Marketing Architects Reinvents Growth Hacking with Key Hires

New investment in talent enables rapid, cross-channel growth for advertisers.

MINNEAPOLIS--()--Growth hacking, once called, “the saving grace for startups”, is now mission critical for any business. It’s at the heart of virtually every company that’s harnessed technology for explosive growth in the last decade. Twitter, Facebook, Groupon and Instagram all thrived thanks to unconventional growth hacking tactics.

Minneapolis-based Marketing Architects, the direct response advertising agency, is taking growth hacking to a new level. They’re using it to augment radio and TV campaigns to maximize engagement, conversion and retention. It’s all part of a larger strategy to use the sheer power and reach of traditional media channels to both deliver an immediate ROI and rapidly optimize an advertiser’s performance online. The agency announced two key hires today that bring growth hacking in-house in a big way.

Melissa Hohertz-Foat was hired as the Vice President of Growth Hacking. An expert at unconventional marketing, she leverages personalized portals, enhanced user connectivity, and bleeding-edge viral engagement to maximize client’s sales.

Melissa is a master with disruptive technology. She’s also an expert in blowing away obstacles that hold a prospect back from becoming a customer. Her airtight conversion strategies work on two fronts. First, she constructs a path that cuts through the clutter to give prospects exactly what they need. Next, she recognizes that no matter how good a marketing path is, customers will find their own.

Failing to meet customers where they are is a sure-fire way to lose them, or worse, drive them to a competitor,” Melissa said. “You start by putting them on a direct, profitable path – but remember it’s like asking them to walk a tightrope. You’d better have a safety net for prospects that might lose focus and fall off.”

Prior to joining Marketing Architects, Melissa was Vice President of Strategy for Bluespire Marketing and lead teams for RedBrick Health, CVS Health and Best Buy.

Heather Johnson was hired as a Director for the Business Development team. Her expertise working with radio and TV stations has revealed, time and time again, how traditional media can actually give clients unprecedented growth online.

It’s far easier to win on Google if your ideal customer is searching for you, rather than your category,” Heather said. “But they’ll never search for you until they hear about you - and the best place to hear about you - is still on radio and TV.”

Her background in growth hacking is rooted in the growth kits she built for clients. Doing tireless research to discover non-traditional advertising opportunities, partnerships and events that could lead to a frenzy of growth both online and off.

Before joining the team at Marketing Architects, Heather has worked coast-to-coast for Big Reach Network, 96.3 K-TWIN FM, and Charter Media.

The spirit of growth hacking has been in our DNA for twenty years,” said Chuck Hengel, founder and CEO of Marketing Architects. “Rapid A/B testing, innovating cutting-edge response technology, and holding every marketing dollar accountable are the cornerstones of our direct response advertising strategy in Radio and TV. It was a logical next step for us to embrace growth hacking as a way of putting a renewed emphasis on retention and sustained growth.

About Marketing Architects
Marketing Architects is a Minneapolis-based, direct response advertising agency celebrating their 20th anniversary this year. They primarily launch direct-to-consumer brands in radio and television through disruptive response marketing campaigns and conversion technologies. Marketing Architects has helped clients of all sizes successfully grow their products to household names. In 2011, Marketing Architects launched a product development sister company called ZOOMWORKS bringing to market its own product innovations like the HurryCane. For more information about Marketing Architects, visit

Marketing Architects is a registered trademark of Marketing Architects Inc.
HurryCane is a registered trademark of HurryWorks LLC.


Marketing Architects
Rob Demars, 952-449-2500


Marketing Architects
Rob Demars, 952-449-2500