Cheryl Wilson Marketing — Owner

September 2014 – Present 

• Provide interim/overflow MarCom leadership during staff transitions, extended leaves, or gaps in expertise.

• Build association-wide marketing plans and integrated communications calendars aligned to strategic goals.

• Write high-quality content for print publications, newsletters, collateral, email campaigns, websites, and press releases.

• Edit articles, white papers, scripts, web pages, collateral, and e-newsletters for clarity, tone, and impact.

• Promote products, services, and events to members and customers with targeted campaigns and clear CTAs.

• Develop and execute social media strategies—planning, content, scheduling, and light reporting.

• Recommend initiatives and tactics based on organizational strategy, audience insights, and market research.

• Create project work plans and streamline processes to improve timelines, handoffs, and outcomes.

• Coach staff on delegation, budgeting, goal setting/feedback, accountability, and strategic thinking.

American Student Dental Association (ASDA) — Director, Marketing & Communications

January 2011 – September 2014
National, student-run association advancing the rights and interests of dental students

• Growth campaigns & events: Planned and executed membership, engagement, exhibit, and sponsorship campaigns aligned to the Strategic Plan. Achieved record-high attendance at every national event (2011–2014). Earned 2013 ASAE Gold Circle Award – Honorable Mention for the National Leadership Conference event marketing campaign.

• Talent pipeline: Nearly doubled applicants for national awards and leadership roles through targeted outreach and clearer calls-to-action.

• Publications (print & digital): Set editorial direction and copyedited ASDA’s publications; restructured departments to better align with member needs.

• Email performance: Led e-newsletter strategy and template/content redesign; improved average open rates by 10% in the first 18 months.

• Web & social: Managed national website, social channels, and two meeting apps. After a homepage UX/SEO refresh, achieved +13% page views and +18% unique visits in three months. Grew Facebook community 300% (from ~5,000 in Jan 2011 to 43,162 by July 2014).

• Video content: Directed concept, scripting, production, and post for association videos to support recruitment and events.

• Team leadership: Hired, managed, and coached communications staff. Created an Electronic Editor volunteer role that reduced ~30 staff hours/year, freeing capacity for strategic work.

• Budget & operations: Managed a $260K communications budget; contributed to the association’s $3M overall budget planning.

• Training & culture: Chaired the Employee Enrichment Task Force; delivered internal trainings on project management, time management, and conflict resolution.

SmithBucklin — Marketing & Communications Manager

April 2006 – January 2011 | Chicago, IL
World’s largest association management company serving 300+ trade/professional organizations.

• Owned multi-client marketing portfolios: Planned and executed event, member acquisition, and retention campaigns for 5 associations, managing budgets from $10K–$1M with clear timelines, roles, and KPIs.

• Content lead: Wrote and edited collateral, websites, e-newsletters, print publications, and media releases aligned to each client’s brand and goals.

• Digital & social strategy: Built social media plans across multiple clients; delivered staff training on platforms, content, and measurement to operationalize ongoing campaigns.

• Web & brand: Directed website redesigns and brand refreshes—from IA and messaging to content development—launching 3 client sites (2007–2011).

• Client onboarding & transitions: Served on 3 transition teams to onboard new associations, stabilize communications workflows, and establish reporting.

• Team leadership: Managed 3 marketing associates + 1 extern; coached junior staff and assisted hiring/onboarding of 4 additional team members.

• Revenue enablement: Identified opportunities to grow sponsorship and exhibit sales through targeted print and digital campaigns.

• Culture & communication: Founded SmithBucklin’s Toastmasters chapter to strengthen internal presentation and leadership skills.

Sigma Chi Fraternity Intl. Headquarters       July 2005 – February 2006
Sigma Chi is an international fraternity with 239 undergraduate chapters and 132 alumni chapters.
Public Relations and Marketing Coordinator                                          

Zevro Consumer Housewares Company     June 2004 – July 2005
Zevro launched its cornerstone product, the Indispensable® Dispenser, in 2003 to retailers and consumers in the U.S. and European markets.
Marketing Coordinator