26. Cause Marketing with Sherí Barros

Sherí Barros, Vice President of Global Sports Brand Alliances for the American Cancer Society

Marketing takes on a lot of definitions, but at its core, it's all about promoting something positive. In this week's episode, Melissa talks to Sherí Barros, Vice President of Global Sports Brand Alliances for the American Cancer Society, about her trailblazing career in cause marketing.

About Sherí:
Sherí Barros is an award-winning brand executive with a body of work spanning 20 years across some of the most recognized sports entertainment brands. She currently serves as the Vice President of Global Sports Brand Alliances for the American Cancer Society. At the intersection of corporate social responsibility and cause marketing, she leads a team managing partnerships with major sports leagues, brands, and talent to advance the mission. This includes working alongside the National Football League to lead one of the most impactful cause partnerships in pro sports: the NFL’s Crucial Catch initiative to fight cancer.

In 2019, Sherí was named an inaugural jury member of the Cannes Lions ‘Entertainment for Sport’ awards, one of the most prestigious global marketing awards in the world. She has served as an Adjunct Professor of Marketing at New York University, and guest lectures for UCLA’s Center for Management of Enterprise in Media, Entertainment & Sports (MEMES).

Topics covered:
- The path to sports marketing
- An introduction to cause marketing
- Building a career through trial and error
- Creating brand advertising
- Engaging a global audience
- Key marketing lessons
- Promoting social good

Actions to take:
- Move towards what inspires you
- Understand your brand identity
- Meet people where they are
- Learn from brand missteps
- Stay curious

Resources mentioned:
- American Cancer Society
- NFL Crucial Catch
- Hockey Fights Cancer
- Coaches Vs. Cancer
- Aceing Cancer
- Maslow's Hierarchy of Needs
- MVW Communications
- PR Pro Gear