Cheryl Max has had a 20 year career in global marketing. She joined at IBM in 1997 and has worked in the PC division, Industry Sectors, Systems, Global Technology Services and Corporate Headquarters. Currently, Cheryl is the Director, Corporate Functional Capabilities which comprises the areas of interactive/digital, events, direct mail, references and collateral across IBM globally. Prior to joining IBM, her tenure included roles at Royal Doulton Canada and J. Walter Thompson Advertising. She has worked and lived in Canada, the US, Japan and Europe (Netherlands). Cheryl holds a BA from the University of Toronto, and an MBA from Thunderbird - the Garvin Graduate School of Business. Cheryl has been an adjunct professor for graduate courses in Organizational Behavioral, Integrated Marketing Communications and frequently guest lectures at Business Schools, bringing to life her experiences at IBM into business case studies.