Sheila started her career as a journalist in 1990 and has worked for nationwide magazines and local newspapers for seven years. Later, she worked as media relations for Brazilian bands and artists for one year, and did marketing consultancy for small companies. A year later, she started working for a US company in the telecommunications industry, where she was part of the group that launched prepaid phones in Brazil. After four years, in 2001, she decided to start Vertebratta Marketing. Since 2009, Sheila and her staff are responsible for sharing the emotions of Canada’s tourism brand with Brazilians for Destination Canada. Vertebratta’s commitment to excellence has earned the company accounts with VIA Rail Canada, Tourism Toronto Magic Cities Consortium, Advantage Austria's consumer marketing, YVR (Vancouver International Airport) for strategic market approaches, and years of different deliverables for McArthurGlen Designer Outlets, Air Canada, Tourism Switzerland, Discover America, South Africa consortium, and more.
Sheila is expert in Co-Op Marketing Campaigns, has extensive experience in Start Up projects, the ability to integrate marketing strategy, media relations and other marketing tools, is focused on planning and priorities, self-motivated and passionate for teamwork collaboration, in addition to being obsessive about innovative marketing approaches. She is also gifted with critical analysis and global vision, and is capable of working under pressure, with focus on results. Among other achievements, she has built a strong network in the Brazilian tourism trade, segmented media, travel agencies, tour operators, airlines, and Tourism Destinations; and has earned a solid and trustworthy reputation in the Brazilian travel trade and media outlets.
Together with her team of marketing professionals, Sheila activates global marketing and communications plans throughout the travel industry, media relations and consumer-direct channels for many clients. With this multichannel approach top of mind, the company deploys a robust communications mix that includes advertising, social media, co-op marketing initiatives and more. The average client ROI is 1:10 USD.