Cheryl Treleaven

Executive Vice President

To understand your customers, it helps to have walked a mile in their shoes. If that's the case, then in her 20-year marketing career, Cheryl has logged a few marathons in her clients' footwear. She has spent over a decade directing corporate marketing for large, complex organizations and has been a pioneering journalist. Her corporate experience base runs the gamut from strategic planning and communications counsel to product marketing; from crisis communications to investor relations.

As Executive Vice President at HLB, she is responsible for the teams that manage most of HLB's accounts in financial services, professional services, information technology and healthcare. Her specialty is understanding complicated intangible products and services and devising innovative marketing programs that cut through the clutter.

In her ten years at HLB, she has been honored to serve as an integral member of her clients' marketing teams. Over that time she has:

• Supported two clients' IPOs, including the development of the corporate positioning, road-show presentations and support materials, and media relations campaigns.
  
• Provided what-if scenario planning and communications counsel, underscoring the reputation management impact of a client's planned vendor streamlining program.
  
• As a key member of the respective marketing councils, helped develop the corporate branding programs for Heller Financial and OAG and their execution in the public relations arena.
  
• Launched an Internet-based firm that facilitates international e-commerce with an integrated program comprising development of the corporate identity, collateral materials, event marketing, and analyst and media relations programs.
  
• Developed marketing programs designed to give "voice" to a super-regional travel management firm, including an aggressive media relations campaign, high-level direct customer communications, and crisis communications.
  
• Directed the media training for a number of clients' CEOs and senior executive teams to help them realize the best return on their investment in public relations.