Sandy Cross Email and Phone Number
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The common thread running through my career journey is building purpose-driven, values-based, and people-centric cultures. I develop, engage, and lead people to embrace innovation, create meaningful change, establish excellence, and enable growth across multiple locations and functions nationwide. At the PGA of America, I orchestrated a transformation that established shared values across 340 employees and championed employee engagement, accountability, and experience excellence. With strong business acumen and proven success in a C-level role, I provide thought leadership to the CEO and my fellow executive team members on matters involving organizational development, strategic planning, and people lifecycle initiatives from talent identificiation through offboarding. I devise paths forward for People, DE&I, Marketing, and Business Development to create value for all stakeholders. In every aspect of my career, I prioritize a human-centered approach. Known as a change agent and advocate of inclusion, equity and diversity, I lead transformational DE&I initiatives that change the face of large organizations with tens of thousands of stakeholders. For example, I created and coined high-impact initiatives such as, "The Power of an Invitation," "The Language of Inclusion," and "Mirror America" to engage a community of diverse stakeholders internally and externally.As a leader, my greatest reward is witnessing the success of those people I invested in. I identify, recruit, and develop high-potential leaders, empower them to progress in their careers, and hold them accountable to high standards of performance. It's been my privilege to provide mentorship and guidance for my organization and I'm so proud to have seen many rising stars in the PGA of America, who as a result, have advanced to association management and board governance positions. I have been recognized for my leadership in the filed of Diversity, Equity & Inclusion with:- One Hundred Black Men of New York's Diversity, Equity, and Inclusion Award 2023- Feature in DiversityPlus Magazine, Spring 2020 on Prioritizing Inclusion and Diversity- DiversityPlus Magazine 2019 Top 25 Women in Power Impacting Diversity- SportsBusiness Journal 2014 Game Changer- Quoted in Washington Business Journal BizJournals.com and Atlanta Journal-Constitution
Pga Of America
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Chief People Officer | Led Organizational Transformation To Values-Based, People-Centric CulturePga Of America Jan 2019 - PresentFrisco, Texas, UsAs an Executive Team Member and key thought partner to the CEO and the entire C-suite team of this 31,000-member professional trade association, I drive the long-term strategic plan and organizational development initiatives by building a best-in-class workplace. In the face of a pandemic, I established shared values at every stage of the employee experience, which enabled the transformation to a culture focused on people and values. On the DE&I side, I launched a strategy that embedded inclusion and diversity across all lines of business. Today, PGA's multigenerational workforce is 43% gender diverse and 20% racially diverse.
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Sr. Director, Inclusion & Diversity | Built De&I Department | Operationaized Inclusion & DiversityPga Of America Jul 2014 - Dec 2018Frisco, Texas, UsI championed the development of a game, golf industry workforce, and supply chain that better reflected America by creating and launching two different educational programs: The Fundamentals of Diversity & Inclusion and The Language of Inclusion. My efforts extended beyond the PGA of America's membership and workforce to include the Board of Directors. By designing and launching PGA LEAD - an emerging leadership development program for diverse talent - the face of boardrooms across the Association changed to include members of diverse genders, races, ethnicities, and sexual orientations.
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Director, Women'S & New Market Initiatives | Championed I&D Talent Development With Clients & StaffPga Of America Oct 2012 - Jun 2014Frisco, Texas, Us-- First of its kind, dedicated position within the PGA and the golf industry at large focused on changing the way we engage women and non-traditional demographics -- Co-developed the scope and delivered the PGA’s “Connecting With Her” strategic initiative to drive new customer consideration, trial, acquisition and retention in golf through education and training, alliance relationships, events and programming, and marketing and communications -- Co-developed a comprehensive Connecting With Her Playbook; an educational tool for golf industry professionals, which was delivered via print, digital and instructor-led formats -- Concepted, developed and launched Get Golf Ready Employee Talent Development as a team building, leadership development, health and wellness and sales tool for companies across America, e.g. CSX, Deloitte, KPMG, Lexmark, Jackson Spalding, Reed Exhibitions -- Concepted, developed and launched the Get Golf Ready Power Mixer; an experiential marketing activity held at non-golf venues to reduce intimidation and spark interest and enrollment in golf, e.g. AT&T’s National Employee Resource Group Conference, The World of Whirlpool in Chicago’s Reid Murdoch Center, The Estate nightclub in Boston's theater district -- Concepted, developed and executed Beyond the Green, a women’s professional development and empowerment event on on-site at PGA Major Championships, which served as the proof of concept giving birth to today’s KPMG Women’s Leadership Summit; held annually for 300 executive and young professional women -- Led PGA’s first-ever participation in the U.S. Department of State and espnW Global Sports Mentoring Program, hosting emerging leaders from Egypt, Jordan and Qatar; helping them shape action plans to solve for challenges on the ground in their home countries through sport
