About Sheila
With over 17 years of experience, I understand what it takes to create, market, and govern brands.
I have worked for some of the most reputable and well-known agencies in the world (Ogilvy & Mather, FutureBrand, Superunion, Wolff Olins) across various industries and clients, including everything from aerospace to telecoms to management consultancy.
In the last decade, I have specialised in B2B and corporate brand, helping business leaders articulate strategic brand platforms, overarching brand narratives, TOV principles, and supporting messaging frameworks tailored across audiences. I also have deep expertise in brand architecture, nomenclature systems, value proposition and creative development.
Please contact me for a link to my portfolio. I look forward to hearing from you!
English
Native or bilingual
Can work on-site
Haywards Heath (up to 50km), London (up to 50km), Brighton (up to 50km)
Experience
- FreelanceStrategy DirectorNovember 2023 - Today (2 years and 7 months)Senior strategic consultant. Adept at running the show, but also comfortable supporting behind-the-scenes.
- Moving Brands (10/2024 to current): Strategic lead on ifeel. Led insight synthesis, brand strategy, TOV and messaging framework development.
- Wolff Olins (01/2024 - 04/2024): Strategic support across various projects and pitches including Scottish Widows, Mercedes-AMG Petronas F1 team, Bain & Company, Clifford Chance, and Vodafone + Three UK merger.
- Dusted (11/2023 – 02/2024): Strategic lead on London Stock Exchange (LSE). Led insight synthesis, brand proposition development and presentation to LSE C-Suite.
- HeavenlyStrategy PartnerNovember 2022 - October 2023 (11 months)London, UKSenior strategic partner leading projects across the full brand and communications spectrum. Line manager to junior strategist.
- Strategic lead on Org Group. Led insight generation, synthesis and development of brand proposition territories. Presented and socialised recommendations across wider organisation and C-Suite.
- Strategic lead on Lexology. Led the brand architecture, naming, and benefit-led proposition development across Business of Law product suite. Created comprehensive Proposition Playbook to facilitate internal launch.
- Strategic lead on Stobbs. Led insight generation, development of evolved brand architecture and platform, audience messaging matrix, copy for key assets and indicative go-to-market activation ideas.
- Strategic lead on Mercer Marsh Benefits. Led the development of MMB's 'Health on Demand' and World Cause Days (International Women's Day, Pride, World Mental Health Day) messaging and content / activation strategy.
- LuminousBrand & Culture DirectorAugust 2018 - October 2022 (4 years and 2 months)London, UKSenior strategic leader overseeing the entire Brand & Culture offer and team. Integral member of the company's Exec Team.
- Developed and led overarching Brand & Culture offer, including key services / capabilities (insight, strategy, creation, and engagement) and thought leadership (B2B’s Brightest Brands). Recruited, developed, and managed strategic team / freelance resource, including strategist that was named Transform Awards Young Contender in 2021.
- Pitched, won, and executed brand opportunities for key existing clients including Informa, CLS, Logicalis, Biffa, PIC and Kindred. Partnered with Business Development Director to generate Brand & Culture new business strategy and pipeline.
- Served as a key player on the company’s Exec Team. Collaborated with Managing Partners to develop the company’s overarching business strategy and 5 key workstreams. Led the EVP and Integrated Offer workstreams.
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Education
- Master of ArtsThe University of Texas2008Master of Arts in Advertising, Specialisation in Account Planning
- Bachelor of Business AdministrationThe University of Texas at Austin2007BBA in Marketing