Sherehan Ross

Global Marketing Executive

LinkedIn

Portfolio

Building Brands, Leading Teams, Driving Results

With over 15 years of experience across B2B and B2C sectors, I specialize in crafting and executing high-impact marketing strategies that deliver measurable results. As a marketing leader, I’ve built and led high-performing teams, managed multimillion-dollar budgets, and executed customer-centric campaigns that foster lasting brand loyalty. This portfolio showcases my expertise in brand building, demand generation, and digital transformation, emphasizing my commitment to driving growth, innovation, and strategic vision. Here, you’ll find examples of my work that illustrate how I leverage customer insights, data-driven strategies, and collaborative leadership to achieve sustainable success and elevate brands in competitive markets.

STARTUPS: FINTECH/CRYPTO/SAAS/HEALTHTECH

T-CETRA

Content Strategy, Branding, and Audience Segmentation 

As T-CETRA sought to capture a larger share of the mobile payment solutions market, I identified that our success would hinge on creating a brand presence that resonated with each audience segment and positioned T-CETRA as a top choice in the industry. The project required a multifaceted approach, combining a strong content strategy, brand messaging, and precise audience segmentation to ensure that we reached the right audience with the right message on the right platform.

We began with an in-depth audience segmentation project, analyzing data across various customer demographics and behaviors to uncover distinct needs and motivations. This insight allowed us to create tailored messaging strategies that would engage each audience segment more effectively, from small business owners to larger retail enterprises. Using this foundation, I led a complete brand messaging overhaul, aligning T-CETRA’s voice with what resonated most deeply for each segment.

With the messaging clearly defined, we translated these insights into a digital content strategy, starting with a series of campaign-specific landing pages designed to capture each segment’s interest. These landing pages focused on value-driven content tailored to the pain points of each audience, featuring case studies, success metrics, and clear calls to action. The website itself was redesigned to enhance the user journey and ensure that each customer segment could quickly access the information most relevant to them, from feature highlights to testimonials and industry-specific insights.

The results were transformational:

T-CETRA’s rebranding and targeted digital campaigns increased brand visibility by 40% and improved lead conversion by 20%. By aligning content, branding, and messaging with precise audience insights, we positioned T-CETRA as a market leader in mobile payments, capturing both mindshare and market share. Our cross-platform campaigns, bolstered by successful partnerships with enterprise clients like Google, Amazon, and Verizon Wireless, drove demand and elevated brand presence significantly. This strategic approach not only strengthened T-CETRA’s competitive edge but also laid a strong foundation for sustained growth and deeper, lasting customer connections.

CoinMover

Demand Generation & Investor Relations

Faced with the challenge of positioning CoinMover as a leader in the rapidly evolving cryptocurrency market, I saw an opportunity to integrate demand generation with investor relations to propel the brand forward. Knowing that competitive pressures were high and investor confidence was critical, I developed a comprehensive marketing strategy that combined digital campaigns, influencer partnerships, and an investor-focused pitch deck.

This approach emphasized CoinMover’s unique value in the market, building both trust and excitement.

Through this targeted strategy, we not only secured $16MM in funding but also increased customer retention by 15%, reinforcing CoinMover’s reputation as a stable, forward-thinking brand in a highly volatile industry.

By positioning CoinMover as a reliable option for investors and customers alike, we solidified its presence as a top player in the cryptocurrency space, setting the foundation for sustained growth and market impact.

TradeShare

Go-to-Market Strategy and User Acquisition in DeFi

As a newly launched DeFi startup, TradeShare needed a powerful go-to-market (GTM) strategy to carve out a space in a competitive, complex market. Tasked with leading the GTM, I focused on establishing a clear brand identity and driving initial user acquisition through a tailored approach. Given that TradeShare’s audience ranged from novice crypto enthusiasts to experienced DeFi users, we began by segmenting our target audience to align messaging with varying levels of expertise and specific financial goals.

Our GTM strategy combined educational content, influencer partnerships, and interactive webinars, each supported by dedicated landing pages and explainer videos designed to make DeFi concepts accessible and user-friendly. This multi-channel approach allowed us to address diverse audience needs, build trust, and showcase TradeShare’s unique value as a streamlined, reliable DeFi platform.

