Cheryl’s career has included public relations, marketing, brand development, advertising, product & package design and sales operations.
After graduating from the University of Arizona with a BS in Marketing, she worked in PR and then landed at the second largest advertising firm in Arizona. For more than 10 years, Cheryl supervised Lavidges largest client Intergroup Healthcare, spending over $6million per year, and focusing on public outreach, promotions, advertising, collateral and PR. Lavidges top notch client list included The Phoenician, PF Chang’s, Desert Mountain Communities, Papa John’s Pizza and Ruth Chris Steak House.
Cheryl left the ad world to join as a partner with one of the top ten graphic design firms in Phoenix. Her focus was product and package development and branding. She worked with clients such as Dial Corp, Circle K, Avnet and Nordstrom on projects including annual reports, trade show kiosks, new product launches and product rebranding.
She came to the Central Coast in 2000 to begin a year long self-induced sabbatical and an opportunity of a lifetime. Her husband Ed, and Weimaraner Stanley moved where everything was new and began their next life phase. The focus was on family as Cheryl’s mom endured a successful 7-month series of chemo treatments. They swam with dolphins, drove up the West coast, sailed in Tahiti, enjoyed a polo match in the upcountry of Maui, spent time with a bed-ridden friend, built a cabin with in-laws, conquered floral design, played with a chimpanzee and spent quality time with the people she loves.
In 2001 the Cuming family checked back in to reality, as Cheryl became the Director of Operations for a Washington D.C. based company, managing a four-state territory of 15 independent sales professionals. This then lead to an opportunity to become part of the management team of The Tribune, where Cheryl worked for 7 years and was promoted to VP/Advertising, managing a staff of 29 and a revenue base of almost $30 million. A key focus for Cheryl was new product development, which included the evolution of sanluisobispo.com from a newspaper site to a geo-centric platform, and the birth of a lifestyle magazine called HAVEN.
In February 2010 Cheryl was contracted as the Chief Administrative Officer of the San Luis Obispo County Tourism Business Improvement District. Reporting to a 7-member board, Cheryl’s primary responsibilities include managing the annual $1.6 million assessment fund of 730 lodging properties created to promote tourism within the 10 regions and drive occupancy among the constituents. Cheryl’s marketing strategy firm, MarketCher, also works with such clients as Sunset’s Savor the Central Coast and Niner Wine Estates, as well as enjoying a coaching/consulting partnership with Collaboration, Inc.
Cheryl believes strongly in giving back to the community she loves so much and has served on many boards and committees, including the San Luis Obispo Symphony (Board and Marketing Committee), the YMCA (Board and Marketing Committee), Leadership SLO (Fundraising Committee and 2010 Board Chair) and the SLO Downtown Association (Taste of SLO Committee), plus she is a founding member of Women for Community (2004) and has helped raise over $150,000 to support local groups in need.