Her Story
About Sheila
Sheila Nasgovitz is a seasoned marketing leader and brand strategist with more than 30 years of experience driving organizational transformation, brand evolution, and mission-centered growth. She currently serves as Director of Marketing at Goodwill NCW, where she leads enterprise-wide brand strategy, retail marketing communications, digital engagement, and mission storytelling in support of workforce development and community impact. In this role, she is responsible for aligning marketing strategy across retail operations and employment services, ensuring a unified brand voice that connects business performance with social mission. Her leadership emphasizes clarity, consistency, and purpose-driven messaging that strengthens both community trust and organizational visibility.
Sheila began her career as the sole marketing professional at a farm and energy cooperative, where she developed and executed foundational marketing, communications, and public engagement strategies in a highly resource-constrained environment. She went on to spend over nine years at Aurora Health Care, navigating the complexities of healthcare marketing during a period of significant industry change, including joint venture integration and the implementation of the Affordable Care Act. In this environment, she gained deep experience balancing nonprofit mission priorities with for-profit operational demands, leading integrated campaigns and strengthening regional brand identity. She later transitioned into financial services marketing with Thrivent Financial for Lutherans, where she led digital strategy, lead generation, and customer experience initiatives focused on improving engagement and conversion across digital channels.
For the past 8.5 years, Sheila has built her leadership career at Goodwill NCW, advancing from Senior Brand Manager to Director of Marketing in 2020. Her work spans retail store marketing, mission-driven storytelling for employment services, website management, digital strategy, and oversight of the organization’s annual gala. She plays a key role in shaping how the organization communicates its impact—translating complex social mission work into compelling narratives that resonate with donors, employers, and community partners. Across her career, she has developed a reputation for building high-performing teams, simplifying complex marketing ecosystems, and delivering strategies that integrate brand strength with measurable organizational outcomes.
Her Interview
Ten minutes with Sheila
01What do you attribute your success to?
I attribute my success to a combination of strong mentorship, continuous learning, and a commitment to evolving my skills in step with the industry. A pivotal influence in my career was Lisa Lunt, who served as a significant mentor during my time at Thrivent Financial for Lutherans, where she helped me strengthen my marketing capabilities and grow into a more strategic, data-driven leader. In turn, I have also made mentorship a cornerstone of my own leadership approach, having guided and developed a team member over five years from an email marketing focus into a more advanced, strategic, and analytics-centered marketing role. This cycle of learning, mentorship, and development both receiving and giving guidance has been central to my professional growth and long-term success.
02What advice would you give to young women entering your industry?
I would tell young women entering the marketing and communications field that this is one of the most exciting times to begin a career in the industry, especially with the rapid advancement of AI and digital tools. These innovations are not replacing the strategic side of marketing, but rather enhancing it—allowing professionals to focus more on higher-level thinking, brand strategy, and business impact while using technology to support content creation, personalization, and data-driven decision-making. Embracing curiosity, staying adaptable, and continuously learning will be essential, as the most successful marketers will be those who can balance creativity with analytics and use new tools to strengthen both storytelling and measurable outcomes.
03What values are most important to you in your work and personal life?
My core values center on service, compassion, and maintaining a strong sense of balance between professional and personal life. I am deeply committed to charitable engagement, with organizations such as Compassion International and Feed My Starving Children being especially meaningful to me for their dedication to addressing global hunger and supporting children and families in need. Equally important are family and connection, as I value staying close to loved ones and prioritizing meaningful time together, which provides grounding and perspective. In my personal life, I also enjoy music and reading, which offer reflection and inspiration outside of work. Overall, I strive to lead with integrity, empathy, and purpose in both my personal and professional life, ensuring that my actions reflect a commitment to making a positive and lasting impact on others.
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