Heidi Nielsen, CPSM | Marketing Director and Senior Associate | FFKR Architects

Heidi Nielsen, CPSM, Marketing Director and Senior Associate at FFKR Architects, has made a lasting impact on AEC marketing through strategic vision and a deep commitment to collaboration. Known for her contributions to SMPS Utah and her measured, forward-thinking approach to marketing, she was recognized in 2023 as the SMPS Utah Marketer of the Year. Heidi’s career illustrates how intentional leadership and a collaborative spirit can elevate both firmwide marketing and the profession at large.

Career Kick-Off

How did your career in AEC marketing begin?

After earning my degree in graphic design at Utah State University and working at a yearbook company for a few years, I began thinking about applying my skills in an architectural setting. I had studied architecture for a time before changing majors, and my dad, an architect, gave me some early exposure to the field. When I saw a marketing coordinator job posting at FFKR back in 2006, in a printed newspaper no less, it sparked a new direction. That opportunity became the foundation of an 18.5-year career.

Position in the Game

Can you describe your current role and strategy in your company’s team?

As Marketing Director and Senior Associate at FFKR Architects, I lead a five-person marketing team that supports our offices in Tempe, Arizona; Boise, Idaho; and St. George, Utah, with Salt Lake City serving as our corporate headquarters. Our focus is on tailoring marketing approaches to meet each region’s needs while presenting a cohesive brand.

Winning Traits

Which skills or traits do you think have been a “slam dunk” in contributing to your career success and the position you hold today?

A balance of psychological safety and clear boundaries has been essential. I work to create an environment where colleagues feel comfortable bringing forward ideas, sharing lessons learned, and identifying ways we can improve. That openness helps foster collaboration across teams. At the same time, I’m willing to make tough calls, like recommending we pass on a pursuit if critical content arrives too late, because those decisions ultimately protect the integrity of our work and the firm’s reputation.

Strength in the Squad

Can you share two strengths you believe make you a valuable player in both your professional and personal life?

Creating a collaborative environment has been key. I encourage open dialogue that improves our processes and supports creative risk-taking. I'm a researcher. That instinct helps us make informed decisions, especially when evaluating whether a project or campaign is a go or no-go. It’s not just about knowing the facts, but being ready to explain the why when needed.

Off the Field

What are some hobbies or activities you engage in outside the work arena?

Outside of work, I enjoy staying active through cycling, including riding with a women’s group, scuba diving, and spending time in the garden. During a trip to the Big Island of Hawaii, my husband and I went night diving with manta rays. We thought we’d go once or twice but ended up going multiple nights—it was that amazing. I’ve also developed a strong passion for gardening and have embraced permaculture techniques to keep things in balance naturally. I also love taking community education classes for the fun of learning something new.

Coach’s Perspective

As a team leader, how have you coached your technical staff about the importance of their involvement in marketing/business development? How have you 'gotten the ball rolling' on this?

Encouraging continuous learning and engagement is something I aim to model and support. Whether through SMPS events or in-house workshops, we make professional development part of our team culture. I also strive to promote curiosity and celebrate progress, helping team members feel both challenged and supported.

Guiding Referee

Is there a mentor who has been ‘in your corner,’ influencing your perspective on marketing and business development?

Absolutely. Rick Frerichs championed my work during a firmwide rebrand and demonstrated what supportive leadership looks like. He encouraged me to lead with confidence and to trust my voice. Christina Haas has also been instrumental. She brings focus and vision to our efforts and has always been a steady advocate for the value marketing brings to the firm.

Team Strategy

How do you rally support from other team leaders for your marketing plays?

When I bring a new idea forward, I make every effort to anticipate questions and provide relevant research that supports the rationale. I summarize the core ideas but also come prepared with backup details in case others want to go deeper. That level of preparation helps build credibility and streamline decision-making.

Measuring the Score

What tactics do you use to showcase the return on investment (ROI) of your marketing strategy to other team leaders?

We compile and present a firm-wide annual marketing report that highlights everything we touch. It summarizes our results from hit rates and proposal volume to photography management, marketing campaigns, ads, interviews, and social media. It also highlights the changes we plan to make in the upcoming year. It’s a big report, with each marketing team member contributing their portion. It’s become a reference point for team leaders and helps reinforce the value of marketing.

Collaborative Gameplay

How does your marketing team collaborate with your business development squad?

We stay closely integrated with business development. Through cross-regional coordination and regular touchpoints, we align strategy and adapt quickly. This collaboration ensures that marketing and BD initiatives support each other effectively.

Overcoming Hurdles

What are the major challenges your team, office, or firm faces in the marketing arena?

Finalizing internal decision processes remains a top priority as we continue to grow. It’s also essential that we maintain a regional mindset. While FFKR is headquartered in Utah, our marketing supports the needs of all four offices. That approach strengthens our presence and reinforces our efforts to operate as a truly regional firm.

Leveling Up

What plays could your marketing team execute to ‘score a touchdown’ and reach the next level?

We’re focused on deeper local engagement. By better understanding regional markets, we can develop more tailored strategies that still reinforce FFKR’s core brand.

PR Play

Two truths and a lie.

• I’ve hitchhiked in Switzerland.
  
  
• I’ve summited all the major peaks in Utah.
  
  
• I’ve completed the Logan to Jackson cycling relay six times.
  
  

Think you can spot the lie? Take your best guess, then click here to reveal the answer in our MVP Bonus Round.