Goals and KPIs:

For our first quarter, we aimed to achieve initial brand awareness and establish a user acquisition baseline of 10,000 active users, with an engagement rate of 30% on educational content. Expected KPIs included a retention rate of 15% among users who engaged with educational resources, helping to build a loyal user base ready to grow alongside TradeShare as the platform developed.

As TradeShare continues to grow, this GTM launch has established foundational metrics for tracking user acquisition and engagement, setting clear expectations for sustainable growth.

By focusing on targeted audience segmentation and an educational approach, TradeShare is poised to become a go-to platform for users exploring decentralized finance with confidence and ease.

Soom
Led GTM initiatives for Soom resulting in over $2MM ARR. Our GTM strategy focused on creating a compelling story that resonated with their target audience. We highlighted the pain points of existing data integration solutions and showcased how their platform can alleviate those challenges. To generate buzz, we leveraged social media and PR to showcase the benefits of their solution and highlight how it can improve business outcomes for their target customers. We also ran targeted ads on LinkedIn and developed thought leadership pieces and customer success stories. I oversaw the creation and execution of multi-channel lead generation campaigns that targeted Soom’s ideal customer profile. We used a combination of paid advertising, content marketing, and social media to attract and engage potential customers. To qualify leads, we developed a lead scoring system that took into account demographic and behavioral data, and I also collaborated closely with the sales team to optimize the funnel, increase conversion rates, and ensure a seamless customer experience.
B2B
Beam Benefits
At Beam, I was responsible for driving B2B demand generation through LinkedIn and content marketing. One specific example of how I did this was through a targeted content and native ad campaign. We created a series of thought leadership articles that addressed pain points and offered solutions to HR professionals who were struggling to manage employee benefits. Each article was tailored to a specific industry or persona, making the messaging more relevant to the recipient. These articles were then published on their company blog and shared on LinkedIn. To ensure we were reaching the right audience, we used LinkedIn's advanced targeting capabilities to reach HR professionals in our target industries. We also leveraged LinkedIn's lead generation forms to collect contact information from interested prospects. In addition to LinkedIn, we also utilized PR and media relations to generate buzz and drive traffic to our content. We secured placements in industry publications and conducted interviews with thought leaders in the employee benefits space. To further amplify our reach, we utilized Outbrain native ads to drive content discovery and increase our thought leadership presence. Through this approach, we were able to successfully generate B2B leads and establish Beam as a thought leader in the employee benefits space.
Beam
Diagnotes
Diagnotes is a healthcare communication platform that connects care teams to help streamline communication, reduce errors, and improve patient outcomes. To build brand awareness and target decision makers, my team and I implemented a multi-channel marketing strategy that included content marketing, SEO, paid advertising and thought leadership. As a result, we were successful in increasing web traffic and generating leads for Diagnotes. We saw a significant increase in website visitors, pageviews, and engagement, as well as a higher conversion rate and more qualified leads. Specifically, web traffic increased by 17%, bounce rates decreased by 4%, MQLs increased by 20% and increased demo requests by 15%.
Press Release
S4 Netquest
At S4 NetQuest, I recognized the potential to increase lead generation through a highly targeted content marketing campaign that focused on promoting the company's cutting- edge e-learning solutions. I spearheaded the creation of a series of engaging and informative blog posts, social media content, and webinars that showcased the unique features and benefits of their learning management system, along with the successful case studies of their clients. To maximize reach, I collaborated with the digital marketing team to promote this content through Google ads, social media advertising, and email marketing campaigns. We also partnered with several industry influencers and thought leaders to share our content with their audience, further amplifying our message and reach. This multi-channel content marketing campaign resulted in a significant increase in website traffic, with a 35% boost in organic search traffic and a 45% rise in social media engagement. Most importantly, our efforts led to a 25% increase in high-quality leads generated from our target audience within the first three months, ultimately contributing to an overall growth in revenue for S4 NetQuest.
S4 Netquest

