Cheri McMaster

Background

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.