Critical Skill Sets

Career Snapshot

Proven Results

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U.S. B2B PC Digital Content Marketing Manager - HP Inc. Houston, TX | 12/2016 – Present


Built the first strategic social foundation (key audiences, brand voice, and strategy) for the U.S. Commercial PC team on HP’s Business channels. Manage a targeted content strategy across the customer journey to increase brand lift and sales enablement.


Launched and manage an exclusive tech and on-air partnership with Cheddar TV and a $1.2M

  Twitter mobile ad buy. Achieved 119M A/V live views in 2018 and managed over 33 interviews for

  HP executives and partners


 Achieved 23+% YoY engagement & 98% brand sentiment on HP’s social channels promoting new

  experiential activations at SXSW, Coachella and Panorama NYC music festivals


Launched and manage the first Eloqua-based, mid-funnel lead-gen Security and DaaS-focused

  content site for Enterprise ITDMs and BDMs for binge consumption to increase consideration and

  preference. In addition to the ability to send leads to Partners and HP Sales, the site provides key

  consumption learnings to ensure the value of future content


 Build KPIs and strategy for AMB-to-scale content nurturing and retargeting campaigns across the

  customer journey using LinkedIn, telemarketing and marketing automation tools to drive leads and

  enable unit sales


US Commercial Mobility Marketing Manager - HP Inc.    Houston, TX | 8/2014 – 12/2016


Drive demand and engagement around HP's US Commercial Mobility Solutions for commercial, corporate and SMB customers. Develop, manage and execute the digital and direct marketing strategies to support the sales and business goals of the US Mobility category team. Maintain strong relationships with corporate partners and negotiate monetary and product support.


 Develop strategies and manage US marketing efforts on new product launches

 Manage and oversee spending on a $1.9 - $2M annual budget, continually meeting 100% spending


 Developed and lead the first social media strategy for Commercial BPS US team and will lead on the  new FY16 strategy


Global Social Media Project Manager - Shell        Houston, TX | October 2012 – August 2014


Oversaw six worldwide community platform managers, supported implementation and day-to-day management of Shell’s use of social media communications across key global channels. Supported new platform launches in Nigeria, Saudi Arabia and China. Managed large agency teams for training, implementation and roll out of global social media processes (content management, crisis planning), media spend, analytics and platform reporting (Facebook, LinkedIn, Twitter, Sina Weibo, Tencent and YouTube).


Directed all visual/video assets and messaging for the global 2M, 3M, 4M and 5M Facebook Fan milestones.


Managed social media promotion of Shell Ideas360, a global student contest around Sustainability on Shell’s channels.



B2C Communications & Marketing Consultant - Self Employed    Houston, TX | 2011 – 2012


Created and executed the overall marketing plan, designed, developed and launched a Flash™-based, e-commerce website and trade show presence for an international B2C services company. Managed and implemented advertising strategies using Social Media.


Communications Director - Spotlight Creative, LLC                       Houston, TX | 2006 – 2011


Managed four direct reports responsible for website experiences, internal and executive communications, trade show presence, brand messaging, and client relationships. Launched new internal and external communication channels for clients. Client base included: HP, BP, Vopak North America, University of Houston and The Houston Texans NFL team.


Managed 28 unique digital and print sponsor recap magazines simultaneously for the Houston

  Texans’ top-tier partners


Spearheaded web and print projects that won the studio’s first three MarCom Awards (2 Platinum,    1 Gold in 2010)


Contact Cheryl to learn more about her experience


C a r e e r   S n a p s h o t

phone: 281.536.3242


email: [email protected]

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Copyright © 2019 Cheryl E. Walters | All rights reserved.

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Customer Relationship Management

HubSpot, OnContact, Dynamics, Salestrakr


Account Based Marketing



Content Nurturing

PathFactory, UberFlip, Outreach


Graphic + eLearning Design

Photoshop, Illustrator, InDesign, PowerPoint, Keynote ’09, Captivate 8


Project Management

Basecamp, Highrise, Campfire, TimeFox


Analytics & Marketing Automation

Adobe Marketing Cloud, Marketo, Sprinklr, Hootsuite


Online Marketing

MailChimp, Woofoo, Constant Contact, Ennect


Social Media

Strategy + Implementation

Facebook, Twitter, LinkedIn, G+, Instagram, YouTube


Analytics, Engagement + Monitoring

Buddy Media, Adobe Social, Social Chorus

Community Involvement

Greater Houston Partnership, Workforce Development Committee | 2008 to 2011


International Association of Business Communicators (IABC) | 2010 to Present

Professional Affiliations

National Charity League, Cypress Belles Chapter

1996 to Present


B.S. Visual Communication

Western Washington University, Bellingham, WA


Inbound Marketing



Digital Transformation

UC Berkeley (Targeted Completion: April 2019)