RETAIL: FOOD & BEVERAGE/E-COMMERCE

Panada Express
When Panda Express identified underperforming locations across key regions, I stepped in to design a strategy that would go beyond conventional campaigns and focus on local engagement. Recognizing the power of community-driven marketing, I launched a geo-targeted influencer campaign that tapped into local personalities and community leaders, creating content that felt authentic and relatable to the local audience. By crafting hyper-localized content and fostering partnerships with influencers who resonated with specific demographics, we were able to create a sense of community ownership around Panda Express. This approach delivered a significant 50% increase in sales in the targeted locations, generated 3.9 million impressions, and brought in 12,200 organic engagements. The campaign’s success underscored the importance of community-focused strategies in driving regional performance, proving that highly tailored, localized content can achieve powerful results in brand engagement and sales growth.
Success Story
Charleys Philly Steaks
Charleys Philly Steaks approached me to develop a comprehensive communication plan to introduce a new menu concept to its loyal fan base during the opening of two new locations in Columbus, Ohio. I spearheaded a three-pronged approach which included media outreach, social media support, and community engagement. We successfully created a buzz around the new locations and Chicken Fingers menu through strategic media coverage and influencer events. Our social media team created geo-targeted content and fan giveaways which resulted in long lines of excited crowds waiting for the doors to officially open at both locations. Our community engagement efforts established key relationships with nearly 20 local organizations and community representatives, resulting in successful in-person event attendance and catering drops for key meetings. As a result, Charleys welcomed hundreds of media, community organizations, local businesses, and social fans to the grand opening events, securing nearly 60 stories and posts and resulting in 9.2 million media impressions.
Success Story
Roosters
To drive local awareness for Roosters' Morgantown, West Virginia franchise location, I developed a customized marketing program using a multi-faceted approach. We conducted an on-site photo shoot to showcase the restaurant's delicious food and fun atmosphere, launched a local influencer program, and implemented a paid social media campaign to promote ongoing promotions and encourage in-store visits. As a result, we achieved over 300K impressions and 16K engagements, resulting in a 12.8% increase in year-over-year sales during the program timeframe. This successful program transformed the store from a low-performer into a model of marketing success and was achieved through a combination of social media marketing, community management, paid social media campaigns, content creation, paid media analytics, influencer strategy, research and identification, contract negotiations, message direction, relationship management, and photography.
Success Story
The Purple Chicken
When The Purple Chicken's Mango Habanero Sauce was launched on Shopify and Amazon, I knew they had to stand out in a crowded market of hot sauces. Their competitive advantage was their unique recipe made with real habaneros, honey, and mango puree, giving it a flavor profile unlike any other. To drive sales and brand awareness, I developed a multi-faceted marketing strategy that included influencer partnerships, targeted social media advertising, geo-targeted Google ads and Amazon advertising campaigns. We also leveraged the power of user-generated content, encouraging customers to share their experience with the sauce on social media and leaving reviews on Amazon. Thanks to these efforts, I was able to achieve impressive results. The product quickly became a best-seller on Amazon. Their Shopify store experienced a 12% increase in traffic, with a 5% increase in conversion rate. They also saw a 15% increase in sales on Amazon. Social media reach and engagement increased, with a 70% increase in followers and a 30% increase in post engagement. Overall, my holistic strategy helped The Purple Chicken's Mango Habanero Sauce stand out in a crowded market and become a highly successful product line.

