Cheri McMaster
Communications Director - Procter & Gamble
- Role
- Fabric Care Communications Director at Procter & Gamble
- Location
- Cincinnati, OH, US
- LinkedIn followers
- 500 followers
About Cheri McMaster
Experienced Brand Communications Leader | Social and Influencer content marketing With over 25 years in brand communications, SciComm, and R&D across diverse sectors, including healthcare, beauty, and consumer goods, I specialize in transforming insight-led strategies into impactful business outcomes. My expertise spans translating insights and behavior into compelling brand and influencer content, scientific storytelling, stakeholder engagement, and crisis management. I have driven major CPG initiatives, notably within Procter & Gamble’s Hair Care brands (Pantene, Herbal Essences) and the award-winning \"Thank You Mom\" campaign for the Olympics, generating over 4 billion media impressions. My role in global Olympic communications involved strategic oversight and real-time issue mitigation on the ground at multiple Olympic games. Transitioning to Feminine Care, I led the successful #TimeToTampax campaign, integrating celebrity endorsements (Amy Schumer, Angel Reese, Flau\'jae) and influencer content strategies to drive brand affinity and new user trial. Passionate about leveraging scientific narratives and advocacy, I believe in the power of authentic engagement to drive consumer connection and brand loyalty. My role in North America Fabric Care involves brand-building, reputation management, and category capability and skills upskilling programs. On the mega-brand Gain, I lead the creation of fully integrated and multi-media (full-funnel) consumer-facing content and engagement campaigns to drive the trial of laundry and fabric enhancer SKUs.
Experience
Fabric Care Communications Director
Dec 2023 — Present · Cincinnati, OH, US
Education
Wilfrid Laurier University
HBSc, Biology
1984 — 1989
Orangeville District Secondary School
High School
1981 — 1985
University of Waterloo
MSc Optometry, Physiological Optics, Biology
1989 — 1991
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