Sierra is a born strategist and avid organizer. After getting her start in events producing an elite series of headline concerts in the Hamptons, she joined Empire in 2008, where her first assignment was working on the Grand Opening of Palm Island in Dubai, followed by projects for Google, Spotify, Viacom, and The Bill & Melinda Gates Foundation. Feeling the need to expand her skills beyond her clients, Sierra established and led the Strategic Development division of the organization while simultaneously executing projects for Lincoln Center, Oprah Winfrey, Bravo, Loreal, Ralph Lauren, Sprint, and Havaianas, among others. Having earned a reputation and passion for bringing brands to life in all manner of environments and formats, she worked with AMC Networks to reinvent the traditional Upfront event by building an immersive experience where guests were transported inside the world of the network’s fan favorite shows. Sierra then relocated to Los Angeles to expand Empire’s reach to the West Coast where she has produced a record release party for Kanye West in Jackson, WY with less than 72-hours’ notice, “won” SXSW with an innovative and press-worthy activation for mattress retailer Casper, and partnered with Microsoft to redesign and scale their annual Developer Conference from 50,000 online viewers to 2.5 million over 5 years. When she’s not deep in thought perfecting the details of her upcoming event, Sierra is either researching her next trip abroad or re-organizing her best friend’s closets.