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Sarah Herron

Maryville, TN | (865) 599-2037 | sarah@herron.group

PROFESSIONAL SUMMARY

Versatile communications leader with nearly 20 years of experience across the nonprofit, business, and government sectors. A nimble strategist who specializes in turning complex organizational goals into clear, actionable plans. Expert at navigating the intersection of public policy, stakeholder interests, and digital tools to deliver measurable results and long-term impact.

PROFESSIONAL EXPERIENCE

The Herron Group | Principal & Interim Strategist | Dec 2023 – Present

  • Direct interim business development strategist for Epic Nine Marketing Agency (Dec 2025 – Present), focusing on earned media and client growth initiatives.

  • Led a post-merger competitive intelligence audit for a national medical technology corporation, providing strategic recommendations on advocacy infrastructure, lobbyist engagement, and government relations messaging.

  • Developed a comprehensive digital roadmap for a national franchise with 130+ locations, auditing an enterprise CRM migration to establish high-level strategies for automated workflows and regional office enablement.

  • Orchestrated integrated marketing for regional small businesses, executing full-scope plans across paid (ads), owned (email/web), and earned (PR) media to drive measurable growth and brand visibility.

  • Coordinated CSR and community engagement strategies for diverse local clients, aligning corporate objectives with local impact to strengthen brand reputation.

Friends of the Smokies | Director of Marketing & Communications | Aug 2019 – Dec 2023

·       Directed multi-channel integrated campaigns across Tennessee and North Carolina, resulting in record-breaking fundraising and public awareness.

·       Elevated the park's narrative beyond tourism benefits to highlight critical environmental, scientific, conservation, and educational initiatives.

·       Represented the organization through public speaking and community outreach, supporting meetings and events for the public, government officials, and local leaders, including the landmark ‘Park It Forward’ campaign.

·       Supported executive leadership for high-level engagements and media interviews with materials, talking points and on-site coordination

·       Oversaw inter-agency alignment between the National Park Service and non-profit partners to amplify a unified message across all digital and traditional platforms, including support for the park’s grant proposals.

·       Modernized the digital and operational ecosystem, leading a full website migration and CRM integration that significantly improved internal efficiency and data-driven donor engagement.

·       Produced strategic content for print and digital, including newsletters, annual reports, board of directors’ reports, while directing all branding, media initiatives, and collateral production.

·       Led critical communications during the COVID-19 pandemic, pivoting to digital-first content and owned media initiatives that cultivated community resilience and sustained funding for mission-critical park programs.

The Herron Group (with Pyxl) | Digital Marketing Principal | Aug 2017 – Aug 2019

  • Project-managed cross-functional campaigns for corporate and nonprofit clients, bridging the gap between brand storytelling and technical performance.

  • Delivered integrated digital strategies that leveraged SEO, paid media, and earned PR to maximize market reach.

CMOco | Senior Digital Strategist | Apr 2016 – Aug 2017

  • Led multi-channel digital branding for national and regional clients, including a major public utility rebranding initiative.

  • Integrated traditional advertising (TV/Radio) with digital tactics to ensure a cohesive brand voice across all touchpoints.

Alliance for Better Nonprofits (ABN) | Director of Communications | Feb 2015 – Mar 2016

  • Built the brand and digital infrastructure from the ground up as a founding team member for a 25-county regional resource center.

  • Exceeded membership goals through targeted digital marketing and community outreach strategies prior to the organization’s 2022 merger with United Way of Greater Knoxville.

Scripps Networks Interactive (HGTV / GAC) | Feb 2012 – Dec 2014

  • Managed daily digital operations for GACTV.com, implementing SEO strategies that increased organic traffic by 63%.

  • Coordinated the online launch of HGTV Magazine in partnership with Hearst, driving millions of page views and high-volume digital subscriptions.

  • Directed digital production for live-event coverage, including the CMA and ACM Awards, to maximize real-time audience engagement. 

Blount Today (E.W. Scripps) | Assistant Editor & Columnist | July 2010 – Oct 2011

  • Produced a quarterly niche magazine that became the highest-circulated publication in the county.

  • Pioneered the integration of print and digital content to expand readership and increase advertising revenue.

The Daily Times | Reporter & Columnist | Sept 2007 – June 2010

  • Covered local politics and business features, producing content that directly contributed to subscription growth and community engagement.

United Methodist Publishing House | Contributing Writer | Jan 2003 – Dec 2011

  • Authored over 70 digital content packages and contributed to best-selling educational games and video series.

PUBLIC SERVICE

City of Maryville | Elected Council Member (Nonpartisan) | Nov 2020 – Present

Elected in 2020 and re-elected in 2024 for my final term, gaining experience in governance, public engagement, intergovernmental collaboration, and economic development. Contribute to decision-making on infrastructure, growth, budgeting, public health and safety, resource stewardship, and state compliance, while collaborating with city leadership and engaging regularly with constituents to ensure transparent, responsive governance.

EDUCATION

B.S., Mass Communications (Journalism) | East Tennessee State University

TECHNICAL SKILLS & TOOLS

Exceptionally fast and self-sufficient in learning new tools and platforms.

·       CRM / Automation: HubSpot (Digital Marketing Certification, 2025), Salesforce, RaisersEdge/Blackbaud, MailChimp, Constant Contact, OneCause

·       CMS: WordPress, Squarespace, Wix, Shopify, Kentico, HTML modifications

·       Digital: Google Analytics, Google Analytics 4, Google Ads, Google Search Console, SEMrush, Moz Pro, Facebook, Instagram, LinkedIn, TikTok, Twitter, YouTube, Buffer, Hootsuite, Canva, Eventbrite, RSVPify, PR Newswire, ChatGPT, Google Gemini

·       Project Management: Basecamp, Trello, Slack, Google Workspace, Excel, PowerPoint

PROFESSIONAL STRENGTHS

Strategic, Creative Communication | Organized, Detail-Oriented | Collaborative, Adaptable |

Emotional Intelligence | Technical Proficiency, Problem-Solving | Analytical, Outcome-Focused |

Trusted Relationship Management

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