I’m an award-winning Creative Director with a rare blend of experience in design, architecture, and brand systems. My experience spans two decades across both agency and in-house, bringing brands and stories to life through strategic events and experiential activations.
Evident in the vibrant and immersive environments I deliver is my innovative understanding of how the sensory and spatial intersect. I’m an inspired communicator and respected leader of creative work, building trust and influencing alignment of the creative vision across cross-functional teams.
I’m passionate about crafting experiences that tell compelling brand stories and engage people on an emotional level and believe the power of a live experience can change a person’s life.
“Sheila is a world class Creative Director and was finally recognised by the Global Women in Marketing Awards by winning Creative Marketer of the Year, 2022. Sheila is hugely innovative, experienced in all aspects of experiential design and interior architecture and is an absolute pleasure to work with. Her calm, kind demeanour always puts clients at ease and her attention to detail is second to none. Sheila is always willing to go the extra mile to produce the perfect experience and is a strong leader who is very highly respected by her peers. If Sheila is on board then I'm on board!”
– Vicky Fairhurst, FREELANCE EXECUTIVE PRODUCER, AUGUST 2023
"Sheila is the ideal creative co-pilot. Instrumental in defining the creative vision for SuiteWorld 2019 & 2020, as well as, our international SuiteConnect events from 2018 -2020, she worked with both internal and external team members and lead event partners from start to finish on all creative aspects of making our events go live. She brings a unique style to all her projects, doesn’t shy away from pushing ideas just a bit farther and delivers a clarity for detail that takes her projects to the next level each and every time. Without a doubt Sheila is a huge asset to any team lucky enough to land her, it will be joy to partner up on future projects again.”
– GIN GRAVETTE, EXECUTIVE CREATIVE DIRECTOR, ORACLE, APRIL 2020
"Sheila is a gem! I can't say enough great things about working with Sheila while we were both at NetSuite. She's such a hard worker, super creative and up for any challenge. We worked on a challenging event and Sheila never lost her positive energy and spirit. Her designs were over the top awesome! She created an amazing onsite experience that our attendees won't soon forget. Sheila highlighted our customers perfectly while working at all hours of every day. The other amazing thing about Sheila is she a great team member. She's always asking how to help, what do you need, and how she can also chip in. Even when something isn't in her normal job description she jumps right in to assist, such as working registration onsite when we were slammed! She's a steady calm voice in an often sea of crazy in the event world. I can only hope to work with her again. I honestly can't recommend her enough. She would 100% be a benefit to your team and company.”
– MEGAN BLEICHNER, DIRECTOR, FIELD MARKETING, ORACLE, APRIL 2020
"Collaborating with Sheila has improved F2 Design's projects infinitely. She's a talented designer, knowledgeable about materials, and her project renderings display in entirety the beauty of the design and potential of the project. She has a certain panache for design and is able to articulate her creativity and the potential of a space. I wouldn’t work on an interior architecture project without her”
– LIISA LAUKKANEN, OWNER, F2 DESIGN, APRIL 2020
"Sheila delivered stunning results as the lead visual designer for Insight 2016, our customer event with over 10,000 total attendees in Vegas and Berlin. With detailed creative direction, she was able to bring her inspired vision to life at both venues. To get everything done in time, she met short timelines while staying organized, juggling multiple deliverables at once working with many different agencies and internal designers. She also did a great a job as the sole representative from our team in Berlin during the installation of the event. The designs for Insight 2016 received unanimously positive feedback and we couldn’t be more pleased. Thank you, Sheila, for your relentless dedication to the project!"
– YOUNG TRAN, Design Director, Brand Marketing at NetApp, January 2017
"I’ve had the pleasure to know Sheila for over 6 years, first as a client, then as a designer on my team, and now as an interior design professional. This year she transformed an odd-shaped, blank corporate space into a meticulously designed and unique branded environment: the NetApp company store. Sheila has created a beautiful yet playful retail environment – and has made a storage and data management gear store a truly enjoyable shopping experience! I am so impressed by how Sheila approached this project – she has always had a methodical approach, however for the company store it required intense research into materials, (especially environmentally friendly sources), building codes, sunlight patterns as well as skillful collaboration with our brand and facilities team who managed the build out. We are so proud of our store and are excited to partner with Sheila on additional projects this coming year, namely our company suite at Levi’s stadium. The design concept is fantastic and we can’t wait to give the suite a NetApp touch."
