Melissa Giles 3 Sheeter

1. With over 15 years in entertainment marketing
and live events targeting the influential,
trendsetting and urban skewing Multi-Cultural
markets; Melissa’s expertise is in music and
culture. Conceiving and implementing integrated
marketing strategies to establish and grow
brands' market leadership within key cultural
movements. Melissa has served as a consultant
and strategist offering expertise in producing
live events, music festivals, brand partnerships,
consumer insights and strategic brand planning
for clients wishing to target cross cultural
markets (now considered to be the new
mainstream) and millennials.
Her background is of Venezuelan and English
descent, born in the U.K. and raised in Miami,
Melissa embodies the essence of today’s
multi-cultural millennial.
During the early stage of her young
entrepreneurial career, Giles formed a
promotions company in High School, providing
services for the local Miami nightlife industry,
events, consumer product and entertainment
brands including Def Jam Records, Loud
Records, Phat Farm, Fubu, Enyce, JLo and
Nickelodeon amongst others. In 2002 she
founded and developed the Soulfrito brand from
the ground up, under which she cultivated the
Nation's first and largest Urban Latin music
festival for the U.S. Hispanic Youth Market. The
festival was a major launch pad in the early
stages of the careers of then emerging artists
Pitbull, Romeo Santos (Aventura), Wisin y Yandel
and the first music festival to take a 'Total
Market' approach early on.
By the age of 19 and 20 Melissa was featured in
Miami Herald’s Business Monday, Ad Age
Magazine and Hispanic Business considered as
a pioneer in the Urban Latino wave and
movement.

2. Miami Herald Business Monday:
“Young Entrepreneur is poised to ride the
Urban Latin wave to its crest.”
“Urban Latin Music, on stage in
Miami Today, echos the hip hop blend
of the Nation’s cities.”
Hispanic Business Magazine:
“Concert Founder Comes into her own
promoting events for the burgeoning
U.S. Hispanic Youth Market.”
PR Week:
“The Festival and accompanying campaign
represent an interesting trend emerging
for urban marketers.”
Features + collaborations

3. Branded Stories & Cultural Movements
Consumer/Cultural Research & Insights
Strategic Brand Planning & Roadmaps
Strategic Alliances & Collaborations
Influencer Programs
Cause Related Initiatives
Live Concerts & Music Festivals
Event Marketing, Production & Operations
Experiential Activation
Grassroots Marketing & Mobile Tours
Content & Digital Marketing
Event Sponsorship
Product Development
Contact
Melissa Giles
786.301.3636
melissa@melissagiles.com
Represented Properties