American Cancer Society pulls together marketing, development units

The group has named Sharon Byers chief development and marketing officer with oversight of the two disciplines.

The American Cancer Society's Hope Lodge in Manhattan. (Image via Wikimedia Commons).
The American Cancer Society's Hope Lodge in Manhattan. (Image via Wikimedia Commons).

ATLANTA: The American Cancer Society has named Sharon Byers chief development and marketing officer, aligning its integrated marketing team with its development division.

Combining the 120-person integrated marketing team with development, creating in effect a unit with more than 300 employees, will help the society tell a "compelling" story, Byers said. The organization employs 6,200 people worldwide.

"As we were able to grow revenue streams, in addition to supporting our community-based fundraising, we had a good opportunity to merge development and marketing, which we did two weeks ago," she explained.

In the new role, Byers is incorporating the society’s mission with storytelling while building out fundraising platforms for the organization’s efforts to battle cancer. She is reporting to CEO Gary Reedy.

Merging the two divisions was "always on the table," she said.

"Because I had such a strong marketing background, I didn’t want to merge them until I could really think about what I needed to do in development," she added. "We call this a family reunion. It’s a permanent integration of development and marketing."

Byers said the divisional merger is not a cost-cutting move. The group has also pulled together a small task force of marketers to brain-storm and map out a campaign marketing strategy for 2017.

"We’re taking the great foundation that we’ve had with our previous campaign and thinking through how to better tell the society’s story," Byers said.

Byers was most recently the nonprofit’s chief development officer, joining in late 2015. In that role, she oversaw all of the group’s income properties, including Relay for Life and "other revenue-generating functions, such as sports and corporate partnerships," according to her bio on the organization’s website.

In this expanded role, Byers will raise awareness of the society, tell its story, and build out fundraising and revenue. The new revenue streams it has created include sports, entertainment, and corporate fundraising, Byers said.

Daniela Campari led the American Cancer Society’s integrated marketing division with the title of SVP of integrated marketing until her exit early last month. She departed the nonprofit for another career opportunity at that time.

Campari previously worked at Coca-Cola, Wrigley, Group Wallace, and the InterContinental Hotels Group.

Kristin Mitra is serving as interim lead for integrated marketing through December, reporting to Byers.

Asked who will lead integrated marketing at that time, Byers said, "I don’t know if I’ve made that decision yet. As a leader of two big organizations, especially when you’re merging them, you want to make sure you take time to understand all your employees’ details and needs."

Mitra’s title is VP of marketing planning and strategy, according to her LinkedIn profile. She previously worked in marketing positions at financial services provider Greenwich Associates, management consulting firm Conner Partners, information services company Recall, and telecoms company Nortel Networks.

This story was updated on October 11 to correct an error about Campari's work history.

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