CAUSE MARKETING & NON-PROFITS

CureSearch
I had the privilege of working closely with CureSearch as my client, and together, we accomplished our mission to empower researchers and families in advancing pediatric cancer research through clinical trials and commercialization. My strategic approach included implementing Google Ads and social media campaigns, which played a pivotal role in driving both awareness and conversion metrics. Through Google Ads, we achieved remarkable results, significantly increasing resource downloads, newsletter sign-ups, event registrations, and donations, with a notable 25% boost in donations on Giving Tuesday. Simultaneously, our social media efforts expanded CureSearch's reach and engagement, strengthening their online presence. These combined efforts effectively transformed CureSearch's website into a vital resource hub, reaching and inspiring their target audience to take meaningful action and ensure the continued progress of promising pediatric cancer research.
CureSearch
American Heart Association
In the realm of charitable campaigns, my involvement with the American Heart Association's GoRed Columbus initiative stands as a testament to the power of strategic digital marketing. With a target audience of women over 55 years of age, our goal was to raise awareness of heart disease as the leading cause of death in women. Leveraging a series of 13 impactful video spots featuring male voice-over actors, we managed to capture viewers' attention and encourage engagement. The call-to-action (CTA) to text "41444 to GOREDCBUS to give" proved to be highly effective. Through a combination of paid social media ads and engaging content, we not only spread the critical message but also raised over $8,000 in the first few days of the campaign launch. Additionally, our viral-focused approach for the "You see a game, we see Potential" spot successfully generated excitement, followers, and awareness, underscoring the significant impact of well-executed digital marketing in the nonprofit sector.
GoRed
Smart Columbus
In just three months of our partnership, my team and I achieved remarkable results for Smart Columbus, the regional Smart City initiative. Together, we secured an impressive 135 local media placements and garnered an astounding 4.8 million local media impressions. These achievements not only exceeded our initial 9-month goals but also demonstrated the rapid and substantial impact of our strategic communication efforts. As attested by Jennifer Fening of Smart Columbus, our collaboration has been highly successful in elevating the initiative's visibility and outreach.
Success Story

FORTUNE 100: FINANCIAL SERVICES/INSURANCE & CPG

Nationwide

Building High-Performing Teams and Driving Process Excellence

During my 8+ years at Nationwide, I transformed multiple facets of the Internal Sales and Services (ISS) and Territory Management functions by implementing high-impact process improvements, establishing a department from the ground up, and leading programs that became critical pipelines for sales talent. Through a mix of strategic planning, Lean Six Sigma methodologies, and team development, I created a high-performance culture that drove measurable results and set new standards for efficiency and customer engagement.

 

Developing the Prospecting/Asset Retention Team

Starting as a Team Lead, I quickly identified a gap in how training and day-to-day operations were managed, prompting me to propose the creation of a structured leadership role. After my proposal was approved, I established the Prospecting/Asset Retention Team. This team became essential in retaining annuity assets, conducting outbound marketing campaigns, and supporting the broader sales organization. I also wrote and managed scripts for outbound calls, developed training materials, and became the key point of contact with marketing directors across all business lines to ensure the team’s activities aligned with Nationwide’s strategic priorities.

Implementing the Territory Management Representative (TMR) Program

Seeing the need for a more targeted approach to customer interactions, I led the Territory Management Representative (TMR) program rollout across the company. This role was essential in establishing a “micro-territory” model that enabled us to deliver personalized, geographically specific support to sales teams. I developed and aligned TMR coverage with marketing resources, specifically focusing on high-impact products such as Mutual Funds, MarketFLEX, and fee-based offerings. Through structured training programs and monthly knowledge sessions, TMRs became adept at understanding and selling Nationwide’s most valuable offerings​.

Building a Talent Pipeline and Establishing Sales Quality Standards

One of my significant achievements was transforming the TMR and Prospecting teams into a consistent talent pipeline for Nationwide’s sales organization. My team became known for producing high-quality sales candidates ready for internal promotions. To support this, I developed the Sales Quality Coaching Guideline, a framework for continuous improvement in sales interactions, aligned with Lean Six Sigma principles. This framework provided robust quality metrics that helped elevate the performance standards of our sales calls, further improving customer retention and loyalty.

Results and Impact

Talent Development: Created a structured development program for the TMR team, resulting in a 40% promotion rate within the organization, which helped to maintain a robust internal talent pipeline.

Process Optimization: Implemented Lean Six Sigma methodologies across various projects, reducing inefficiencies in call handling and team workflows, which led to a 20% increase in processing efficiency and a significant decrease in time-to-resolution for customer inquiries.

Customer Impact: Enhanced Nationwide’s customer experience by implementing a rigorous training program that increased the quality of customer interactions by 25% and reduced customer churn rates within key product lines.

