Joseph McCormack Managing Director/Founder

Joseph McCormack is an experienced marketing executive and entrepreneur

with a distinctive passion for helping organizations craft a better message
and tell a more compelling story.

Joe has more than 20 years experience as a senior marketing executive

helping companies develop strategic communications that make them
stand apart in the marketplace. He is a recognized expert in “Narrative
Mapping,” a technique which helps clients achieve a clearer and more
concise message.

In 2006, Joe founded Sheffield Marketing Partners as the result of years of

contemplating the profound impact technology would have on the entire
marketing and media landscape. He anticipated the need for new agency
models to leverage storytelling as a strategic way to achieve brand
positioning and make it relevant across the marketing mix or any media Joseph McCormack founded
Sheffield in 2006 as a boutique
channel. Sheffield specializes in message and narrative development, and
agency specializing in message and
also provides video production and marketing communications services to narrative development.
help package stories to suit the right audiences. The Sheffield name came
from his hometown street in Naperville, Illinois and was the code word for
his project and vision. When founding the company, Joe counted on the
close collaboration of John Severance, a colleague who shared his passion.

Joe has been the keynote speaker at industry conferences like the
Worldwide Public Affairs Symposium and the Senior Leaders Conference
at the Command and General Staff College, as well as a guest lecturer at
Loyola University and the University of Illinois. He has worked extensively
with leading companies like Harris Bank, Heinz, Kimberly-Clark, SAP, USG
and the U.S. Army.
McCormack frequently lectures on
the topic of strategic narratives and
effective communications.

1311 Butterfield Road, Suite 300 630.310.5190 phone

Downers Grove, Illinois 60515 www.sheffieldcompany.com
 Prior to founding Sheffield, Joe served as
senior vice president at Ketchum, a top-five
marketing/PR agency in Chicago where he ran
the corporate marketing practice. His career
accomplishments include starting several
stand-alone marketing offerings at Ketchum,
running a small marketing consultancy in the
late 1980’s and serving as regional manager of
Latin America for an aerospace manufacturing
firm. He started his career by teaching English

Defining Moment in Madrid where he became fluent in Spanish

McCormack is a close collaborator with Lt. Gen. William
B. Caldwell IV, Commanding General, U.S. Army while learning critical lessons on the role of
Combined Arms Center. In 2006, Joe served as General
Caldwell's media trainer before his assignment as chief language and the need to be understood.
spokesman and Deputy Chief of Staff for Strategic
Effects for the Multi-National Force – Iraq.

The inside story

Joe was born on Chicago's southwest
side in 1965 to a family of nine children.
Both parents were born of Irish
immigrants and stressed hard work
and traditional Catholic values. His
father was a Korean War combat
veteran and CEO of a successful
contracting business who provided a
profound character influence.
Joe attended a prestigious suburban
prep school and graduated Cum Laude
in English Literature from Loyola
University of Chicago in 1988, working
throughout college as a sports writer
and columnist. After graduation, he
completed a seminar series in Strategic
Marketing at Northwestern's Kellogg
School of Management.
He is married to Montserrat Ginebra,
a native of Barcelona, Spain. They live
in suburban Naperville with their six
girls and two boys. Joe serves on the
board of directors of the Midtown
Educational Foundation, helping
inner-city youth in Chicago, and is
passionate about mentoring youth for
careers in marketing and media.

1311 Butterfield Road, Suite 300 630.310.5190 phone

Downers Grove, Illinois 60515 www.sheffieldcompany.com