Vickie Sherman

About Vickie Sherman

An innovative and strategic business leader, Vickie applies experience gained in $5 million to $22 billion and Fortune 500 businesses to accelerate revenue. Bringing focus during high-stakes situations, she leads organizations through transformation—whether that’s scaling for growth, integrating after acquisitions, or navigating crisis situations. Known for eliminating silos to enhance divisional and corporate transparency, Vickie excels in organizational strategy, aligning cross-functional teams to reach consensus, determine roadmaps, and propel execution. She remains passionate about leading marketing and communications, driving cultural transformations to unlock potential and achieve success.

How Vickie has Helped Businesses Grow

• Accelerated the $70B integration of Pacific Premier Bank and Umpqua/Columbia Bank by leading the acquiree’s side of corporate communication, identification of the Target Operating Model (TOM), and transition without disrupting business as usual.
• Attracted M&A opportunities at Pacific Premier Bank by restructuring the marketing organization to an in-house agency, launching an outbound digital sales enablement platform, and introducing a low-cost workflow management system that optimized marketing resources. Increased YOY net income by 414% while reducing department costs by 90%.
• At Pacific Premier Bank, launched the alternative asset brand Pacific Premier Trust, including messaging, positioning, a new website, branded collateral, and relationship manager support. Doubled Pacific Premier Trust’s net income contribution to Pacific Premier Bank across 2 years.
• At Pacific Premier Bank, launched 2 AI systems across the enterprise, which included establishing governance standards, defining brand voice guidelines for AI-generated content, leading internal communications, serving as beta test lead, and contributing to company-wide training and adoption.
• Accelerated the post-acquisition integration at Mechanics Bank by optimizing marketing resources, focusing growth and GTM strategies, and creating a cohesive and sustainable bank culture within 180 days, including launching new website and intranet.
• Achieved Rabobank’s best performance in five years and quelled integration concerns by identifying and implementing the TOM, optimizing marketing resources, sharpening growth and GTM strategies, and coordinating brand renaming across all assets without disrupting business as usual.
• At Golden 1 Credit Union, amplified brand awareness, thus lowering the regional advertising buy by $5 million, and achieved a top 10 social media ranking by enabling and integrating the Sacramento Kings partnership.
• Enhanced growth at Golden 1 Credit Union in 4 years from $7B to $13B in assets, $69M to $91M in revenue, and 700k to 1M members served by facilitating a cohesive business strategy including targeted brand awareness, an outbound digital marketing platform, corporate communications, and employee communications.
• At Colliers International, stabilized broker productivity and protected the firm’s reputation during a commercial real estate downturn by accelerating speed-to-market for sales collateral, enhancing digital capabilities across web, email, and social media, and managing crisis communications with the departure of 3 top sales teams.
• Built foundational retail marketing expertise across a decade with major real estate portfolios — Macerich, TrizecHahn, and Forest City Realty Trust — directing marketing for high-traffic regional centers and developing the brand, tenant relations, and revenue growth capabilities that informed every subsequent leadership role.

How Vickie Leverages AI for Business Impact

• Leverages ChatGPT Enterprise and Microsoft Copilot within Office 365 to accelerate insight development, market strategy formulation, and complex analytical work—reducing certain research and analysis tasks by approximately 65–70%.
• Uses AI to synthesize secondary research, pressure-test strategic hypotheses, and extract themes from qualitative inputs—expanding the range and rigor of options presented to clients while retaining full authorship of final deliverables.
• Applies AI-assisted Excel analysis to identify non-obvious data patterns and streamline modeling workflows, increasing both speed and analytical depth in client engagements.
• Operates exclusively within secure, private AI-enabled environments for client work, applying structured prompting and disciplined human validation to ensure accuracy, relevance, and responsible use.
• Actively advancing capability in training AI to generate stronger conclusions from qualitative information, positioning AI as a practical decision-support tool in strategic advisory contexts.

Client Resources

• When to Hire a Fractional CMO vs Full-Time CMO
• Should I Hire a Fractional CMO?

Executive Experience

• Senior Vice President, Chief Marketing Officer, Pacific Premier Bank & Trust (Acquired by Umpqua Bank, now Columbia Bank)
• Senior Vice President, Director of Integrated Marketing, Mechanics Bank (Acquired by HomeStreet Bank)
• Senior Vice President, Director of Integrated Marketing, Rabobank, North America (Acquired by Mechanics Bank)
• President & CEO, Marketing Doer Co.
• Interim Vice President, Marketing, Golden 1 Credit Union
• Marketing Director, Colliers International
• Marketing Director, Steadfast Companies – Sunrise Mall (Acquired by Tallen Capital Partners)
• Director of Retail Marketing, Forest City Realty Trust (Acquired by Brookfield)
• Director of Retail Marketing, TrizecHahn Corporation (Acquired by Brookfield)
• Director of Retail Marketing, Macerich

Education

• Pacific Coast Banking School, Washington University
• MBA, Marketing and Organizational Strategy, University of California, Davis
• BA, Cognitive Science, University of California, San Diego

Download Vickie's Resume Here