Yasmin M. Sheriff, Esq. has over 20 years of experience in the travel/hospitality airport industry and has worked in both the private and public sector. In June 2026, Yasmin became the new Chief Development Officer at WHSmith North America and will lead the business development team, shaping and executing the business development strategy to secure new airport concession opportunities, renew existing contracts, manage strategic partnerships, and optimize the commercial performance of the company’s retail estate.

Prior to joining WHSmith, Yasmin was the Principal and Managing Director of Strategy Maven, LLC, a company that she founded in 2021. Strategy Maven was a successful, strategic business consulting firm that specialized in food and beverage and retail concessions in the airport and travel industry. Yasmin worked to support private and public entities in obtaining, creating, and maintaining successful concessions programs and community partnerships. Areas of focus included financial analysis and economic development, concepts and branding of multi-unit stores, small business certification, and advocacy, federal and state regulatory compliance, contracts, and development of effective negotiation strategies. Yasmin’s dual legal/business background has been a valuable part of her background, enabling her to have direct oversight and responsibility on strategic planning, acquisitions, joint ventures, contract management, and business development throughout her career.

A recognized and proven diversity and inclusion leader, Yasmin began her airport career as a DBE program consultant and then Deputy Director of Diversity at Boston Logan International Airport. From there, Yasmin worked with HMSHost (Avolta) in Strategic Alliances and Business Development and served as Assistant General Counsel and thereafter led Business Development and ACDBE programming for Stellar Partners, Inc. Yasmin also served as Executive Vice President of Business Development for OTG. Yasmin is an active member of several related industry associations including Airport Minority Advisory Council (AMAC), AAAE, Women’s Foodservice Forum, National Diversity Council, American Bar Association, Women in Travel Retail, WTS International, and is a licensed attorney with the Massachusetts State Bar. Yasmin also currently serves as a board member on ACI-NA’s World Business Partners/Associates Board of Directors.