Cindy Marshall

Founder & CEO, SHINE Strategy
Cindy is an expert in direct-to-consumer marketing and digital commerce.  Her career has been focused on driving growth and digital transformation. She combines brand vision with customer and data driven insights to drive actionable results.  Cindy is known as a visionary and innovative leader who challenges the status quo with her deep functional expertise in digital commerce, direct mail, and retail store traffic generation. She is a servant-leader who rolls up her sleeves with a smile on her face and total support for her teams.

SHINE Strategy is a strategic consulting company focused on helping their clients build stronger and more profitable direct relationships with their customers.  SHINE works with an impressive client list, including Annie Selke Company, AnaOno, Boden US, Faherty, Johnnie-O, M.LaHart, National Geographic, Orvis, Smithsonian, Talbots, The Paper Store, The Strand Bookstore, and Vera Bradley. Before starting SHINE in 2012, Cindy held senior level positions at L.L. Bean, Merkle, Performance Bicycle, The Vermont Country Store, Ross-Simons, J.Jill, and Inc. Magazine.

Cindy is active in the industry as a speaker and advisor.  She currently serves on the advisory board of Women in Retail Leadership, a unique, members-only networking group that offers enterprise-level women in the retail industry a place to learn, connect and grow.  Cindy serves as an advisor to several digital technology companies and is a board member for Southern Vermont Art Center (www.svac.org) in her local community.  In 2021, Cindy received a Lifetime Achievement Award from NEMOA for her dedication and leadership in the direct marketing industry.  She led the Retail Labs at Content Marketing World in 2015-16 and was named Total Retail’s Top Women in Cross-Channel Retail in 2011.