– EMILY MILLER, Senior Director, Brand & Audience Marketing at NetApp, January 2015
"This is why Sheila is awesome: you can give her any problem, and she will come back with something incredible. At NetApp we decided to build a gear store for our branded merchandise. The project came with the usual corporate constraints: odd shaped room, no logical entry point, adherence to building codes, that whole "budget" thing… Sheila's proposal was amazing. She studied retail spaces to understand how customers move through a store, considered the light at all times of the day, and created concepts for merchandising the products. Not only did Sheila have to create something awesome, she had to sell her idea and get the company to spend money on it. Sheila knows how to sell her work; she's passionate and believes in it. Once her vision was approved, the store had to get built. Sheila was there during construction through opening day. Custom walnut cabinets act as merchandise display and overstock units. Metal wall shelves (which case beautiful shadows!) showcase the smaller products elegantly. Chalkboard wall finishes allow for beautiful hand drawn graphics and messages. She even managed to create a fitting room, cash register stand, and storage room. Sheila is a super bad-ass graphic designer and now she's equally awesome as a designer of spaces. During several presentations, some of our stakeholders asked for the name of the architectural firm, because they were so impressed. The answer: Sheila."
– ARTHUR KILINSKI, Group Enterprise Creative Director at NVIDIA, December 2014
"Sheila is an incredibly talented and passionate leader in creative design. Recently, Sheila orchestrated the implementation and extension of a new visual language for NetApp. She has been able to influence cross functional stakeholders to embrace the new VL which has enabled NetApp to achieve a consistent brand presence globally. Sheila's creativity and unwavering passion for the brand have helped NetApp to stand out from the competition. And her collaborative nature enables her to be effective in all that she does. Anyone would be lucky to have her on their team."
– CRISS MARSHALL, VP Marketing at Palerra, August 2012
"Sheila is a pleasure to work with. Her eye for detail and passion for her work make her an outstanding brand guardian. She has an innate ability to articulate visual concepts in actionable terms. It has been a delight to watch her grow into an excellent brand manager, motivating her team with thoughtful attention and clarity of direction."
– LINDA HENRY, Founder | Executive Producer at Found Story Farm, June 2012
"In some companies brand teams are like cop squads. In NetApp, they are like Sheila: proactive, responsive, and supportive – helping us field marketers have an impact, and to do so within brand guidelines. Sheila is a real joy to work with, she is authentic, with a big heart for visual brand identity, and a truly service-oriented work attitude."
– KEES HENNIPHOF, Director, Marketing Campaigns & Events EMEA at ServiceNow – Work at Lightspeed, June 2012
"I’ve had the pleasure of working with Sheila several times over the past 8 years; she is without a doubt one of the most talented, capable, organized and fashionable creative professional that I’ve worked with. Her unique approach to design is refreshing and motivating, she completely understands the ‘BIG’ picture and inspires those around her to collectively achieve exceptional results. Sheila is a natural born leader and I would jump at the chance to work with her again."
– MATT PAVLOVCIC, Creative Catalyst at PAVOMATIC™, December 2011
"Sheila has an amazing eye for design and is enormously creative. In addition, she has incredible eye for detail and gives spot-on feedback in her role on the Brand team. She is excellent at setting and adhering to guidelines, while allowing and encouraging creativity that extends the brand. She is just as good at reviewing datasheets as she is at managing strategic, executive level graphics. In addition, she understands business needs and is able to make time- and money-saving recommendations, as well as helping implement them. Sheila gives 110% all the time and produces quality work. On top of all that, she's just plain fun to work with!"