Sheila Butler

Founder & Chief Marketing Officer using my superpowers of branding, loyalty & marketing strategy for clients. Will work for bourbon.

discovered my passion for marketing unexpectedly when I convinced a leader in Disney Marketing to hire me for a special event project after stage-managing over 800 guest performances at Walt Disney World and working on over 50 special events for Disney Entertainment. Little did I know that this temporary assignment would lead to my fantastic career in branding, loyalty, marketing strategy, and partnerships.

My career has taken many turns, including:

• Applying the brand management principles I learned at Disney to venture capital pitches at a tech startup in Philadelphia after leaving Disney

• Returning to corporate America, this time in financial services at Bank One/JPMorgan Chase, where I worked with Disney, Starbucks, IHG, Best Buy, BP, and numerous other brands and loyalty programs

• Relocating to the Washington, DC area to lead the Choice Privileges global loyalty program and its partnerships, and later leading global marketing for Choice Hotels International

• Becoming Chief Marketing Officer for a Florida-based regional bank that invests in fintech companies

• Launching a boutique marketing firm in Greater Orlando, Florida, with a view of Disney fireworks from my balcony

Today, I create marketing that leaves a legacy using my superpowers:

• Transforming brands: Merging companies need to explain their expanded brands in new ways. Product launches need a voice, personality, and brand promise. Individuals reinventing themselves for their next career challenge need marketing narratives that describe what makes them unique. My proprietary Butler Branding BootcampTM process, refined over two decades, uncovers your unique brand and messaging through highly interactive sessions.

• Deepening customer loyalty: I optimize loyalty and membership programs to boost customer engagement, reduce acquisition costs, yield valuable customer data for future targeting and personalization, and drive revenue. Crafting the ideal set of benefits to motivate desired customer behaviors, managing the loyalty P&L, and balancing practical and aspirational rewards were vital to profitably growing Choice Hotel’s global loyalty program by 19.5 million members in three years.

• Developing high-ROI marketing strategies: With a data-driven, results-oriented, and AI-first mindset, I align marketing and communication strategies with business objectives. From strategic annual marketing plans across owned/earned/paid channels to customer journey mapping, thought leadership, and content strategies, I ensure each marketing action contributes to business goals. I bring over two decades of growth marketing experience in B2B, B2C, and B2B2C to project-based and fractional Chief Marketing Officer engagements.

• Fostering connections: Finding hidden synergies and creating alliances by bringing together brands, ideas, and people to unlock new possibilities feeds my soul. From developing the first Disney Visa credit card and launching the program to forging strategic partnerships that add customer value and increase company revenue, my favorite career moments have centered around opportunities created when working together.

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Book 101 Review, in its fifth season, features Sheila Butler, Founder and Chief Marketing Officer, as my guest. In this episode, Sheila shares how she uses her superpowers of branding, customer loyalty, and strategic marketing to help clients build st...