Cindy Mascheroni

Moraga, CA



My business experience

In 2002, I decided to combine two passions (business strategy and leadership growth) and established an executive coaching practice. In 2005, I became a Vistage Chair.

Prior to joining Vistage I had a successful career initially with Fortune 500 companies (Hewlett Packard and Apple) and then with start-ups (StarPress and Intraware). During my four years at Intraware, I launched and led three business units, growing revenues from zero to more than $85 million. Through my family’s and husband’s businesses, I also have experience in and understanding of closely-held firms.

Whether negotiating with large partners, changing pricing, investing in new initiatives, hiring key people, shifting resources, or organizing teams, I learned that an executive’s chief job is to make optimal and timely decisions. These decisions often take place in the midst of high pressure, fast pace, scarce information, human emotions, and tough circumstances. I know the value of the sounding board, shared learning, and challenging of assumptions a Vistage group provides.

My Vistage experience

I currently have one Chief Executive group and one Key Executive group. I plan to build a second Chief Executive group in late 2008.

My experience is that members get an excellent return on their investment. Here is a sample of decisions members have made resulting in high value:

  • Learned to empower staff and hold them accountable. Result: Exceeded strategic and financial goals. CEO increased his credibility with board.
  • Expanded business with most profitable customers. Result: Improved gross margin and increased clarity for sales force.
  • Implemented creative “give back to the community” program. Result: Inspired employees.
  • Identified and tracked key performance indicators. Result: Increased sales and decreased expenses. Created culture of accountability.
  • Reorganized and redefined roles. Result: Enabled sales and profits growth of 25% two consecutive years. CEO gained focus and balance.
  • Diversified customer base and strengthened competitive positioning. Result: Increased company value.
  • Sold a line of business. Result: Improved profits and improved organization’s understanding of priorities.
  • Executed global expansion plan on a quick timeframe. Result: Increased sales and improved competitiveness.
  • Invested in new business segment. Result: Improved profits and hedged against market shifts.
  • Hired experienced president to run day-to-day operations. Result: Improved profitability. Enabled CEO to focus on longer-term priorities.

I thoroughly enjoy working with chief executives who are committed to being more effective and fulfilled leaders, building high-performing and inspired teams, and achieving outstanding and meaningful results.

My Vistage philosophy

I believe in “keeping it simple”:

  • Bring committed executives from diverse businesses together.
  • Provide a safe and confidential place.
  • Allow time for listening, inquiry, challenge, and insight.
  • Encourage creative and strategic thinking.
  • Believe that each member has the capacity, wisdom and resources to learn and take right action.
  • Be open to outcomes that are more extraordinary than any one of us could have imagined.

Leadership growth happens from the inside out. Vistage participation provides a mirror for self-discovery and catalyst for change.

Building a successful business takes vision, integrity, courage, focus, discipline and accountability. Vistage provides the time and space to reconnect with these.

My Vistage groups

My groups are comprised of a dynamic array of service and product businesses serving business, healthcare, education and consumer markets.

The Chief Executive group member companies range in size from $5 - $200 million in revenues. Ownership types include sole owner, partnership, family-owned, closely-held private, and division of global enterprise. Growth strategies range from organic to acquisition and from new products/services to new market segments and geographic / international expansion. Our members (men and women) range in age from 35-55. Our meetings are candid, practical, open and lively.

The Key Executive group has a powerful mix of presidents, COOs, CFOs, vice presidents of marketing, sales, product management, IT and customer service. This group includes men and women aged 35-55. Roughly half the group is on a path to becoming a CEO and half are developing their functional executive leadership. Our meetings are highly productive and infused with good energy, fun and humor.

Who is the “ideal” Vistage member?

The ideal member has solid experience, runs a profitable and growing business, and wants to take his/her organization and leadership to the next level.

We would like to continue to complement the group with a mix of mature and emerging markets, traditional and leading edge business models, brick and mortar and internet-based businesses.

Ideal members share a depth and range of character, including these traits:

  • Smart and Curious
  • Integrity and Adaptable
  • Courageous and Grounded
  • Successful and Improving
  • Challenging and Caring
  • Resourceful and Giving
  • Truthful and Compassionate
  • Practical and Creative
  • Focused and Imaginative

More about Cindy Mascheroni

I have a BA in Psychology from the University of California, Los Angeles, and an MBA from the Kellogg Graduate School of Business at Northwestern University. I am also certified as a Co-Active Professional Coach, CTI.

I provide pro bono services to The Women’s Initiative for Self-Employment (WISE), a business training and micro-financing organization for lower-income women entrepreneurs.

I love spending time with my family and friends. I’m in my element in the mountains and beaches, especially when skiing, body surfing, and reading. With three teens, I treasure the moments watching them play football, rugby games and swim.