Naomi Heckroth

Strategist, Coaster Collector, Karaoke Champ

As a passionate advocate for a human-centered approach to design thinking, Naomi helps us overlay consumer needs with client objectives to reveal new opportunities. Prior to BBMG, Naomi worked at the Federal Trade Commission’s Bureau of Consumer Protection where she implemented education campaigns for an array of issues including online safety, healthcare fraud prevention and financial literacy. Before the FTC, she worked on Capitol Hill and various political campaigns, including running regional field operations for Barack Obama and Hillary Clinton. Naomi earned an MBA with concentrations in Marketing and Social Enterprise from the Kelley School of Business at Indiana University, and a BA in Political Science from the University of Wisconsin-Madison.

What do you believe is the greatest misconception about branding?
That a great ad, jingle or logo will do the trick. Yes, these things can help, but brands are about relationships. An ad alone doesn’t deliver on a promise. We engage with brands in so many meaningful ways beyond a “like.” Brands elicit memories, incite action and create communities.

What is one thing about you that people probably wouldn’t guess?
I collect coasters whenever I travel—they’re great little mementoes. I also love to ski and I am always in line for first chair before the lifts open! I have a hard time waking up early to go for a run but when I’m on the mountain, I won’t let a minute go to waste.

Who is your favorite writer/author?
Nora Ephron. She exposed life’s idiosyncrasies and challenges with humor and wit. Her work makes both sexes laugh uncontrollably and provides great fuel for debates.

What kind of music do you listen to?
Show tunes, a cappella and country. I was a show choir dancer (before Glee), sang in my high school a cappella group and grew up listening to fantastic country radio. I’ve stayed true to these genres and all are great for karaoke!

What’s your favorite movie?
I’m a product of the ‘80s, and I’ll stick with a classic: The Breakfast Club.

If you could only eat one thing for lunch for the rest of your life, what would it be?
If we can suspend the laws of general nutrition and health – chocolate peanut butter ice cream.