Tricia Murphy Sheahan
Chicago,IL
Summary
Global brand and partnership strategist with 20+ years leading integrated marketing, omnichannel campaigns, and large multi-agency ecosystems for Fortune 500 brands. Expert at translating brand strategy into breakthrough creative, measurable media performance, and culturally resonant programs across 30+ markets. Proven track record building global frameworks, improving operational efficiency, driving double-digit revenue growth, and advising C-suite leaders across consumer, entertainment, retail, and lifestyle sectors. Known for elevating brand storytelling, strengthening cross-functional alignment, and delivering high-impact work at major cultural, industry, and retail moments.
Overview
20
20
years of professional experience
Work History
Strategic Partnership & GTM Consultant
Clear Sky Collective
12.2024 - Current
- Developed end-to-end campaign planning frameworks for OpenTable and CAMP, aligning creative, media, and experiential teams to deliver integrated omnichannel activations across social, digital, experiential, and partner channels.
- Led multi-agency workstreams (creative, social, experiential, production) to develop cohesive brand concepts and channel-specific assets aligned to brand voice, cultural trends, and audience behavior.
- Built measurement frameworks tying awareness + conversion KPIs to media performance, influencer activations, and retail-driven storytelling.
EVP, Global Client Lead, Brand Partnerships
United Entertainment Group
02.2018 - 12.2024
- Served as EVP/Global Client Lead for SC Johnson across 14+ brands and 20+ global markets (LATAM, EMEA, APAC), directing omnichannel strategy, global partnerships, integrated creative, media, and retail alignment.
- Oversaw and optimized $30M+ in annual budgets across talent, content, partnerships, and experiential—reallocating investment to maximize efficiency, margin, and growth impact.
- Owned multimillion-dollar revenue pipelines, expanding initial $100K project engagements into $4M+ multi-year global retainers, consistently driving double-digit YoY revenue growth.
- Advised and activated global marketing strategy for additional Fortune 500 brands — including Disney, Clorox, Dove, Starbucks, Michaels — developing omnichannel campaigns, cultural activations, and cross-market partnership frameworks that increased engagement and incremental revenue.
- Achieved 95%+ global client retention by anticipating needs, resolving issues rapidly, and delivering measurable performance tied to brand, business, and retail outcomes.
- Acted as global escalation lead for complex partnerships, aligning solutions across product, marketing, sales, legal, and client services to protect revenue and stabilize delivery across markets.
- Developed global expansion frameworks and white-space partnership roadmaps for SC Johnson’s priority brands, tailoring omnichannel approaches by region through analysis of emerging trends, consumer behavior shifts, and competitive market dynamics across North America, ASEAN, EMEA, APAC, and LATAM.
- Cultivated 40+ C-suite and senior executive relationships, guiding corporate positioning strategies and shaping thought-leadership agendas at CES, SXSW, Cannes Lions, Mobile World Congress, elevating executive visibility and deepening global leadership influence.
SVP, Cultural & Entertainment Partnerships
United Entertainment Group
01.2014 - 02.2018
- Led integrated omnichannel campaigns across 15–25 markets, coordinating creative, media, influencer, social, experiential, PR, and retail teams to deliver cohesive, high-performing global programs.
- Managed multi-million-dollar campaign budgets across digital, broadcast, social, retail, and sponsorship channels, improving efficiency through KPI-driven allocation and in-flight optimization.
- Developed channel-specific creative systems that improved social and digital engagement by refining sequencing, content personalization, and audience targeting frameworks.
- Negotiated and activated 50+ talent, creator, influencer, and rights agreements, optimizing cross-platform usage, content value, and amplification across earned + paid channels.
- Built and executed multi-market experiential activations across major cultural moments (Olympics, FIFA, global retail tentpoles), integrating influencer content, retail storytelling, and earned media hooks.
- Partnered with product marketing to integrate product narratives into global campaigns, increasing visibility and aligning content across paid, owned, earned, and retail touchpoints.
- Collaborated with comms, social, and content teams to develop cross-channel messaging frameworks that increased earned media and digital engagement.
- Developed measurement and reporting systems connecting brand awareness, engagement, and retail performance to creative and media decisions, enabling faster optimization and more strategic learning agendas.
- Created global toolkits, operational workflows, and executional playbooks adopted across 20+ markets, accelerating delivery timelines and driving consistency in campaign rollout.
VP, Entertainment & Influencer Partnerships
Edelman Public Relations / Matter Sports & Entertainment
04.2006 - 01.2014
- Directed integrated brand campaigns for major entertainment, sports, and CPG clients, managing creative development, influencer activations, media integration, and experiential extensions.
- Built and managed complex cross-functional teams across PR, creative, influencer, social, and production, ensuring unified execution and consistent brand voice.
- Structured 100+ content, creator, and talent partnerships across premium entertainment and sports properties (NFL, Disney, FIFA, Olympics, NBC Sports).
Education
B.A. - Journalism/Communications
University of Colorado
Boulder, COSkills
- Global Brand Leadership I Omnichannel Campaign Architecture I Executive Stakeholder Alignment I Multi-Agency Ecosystem Leadership I Organizational Transformation I Creative Media Integration I Cultural & Consumer Insight Translation I Partnership Ecosystem Growth I Revenue Strategy & Optimization
Campaigns
- Taco Bell Hotel - 'The Bell', Sold out in 2 minutes; generated 78+ impressions and became a cultural phenomenon.
- Disney x SC Johnson Alliance, Transformed a multi-film, multi-retail partnership into a high-impact omnichannel platform with national retail execution and in-park activations.
- Liverpool FC x SC Johnson Sustainability Partnership, Reduced stadium plastic waste by 90%; recycled 2M cups annually, earned ESA Award.
- Ziploc x Supreme Limited Drop, Sold out in 10 minutes with 5x resale value, driving brand heat and modern relevance.
- Glade x Calm & STEM x Pharrell, Purpose-driven collaborations generating strong engagement and global earned coverage.
Timeline
Strategic Partnership & GTM Consultant
Clear Sky Collective
12.2024 - Current
EVP, Global Client Lead, Brand Partnerships
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