University of Washington

Infinite Reality (iR) is an innovation company driving the next generation of digital media and e-commerce through artificial intelligence (AI), spatial computing, extended reality, and other immersive technologies. iR’s virtual worlds enable brands and creators to fully control how they distribute content, engage audiences, and monetize their creations while maintaining ownership of their data. With deep expertise in Hollywood production and extended reality (XR), iR is redefining the infinite possibilities of connected digital environments in the modern age.

Infinite Reality

Global Head of Communications

Chief

Member

Known for the expert ability to creatively develop and execute compelling, strategic communications initiatives. From established companies to entrepreneurial and innovative start-ups, Sheldon Strategy & Consulting teams up with all types of clients to deliver on their variety of needs including thought leadership and strategic media relations.

Sheldon Strategy & Consulting

Founder

Planned, developed and executed high-level strategic initiatives. Oversaw multiple outside vendors including creative agencies and PR firms. Managed a department of 35, including teams in public relations, digital, creative, and video production. Worked with sponsors such as Google, All Nippon Airlines, Lowe’s Home Improvement, Kimberly-Clark Corporation, and American Cancer Society.
•	Revamped and implemented new internal marketing process streamlining workflow, allowing for quality execution, reduced budget inefficiencies, and improved departmental culture.
•	Alongside CTO, led the complete rebrand and relaunch of the XPRIZE website, including content strategy, UI, and site architecture.
•	Restructured complex budgets into simpler allocation model.
•	Designed proactive communications plan which showed significant increase in sponsor and Board engagement.
•	On boarded new marketing platform allowing for retargeting, CAN-SPAM compliant email campaigns and CRM initiatives.

XPRIZE

Chief Marketing Officer

Oversaw digital marketing initiatives including PR, brand development, CRM (email and SMS), social media and promotions with a $1.5M annual budget. Developed and executed award-winning organic and paid campaigns with budgets $1M+ across multiple platforms. Alongside Participant’s film division, developed and executed campaigns for new releases.
•	Saw average growth of 25% month over month for the social communities of 20 legacy film properties, including An Inconvenient Truth and Food, Inc.
•	Created multiple award-winning campaigns, including honors such as two LA Press Club Awards for Best Use of Social Media to Enhance and/or Cover a Story, a Shorty Social Good Award for Best Facebook Presence, a Cynopsis Social Good Award, a Telly, and a Webby award nomination.
•	Campaign celebrating the 10-year anniversary of An Inconvenient Truth saw Facebook community growth of +20%, 1.5 million viewers reached via Facebook Live event with Al Gore and director Davis Guggenheim, 5 million impressions and 1 million views of branded content campaign and 58k downloads of the original 10-year-old film.
•	Social impact campaign for Deepwater Horizon garnered 3 million video views on Facebook and increased traffic 250% to campaign hub.

Participant Media

Senior Vice President, Marketing

Built overall digital strategy for The Queen Latifah Show across multiple platforms and QueenLatifah.com with an internal team of five and an outside agency. Ensured authentic voice and tone by maintaining close relationship with talent and management.
•	From Season 1 to Season 2, Queen Latifah’s official Facebook page saw 342% growth of fans, a 486% increase in organic daily reach, and 226% increase in organic daily impressions.

Sony Pictures Entertainment

Supervising Producer, Digital

Executed consumer marketing and publicity outreach. Worked closely with in-house editorial, video, design, product, ad sales and business development teams to create innovative marketing campaigns.

BermanBraun

Online Marketing Executive

Led editorial programming, marketing, publicity, industry relations, partner management and budget oversight. Oversaw the creative development, branding, design, content and social strategy of the personal websites of various celebrity influencers including: Kim, Khloe and Kourtney Kardashian, Kimora Lee Simmons, Nicole Richie, Kendra Wilkinson and Whitney Port.
•	Increased site engagement 40% within first two months by completely redeveloping and rebranding Celebuzz.com.
•	Grew traffic growth 700% in 18 months by hiring new staff, increasing brand awareness, and, alongside Sales team, developing and executing solid branded programs.
•	Designed and launched the first website of Kendall and Kylie Jenner.
•	Increased social media referrals 1000% in the first year through 100 tent pole campaigns, daily editorial content, promotion, paid branded entertainment programs, contests, and giveaways.

BUZZMEDIA (now known as SpinMedia)

Vice President, Celebrity Programming

Oversaw all editorial content and managed day-to-day operations, including scheduling and site programming. Supervised editorial, production and freelance staff of 15.
•	Grew site traffic and engagement 40% YOY by updating editorial focus and implementing targeted publicity initiaives.
•	Worked with Development executives to create a pilot for Momlogic TV.

Telepictures

Editorial Director, Digital

Managed all editorial content and day-to-day operations of TMZ.com with staff of 100+ employees. Scheduled, produced and monitored hundreds of electronic, online and print interviews for editorial staff.
•	Created, developed and launched one of the world’s most-cited entertainment news sources.
•	Researched, wrote and published some of the most significant entertainment stories of the last decade, including: Mel Gibson’s DUI arrest and anti-Semitic rant, Michael Richards’ racist outburst at a comedy club, Paris Hilton’s jail sentence, Britney Spears’ mental health challenges, OJ Simpson’s Las Vegas robbery and many others.
•	Maximized media impressions and drove site traffic to 25M+ users a month by establishing brand narrative and visibility.

Co-Founder, Supervising Producer

•	Garnered millions of media impressions through publicity efforts, breaking big stories outside of challenging show time slots.
•	Built in-newsroom ‘flash cam’ allowing fast access by broadcast outlets to “CJ” reporters for commentary on breaking news.

Gillian Sheldon