Sheryl Collins

Work History

FlipSystem, LLC

07.2023 - 04.2024

Supported organizational growth by recruiting, training, and mentoring top talent in the events industry.
Managed complex timelines and resource allocation for multiple concurrent projects without compromising quality or efficiency.
Managed administrative logistics of event planning, event booking, and event promotions.
Navigated unforeseen challenges during live events while maintaining a calm, solutions-focused demeanor under pressure.
Skillfully negotiated contracts with venues and suppliers to secure favorable terms that optimized value for the organization.
Generated significant cost savings through efficient budget management and effective vendor negotiations.
Drove sales of event programs packages, generating new revenue streams.
Ensured compliance with all regulatory requirements pertaining to health, safety, and risk management during event execution.
Led post-event evaluations to identify areas for improvement and implemented changes that enhanced future event success.

VestorPRO, LLC

01.2021 - 06.2023

Led a team of three direct reports, including the CRM Manager, Copywriter, and Operations Manager.
Oversaw all external vendors, including website developers, social media teams, and ad agencies.
Planned and executed quarterly in-person marketing and sales strategy meetings to ensure alignment with business goals and support growth initiatives.
Managed a $2MM annual budget, optimizing resources for maximum impact and ROI.
Utilized Asana to manage event timelines, tasks, and deliverables efficiently.
Drove upsell opportunities, enhancing customer value and revenue growth.
Elevated customer satisfaction by consistently delivering exceptional service throughout all stages of the event lifecycle.

FortuneBuilders, LLC

05.2018 - 12.2020

Directed a 12-member Fulfillment Event team; created and onboarded two leadership roles to streamline operations.
Produced 15 annual Bootcamp Summits nationwide (750–1,000 attendees each).
Planned and delivered the company Las Vegas annual 3 day conference hosting 4,000+ attendees with renowned keynote speakers and 60+ breakout sessions.
Managed $10MM annual budget, implementing cost-saving strategies that reduced expenses by $100K+.
Negotiated venue contracts nationwide, securing favorable terms for large-scale events.
Secured and managed high-profile keynote speakers and talent partnerships.
Launched an online premium store and CSR merchandise program, driving new revenue streams.
Transitioned events to virtual during COVID-19 while maintaining engagement and attendee satisfaction.
Enhanced event outcomes by leveraging KPIs, technology, and interactive design to maximize impact.

City National Bank

03.2011 - 08.2017

Managed a team of five direct reports, leading national B2B events and Tier 1 marketing projects that amplified brand visibility.
Designed and implemented Salesforce Journeys to automate campaigns, increasing email volume by 1,000% and improving open rates by 15%.
Planned and executed 450+ events annually across five states, attracting 10–500 clients per event and expanding market share.
Partnered with C-suite and senior executives to align event marketing with business objectives, ensuring consistent messaging and measurable impact.
Oversaw a $1MM annual budget, implementing cost-saving strategies while delivering high-impact events.
Negotiated and managed vendor contracts, talent bookings, and sponsorships to maximize event quality, profitability, and revenue opportunities.
Analyzed KPIs and marketing ROI to optimize campaigns and strengthen future performance.
Built and developed high-performing teams through recruitment, coaching, and talent development initiatives.
Leveraged technology and automation to streamline processes, reduce costs, and improve productivity.
Championed continuous improvement and innovation, identifying growth opportunities and driving sustainable business success.

Los Angeles Times

04.2000 - 03.2011

Managed a team of seven Event Project Managers, leading hiring, training, and onboarding to ensure high performance and team readiness.
Increased event revenue by 26% through strategic sponsorships, partnerships, and operational efficiencies.
Produced high-profile B2C and B2B events, from 50-person gatherings to large-scale conferences and festivals with up to 150,000 attendees.
Directed end-to-end trade show operations, including booth design, logistics, sponsor/vendor activations, and volunteer coordination.
Negotiated and sold sponsorships, driving an additional $250K in revenue for key events and festivals.
Oversaw a $10MM annual budget and full event P&Ls, ensuring cost efficiency, financial success, and on-time delivery.
Identified, secured, and booked high-profile talent for large-scale events and conferences.
Partnered with C-suite executives and senior leaders to design and execute event strategies aligned with business goals and brand visibility.
Managed all vendor contracts and RFP processes, optimizing event quality while maintaining budgetary control.