Integrated Brand & Partnerships Leader
Sponsorship Strategy • Strategic Partnerships • Experiential Marketing • Integrated Campaigns • Entertainment & Culture • Partner Management • Portfolio Strategy • Measurement & Optimization
Building partnership strategies that connect brands, audiences and culture to measurable business objectives.
Enterprise level leader with 15+ years architecting sponsorship portfolios, partnership platforms, integrated campaigns and measurement frameworks, while aligning complex partner ecosystems around shared brand and business goals.
My career has given me a unique perspective across the partnership ecosystem, from representing and monetizing major entertainment properties to leading partnership strategy and activation from the brand side.
Developed and secured brand partnerships that generated revenue for The Recording Academy and supported the growth of the GRAMMY Awards ecosystem.
Property Monetization + Partnership Development + Strategic Brand Relationships
Led partnership strategy, portfolio management and activation, translating business objectives into strategic investments, experiences and integrated marketing programs.
Partnership Strategy + Portfolio Management + Integrated Activation
“Seeing both sides of the table gives me a unique ability to align property value with brand objectives, creating partnerships that deliver value for both the partner and the business.”
The Recording Academy / GRAMMY Awards
Nestlé IPW
City National Bank
How properties create, package and monetize partnership value.
How brands evaluate, invest in and activate strategic partnerships.
How complex portfolios are prioritized, measured and optimized.
Experience across both sides of the partnership ecosystem provides a broader perspective on partner strategy, relationship management, investment decisions and shared business objectives across complex partner environments.
I evaluate partnerships through strategic alignment, audience relevance, brand equity, business opportunity, hospitality utilization, content potential, activation opportunities, measurement and investment efficiency across entertainment, sports, arts and culture.
A multiple property portfolio spanning awards, entertainment venues, professional sports and cultural platforms, managed through strategic evaluation, investment prioritization, partner leadership and cross functional alignment.
Properties represented in the City National Bank sponsorship portfolio. Scope and level of involvement varied by property, business objective and stage of the partnership lifecycle.
I develop the strategy, architecture, partner ecosystem, activation approach and measurement framework that make sponsorship and partnership investments valuable to the business.
Connecting brand strategy, partnerships, content, experiential marketing and audience engagement to business objectives.
Architecting partnership platforms and managing complex partner ecosystems around shared business objectives.
Turning sports, entertainment, cultural moments and live experiences into meaningful brand platforms.
Connecting brands with creators, influencers, celebrities and talent to extend brand storytelling across culture and entertainment.
Leading enterprise portfolios, investment strategy, evaluation scorecards, asset optimization and ROA frameworks.
Managing complex partner and client relationships across strategy, negotiation, onboarding, activation, issue resolution, optimization, renewal, retention and executive engagement.
Building and managing complex partner ecosystems across brands, properties, agencies, internal stakeholders, executives, creative teams, marketing teams and business leaders, aligning each around shared objectives from strategy and negotiation through optimization and renewal.
An experienced marketing executive using AI enabled tools as a strategic advantage, integrated into partnership and marketing workflows to sharpen judgment, not replace it.
Meme Halford is an Integrated Brand & Partnerships Leader with more than 15 years of experience architecting enterprise sponsorship portfolios, strategic partnerships, integrated brand campaigns, and measurement frameworks across entertainment, sports, music, luxury, and consumer markets, for organizations including the GRAMMY Awards, City National Bank, and Nestlé International Premium Waters.
She builds and manages premium partner and client relationships, leads complex negotiations, and translates business objectives into integrated brand marketing, experiential, creator, influencer, and entertainment campaigns, aligning brands, properties, agencies, marketing, sales, creative and executive stakeholders around shared business objectives. She applies sponsorship scorecards, ROA methodology, utilization analysis, data informed insights and AI enabled marketing tools to evaluate and optimize partnership performance and investment.
A progression that pairs deep cultural and entertainment fluency with enterprise level business, marketing, partnership and relationship management experience, operating at the intersection of culture, entertainment, brands, partnerships, marketing and business.
Led enterprise brand partnership strategy and portfolio management across a $15M+ sponsorship portfolio and $75M in contracted value, senior relationship lead across partner strategy, negotiation, activation, executive engagement, performance management and renewals. Oversaw 15K+ annual hospitality assets and acquired the LA Lakers and LA Galaxy partnerships.
Positioned S.Pellegrino, Acqua Panna and Perrier through integrated experiential, creator, influencer, celebrity, product placement and cultural marketing across culinary, fashion, film, music, retail, ecommerce and digital channels.
Led the Brand Partnerships portfolio across GRAMMY properties and an eight member cross functional team. Delivered $7M+ in sponsorship revenue and cultivated $1.3M in incremental growth with full client retention through executive relationship management, hospitality and integrated brand campaigns with Gucci, Delta Air Lines, Mastercard, IBM and Uber.
Developed a deep understanding of the music industry, talent, and culture from within the recording studios, record labels, and live experiences where artists, brands, and audiences intersect.
A curated deck showing the strategy behind partnerships spanning entertainment, sports, financial services and culture. View in browser, open fullscreen or download.
Aligning marketing, sales, legal and creative teams behind a single partnership thesis.
Defining success through scorecards, ROA, utilization and business area alignment.
Using deep entertainment and cultural fluency to identify strategically relevant business opportunities.
Pioneering activation formats before they become category conventions.
Building operators who think like investors and brand stewards.
$15M+ in annual sponsorship investment evaluated, prioritized and optimized as a portfolio.