Cheril Hendry is CEO and owner of HLF Brandtailers, a marketing and advertising agency located in Irvine, California. HLF Brandtailers is known for its specialized expertise in the automotive industry, helping retail dealers, auto groups and associations combine today's consumer demand for a strong product brand with the constantly changing retail environment.
Prior to establishing the agency in 1990, Cheril spent 9 years in account services with two other Southern California-based advertising agencies, both of which specialized in the automotive industry. Her combined 25 years of experience includes work at factory, regional and local levels for both foreign and domestic makes, including Toyota, Honda, Nissan, Ford, Mercedes-Benz, BMW and General Motors, to name a few. Hendry and her agency are considered experts in consumer behavior within the automotive buying cycle. Cheril was named to OC Business Magazine's "Hot 25" list of 2007 for her leadership and influence in the Orange County business community. She is a popular guest speaker at dealer group and ad association meetings, offering cutting edge branding advice to automotive industry retailers. Ms. Hendry earned a B.A. in Psychology and a Masters in Business from California State University, Long Beach.