SGK Hires Digital Innovation Heavyweight to Spearhead AMERS


Sally Scarbrough

Pittsburgh, PA, June 11th, 2024 - Brand and content powerhouse, SGK, has hired Sally Scarbrough as VP of Digital Development in AMERS. The newly created role will elevate SGK’s digital thought leadership and partner solutions, enabling numerous global and household brands to speak louder, scale faster and grow stronger connections with consumers.

With more than 14 years’ experience in digital and social transformation and consumer storytelling, Sally brings a wealth of knowledge to SGK. Her nine-year tenure at Ulta Beauty saw Sally climb the ranks, with leadership roles in social media, digital content strategy and integrated marketing.  

Sally was instrumental in crafting Ulta Beauty’s brand identity in digital and social media, fostering impressive growth in community and brand advocates to ultimately drive increased brand loyalty and reposition the brick-and-mortar giant into an ecommerce powerhouse. Under her leadership, she significantly expanded the retailer’s social media function, reimagining and growing the team, while leveraging the true potential of untapped digital platforms.  

Sally also played a crucial role in transforming the brand’s Loyalty, Wellness, Conscious Beauty, and Ulta Beauty @ Target omnichannel experiences. Utilizing cutting-edge digital strategies, she boosted engagement among 42 million rewards members, created authentic activations, and introduced new omnichannel features like same-day shipping, curbside pickup, and in-app purchases.

Based in Minneapolis, Sally will lead the evolution of branded digital experiences, content development and thought leadership through collaboration and deployment, connecting approximately 3,000 production experts across ecommerce, social media, video, virtual reality, and more to shape innovation. Her role will enhance connected omnichannel consumer experiences, integrating SGK’s global packaging solutions with brand experience activations, all while respecting and honoring the brand legacies and heritage of SGK’s clients.

Sally said: "I’m thrilled to join SGK at such a pivotal moment in their growth journey. They have built an impressive legacy and foundation, continuously innovating thoughtfully as they acquire new brands and organizations and expand their solution offerings. I’m excited to build on this legacy, unlock new digital capabilities, and drive content innovation to deliver comprehensive end-to-end solutions for our clients. My goal is to create unique and ownable digital work that drives an emotional connection with consumers not just through one-off campaigns but as a sustained strategy for brands.

“My previous roles allowed me to be a true guardian and influencer of a brand, but at SGK, I see an opportunity to elevate my scope, embrace more variety, and solve diverse challenges for our clients. As a kid, I can recall the first marketing campaigns that made me feel a certain way and left a lasting impression. Now, I have the pleasure of creating impactful campaigns with some of the world’s most aspirational brands.”

Jerry Buhl, SGK’s Executive Vice President, said: “We are at a pivotal moment as we elevate SGK’s digital services and solutions to new heights. Following the appointment of a digital lead in Europe last fall, Sally's arrival brings the perfect blend of expertise to drive our expansion in AMERS and globally. Her exceptional track record in digital transformation and brand growth will enable us to deliver highly personalized consumer experiences for our clients. Welcoming Sally to SGK is an exciting milestone, underscoring our commitment to innovation and excellence. It’s a testament to SGK, our clients, and our colleagues that we can attract such outstanding talent.”

SGK is a division of Matthews International Corp (MATW). The brand and content powerhouse focuses on brand creation, brand activation, and brand stewardship, providing global solutions to a variety of market verticals.