Sheba is Australia’s leading Multicultural Guru, advising Australia’s top brands and international brands on multicultural strategies, which have helped them to cut through market saturation and add to their revenue curve. For some marketers, it is their best kept marketing secret.
Sheba commenced her career in advertising targeting mainstream audiences and held senior roles such as CEO/ MD at Interpublic, McCann and WPP group across three continents. While working in Asia, Sheba realised the value of strategically targeting multicultural audiences and its impact on the marketing bottom line.
Sheba is the Co-Founder and CEO of MultiConnexions (MCX), one of Australia’s largest independent multicultural and diaspora marketing agencies. She also founded Global Connexions (GCX), a global marketing consulting and cross-cultural advisory, realising that borderless trade and economy is a reality and audiences today are more global than ever before.
She is on the Board of International Advertising Association, Australia. She is also on several other Boards including a DFAT Board – the Australia India Council and is the National Chair of Australia India Business Council.
She is regularly interviewed by SBS, ABC, and Sky News and other international media. Sheba is the founder of MultiBuzz – a multicultural marketing thought leadership portal https://multiconnexions.com.au/buzz-blog/multi-buzz/
Sheba prefers to be known as the CIO of MultiConnexions (Chief Inspiration Officer) and believes her role as CIO is more important than CEO.