Cheryl Green
Scottsdale,AZ
Summary
Performance-driven advertising and media executive with over 20 years of successful experience in all forms of media. Proven success in leadership, operational excellence, and organizational development with a keen understanding of market trends and campaign execution. Expert in strategizing company growth and leveraging new business technologies and market opportunities.
Overview
19
19
years of professional experience
Work History
Sr. VP of Marketing and Creative Services
BASIS Ed
08.2020 - Current
- Directed integrated marketing operations with a $7 M+ annual budget across 10+ U.S. markets, increasing student enrollment and organizational ROI.
- Managed cross-functional teams to successfully launch new products and enter untapped markets.
- Developed a comprehensive attribution model and KPI dashboard, increasing campaign efficiency by 78%.
- Led full-funnel, omnichannel marketing strategy using paid social, email, programmatic, OTT, and SEO—resulting in a 250% increase in web traffic and lead volume.
- Responsible for opening newly constructed schools and generating marketing campaigns that exceeded enrollment goals by 115%.
- Aligned visual storytelling elements with written content to create cohesive communication materials that resonate with target audiences.
- Oversaw annual budget planning for the creative department, making strategic investments in tools and resources to support organizational growth.
Group Publisher
AZ BIG MEDIA
02.2010 - 05.2019
- Executive management of the organization and setting the strategic vision of a digital and print media and event company.
- Responsible for the revenue growth of AZ Big Media digital news websites and 9 print publications, and 10 signature events.
- Provided leadership to all facets of the organization including: marketing, brand management, editorial oversight, digital products, content development, mobile app's, new product creation, advertising, sponsorship sales, circulation, hiring and mentoring, event production.
- Produced hundreds of events from award shows, educational panel discussions, trade shows, and networking events.
- Increased annual revenue by 42% through new product launches, digital transformation, and go-to-market planning.
- Managed cross-functional teams in sales, editorial, design, and events; produced and scaled 100+ high-profile live events.
- Executed integrated sales and marketing strategies across print, digital, and event platforms to enhance client ROI.
Vice President Of Marketing & Communications
ARIZONA SMALL BUSINESS ASSOCIATION
04.2009 - 02.2010
- Directed all marketing, communications, and event planning for AZ's largest nonprofit business group with 18,000+ members.
- Executed full-scale brand refresh: research, new visual identity, tagline, collateral, and office redesign, improving brand equity.
- Surpassed media outreach KPIs with strategic PR and content planning; served as lead spokesperson in national interviews.
- Created and sold $ 250 K+ in sponsorship and ad packages annually; collaborated with dev team on full website redesign.
- Responsible for all advertising, communications and events for AZ's largest non-profit business association representing over 18,000 members and sponsors
- Created and implemented a comprehensive rebrand that included: conducting focus groups to align the organization mission to a new brand identity, logo creation, wrote and trademarked a new tagline, designed print ads, brochures, pop-up displays, signage and a complete office interior remodel to represent the brand strategy
- Highly successful brand roll-out and implementation increased membership and member engagement by 32%
- Served as the Board liaison, frequent speaker and meeting moderator
- PR and media spokesperson for national and statewide media relations, exceeding monthly publicity goals
- Developed successful annual sponsorship packages and digital advertising programs. developed successful annual sponsorship packages and digital advertising programs
- Managed outside web team through a site redesign to improve member engagement and retention
Publisher
Trader Publishing Co
07.2006 - 12.2008
- Grew ad revenue by 25% through bundled campaigns and new B2C media strategies across AZ Parenting and House & Home magazines.
- Managed sales, editorial, distribution, and design teams to ensure content delivery, ad placement, and publishing deadlines.
- Designed branded media kits, sales flyers, promotional products, and marketing materials for target segments.
- Managed sales and operations for two monthly publications: AZ Parenting magazine and AZ House & Home magazine
- Increased advertising sales revenues by 25%
- Created marketing materials, business cards, media kits, sales flyers and custom promotional products
- Responsible for the leadership of the editorial, production, distribution, advertising sales and administrative staff
Education
Bachelor of Science - Advertising and Marketing
ARIZONA STATE UNIVERSITY
Skills
- Brand strategy expert
- Budgets and P&L
- Business development strategy
- Copywriting and script writer
- Digital media publishing
- Event management
- Google Analytics
- Marketing analytics expertise
- Visual concept development
- Content development strategy
- Marketing analytics
- CRM management
- Campaign management
- Ad Agency management
- Digital marketing
- Project management
- Media Buyer
- Website development & maintenance
- Special events planning
- Integrated campaign planning
- E-mail and direct mail marketing campaigns
- Budget oversight
- Media relations
- Go-to-market strategy development
- Digital advertising (Display, Programmatic, OTT, Retargeting)
- Content strategy development
Timeline
Sr. VP of Marketing and Creative Services
BASIS Ed
08.2020 - Current
Group Publisher
AZ BIG MEDIA
02.2010 - 05.2019
Vice President Of Marketing & Communications
ARIZONA SMALL BUSINESS ASSOCIATION
04.2009 - 02.2010
Publisher
Trader Publishing Co
07.2006 - 12.2008
Bachelor of Science - Advertising and Marketing
ARIZONA STATE UNIVERSITY
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