Cynthia Herrera, B.B.A.’93
Becoming a CEO. For many executives, it’s the ultimate role and the culmination of a career of saying yes to experiences, collaborating on key initiatives, and leading and listening well. Cynthia Herrera’s breadth of experience is what poised her to effectively take on the role of CEO at Sun Bum, a division of SC Johnson, in 2019. Since then, she has worked to foster an environment of collaboration and trust at the company, championing the organization’s mission of helping consumers enjoy the sun safely and free from scare tactics.
“Since graduating from WMU, I have worked for a number of consumer packaged goods companies and held various roles in sales, marketing, learning and development, and business process and technology,” she says. “I’ve been an individual contributor, people manager, team leader and general manager. As a CEO, it’s important to see the organization as a whole. Identifying how business functions interact is a skill that can only be gained through different experiences.”
Herrera knows that employees have a desire to feel seen, and she uses active listening and a visible presence to engage with her team. “It’s a leader’s job to create an environment that ensures that ideas from different departments and disciplines are heard, which leads to more innovative solutions. This is a crucial element to staying competitive. Sun Bum’s collaborative environment encourages team members to work harder and contribute more since they feel more connected and aligned with the vision and mission. This openness leads to better problem solving.”
Being open also means that Herrera shares her experience as a woman CEO, which is not always a sunny experience.
“Let’s face it, there aren’t many female CEOs, so building a network in this space has been a little tough, but not impossible. There have been times when I’ve felt dismissed or not taken seriously, and there have also been times when I’ve been in meetings where it was assumed my male colleague was the CEO. Despite these instances, I would say the opportunities have far outweighed the challenges. I have found a great network of business leaders that are very interested in supporting diversity in leadership and enthusiastically offer to mentor and help in any way possible. I have also leveraged my own experiences to lead my team and organization with a focus on developing diverse talent and ensuring that everyone has a seat at the table.”
During Herrera’s tenure, Sun Bum has launched a KIDS line and a DAILY line, both of which have received rave reviews for their formulations and have helped the company continue to live up to its mission to make an impact on the awareness and prevention of skin cancer.
As she and her team ideate, innovate and imagine a world where skin cancer is less prevalent, Herrera has five ways she stays focused and motivated.
- Setting clear and achievable goals: “Having clear goals for the week, the month and the year is key.”
- Being purposeful with time: “Prioritizing tasks and carving out time to both get the work done and stay closely connected to team members is very important to me.”
- Taking “me” time: “Balancing the needs of the job with recharging myself is vital, whether it’s quiet reflection in the mornings or taking a hike to clear my head.”
- Staying focused on the bigger picture: “I always try to keep the ‘why’ in mind. It’s important to remember what it is you’re really up to. What is your true passion and how is it connected to the work you’re doing?”
- Staying positive: “I look for the light in people and try to surround myself with people who want to help and serve others—people focused on solutions and how to get things done in a way that elevates everyone. To me, this is huge, and it can make or break your outlook on life.”
Herrera’s core belief is that together is better for products and people. “Celebrating the contributions from each team and individual and recognizing the work being done each day reinforces the fact that everyone in the company has an impact on the broader organization and our collective success.”
And thanks to Herrera’s team, we can all have our day in the sun.