Campaign Execution: Successfully managed multiple campaign launches across products, supported by optimized scripts and performance metrics. These campaigns played a significant role in bolstering Nationwide’s market share in competitive sectors like Mutual Funds​.

Conclusion
My tenure at Nationwide highlighted my ability to build and lead high-performing teams, implement Lean Six Sigma for process improvements, and drive strategic alignment across sales and marketing functions. Through a customer-focused approach and commitment to operational excellence, I was able to make Nationwide’s ISS and TMR programs foundational elements of the company’s growth strategy, enhancing both customer satisfaction and internal efficiencies.

Scotts Miracle-Gro

Strategic Marketing and Budget Optimization

At Scotts Miracle-Gro, I took on the responsibility of managing an $80MM marketing budget, a role that required sharp financial oversight and strategic decision-making to drive marketing impact while ensuring efficient budget allocation. This position allowed me to blend budget management with operational excellence, particularly as I navigated a comprehensive RFP process to select a new media agency and led international Voice of the Customer (VOC) initiatives to refine our global strategy.

 

Leading the Largest Media Agency RFP

One of my most significant accomplishments was leading Scotts’ largest RFP to identify and onboard a new media agency that aligned with our brand vision and financial goals. The process involved rigorous evaluations of prospective agencies, negotiating service terms, and assessing each agency’s potential for maximizing ROI across our diverse product portfolio. My approach was data-driven and collaborative, ensuring all stakeholders, from finance to product marketing, were involved in critical decision-making points. The selected agency ultimately enhanced our campaign effectiveness, increasing engagement across high-priority channels while optimizing media spend.

Outcome

The new agency partnership improved cost efficiencies and campaign performance metrics, ensuring our budget was leveraged for maximum visibility and brand impact.

International VOC Project in France

Scotts Miracle-Gro’s expansion into European markets required a deep understanding of regional customer preferences. I spearheaded a Voice of the Customer (VOC) project in France to capture local consumer insights and refine product messaging. By partnering with a dedicated team in France, we conducted customer interviews, surveys, and in-store observations to gather data on purchasing behaviors and preferences for gardening products. This VOC initiative informed our strategy for market entry and product positioning, ensuring Scotts’ offerings were tailored to meet the unique demands of the French market.

Projected Impact

By integrating insights from the VOC project into our product strategy, Scotts was able to position its products more effectively, increasing initial market share and building strong brand resonance among French consumers.

Strategic Budget Management and Operational Efficiency

Overseeing an $80MM marketing budget required careful planning and monitoring to ensure every dollar contributed to brand growth. I implemented a budget tracking system that facilitated real-time analysis of spend across channels, enabling adjustments based on performance metrics. This system provided transparency and agility, allowing us to pivot quickly in response to market dynamics and optimize budget allocation toward high-performing campaigns.

Results

Improved budget utilization efficiency by 15%, reallocating resources to top-performing campaigns.
Enhanced internal reporting processes, enabling faster, data-driven decisions across the marketing team.
Key Takeaways
My tenure at Scotts Miracle-Gro reflects a strong commitment to aligning financial stewardship with strategic marketing initiatives. By leading large-scale projects, including a comprehensive agency RFP and an international VOC project, I helped drive impactful outcomes that positioned Scotts as a market leader while optimizing resource use and operational efficiencies. This experience underscored the importance of customer insights, financial accountability, and cross-functional collaboration in delivering sustained brand growth.

