Cheryl Walters
Marketing, Communications & Brand Executive
Accomplished leader with extensive experience driving impactful global and regional omnichannel B2B and B2C marketing strategies to scale within multiple industries that deliver measurable and sustainable results while building team capabilities and collaboration.
bio
My expertise includes managing top internal teams and agencies and building highly successful campaigns for major global and regional organizations. Here are just a few of the key skills I can bring to your team:
- Extensive Experience: Over 14 years leading B2B and B2C digital and social media marketing campaigns, with a focus on major IT, Energy, Pro Sports, and Higher Education clients, including seven years of agency work.
- Proven Track Record: Successfully launched high-impact GTM brand campaigns across the Buyer’s Journey that consistently exceeded KPIs, delivered leads, and leveraged customer intelligence to boost revenues. Demonstrated ability to minimize competitive pressures and enhance customer brand preference.
- Strategic Management: Proficient in managing full-stack campaigns aligned with customer-centric content and business objectives. Quick adaptation to various subjects, adept at building strategic relationships across all organizational levels.
- Financial Acumen: Effectively managed multi-million-dollar budgets and delivered innovative campaigns spanning the entire customer journey.
- Global Perspective: Leveraged international experience, having spent childhood in the Philippines, worked in Tokyo, Japan, and managed products and technologies globally. Led marketing initiatives for a global German company across 14 locations, and collaborated on launch projects in Nigeria and Saudi Arabia for Shell, showcasing a nuanced understanding of diverse business cultures.
I enjoy cultivating and leading high-performance teams, driving organizational brand and market standing to new heights. My expertise encompasses various hard and soft skills, from integrated marketing campaigns and customer retention to team leadership and strategic planning.
traits assessment
Below are the results of recent personality testing* on my work behavior, communication style, and approach that distinguish me professionally:
Me
Peers in similar
field & level
95%
66%
90%
65%
96%
73%
85%
66%
Principled
Adaptable
People Oriented
Strategic
Principled individuals hold themselves and their work to
a high ethical standard, demonstrating integrity in the way they conduct themselves.
- They do what they think is right, even if it is not as easy as other options
- They usually opt for the morally-sound choice in any decision, particularly if it aligns with their personal or their company values
- They prefer honesty and transparency
- They have a strong sense of right and wrong and can exercise judgment based on it
Highly Adaptable people tend to be flexible and open-minded towards any range of situations they may face at work. They are open to change and can adjust themselves or their work depending on the situation.
- They are comfortable working in unfamiliar areas and are not thrown off by new or different circumstances
- They can accommodate different perspectives and points of view
- They are open to feedback from others and are capable of switching gears when needed
People-Oriented individuals are able to read others and relate to them. They have intuitive social skills and take a great interest in those around them.
- They have large networks and find it both easy and natural to form relationships with colleagues, clients, and acquaintances. They tend to act as a connector between people in their networks
- They are empathetic when it comes to others' needs, and make an effort to help
- They are understanding and tolerant of others; they respect different workstyles
Those who are highly Strategic tend to take a long-term perspective, defining their end goals and the plans needed to achieve them. They can see the big picture and act with purpose, even in conditions of uncertainty.
- They can reflect on a wide array of information and think clearly about the best direction forward
- They are capable of articulating and expressing a vision or mission for the work they do
- They pay attention to patterns and changes, evaluating information and recalibrating their plans as needed
*https://app.squarepeghires.com/account/profile/results/traits
CAREER HIGHLIGHTS
June 2022 | October 2023
Vice President of Marketing
As a pivotal leader in the marketing department, reported directly to the CEO, steering the company's strategic evolution from an Oil & Gas-centric focus to targeting an additional 12 industries. Led the conception and implementation of an in-depth customer persona study, ensuring precise alignment of messaging with the unique needs of distinct segments throughout individual buyer journeys. Initiated a pivotal corporate brand archetype program, establishing a unified messaging approach and cohesive company tone of voice to instill alignment among employees with a shared vision. Spearheaded the design of the award-winning website, StallionIS.com, recognized with the prestigious 2023 Acquia Engage Award for Best Data-Driven Customer Experience.
May 2019 | June 2022
Head of Global Marketing & Communications
Elevated organizational capabilities at Freudenberg Oil & Gas Technologies by leading the seamless implementation of marketing automation, website CMS platform onboarding, Sales CRM system integration, video production capabilities, analytics measurement, and digital content platforms. Pioneered and executed groundbreaking Robotic Process Automation (RPA) initiatives, significantly enhancing operational efficiencies across production facilities' customer-centric and business operations.
July 2014 | February 2019
U.S. Commercial PC Digital & Social Media Content Marketing Manager | December 2016 - February 2019
Pioneered the holistic development of a strategic social media foundation for the US Commercial PC team within HP's Business channels. This involved onboarding an award-winning agency, spearheading key audience profiling, defining the brand voice, managing a multi-million dollar budget, and formulating an overarching media strategy for several product lines. Simultaneously, orchestrated a targeted content strategy mapped across customer journeys with the primary objective of amplifying brand recognition and enriching sales enablement.
