Executive Highlight

Heather Waisanen

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Founder, Coastal Maverick
Business Founded: 2023
Phone: (904) 480-2869
Email: [email protected]
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How long have you been in your industry?9 years
Why did you choose your industry?I chose the (OOH) advertising industry because it uniquely blends creativity, strategy, and tangible impact. OOH advertising allows brands to make bold statements, spark conversations, and create unforgettable moments in the real world—and I wanted to be part of that. Every client has a different objective, whether it’s building brand legitimacy, driving awareness for a product launch, or creating buzz for a local event. It allows me to help brands tell their stories in bold & memorable ways.
Who are your typical clients?Our typical clients are a diverse range of professionals & businesses. From CMOs & VPs of emerging brands to startup founders and business owners. I also partner with marketing agencies to integrate OOH into their client offerings. I also focus on a few specific niches on a national scale: Food & Beverage, Health & Wellness, Entertainment/Events, and the Pet Industry.
What do you like best about being in this industry?The best part is the variety. Every client has a different story to tell and a unique set of objectives. Each campaign becomes a custom-designed puzzle. Whether it's launching a new product for an emerging brand, helping a local business scale, or assisting an agency in expanding its OOH offerings, I get to craft strategies tailored to their specific needs. This keeps the work exciting.
What are common problems you see?Lack of creative diversity, brands tend to rely on tried & true formats over bold ideas. Measuring impact is still tricky - it's come along way but some brands still want to compare it to their FB analytics and OOH is different. Most brands assume OOH is too expensive or out of their budget range, when in fact it's actually more affordable than most think.
What advice/tips do you have for clients?Know your goals & audience. Embrace bold, memorable creative & strategic placements. Measure impact using available data, and trust our expertise to navigate OOH complexities. Plan campaigns well in advance for the best placements and rates. Don't underestimate OOH's power to integrate with digital. QR codes, social media tie-ins, & location-based ads amplify impact. Track these metrics for a holistic view of campaign success.
When is your busy season?I would say things are busy during the spring and leading up to summer and then pick back up again in the fall leading up to the holidays.
What keeps you up at night?I constantly think about maintaining healthy cash flow while scaling, ensuring we can invest in the resources needed to deliver exceptional results. Client acquisition is also a key focus: how do we continue attracting the right clients who value our high-touch service and creative approach?
How do you market yourself to grow/expand your business?I focus on a multi-pronged marketing approach. Firstly, I leverage organic social media, especially LinkedIn, to share insights and engage with potential clients. Word-of-mouth referrals are invaluable, so I nurture relationships with past clients and industry partners. I also participate in industry events to network and build brand awareness.
How involved are you in the community?I'm part of the Chamber of Commerce and sit on the board for the South Council as the Social Media Manager & Community Involvement Chair. I'm also currently on the team for the Leukemia & Lymphoma Society North Florida to raise funds for research and support. I also serve at my church a few times per month.
What is your favorite not for profit or charity?I have a few! The Humane Society and Hubbard House are some of the top.
What advice would you give to someone thinking of getting into this business?Develop a deep understanding of both traditional & digital OOH formats, as the lines are increasingly blurred. Second, hone your skills in negotiation & relationship management; this is a people-centric industry, and strong partnerships are key. Finally, cultivate a passion for creativity and innovation, as the most successful campaigns break boundaries and capture attention in unexpected ways.
What do you enjoy doing in your free time?Spending time with my pup, Roxie (Chief Happiness Officer), traveling, going to the beach, concerts, football games, trying new restaurants around town. I also enjoy relaxing and reading a good book.

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