Sherry Davenport – Director, Product & Marketing, U.S. Cellular

By Muriel Vega

Sherry Davenport began her year on the right foot. After more than a decade at the $3.7 billion dollar company, U.S. Cellular, as director of product management and marketing and taking a well-deserved break, she moved into as the executive director of marketing role at Sloan Valve, one of the world’s leading manufacturers of water-efficient plumbing systems. In her new role, Davenport implements product positioning strategies and leads brand and market awareness campaigns.

Here, Davenport talks to PINK about what it takes to be a good leader and the best business advice she ever got.

PINK: How did you transition from one industry to another?
Sherry Davenport: As I began my transition into my role at Sloan, I recognized that I needed to spend a good amount of time up front learning about the industry, the products and the history of what has made Sloan a solid and established brand. Sloan’s sustainable mission is part of who they are. I reflected on the successes and challenges I encountered along the way as U.S. Cellular transitioned from one that reacted to market conditions to one that anticipates change and proactively implements well thought out and planned strategies.

PINK: How do you motivate your team?
S.D.: My focus is to inspire others by establishing a clear vision for where we are going, ensuring each person understands their role and the value they offer. Keeping my team focused involves ensuring individual goals are aligned with the team vision and company priorities. I set expectations on goals and performance and hold each person accountable. [I try to be] caring and take their personal interest to heart.

PINK: What can businesses do to improve their brand and promote their products?
S.D.: Know your customers.  Ensure you have a brand positioning and communication strategy that truly differentiates who you are and that your brand promise resonates with your customers.

PINK: What are the secrets to your success?
S.D.: I can’t say that I have any secrets. But I can say that I invest time in reflecting on and knowing what my personal values and strengths are. I’m clear on what I want to spend my time doing. I set goals and develop realistic plans to reach those goals and I seek support from mentors.  Change is always on my mind.  What stands out for me is a leader’s ability to anticipate change and lead individuals through that change. This is a big part of what defines a leader’s success. I try to anticipate change and how it will impact my team.

PINK: What do you think are the biggest concerns for professional women today?
S.D.: Women should have a stronger sense of self and of her strengths and leverage those strengths rather than trying to improve on a weakness that may contribute marginally to her performance.

PINK: What is the biggest issues companies and leaders face now?
S.D.: The downturn in the economy is an obvious driver: decreased profits, reductions in staff, concerns for the future of the business, lack of morale, etc. Leaders must focus on how they can reduce costs, get the most out of limited resources and improve morale.  Companies will need to have a solid understanding of who their customers are and their needs, a clear value proposition, differentiation strategy and focus their entire organization on meeting their customer needs.

PINK: What is the best business advice you’ve ever received?
S.D.: Early in my career, my dad told me not to be one of those women who are trying to be like the men she works with. He worked in a male-dominated industry and said he did not respect women who took that approach. I remind myself to stay true to who I am on a regular basis.

PINK: Describe your leadership style.
S.D.: My leadership style is on the collaborative side, but I’ve learned to take charge and make the difficult decisions. It’s important that those on my team feel empowered and supported and we have mutual respect and trust.  With trust, comes an environment that allows for open communication and learning and being challenged to think differently.  If I can inspire those on my team to operate at their personal best and take ownership of their personal growth while achieving our goals and plans, I’m doing my job.

PINK: How do you balance work and life?
S.D.: It’s difficult to balance marriage, kids, friends, a job and personal time. I’m not alone in this.  When I consciously think of all of this and all of the things I would have to get done in a year, a month or even the next week, I find myself getting overwhelmed.  So, I try to be in the moment during whatever I’m doing in each hour of each day.  And, I try to find ways to make the journey fun rather than always thinking about what’s next or worrying about things that are out of my control.  Most importantly, I’m very conscious of the fact that life is very short and I try to make a conscious effort to appreciate everything and everyone in my life.

PINK: What do you do to relax?
S.D.: I watch shows on TV that make me laugh and I use my morning runs as a way to energize my brain. I love to read Discovery Magazine. I read it when I’m on an airplane by myself and have really never discussed this with anyone. I’m intrigued by science, innovation and possibilities.

PINK: What is one personal goal you haven’t yet achieved?
S.D.: In my mid-30s, I ran my first half marathon. It wasn’t as hard as I thought it would be. I set a goal to run a [full] marathon by the time I turned 45, thinking I’d have enough time to work up to it.  I’ve been a runner since [I was] a teenager and I was used to running 6-8 miles on a regular basis. Running has always been my passion. It’s part of what who I am. Leading up to the year I would turn 45, I had attended several marathons and watched hundreds of people run, crawl and walk through the finish line.  I also saw people collapse and carried off at mile 26, never having the opportunity to reach the finish line. It was very emotional for me because I understand the commitment it takes; it’s truly an inspiration to me.  Leading up to my 45th birthday, I had a lot going on my life that year. My body was not as strong as it used to be. So, I decided that I shouldn’t run the marathon that year. I don’t regret the decision and I still may give it a try. But for now, I appreciate the fact that at my age, I still get to run on a regular basis the same distance as when I was a teenager.

PINK: What is your workplace pet peeve?
S.D.: Lack of progress. Every organization must evolve to keep up with the changes in the marketplace. So, when individuals are not conscious of this, the organization will be negatively impacted in the long run.