Sheri Jacobs, FASAE, CAE, President & CEO
As the founder of Avenue M Group, Sheri is a leader, innovator, and visionary who has helped associations, small and large, tackle their most challenging issues.
Most people who meet Sheri quickly learn that her high energy and enthusiasm are a perfect combination for someone who is an avid marathoner. Having completed more than a dozen marathons, including the Boston Marathon, Sheri sees a clear correlation between training for a marathon and developing and executing a marketing plan.Success rarely happens overnight, but with the right planning, energy, passion, and assistance, anything is possible.
Sheri started her nonprofit career in the development office of the Chicago Children’s Museum and moved into marketing after becoming a founding officer of Picture This Projects. Sheri transitioned from the philanthropic community to the association community in 1994 when she became the director of membership and marketing at the American Academy of Implant Dentistry. She expanded her knowledge further when she joined the American Bar Association in 1999.
In 2002, Sheri joined the Association Forum of Chicagoland as the Chief Marketing Officer and Director of Membership. During her tenure at the Association Forum, Sheri built award-winning campaigns that resulted in double-digit growth of membership and educational attendance.
Sheri is a top-rated speaker and a contributor to various associations and publications including the ASAE publication Decision to Join. She currently serves as chair of the ASAE Foundation Development Council and on the ASAE Professional Development Section Council. She is a past chair for ASAE Membership Council and Marketing Council.
Sheri is the co-editor and contributor of ASAE’s best-selling membership book, Membership Essentials (ASAE 2007) and the author of the recently published marketing book 199 Ideas: Powerful Marketing Tactics That Sell (ASAE 2010). Sheri earned her Bachelor of Arts in History and Journalism from Indiana University and went on to become a Certified Association Executive in 2003. In 2014, Sheri was named a Fellow by the American Society of Association Executives. Sheri’s newest book, The Art of Membership, was published in January 2014 by ASAE and Jossey-Bass and quickly became one of ASAE’s best-selling books.
In 2015, Sheri was selected to receive the John C. Thiel Distinguished Service Award.