Heather RUDOLPH

Brand Director | ANYTIME FITNESS

Enthusiastic, positive, and organized, I take charge and go all in with the projects I manage. With over twenty years of professional marketing know-how, I have a proven track record in brand planning as well as project and campaign management. I'm a leader who excels at pulling the right team together, directing the big picture while maintaining an appreciation for the details. Doing what I love for a company that delivers a greater good is the ultimate equation for me.

With an adventurous spirit, I have a passion for trying new things, and pushing the boundaries, especially when it comes to food. When not on the job, I love cooking my way through a variety of recipes, staying active outdoors and conquering the never-ending list of restaurants in our great city. So, there’s just one question left to ask. Where are we going for dinner?

questionnaire

  1. 1) What was your very first job? Working at a Sara Lee Bakery Outlet. I’ve never seen people go so crazy for frozen food.

2.)     Please describe, in your own words, what your job is and what work it entails. 

As the Brand Director for Anytime Fitness, I work with our extremely talented marketing team to ensure our consistent brand message is best displayed throughout our paid, owned and earned channels. Sharing the true and inspirational stories of our members and staff  with consumers helps us achieve our greater purpose of improving the self-esteem of the world.

 

3.)     How did you discover that the creative world was right for you? Was there a time in your life that you credit to this discovery? What was there train of events that brought you to where you are today? 

While I’m not solely in creative, marketing has been a passion of mine since high school. Creative, however, is one of my favorite segments of the job as it tells the story of our brand. It’s what brings our brand to life and communicates our value prop and can ultimately have the power to change someone’s life.  Throughout the years I’ve learned that marketing an industry that has a greater purpose is where the magic happens for me. Working in the agency industry for 15 years funneled that path and eventually led me to Anytime Fitness.

 

4.)     In your constantly growing and expanding industry, how do you find inspiration to keep your work fresh, innovative and relevant? 

What inspires me is looking outward learning industries unlike your own. For example, how the insurance industry has taken the intangible service of insurance and provided tangibility and humor to it (i.e. Progressive, Allstate, Farmers)  Thinking about how to market differently and not follow the similarities of your own industry helps my brain think differently.

 

5.)     If you had to pick one piece of work or project that you are most proud of, more for the creative work and innovation it required, rather than its recognition or industry “success,” what would it be? 

Years ago when I worked with a high-end local racquet and swim club we executed a billboard that was marketing the difference between an upscale gym and a low-cost gym.

The headline was “Our Club”  “Their Club”  - the kicker was the “Our Club” image showed a single Holstein cow in a pristine pasture with a bright blue sky and acres of grass for grazing. The “Their Club” image featured a stockyard pen filled with 10+ cows with no room to themselves, stepping on each other and looking crowded and uncomfortable. It caused quite a stir as members were saying, “thanks for calling us cows”. However it got the point across better than a traditional gym photo would have and increased traffic and sales at the club. Thinking outside the box is what it’s about.

 

6.)     Which creative disciplines do you commission most, and are most interested in seeing more of and why? (ie photo, film, social, experiential, vr, etc) 

jury

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