Erica Heiden
About Erica Heiden
Erica Heiden is a Senior Customer Insights Analyst at Mutual of Omaha, where she leads research for the Income & Wealth Planning business. With a background in marketing and communication, she has held various roles in customer insights and brand strategy across multiple organizations since 2006.
Work at Mutual of Omaha
Erica Heiden has been employed at Mutual of Omaha since 2020, serving as a Senior Customer Insights Analyst. In this role, she leads research initiatives for the Income & Wealth Planning business, focusing on insurance products sold through advisor and broker networks, as well as direct-to-consumer supplemental health products. She partners with User Experience (UX) and Customer Experience (CX) teams to share insights and knowledge across the organization. Additionally, she manages multiple vendor relationships and conducts behavioral science research to enhance marketing strategies.
Previous Experience
Prior to her current position, Erica Heiden worked at Mutual of Omaha as a Customer Insights Analyst and Market Researcher from 2016 to 2020. She also held various roles at Bailey Lauerman, including Knowledge Strategist from 2014 to 2016 and Brand Strategist from 2012 to 2014. Earlier in her career, she gained experience as a Copy Editing Intern at Snitily Carr and as a Gift Planning & Legal Intern at the University of Nebraska Foundation. Her diverse background includes positions in marketing, research, and coaching.
Education and Expertise
Erica Heiden holds a Master of Arts degree in Marketing, Communication Studies, and Advertising from the University of Nebraska-Lincoln, which she completed from 2009 to 2011. She also earned a Bachelor of Arts degree in Speech Communication and Rhetoric, History, and Business Administration from Doane University from 2003 to 2007. Her educational background supports her expertise in customer insights, marketing messaging optimization, and behavioral science research.
Coaching and Leadership Roles
In addition to her analytical roles, Erica Heiden served as the Speech Team Head Coach at the College of St. Mary from 2011 to 2018. This position involved mentoring and leading students in speech competitions, showcasing her leadership skills and commitment to education. Her experience in coaching complements her professional background in marketing and customer insights.
Research Methodologies and Frameworks
Erica Heiden utilizes various frameworks such as 'jobs to be done,' 'reasons to believe,' and the 4Cs model to optimize marketing messaging and identify market trends. Her analytical approach is informed by her extensive experience in customer insights and behavioral science research, enabling her to provide valuable insights that drive strategic decision-making within her organization.