TMBS E72: Sheri Bachstein of The Weather Company

Sheri Bachstein leads the consumer division for The Weather Company, an IBM Business (Weather). This includes overseeing all aspects of The Weather Channel and Weather Undergroundconsumer properties, including product management and design, content development and global expansion across the organization Weather’s owned and operated properties.

Sheri has played a role in many different aspects of The WeatherChannel digital properties since joining in 2007. Previously she was head of global audience growth and has also led international consumer products for weather.com and The Weather Channel apps. While leading web efforts, she movedweather.comto a fully responsive site, improved SEO efforts, optimized referral traffic, and oversaw engagement and lifestyle sponsorship efforts. As vice president of product operations, Sheri’s overseen monetization, operations, and the agile team. She’s also worked as a leader for audience products, as well as in product management for the weather.com and global products.

But this isn’t her first stint at The Weather Channel. She worked previously for the television network as a producer and as part of the “storm tracking” team that went into the field to cover storms(1997-2000). Before returning to Weather, Sheri served as vice president of product and content at RMS Networks in FortLauderdale, FL. In her career, she has also worked as a producer for WGNX-TV, Atlanta’s CBS affiliate.

Sheri has won multiple media awards, including an Emmy Award for breaking news coverage of the Atlanta Centennial Park bombing and an Associated Press Award for sports reporting.