Heather Hellman, Principal

Heather Hellman  has spent her entire career in branding, marketing and event production. In 2003, she established HWY 101 to bring creative “big brand ideas, programs and platforms” to small businesses on the Central Coast. Heather currently works with the San Luis Obispo Symphony, CowParade SLO, MO’s Smokehouse BBQ, BibRave.com and Gyrotonic San Luis Obispo. She is accepting clients and looking for an opportunity to bring her talents to the right company.

Heather has managed and collaborated with teams across platforms – operations, marketing, digital, partnerships, sales, community/public relations, vendor and employee relations – to keep the brand mission in focus and drive success. She has experience working in a myriad of industries and with companies of all sizes. At small agencies in Los Angeles and San Luis Obispo, she directed programs for large corporate brands including Philip Morris USA, HBO, American Express, Chevron Texaco, Macy’s, Topix, Cox Interactive Media, Honda, UniSolar, BH Renewables and Working Assets.

Her event production, management and marketing experience began in college where she was Marketing Director for the annual Spring Sing at UCLA. She then went on to direct marketing initiatives for Philip Morris USA’s Virginia Slims Tennis Worldwide, Marlboro Country Music, Benson & Hedges Blues concert series and brand launches. Hellman has also held event planning, management and marketing positions with Major League Soccer (Tampa Bay Mutiny), the St. Petersburg Visitor and Convention Bureau (NCAA Basketball Tournament), Palotta Teamworks (AIDS Fundraising Rides/Breast Cancer Walks) and Green Car Marketing (California Fuel Cell Partnership alternative fuels/automotive hybrid technology 3-day car rally).

In 2010, Heather established a second company, Get Off The Couch Potato Sports Productions, LLC (now RaceSLO.com), to produce world-class running and cycling events. She conceptualized and created the San Luis Obispo Marathon + Half, the Central Coast Cancer Challenge and the re-branded Giro Della Costa Centrale (formerly SLO GranFondo). She took the CEO and Event Director reins, handling business operations, branding/marketing, sponsorship sales and fulfillment, employee recruitment and management, vendor, community and government relations. Hellman recently sold her business interest in the company and is currently dreaming up and launching new ventures.

Heather earned a degree at UCLA (Go Bruins!), continually takes classes to stay abreast of the ever-changing world of branding l marketing l technology, writes a blog called Lets Go SLO! about her love for the SLO Life.