SHINE Strategy

Learn More About SHINE

MEET OUR TEAM

Discover the Thought Leaders Behind SHINE.

We are Committed to Your Success!

Cindy Marshall

Founder & CEO

Cindy is a powerhouse Chief Marketing and Digital Officer with over 30 years of experience driving profitable business growth for direct-to-consumer (DTC) retail brands. Cindy is an exceptionally skilled transformational and innovative leader with deep functional expertise in digital performance growth and eCommerce UX, catalog and direct mail strategy, customer data strategy (CRM/CDPs), and customer communication. Her unique approach combines left-brain analytics and data insights with a right-brain design vision to build brand strategies that are relevant to today’s customer-centric consumer. Cindy’s worked with dozens of major brands including Annie Selke, Boden, Vera Bradley, Faherty, Johnnie-O, National Geographic, L.L. Bean, Ross-Simons, and J.Jill. 

Cindy is active in the industry as a speaker and advisor. She currently serves on the advisory board of Women in Retail Leadership Circle, Bluecore, and The Southern Vermont Art Center. She was an officer of the NEMOA.org board for 12 years.

Named One of 2011
Top Women In Retail

Women in Retail’s 1st Annual List of the Leading Female Executives in Retail.

2020 NEMOA.org Lifetime Achievement Award

Dedication and leadership in the direct marketing industry.

Laura Ravo

Partner & Executive
Performance & Career Coach

Laura Ravo is a seasoned retail guru, executive performance and career coach with industry mastery in Fortune 100 & 250 companies. Her talents and charisma have developed some of the highest performing teams in global retail. Her scrappy determination (her grit as she calls it) and uniquely humanistic approach (or grace as she likes to call it) have been the cornerstones of her success for nearly 30 years.

Laura advanced as a leader with some of the greatest brands in the business—Macy’s, L Brands, LensCrafters, Oakley and The Body Shop. Each brand left a mark on her heart, and she left each brand better than she found it.

Laura is a sought-after executive coach, author, mentor, speaker, and industry expert. Her mantra is to lead with authenticity and purpose in today’s complex world, you must bring your whole self to your job and your team.

Named One of 2021
Top Women In Retail

Women in Retail’s 11th Annual List of the Leading Female Executives in Retail.

Alex Chororos

Fractional CMO & CDO

Alex has over 20 years experience in digital marketing and specializes in all aspects of direct-to-consumer e-commerce and customer experience solutions for multichannel brands. Alex’s unique approach bridges technology, marketing, content, and commerce to drive traffic, average order size, and conversion to achieve business goals while delivering a top-notch, on-brand customer experience. Alex’s successful career has spanned media, entertainment, fashion, and non-profit, often working on mission-driven commerce for leading brands like National Geographic, Museum of Contemporary Art, Chicago, Johnnie-O, Pig Brig, National Wildlife Federation, Library of Congress, and Smithsonian.

Craig Waller

Partner & Strategic Advisor

Craig is an international pioneer, market and thought leader in the marketing services world, having successfully founded and led agencies in both the US and UK for decades. He uses a visionary approach of creating media and content for brands and organizations with the purpose of driving quantifiable profitable results. His deep expertise spans many Fortune 500 clients including British Airways, Four Seasons Hotels and Resorts, General Motors, North Face, Southwest Airlines, USAA, Verizon, Walmart, and Wells Fargo in helping them to manage their customer messaging and building their teams to drive engagement.

Dr. Betty Orlandino, PhD

Dr. Betty Orlandino

Master Coach Emeritus

Dr. Betty is a Master Performance Coach and Certified Talent Consultant to the top 1% of Fortune 100 and 500 executives and their teams.  She is a master performance coach and personal mentor to high potential clients, celebrity clients, entrepreneurs, and executives in or on their way to the C-Suite who need someone they can trust.

Dr. Betty has 40 years of experience with people and business, a PhD in psychology and common sense.  Some of her professional clients include: Macy’s, USG Corp, US Foods, Kohler Company, Navistar and WMX Corp.  She is an accomplished author of the book “Fast Track to the Corner Office for Women” and has been cited in numerous publications including Time Magazine, The Wall Street Journal, The New York Times, USA Today, The Chicago Tribune and The Chicago Sun-Times.