Sheila specializes in generating big ideas to effect social change, brand strategy, creative marketing and communications. She launched the (RED) organization, founded by Bono and Bobby Shriver, to fight AIDS in Africa by mobilizing private sector resources for the Global Fund to Fight AIDS, Tuberculosis and Malaria. Sheila has been at the center of (RED) strategy since its inception and has led its major campaigns including Bono's guest editorship of Vanity Fair, record-setting auctions, (RED)'s annual Shopathon campaign and The Lazarus Effect documentary which she co-produced. Formerly the Managing Director of Principle Management, her clients included U2 and PJ Harvey. Her work with Bono on his advocacy catalyzed her interest in the power of talent and business to help change the world.  She is Co-Founder of hive, a strategic consultancy that builds new funding models, powerful advocacy and imaginary campaigns for its non-profit and private sector clients.  Sheila sits on the board of The Carol Shield Prize for Fiction and is a member of the Human Rights Watch Chicago Committee.