Tricia Murphy Sheahan
Glenview,IL
Summary
Visionary executive with 20+ years leading global teams and brand partnerships in entertainment, sports, retail, and CPG. Known for elevating brand narratives via innovative branded entertainment, influencer collaborations, and cultural activations that deepen consumer engagement and foster passionate community loyalty. Proven ability to build high-performance teams, advise C-level stakeholders, and deliver industry-changing strategic initiatives.
Overview
20
20
years of professional experience
Work History
Strategic Partnership & Brand Innovation Consultant
Clear Sky Collective
New York, New York
12.2024 - Current
- Create co-marketing materials with distribution partners to support renewals and new partnership negotiations across linear, VOD, and digital.
- Use CRM and analytics dashboards to prioritize opportunities and forecast impact on awareness, engagement, and conversion.
EVP, Global Client & Culture Lead
United Entertainment Group
Chicago, USA
02.2018 - 12.2024
- Global client lead (AOR) across 14+ brands in 30+ countries; directed integrated marketing, and omnichannel campaigns leveraging premium IP across people, platforms and properties.
- Planned and directed $30M+ annual budgets across rights, talent, experiential, and content to maximize ROI.
- Built and led a 35+ person global, cross-disciplinary team; achieved 90%+ retention via org design, coaching, and career mapping
- Launched the “Power of Partnerships” training for 240+ marketers across 15 countries.
- Created and negotiated 100+ partnerships across sports, entertainment, and lifestyle, then activated across broadcast/streaming/digital/social/experiential to maximize sponsorship value and performance.
- Advise brand leaders on custom, cross-platform partnership packages spanning streaming/CTV, digital, social, and experiential; build executive-ready narratives, sales toolkits, and co-sell materials tied to KPIs.
- Partnered with ad sales and media packaging teams to co-design brand-ready sponsorships, publisher integrations, and branded content aligned to client KPIs.
- Forged first-to-market collaborations with studios/streamers and platforms (e.g., NBCUniversal, Disney, Warner Bros., Paramount) to drive tune-in, adoption, and retail sell-through.
- Led award-stage/cultural activations at SXSW, Cannes Lions, and Mobile World Congress, showcasing innovative brand storytelling.
- Built scalable org design and workflows that increased creative output and campaign efficiency by 25%, supporting growth in branded content and influencer progr
SVP, Cultural & Entertainment Partnerships
United Entertainment Group
Chicago, USA
01.2014 - 02.2018
- Audited and restructured 30+ sponsorships for a global portfolio; analytics-led renegotiations improved ROI and business alignment on $30M+ in investments.
- Secured category-first cultural drops (e.g., Ziploc × Supreme; Glade × Emily in Paris) blending IP, talent, content, and commerce.
- Built a Disney × SC Johnson alliance across 10+ films, national retail, and in-park activations; delivered premium shelf presence and incremental sales.
- Repositioned OFF! as a lifestyle/outdoor brand via Weather Channel app, Olympics/FIFA, and Live Nation partnerships to reach sports and outdoor audiences.
- Created scalable partner narratives (decks, webinars, toolkits) to align sales and marketing for co-sell and renewals.
VP, Entertainment & Influencer Partnerships
Edelman Public Relations / Matter Sports & Entertainment
Chicago, USA
04.2006 - 01.2014
- Directed branded entertainment and influencer programs integrating publisher/platform and league assets; aligned broadcast, digital, social, and experiential to client objectives and brand lift.
- Negotiated and activated partnerships across NFL, PGA TOUR, NASCAR, NCAA, FIFA/Olympics, and the GRAMMYs.
- Delivered integrated publisher activations (content + experiential + social) with performance tracking and post-campaign analysis to inform renewals.
- Built purpose-led platforms with nonprofits to connect brand purpose to cultural relevance.
- Partnered with networks/streamers to deliver branded content and promotional packages.
Education
B.A. - Journalism / Communications
University of Colorado
Boulder, COSkills
- Leadership
- Branded Entertainment
- Cultural Partnerships
- Influencer Strategy
- Creative Program Development
- Stakeholder Engagement
- Digital & Social Activations
- Global Operations
Accomplishments
- Taco Bell Hotel — cultural takeover; sold out in 2 minutes; 7B+ earned impressions.
- Glade × Emily in Paris — limited drop sold out in 48 hours (content + commerce).
- Liverpool FC × SC Johnson — sustainability platform with 90% reduction in stadium plastic waste and 2M+ cups recycled annually (ESA Award).
- Ziploc × Supreme — category-first licensing collaboration; sold out in 10 minutes with 5× MSRP resale.
- Disney × SC Johnson — alliance spanning 10+ films, national retail, and parks; delivered premium shelf and incremental sales.
- Pernod Ricard portfolio optimization — overhauled 30+ deals; analytics-led renegotiations increased ROI on $30M+ spend.
Timeline
Strategic Partnership & Brand Innovation Consultant
Clear Sky Collective
12.2024 - Current
EVP, Global Client & Culture Lead
United Entertainment Group
02.2018 - 12.2024
SVP, Cultural & Entertainment Partnerships
United Entertainment Group
01.2014 - 02.2018
VP, Entertainment & Influencer Partnerships
Edelman Public Relations / Matter Sports & Entertainment
04.2006 - 01.2014
B.A. - Journalism / Communications
University of Colorado