Direct of Strategy

Sherry Eckholm is a product design and innovation strategist with over 30 years of experience guiding Fortune 500 companies, startups, and venture studios through transformative growth. Currently Director of Strategy at Loft, she helps organizations distill complexity, unlock opportunity in ambiguity, and build products and systems that scale. A creative systems thinker and principled leader, Sherry is known for delivering actionable, long-term roadmaps that align emerging technologies with customer needs and business value.

Her background spans proptech, fintech, insurtech, and enterprise innovation—shaped by roles at American Family Insurance, where she led new venture validation across a diverse portfolio, and Delve, where she helped global clients launch award-winning products and tripled top-line revenues for select partners. She was also a founding team member at Think Design and began her career as a product designer at Rollerblade.

Sherry’s superpower lies in balancing visionary thinking with practical execution. She brings a unique ability to translate complex systems into human-centered solutions and scalable business models. Whether building teams, designing frameworks, or challenging assumptions, she is the secret weapon behind many breakthrough experiences that have reshaped customer expectations and driven commercial success.

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