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Video Interview
31 Dec 2019

Sheryl Fernando, Membership Director, UK Finance

Topics

Communication Member engagement Membership communications Revenue growth

Sheryl Fernando, Membership Director, UK Finance

Sheryl talks about UK Finance as a new trade association. As association they are implementing a new business model and new strategies of communication. She talks how important is to manage members' expectations.

 

Ref: VI023

Interviewee

Sheryl Fernando

Membership Director, UK Finance

With over 10 years’ experience specifically in the membership sector, in a diverse range of disciplines, Sheryl has demonstrated her ability to effectively apply new strategy and business thinking to expand, consolidate, secure and enhance membership organisations even in challenging times. She is presently the Head of Member Relationships for UK Finance, a newly established large, financial services trade association with a majority market share. Sheryl has enjoyed working in both not for profit and private business and can successfully cross-fertilise knowledge gained, and business practices, into both disciplines. Her ability to quickly establish new and long-lasting partnerships and rapidly assess business needs has seen her consistently deliver on targets and accurately predict trends. 

She has considerable experience in the formulation and implementation of advocate, commercial, funding and branding strategies and new marketing techniques to notoriously change adverse cultures. She prides herself on fostering concise assessment and practical execution from both herself and her team. Nurturing talent and supporting both the organisation and its staff. Fresh thinking, insight, enthusiasm, a unique and collaborative outlook and practical hands on skills coupled with strategic thinking and a can do attitude make her a leading professional in the membership sector.

Her aim is always to provide insightful, carefully measured, easily implementable and strategic long term planning to establish and maintain a meaningful, relevant and loyal membership / funding base; all the while being responsive and instinctual to core business needs. She has managed small, large and complex teams and with a collaborative and can do approach and works alongside them in a supportive and empathetic manner to deliver tangible results.

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