/in ten(t)SH(ə)n(ə)l/
1. done on purpose; deliberate.

Success in business and philanthropy requires careful strategy, flawless execution, and a relentless and honest pursuit of results.

The Intentional Group is an impact consulting firm that helps institutions and leaders work in more meaningful and impactful ways. We provide strategic planning, project development, and leadership development services to companies, nonprofits, leagues, and individuals across the country who are focused on operating in more intentional and productive ways.

With extensive experience in philanthropy, financial services, and sports and entertainment, Sherrie Deans is a strategic change agent whose strong communication and interpersonal skills have solidified her reputation as an expert organization builder andconnector of productive relationships.As the former Executive Director for the National Basketball Players Association (NBPA) Foundation, Sherrie led the philanthropic efforts of the Union and supported the individual efforts of the 450 NBA players that make up its membership. Under her leadership, the Foundation built a grant portfolio that stretched across the United States and 20 countries worldwide. She launched a philanthropic certificate program specifically for NBA players at UCLA and serves on the Board of Governors at the Naismith Memorial Basketball Hall of Fame.In May 2020, when COVID-19 upended the NBA's 2019-2020 season, and the nation was grappling with the racial turmoil that was sparked by the killing of George Floyd, Sherrie was appointed COO of the NBPA to help navigate the Union through the pandemic and coordinate its efforts to resume the season while addressing the social justice issues of the time. What resulted was one of the most dynamic and socially integrated seasons in sports history. From "Black Lives Matter" on the court and social justice messages on player jerseys to "Get out the vote" efforts that led to 51 voting spots during primetime televised games and a 96% voter registration rate among the players, the response was unprecedented. She started her non-profit career as Executive Director of the Admiral Center at Living Cities.This initiative sought to build spaces for traditional philanthropies to engage and collaborate with celebrities in meaningful and catalytic work on behalf of low-income people. Before making the leap to nonprofit work, Sherrie began her career in the financial services sector, where she spent over a decade working at several of the world's largest financial institutions.At AIG Consumer Finance, she was responsible for maximizing consumer sales and developing new distribution channels in ten countries throughout Asia, Latin America, and Eastern Europe. She has also held various senior management positions in Marketing, Strategies, and Operations at American Express and MBNA America.Sherrie founded Intentional Group in 2022 to leverage her experience, networks, and insights to help others design and implement more sustainable and impactful solutions. Sherrie holds a B.A. in economics and political science from Columbia University. She currently lives in the Bronx with her husband of more than 20 years and their two sons.

Sherrie Deans
Founder and President
Intentional Group