As the founder of Avenue M Group, Sheri Jacobs, FASAE, CAE, is a leader, innovator and visionary who has helped more than 300 associations, small and large, tackle their most challenging issues. A best-selling author of Pivot Point: Reshaping Your Business When it Matters Most, and association management veteran with nearly 20 years of experience, Sheri created a unique firm that helps associations achieve their goals through market research, financial modeling, and strategy.

Prior to opening Avenue M Group, Sheri served in staff leadership roles at the American Academy of Implant Dentistry, the American Bar Association, and the Association Forum of Chicagoland. During her tenure at the Association Forum, she built award-winning campaigns that resulted in double-digit membership and meeting attendance growth.

Over the years, Sheri has served in numerous leadership roles including the ASAE Board of Directors and the ASAE Foundation Board of Directors, chair of the ASAE Foundation Development Committee, chair of the ASAE Membership Council and a member of the Marketing Council and Professional Development Committee. 

She is the author of The Art of Membership, co-editor and a contributor to ASAE’s best-selling membership book, Membership Essentials and author of the ASAE marketing book 199 Ideas: Powerful Marketing Tactics That Sell. She has been invited to speak as a keynote or present at more than 200 industry conferences and events. 

She is the 30th recipient of the Academy of Leaders Award. It is ASAE’s highest honor given to industry partners who have demonstrated exemplary support of ASAE and the entire association community. She was awarded the John C. Thiel Distinguished Service Award by the Association Forum in recognition for her outstanding service to the association community. 

In 2021, Sheri completed the Northwestern University Leading Diversity, Equity, and Inclusion Certificate program and in 2022, she completed the Disruptive Strategy Certificate Program at Harvard Business School.

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