RECOMMENDATIONS & TESTIMONIALS

Is there anything she can't do? Probably not. Sherehan has been such an incredible asset in my life and in my businesses as a leading professional in marketing. She has an unmatched fire and passion for her work and it shows in every piece of content she puts out. Her guidance and experience have a proven track record of success and I can say with 100 percent certainty that she will be involved in every marketing decision my companies make.
Josiah Van PuffelenCEO
I am honored and delighted to write this letter of recommendation on behalf of Sherehan. We originally connected on LinkedIn, and she has since become one of the kindest, most caring, and genuinely remarkable individuals I have had the pleasure of meeting. Sherehan’s expertise in marketing is unparalleled, particularly in her adeptness at integrating new and emerging technologies like AI and Web3. Her innovative approach and deep understanding of these areas consistently impress me. Anyone seeking an outstanding Chief Marketing Officer should look no further than Sherehan. She is truly exceptional in her field, and I wholeheartedly recommend her.
John KraskiLinkedIn Top Voice and Influencer
In our time together, I counted on Sherehan as a digital strategist to design and execute paid and social media campaigns for both our B2B and B2C clients. She was able to combine client vision and her digital know-how to deliver successful campaigns that helped our customers differentiate their brands and drive revenue. She brings high energy, powerful insights and scrupulous analytical abilities to her work and is one of the most authentic colleagues I’ve ever had the pleasure to work with.
Corey KerrPublic Relations and Marketing Communications Strategist
As a friend and colleague, I truly enjoyed working with Sherehan. We brought different skills, knowledge, and experience to the clients we served together, and I gained so much by being in the same (virtual) room as her. She's results-driven, hard-working, and strategic. I always admired her confidence and authenticity. Beyond that, she is an incredible person to know personally. Sherehan did a great job executing our campaigns, exceeding the goals set in place and really impressing the client. I was impressed in many instances on that account with her ability to confidently communicate with the client, even when what we were sharing was complex or challenging to discuss.
Apryl AshPR Consultant
Sherehan was a digital strategist for Approach Marketing, supporting clients across a variety of industry verticals. Her creativity, tenacity, and dedication to her work always impressed me. Sherehan consistently brought fresh thinking and ideas to her teams. She is a hardworking and authentic person, and working with her was a pleasure.
Liz WoerthHead of Talent
Sherehan was a valuable member of the Approach digital team. As a digital strategist she helped design and implement paid and organic social media campaigns that helped clients build awareness, drive leads and convert sales. As a professional, is smart and creative and understands the value of marketing communications. As a person, I've found her to be honest, kind and trustworthy.
Megan ShroyFounder & President
It's often difficult for a marketing team to garner attention while working for a B2B firm, but Sherehan blazed a digital marketing superhighway through T-CETRA that established the company's voice across numerous digital media platforms. Her work engaged a 10,000+ retail network and drove demand & sales for T-CETRA products and services. Sherehan was laser focused on results - and delivered. To put a cherry on top, Sherehan is incredibly hard working, positive, personable and a true team leader. I'd happily recommend her to any clients or companies.
Kristine GrossPresident & Executive Producer
In our couple of years working together, I had the opportunity to partner with Sherehan on clients spanning multiple industries. Her social media and digital acumen was incredibly valuable in determining direction for client initiatives and campaigns. Sherehan brought energy and ideas to every project, and I so valued working with her.
Janice ZielinskiDirector of Marketing
Sherehan would be an asset in any marketing effort. She shows boundless energy, along with compassion and empathy. Though extremely bright, Sherehan is totally relatable. She adds value to anyone fortunate enough to be in her orbit.
Maggie CarneyRecruiter
Sherehan’s personable, human-centered approach to all facets of marketing (and life) combined with a go-getter mentality is what sets her apart from the crowd. Working with Sherehan, you find that connection-driven element at the core of her being, first and foremost. She is always eager to lend a listening ear and share insights, is quick on her feet, and has an incredible ability to adapt to an ever-changing landscape without losing that laser focus she is known for. No task is too big, no mountain is unclimbable. Sherehan’s realness and drive inspires people around her and I’m happy to have experienced that first hand!
Katie S.Digital Marketing Manager
I have had the pleasure of observing Sherehan's personal and professional growth over the last 10 years. Authentically herself in every environment, Sherehan taps into her industry knowledge, network, critical thinking, and business acumen to solve problems and deliver the optimal client results. As someone who champions the servant leader mindset, she ensures success by empowering her team to think strategically and take calculated risks. Her role as a mother has only strengthened these skills. Sherehan has an established record of delivering results for a vast clientele. She can observe and quickly adapt to those client's needs. She is highly respected in her industry and continues to be an asset in every role.
Sara HissomSourcing Director