A Strategic Sisterhood: Ashley Sherman’s Leadership at Zeta Tau Alpha

Front desk of Zeta Tau Alpha’s International Office featuring the sorority’s crest, a professional reception area representing the organization’s headquarters.

From Alpha Phi to Zeta Tau Alpha

Ashley Sherman never imagined that her sorority experience as an Alpha Phi would one day serve as the foundation for her future career within a chapter that was not her own.

Now, as the Senior Director of Communication at Zeta Tau Alpha’s International Office, Sherman plays a crucial role in shaping how one of the nation’s largest sororities communicates with more than 200,000 living alumnae and collegiate members across more than 170 campuses. 

Leading the Conversation

Sherman is at the front of a dynamic communications department that stretches beyond just social media and press releases. Her team of six oversees everything from magazine production and direct mail pieces to educational materials, including their digital learning platform Zeta’s “z-learning.”

Although this variety of work may seem intimidating to some, Sherman thrives on it, with a clear audience of women whom she is passionate about serving. 

“I worked in the tech industry, with a lot of arrogant middle-aged white men, and I was over it,” Sherman said. “I just wanted to find something that I’m passionate about, something that gets me excited to get out of bed in the morning and go to work.” 

From Tech to Sisterhood

Her experience in the fast-paced tech industry taught her how to pivot quickly and adapt to new industries. While her work was exciting at first, it also led to burnout. After working at an agency where she served clients from industries such as health food to electronics, she had concerns that transitioning from an agency to an in-house role might feel limiting.

However, she came to find that working in-house allowed her to dive deeper, not just in her involvement within ZTA, but also a wider range of her communication skills. 

“I thought I might get bored focusing on just one industry,” she said. “But, I came to find out that with my position, I am able to have my hands in everything—education, philanthropy, leadership development, and branding—and with each academic cycle comes something new.”

A Hands-On Leader

Sherman’s title may include “director,” but her leadership style remains deeply hands-on. She collaborates closely with the ZTA’s Themis magazine writer and designer, helps guide the creative direction of national campaigns, and even works closely with the social media team.

Though her team members are more specialized, Sherman’s leadership allows her to touch nearly every project in the department. However, with this reach comes the challenge of helping others understand the value of strategic communication. 

“It can be heard for people to understand why this is a job because people are on social media, people write emails, people have conversations,” she explained. “I’m not going to hire an accountant to do my taxes and then look over their shoulder and say why is this? How is that? But in communications, people often question us because they feel like they know just as much.”

Because everyone engages in some form of communication daily, communications is an industry unlike others where expertise is assumed.

Turning Challenges Into Opportunities

Sherman however embraces this challenging part of her work as an opportunity. Whether she is explaining different terminology to a board member or walking through the reasoning behind a media campaign with her team, she understands that transparency is what builds trust.

It is part of the job that may catch many off guard. But for Sherman, these moments of clarification aren’t a burden, instead she views them as a chance to demonstrate the depth of her profession and talents. 

Keeping a Century-Old Sisterhood Relevant

Through thoughtful strategies and an eagerness to serve her audience, Sherman ensures that ZTA’s voice remains strong, consistent and relevant. Although she may not have always expected to work in this field, her path into ZTA’s International Office allowed her to fulfill that craving for something that resonated with her values and gave her something to be passionate about.

At Zeta Tau Alpha, Sherman is not only leading communications, she is helping a century-old sisterhood stay relevant in a rapidly changing world.