerships, receptive operator and special events.
 Cultivated on-going relationship with H-E-B, which produced a $100,000 sponsorship for the American Originals exhibit and a $250,000
commitment to update the exhibits in the H-E-B Science Treehouse.
 Worked closely with San Antonio’s Convention and Visitor’s Bureau and the Office of Cultural Affairs to initiate a much needed marketing
strategy which focused on the city’s arts and cultural attractions for leisure travelers, group tours and convention groups.
Co-Owner/Vice-President of Sales and Marketing, Puerto Mío Resort December 1997 – February 2005
Assumed lead sales and marketing position at a 30-acre resort property in Zihuatanejo, Mexico, with 30 rooms and two restaurants,
to remodel and rebrand hotel as five-star resort destination. Developed comprehensive marketing plan, worked with public relations
agency to generate publicity in specific markets, hired and managed hotel staff of 100 and revitalized guest relations program. After
selling the hotel in 2001, the ownership group continued to operate the restaurant and hold special events.
 Increased occupancy by 50% in two years through online and offline marketing, sales, public relations and viral advertising.
 Created a bilingual website which, along with other online links and marketing initiatives, grew to represent 30% of sales.
 Worked with various upscale companies, including American Express, Banyan Tree and other travel wholesalers, to develop unique targeted
marketing opportunities and promotions to increase occupancy. Organized and hosted familiarization trips to expose travel agents to the
resort which resulted in a 15% increase in bookings from attending agents.
 Established training modules for new employees, developed an employee handbook and successful guest loyalty program.
 Coordinated, managed and executed all special events, including weddings, conventions, corporate conferences and other special groups
which resulted in 25% of all revenues.
 Developed, designed and promoted seasonal/special event menus for two restaurants, as well as worked the front of the house. Brought in
guest chefs every quarter to work in tandem with culinary team and devise new plates and update menus.
 Partnered with the Secretary of Tourism, governor’s office and mayor’s office to promote local tourism.
 Assisted in the remodeling of the rooms and spearheaded the rebranding efforts, which ultimately led to the sale of the hotel.
Marketing and Training Specialist, Ambassador Apartments February 1997 – September 1997
Character Education Institute, Director of Development and Public Relations May 1996 – January 1997
Character Education Institute, Director of Academic and Community Relations January 1994 – May 1996
Marketing Assistant, Cancer Therapy & Research Center June 1993 – January 1994
Education
Master of Arts, Communication Arts: St. Mary’s University, San Antonio, Texas: Distinguished Graduate, 4.0 GPA
Bachelor of Science, Communications: Stephens College, Columbia, Missouri: Dean’s List; Received second place national Gold Circle Award
from Columbia Scholastic Press Association for feature article in Stephens Life, weekly college newspaper.
Affiliations, Community Service and Honors
Affiliations: Community Education Leadership Program (CELP), Class of 1993
Community Service: Board member: Food Policy Council of San Antonio, 2015 • Co-Chair: Farm to School Work Group, San Antonio
Food Policy Council, 2014 – Present • Chair, Menu and Silent Auction: San Antonio Polo Club, Mother’s Day Polo in the Park, 2014 • Co-Chair,
Food Committee, San Antonio River Foundation Annual Gala, 2010 • Chair, Menu Committee, Mission Road Ministries’ Shindig 2009; Chair,
Silent Auction Committee, 2008; Chair, Table Sponsorships and Underwriting, 2006 • Board of Trustees, Friends of the McNay, McNay Art
Museum, 2005 – 2006 • Trustee and Newsletter Editor, Southwest Foundation Forum, 2003 – 2005; Gala Advisor, 2006; Communications Chair,
2005 Gala; Co-Chair, Corporate Sponsors Committee, 2003 Gala • Board Member and Communications Chair, Founder’s Council, 2003 – 2005 •
Co-Chair, San Antonio’s Kindness Celebration, 1996 and 1997 • Marketing Chair and Board Member, Davis-Scott YMCA, 1993 – 1997;
Association Marketing and Communications Committee Member, YMCA of San Antonio and the Hill Country, 1993 – 1997
Honors: Entrepreneurial Spirit Award finalist in the Innovator category, National Association of Women Business Owners (NAWBO), 2014 •
Outstanding Young Women of America, 1997 • “Volunteer of the Year,” Davis-Scott YMCA, 1994
Special Skills
Fluent in Spanish
Food blogger since 2009 (www.thecowgirlgourmet.blogspot.com)
Proficient in the use of WordPress, Constant Contact, Excel, Word, PowerPoint, social media (Facebook, Instagram, Twitter, LinkedIn, Google+,
Pinterest) and general graphic design and desktop publishing