Welcome to SHINE Strategy!

I started SHINE Strategy during a life-changing experience. At the end of 2011, when I was at the top of my retail career, I was diagnosed with aggressive breast cancer and forced to undergo four months of chemotherapy. I did a lot of reflecting about my passions and what I wanted to do with my business life. I realized I wanted to be my own boss and take my entrepreneurial drive full throttle, so I launched SHINE Strategy, which rolls up all the things I LOVE: leading, teaching, solving problems, driving sales and profits, shopping, giving back, and connecting smart people.

When my first three-month consulting project—at National Geographic—turned into a three-year contract, SHINE Strategy was off and running, and it has continued to grow by word of mouth. Seven years later, I am delighted to have such a prestigious client list and to work with some of the brightest talent in the industry.

If you have a problem, let’s discuss SHINE’s solutions—and solve it!

Cindy Marshall

Founder & CEO
SHINE Strategy


SHINE Strategy is a consulting company focused on building omnichannel-retailing brands. We are experts in advising retailers on how to maximize sales and achieve best practices in ecommerce platforms, catalog and print media, and retail store channels. SHINE Strategy use acquisition, conversion and retention techniques to grow sales and profits.

SHINE Specialties:

• Short-term and long-term strategic planning
• P&L financial planning and forecasting
• Digital business advisor (strategy, planning and execution)
• Brand development (marketing, merchandising and creative)
• Business audits, due diligence and strategic turnarounds
• Ecommerce growth (customer acquisition, conversion and retention)
• Catalog and direct mail financial planning and execution

• CRM planning, analytics and execution
• Ecommerce platform evaluation, development and usability
• Resource and vendor recommendations
• RFP management for print, ecommerce, and database CRM
• Customer engagement, lifecycle journey and loyalty
• Organizational development and coaching


Founder and CEO, Cindy Marshall, who is the primary day-to-day contact for each brand engagement, leads SHINE Strategy. SHINE will engage with other industry experts and back up support when required. Cindy has over 25 years of broad experience as an omni-channel retailing executive recognized for driving profitable business growth through integrated and effective marketing and merchandising strategies using an entrepreneurial approach within traditional organizations. Her experience ranges from launching start up brands to growing and repositioning 50+ year-old established brands in the apparel, luxury, hard goods and sporting goods markets.

Cindy is acknowledged as a transformational, visionary and innovative leader with deep functional expertise in ecommerce, catalog, retail and database direct marketing. She is skilled at combining left-brain analytics with right-brain creative thinking and has strong brand development, strategic planning and P&L experience. Cindy is results oriented, decisive and a high-energy leader who is driven to succeed. She is known for building and growing strong internal and external relationships.

Cindy held senior level positions at Merkle, Performance Bicycle, Exclusively Weddings, The Vermont Country Store, Ross-Simons, eZiba.com, L.L. Bean, Appleseeds, J.Jill and Inc. Magazine. Cindy has an impressive consulting client list of multichannel retailers including National Geographic, Boden USA, Orvis, Brooks Brothers, Vera Bradley, SmartPak, Belk Department Stores, Orchard Brands, The Boston Globe, PacSun, Hanes Brands, Hibbett Sports, and M.LaHart & Co.