Together with Jane, Sheryl established Direct Approach in 1997 to cater for the growing need for creative communications for response-led direct marketing campaigns. Having cut her marketing teeth with a direct marketing agency specialising in direct mail, Sheryl joined Marshall Seeds in the role of catalogue manager where she was responsible for catalogue design and production, marketing planning, copy writing, direct mail and budgeting.

After four years at Marshall Seeds, Sheryl then moved to Natwest Bank as a direct marketing consultant; turning her hand to marketing planning, database and design development before taking a leap of faith and founding Direct Approach with her business partner, Jane. Sheryl is DipDM qualified.

Outside of work: Sheryl is a mum to 2 lively boys and enjoys spending time in Spain and Norfolk where her family is based. She enjoys travelling, scuba diving and pilates.