Former Record Industry Marketing Executive
Author: "Mama Used To Say... Be Your Own Brand"
Founder & President of Be Your Own Brand (BYOB)
Ms. Sheila Coates contributes over two decades of experience and innovation to the Thinkubator Team as a marketing executive specializing in artist development, branding, and imaging.
During her tenure in the music industry, Ms. Coates worked with the most recognizable names in entertainment. She inspired, developed, and guided an expansive group of platinum selling artists. Ms. Coates’ client list reads like a “Who’s Who” of popular music: Mary J. Blige, Sean “P Diddy” Combs, Toni Braxton, Lenny Kravitz, Barry White, Jill Scott, Babyface, Monica, Faith Evans, Kindred, The Family Soul, Angie Stone, Q-Tip, and Lalah Hathaway, to name a few. Sheila Coates fashioned popular images for more than 100 music video projects, red carpet events, and television programs such as: The GRAMMY® Awards, The American Music Awards, The MTV Video Music Awards, The BET Awards, Good Morning America, The Today Show, Oprah, The Tonight Show, and Late Night With David Letterman.
Ms. Coates held SVP positions with Sony/BMG, Arista Records, EMI/Capitol, Virgin Records, MCA Records, Perspective Records, and Hidden Beach Recordings. In these vital roles, she managed budgets commonly exceeding $50 million and developed successful cross-promotional initiatives, including the soundtrack for the Academy Award-winning film, “Training Day.”
At the helm of her own endeavor, BYOB, Ms. Coates has consulted with executives of the Fortune 500, including NBC/Universal, Comcast, Fox Films, AmeriHealth, and Neutrogena.
Some highlights of Sheila Coates’ professional career:
Vice President of Marketing
Arista Records / BMG
As VP of Marketing for Arista/BMG, Ms. Coates led powerhouse campaigns for Usher, P-Diddy, Outkast, Santana, Angie Stone, Monica, Whitney Houston, Aretha Franklin, and Toni Braxton, resulting in sales of over 60 million albums. Sheila Coates also served as the lead principle for the VIACOM/BET “Girl’s Nite Out” special, launching five multi-platinum projects, generating over two million dollars in free advertising, and increasing album sales by 10%. During the course of her time with Arista/BMG, she also procured over $10 million in sponsorships through advertising and product placement. Additionally, Ms. Coates Increased overall revenue by negotiating marketing campaigns with Cartier, Chrysler and FUBU.
Senior Vice President of Marketing
Capitol Records / EMI
As Senior VP with Capitol/EMI, Sheila Coates designed $5 million in cross-promotional campaigns for the sold out “Up in Smoke Tour.” Further, she negotiated strategic marketing and promotional partnerships resulting in over $10 million dollars of free advertising across the major media outlets.
Senior Vice President of Marketing
MCA Records / Universal Music Group
Baxter International Inc. is a global healthcare company that, through its subsidiaries assists healthcare professionals and their patients with treatment of complex medical conditions including hemophilia, immune disorders, kidney disease, trauma and other conditions. With 2008 sales of $12.3 billion, and approximately 48,500 employees, Baxter applies its expertise in medical devices, pharmaceuticals and biotechnology to make a meaningful difference in patients' lives.
Chief Marketing Officer
Hidden Beach Records / SONY
As CMO with Hidden Beach/SONY, Sheila Coates led an elite team within Sony/BMG, coordinating marketing, promotions, public relations, and sales operations for a company exceeding 158,000 employees. Sheila and her team also conceived and executed crucial marketing strategies for the American Lung Association, Hurricane Katrina, and The Federated Corporation.
BYOB (Be Your Own Brand)
As the founder and president of her own endeavor, BYOB, Sheila Coates created and executed the joint BYOB/Macy’s National Tour, produced the highest ranked outside workshop for NBC/Universal, and won the British Airways “Face-to-Face” entrepreneurship award. As President, Ms. Coates is also a frequent contributor to the national women’s site, Chat, Chew and Chocolate, and recently published her first book, “Mama Used to Say: Be Your Own Brand!” BYOB's clients include market forces such as Macy’s, Neutrogena, Dress for Success, NBC/Universal, and AmeriHealth.
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