U.S. Commercial Mobility & Services Product Marketing Manager | July 2014 - December 2016
Formulated and executed digital and direct marketing strategies at HP precisely tailored to align with sales enablement objectives and broader business goals. Nurtured strong alliances with key partners, including Microsoft, Intel, AMD, and Qualcomm, negotiating impactful monetary and product support agreements. These collaborative efforts not only enhanced product offerings but also fortified marketing initiatives, contributing to a dynamic and strategic brand positioning.
October 2012 | July 2014
Global Social Media Project Manager
Drove the optimization of Shell's global social media communication strategies across LinkedIn, Twitter, and Facebook. Created and delivered comprehensive training to the global content manager team, empowering them to adeptly conceptualize and execute impactful campaigns while overseeing the management of a globally synchronized content calendar. Assumed leadership of all visual and video assets, as well as messaging, for the significant milestones achieved globally, including the noteworthy milestones of 2M, 3M, 4M, and 5M Facebook Fans. Ensured a compelling and consistent brand presence, crafting engaging content that resonated with the audience.
Results
45%
Increase in qualified
leads through email campaign implementation
64%
Boost in LinkedIn followers in 9 months with new content strategy
$15M
Incremental revenue with
quarterly ROI of 25:1
expertise
Multi-Industry Marketing Management
- Customer & Market Segmentation
- Paid Ads & SEO
- Sales Enablement & ABM
- B2B & B2C Product Marketing Strategy
- Omni-Channel Media Strategy
- Event & Campaign Orchestration
Business Growth & Process Improvement
- Budget Responsibility & Management
- Corporate Rebranding
- Digital Transformation
- Board & C-Level Presentations
- Mergers & Acquisition Integration Support
- Industry Research & Analytics
communications
- Internal Communications & Branding
- Team Leadership
- Vendor Onboarding
- Employee Engagement
- Cross-functional Collaboration
- Strategic Partnerships
Referrals
Susie Cavazos, CRO
Adcetera
“Cheryl and I have worked together for many years at both Stallion and HP, with me as an agency partner. She has always been very passionate about her job and works tirelessly to be successful in developing a wide range of marketing and digital assets.. Cheryl is very supportive of the team that works with her, wants them to succeed and she gives every job 110%. As an agency partner, Cheryl is dedicated, available and realistic in her expectations and trusts her partners to recommend the right direction to meet her goals. Personally she is energetic, positive and I value our relationship very much.
Shaun Stracener, VP IT
Stallion Infrastructure Services
“Cheryl is true talent! She is a strong creative leader with a ton of passion and enthusiasm. She knows how to execute and always comes through when tasked with different levels of challenges. I have seen her knowledge and expertise firsthand as she spearheaded and championed a digital transformation and a major rebranding for this 20-year-old company, unifying three distinct brands under a new company name.
I hope to have a chance to work with Cheryl again in the future.!
Chad Tons, CEO
Infinity Marketing Team, LLC
“Cheryl is one of the most dedicated, passionate and creative people I’ve had the honor to work with. Her strategic views and innovative vision have led to award winning campaigns such as HP’s Festivalization at Coachella and Panorama.
Whether it be evolving strategic partnerships with organizations like Cheddar TV or enhancing sales leads through unique platforms such as the HP-Intel Healthcare and Security Habitat Road shows, Cheryl continues to have her finger on the pulse of ‘what’s next.’
Helen Deian, Mktg. Manager
TelcoMotion
“It’s been an absolute pleasure to have worked with Cheryl Walters at the Shell Social Media Center of Excellence. Cheryl is extremely intelligent, efficient, creative and savvy in all aspects of traditional and social media marketing. She approaches projects with energy, passion, and openness to understand the business, the objectives to be achieved, and how to fully maximize unique opportunities within the social media space to generate additional value. I admire Cheryl’s work ethic, extensive expertise and constant desire to stay current in this ever-changing digital world. She is insightful and experienced and last, but not least, the most giving team member to have on your team and an absolute joy to work with. She is a treasured asset to any team!
Education
Western Washington University
Bachelor of Science, Visual Communication
University of California, Berkeley
Executive Certificate - Digital Transformation
making a difference
2023-Present
Marketing, Communications, and PR Advisor to FoodRecovery.Org, a national online platform connecting organizations with extra food to communities in need, focusing on sustainability by diverting edible food
away from landfills.
2006-2022
Volunteer to 18 local and national organizations within our community through the Cypress Belles Chapter of the National Charity League. Served on the Board as
VP Communications for four years.
Let's work together!
Call, text, or email me and let's talk.
Phone
(281) 536-3242
Location
Houston, TX
