Following is a snapshot from my resume, please download a PDF version found on the bottom of the page for a complete work history.


I am a self-driven digital marketing leader with a 20-year proven track-record of scaling and building marketing teams focused on innovation, growth, and excellence. My career has been dedicated to growing companies in industries that are going through reinvention, transformation, and disruption. I thrive on using data, insights, and technology to drive brand engagement and business growth. My expertise is in data-driven measurable channels that enable organizations to gauge the impact of their marketing investment. I am comfortable working in the “gray” area and take pride in helping evolving organizations enhance their marketing activities and achieve growth. I am a continuous learner, immersing myself in industry trends to deliver innovative marketing. I offer both client and agency side experience across a range of organizations, from Fortune 50 companies to startups. I believe some people think better in their pajamas and implemented my most recent employer’s first geographically distributed employees.

Johnson Controls Retail Solutions, Chicago, IL 2017-Present                                                  Global Director, Digital & Marcom

Global marketing leader for digital marketing, integrated marketing communications, and creative services teams for Retail Solutions, a $1+ billion division of Johnson Controls. Hired to lead the digital transformation to drive business growth; encompassing platforms, people, and programs.
• Responsible for management and leadership of the global digital and marcom function in a complex, matrix organization to support retail technology software and hardware solutions, including SAAS offerings for Traffic/People Counting, Inventory & Shrink/Loss Prevention
• Envisioned organization’s digital journey across the entire funnel from demand generation, lead generation and conversion
• Reorganized and built a scalable global team to support the organization’s digital marketing transformation; direct management of a team of 15-20 worldwide, with matrix responsibility for 40+; reorganized function and optimized demand generation spend by 30% within first 6 months
• Launched a global campaign management team to create a disciplined approach to program planning, creation, investment, and measurement
• Evolving and managing all Retail web properties, championed the launch of a dozen global websites within first 120 days; improved performance of existing sites including increasing goal completions, reducing page load times, and increasing visitors
• Scaled marketing automation platforms and programs, with a focus on business growth through creation of the inaugural demand generation and lead generation initiatives
• Architected digital dashboards and championing a culture of measurement & reporting
• Served as a member of the senior leadership for high growth software solution

J&C, Chicago, IL 1997-2017                                                                                                  Executive Vice President, Data-Driven Digital Marketing Agency

Led agency through digital transformation, championed growth, served as agency’s CMO, strategically guided accounts and managed cross-functional teams, P&L responsibility. Functional responsibilities included:

Chief Marketing & Growth Officer

  • Functioned as the agency’s Chief Marketing Officer; identified industry trends and evaluated current capabilities to determine disruptive areas of opportunity and growth
  • Transformed response marketing firm into a digital first agency with YOY growth; served on management team during high growth period
  • Quadrupled revenue through disruption, business development, and new offerings; architected new digital revenue streams that now account for 85% of total revenue
  • Created a multi-channel demand gen effort; aligned messaging by vertical industry; oversaw implementation; authored 100+ thought leadership articles and eBooks on trends

Head of Strategy & Digital Marketing

  • Served as a trusted advisor and Chief Strategist, collaborated with clients to evolve their organizations digital competency, and adopt a ROI-based approach to marketing
  • Architected multi-channel programs across SEM, SEO, remarketing, email and other digital tactics to grow revenue, generate leads, drive demand, create brand preference, as well as deliver personalized, segmented communications based on web behavior
  • Pioneered digital programs including acquisition, demand generation, lead gen, sales enablement, engagement, thought leadership and lifecycle marketing
  • Created a strategic approach to data-driven integrated communications planning

Managing Director, Staff Leadership & Management

  • Managed daily operations with P&L responsibility, held C-level client relationships; created a client-driven, customer-oriented culture; negotiated contracts & fees
  • Oversaw client management cycle, with responsibility for assessing needs, defining scope of work, negotiating fees, and executing programs, full P&L responsibility
  • Directed, recruited, mentored, and managed functionally diverse staff of 25+; matrix responsibility of 50+, built new functions: analytics, strategy, content, digital operations; oversaw the implementation of marketing automation platforms
  • Championed the creation of inbound digital demand generation capability; architected & staffed functions including digital operations team to support marketing automation; identified on-staff vs outsourced resources; created partnership with HubSpot
  • Aligned staff and redefined processes based on evolving business needs

Success by the Numbers

  • Increased transactions to drive business growth by 18% through a lifecycle marketing program across the entire digital customer experience for a payments company
  • Achieved over a 10:1 (revenue to expense ratio) by harnessing buyer data; created customized behavior-based communications featuring merchandise & offers
  • Delivered double digit engagement through a digital B2B demand generation program to generate web traffic and leads for a low involvement brand with complex offerings
  • Drove growth through innovative acquisition program (25-fold over 24 months) and translating an intangible service into tangible customer benefits

AT&T, Chicago, IL, 1996 – 1997                                                                                                                    Local Launch Lead

  • Recruited to formulate marketing strategy for AT&T’s re-entry into local telecommunications market, leading diverse team and building marketing infrastructure and programs from the ground up
  • Analyzed market and consumer data to develop product marketing, product bundling, and overall value proposition
  • Led an interdisciplinary team across Billing, Call Center, and Marketing, establishing team’s infrastructure to maximize efficiency and cross-functional collaboration
  • Devised and executed targeted and broad acquisition programs and communication efforts that consistently hit cost per acquisition goals
  • Developed systems support and training for all call center operations, including writing new scripts, driving an enhanced customer experience that improved the scope and caliber of service

Ameritech, Hoffman Estates, IL, 1994 – 1996                                                                                     Senior Marketing Manager

  • Led product marketing campaign development for Consumer Business Unit during period of rapid growth and transformation
  • Conceptualized and executed integrated and cross-promotional marketing campaigns that generated a 3:1 ROI on a $100M annual budget
  • Managed six agencies to develop cohesive cross-selling and CRM communications
  • Performed in-depth market research to create data-driven product bundling strategies and integrated communications programs to triple product penetration
  • Implemented processes and procedures for marketing campaign planning and management to driver greater efficiency and streamlining of operations
  • Designed campaign forecasting tool to improve investment spending strategies
  • Tapped by McKinsey & Company to consult on marketing operations process, succeeding in increasing revenue and consistency of campaign development
  • Served as a customer advocate in mobilizing internal constituents including telemarketing, call center/customer service, billing, employee communications and regulatory affairs

SheeraEby Resume Aug2019

View Sheera’s Experience and Skills