By AWE Staff
A rising star in the world of consumer packaged goods, Ambereen (Amber) Sheikh leads the strategically vital On Premise portion of Red Bull’s business.
Amber joined Red Bull in May of 2011 as the Director of National Accounts, On Premise. Within her first few months, she took on the role of Head of On Premise Sales and subsequently, Vice President of On Premise Sales for Red Bull North America. Her role is focused on driving Red Bull’s pure consumption strategy, focusing on direct channel sales, business development, distribution management, excellence in market execution, sales training, trade marketing and alignment with consumer marketing to drive trial and awareness in the On Premise.
Prior to Red Bull, Amber has worked in various Global Corporations. First with Caltex Philippines, helping launch the first gasoline convenience store in the capitol, Manila. From there she went to work for Arnold Worldwide as a Brand Planner, where she helped garner consumer insights and craft long-term strategies for an array of brands that included VW, McDonald’s, and most notably the “truth” campaign to combat youth tobacco uptake, known for its famous ‘body bags over America’ campaign. She then tackled a Strategic Business Analytics role within marketing at Merck & Co. and a Brand position at the Dial Corporation where she launched several brands within the Dial portfolio. Amber then joined FIJI Water as the Brand Manager and for the next 6 years held a number of roles in FIJI that encompassed marketing, strategic partnerships, business development, brand acquisitions, and sales.
Daughter to a father that worked for U.S. AID & the Asian Development Bank, Amber spent her formative years living overseas in countries such as Yemen, Bangladesh, Pakistan, the Philippines and Turkey which has led to her passion for travel and languages. Outside the office, Amber is also an avid athlete and can be found scuba- diving, doing ashtanga yoga, and hiking. Amber and her husband are proud to welcome their second child into their family and look forward to their future travels and adventures.