At a ceremony in Orlanda, Fla., on Jan. 19, Sharon Byers, our chief development, marketing, and communications officer, was awarded OnConferences's first "Marketing Icon of the Year" award.
She was competing against, Lisa Bowman, chief marketing officer, United Way; Kirsten Jepson, director, product marketing, Tulus International; Tom Edwards, chief digital & innovation officer, Epsilon; and Anupam Bhatnagar, VP, head of marketing, Tech Mahindra (Americas). Judges were industry peers.
You can watch the ceremony here.
OnConferences is a small internet company founded in Florida in 2015. It offers weekly online presentations to leaders in the fields of marketing, human resources, and legal (corporate counsel). These presentations feature some of the most respected executives in the world discussing a wide array of topics. Recent subjects have included #MeToo, analytics for executives, marketing agility, and developing the next generation of leaders.
Sharon's nomination describes her as having demonstrated "many characteristics of an Icon. She has delivered world class business results, focused on paying it forward through mentoring, been recognized by industry experts as a leader, created teams that perform at the highest level, and continues to develop the next generation of talent."
After a 30-year tenure in marketing at The Coca-Cola Company, Sharon joined the ACS as chief development officer in 2015.
The nomination says:
"In a relatively short time, Byers has injected innovation, strategic leadership, and powerful marketing tactics to revitalize the iconic brand and drive new and existing business streams.
Sharon's team brings the ACS brand to life and shows its relevance in our fast-moving society. Early on, she helped crystallize a more concise and powerful mission statement -- to "Save lives, celebrate lives, and lead the fight for a world without cancer," which is the rallying cry for staff and a touchstone for future partnerships and innovations. Building from the mission statement, last year she led a new brand strategy to explain how the American Cancer Society is 'Attacking from Every Angle' through a variety of media. The campaign generated a 30% increase in cancer.org revenue during the critical fourth quarter season and an uptick in three key metrics: awareness, charity of choice, and intent to donate.
Byers also oversees a growing suite of income properties totaling over $850 million, including Relay For Life and Making Strides Against Breast Cancer; sports, entertainment and corporate partnerships; and major gifts. . . In 2017, Giving Tuesday generated over $1 million through targeted marketing with significant partners like Mastercard. She also enhanced the Society's new fundraising efforts such as Real Men Wear Pink, which has raised over $8.5 million. And recently, ACS and Avon announced a multi-year national sponsorship for Making Strides walks.
Finally, she has enhanced a diverse revenue portfolio including sports and entertainment. This year marks 10 years working with the NFL and its 'A Crucial Catch' initiative, which has raised over $18 million and helped 500,000 women in NFL markets receive breast cancer screening and resources. She also secured a National Hockey League partnership with ACS as the US beneficiary of the Hockey Fights Cancer initiative. In addition, the Coaches vs. Cancer program celebrated its 25th year anniversary in 2017, reaching the $110 million fundraising mark in partnership with the National Association of Basketball Coaches. Byers is also pursuing entertainment as a growth initiative, working to cultivate relationships with prominent influencers and corporate alliances within the entertainment industry."