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Director, Business Development | Built Dozens Of Multi-Year, Multi-Million Dollar PartnershipsPga Of America Jul 2003 - Oct 2012Frisco, Texas, Us-- Identified, pitched, negotiated, and executed multi-year, multi-million dollar partnership agreements with dozens of partners, including American Express, Amstel Light, General Motors, Lexmark, National Car Rental, OfficeMax, OMEGA, PepsiCo, Starwood Hotels & Resorts, The Royal Bank of Scotland, and United Rentals, many of which still exist today -- Acted as sales liaison for all departments within the PGA to access inventory and assets for partnership sales packages -- Developed customized activations and promotional platforms with corporate partners and their agencies that integrated on-air, digital, print, on-venue and in-market assets -- Directed the activation of partners’ promotional programs to underpin the Ryder Cup, PGA Championship, Senior PGA Championship, PGA Grand Slam of Golf, and amateur and junior golf marketing initiatives, as well as member benefit programs for our 28,000 PGA Professionals employed at 10,000 golf facilities nationwide -- Directed the PGA’s high-end client and prospect entertainment activities during Major Championships and industry gatherings for senior level executives of prestigious brands. -- Conceived, developed, and executed programs and initiatives to grow women’s participation in the game of golf including PGA.com’s first women’s-focused broadband show, and the PGA’s first executive women’s golf school -- Directed and managed the Business Development account executive staff; ensuring a smooth transition after each partnership sale, and subsequent delivery against the partnership promise
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Sr. Manager, Marketing Services | Boosted Brand Equity, Revenue Reach With Strategic PartnershipsPga Of America Jul 2002 - Jun 2003Frisco, Texas, Us-- Negotiated 10-year, multimillion dollar contract extension with PepsiCo -- Developed, presented and negotiated partnerships to full contract execution with particular focus on sales and activation to increase revenue and reach of the PGA brand -- Managed relationships with key executives at partners and their agencies, developing strategic marketing plans for ensured ROI. Leading partners included Amstel Light, General Motors, OfficeMax, PepsiCo, Raymond James and Sprint
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Manager, Marketing Services | Grew Member Benefit Programs To $80M Aum, 46 Sponsors & 7,300 AccountsPga Of America Jul 1999 - Jun 2002Frisco, Texas, Us-- Responsible for account management and activation of $45 million worth of contractual obligations for key partners including Hyatt, Nikon, Rolex, Unisys, Titleist, and TaylorMade. -- Negotiated new, and renewed existing, licensing and sponsorship agreements -- Ensured high-quality servicing of all corporate partners, emphasizing over-delivery on elements and consistently exceeding their expectations to help ensure renewals at end of term -- Fostered development of Golf Retirement Plus ™ and managed day-to-day operations, growing participation to 7,300 account holders, $80M invested, and 46 sponsoring companies
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Program Manager, Licensing | Co-Created Unprecedented Members-Only Supplemental Retirement ProgramPga Of America Jul 1998 - Jun 1999Frisco, Texas, Us-- Developed and launched Golf Retirement Plus™ with Mercer and Security Benefit Life; an unprecedented, supplemental retirement program for PGA Professionals -- Developed and executed annual marketing and communications plans for corporate licensees and sponsors valued at $45 million -- Assisted in the development of tailored proposals representing the PGA to corporate prospects
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Licensing Administrator | Led Corporate Licensees To Exceed Expectations & Contractual ObligationsPga Of America Feb 1996 - Jun 1998Frisco, Texas, Us-- Executed annual marketing and communications plans for each corporate licensee ensuring the PGA exceeded expectations on its contractual obligations -- Executed event critical paths for high-end client and prospect entertainment at Ryder Cup, PGA Championship, Senior PGA Championship and PGA Grand Slam of Golf -- Executed General Motors’ event courtesy vehicle program consisting of 600 vehicles annually for major championships
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Director, Special Projects | Led Corporate Membership Sales & Marketing For NonprofitUnited States Water Fitness Association Oct 1994 - Jan 1996Us-- Coordinated corporate membership sales and marketing for this non-profit educational organization committed to promoting aquatics, water exercise and national certifications -- Directed and marketed annual International Water Fitness & Aquatic Therapy Conference -- Coordinated the development of the National Aquatic Bookstore and its sales and marketing -- Editor of the National Water Fitness Newsletter, circulation 10,000, 16 page, bi-monthly -
Licensing Manager | Coordinated In-Venue Licensed Merchandising ProgramCleveland Cavaliers Aug 1993 - Sep 1994Cleveland, Ohio, Us-- Coordinated Cleveland Cavaliers’ & Cleveland Lumberjacks’ licensed merchandise programs -- Coordinated the “Team Gift Shop” and the Cavaliers’ Official Team Merchandise Catalog -- Supervised 100+ concession workers and novelty vendors within the Richfield Coliseum -- Implemented a vendor incentive program to increase employee motivation and sales
Sandy Cross Skills
Sandy Cross Education Details
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Kent State UniversitySport Administration -
University At BuffaloLegal
Frequently Asked Questions about Sandy Cross
What company does Sandy Cross work for?
Sandy Cross works for Pga Of America
What is Sandy Cross's role at the current company?
Sandy Cross's current role is Chief People Officer, PGA of America | Diversity & Inclusion Executive | Driving Enterprise-Wide Transformations that Create Value, Purpose & Meaning through a Company's Greatest Asset - Its People.
What is Sandy Cross's email address?
Sandy Cross's email address is sc****@****ahq.com
What is Sandy Cross's direct phone number?
Sandy Cross's direct phone number is +156162*****
What schools did Sandy Cross attend?
Sandy Cross attended Kent State University, University At Buffalo.
What are some of Sandy Cross's interests?
Sandy Cross has interest in Volleyball, Yoga, Cross Training, Science And Technology, Fitness, Running, Golf, Health.
What skills is Sandy Cross known for?
Sandy Cross has skills like Sports Marketing, Golf, Leadership, Marketing, Integrated Marketing, Event Management, Social Media Marketing, Marketing Communications, Sponsorship, Strategic Partnerships, Public Speaking, Strategy.
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