With over 15 years in entertainment marketing and live events targeting the influential, trendsetting and urban skewing Multi-Cultural markets; Melissa’s expertise is in music and culture. Conceiving and implementing integrated marketing strategies to establish and grow brands' market leadership within key cultural movements. Melissa has served as a consultant and strategist offering expertise in producing live events, music festivals, brand partnerships, consumer insights and strategic brand planning for clients wishing to target cross cultural markets (now considered to be the new mainstream) and millennials.

Her background is of Venezuelan and English descent, born in the U.K. and raised in Miami, Melissa embodies the essence of today’s multi-cultural millennial.

During the early stage of her young entrepreneurial career, Giles formed a promotions company in High School, providing services for the local Miami nightlife industry, events, consumer product and entertainment brands including Def Jam Records, Loud Records, Phat Farm, Fubu, Enyce, JLo and Nickelodeon amongst others. In 2002 she founded and developed the Soulfrito brand from the ground up, under which she cultivated the Nation's first and largest Urban Latin music festival for the U.S. Hispanic Youth Market. The festival was a major launch pad in the early stages of the careers of then emerging artists Pitbull, Romeo Santos (Aventura), Wisin y Yandel and the first music festival to take a 'Total Market' approach early on.

By the age of 19 and 20 Melissa was featured in Miami Herald’s Business Monday, Ad Age Magazine and Hispanic Business considered as a pioneer in the Urban Latino wave and movement.

Miami Herald Business Monday: “Young Entrepreneur is poised to ride the Urban Latin wave to its crest.”

“Urban Latin Music, on stage in Miami Today, echos the hip hop blend of the Nation’s cities.”

Hispanic Business Magazine: “Concert Founder Comes into her own promoting events for the burgeoning U.S. Hispanic Youth Market.”

PR Week: “The Festival and accompanying campaign represent an interesting trend emerging for urban marketers.”

Features + collaborations

Branded Stories & Cultural Movements

Consumer/Cultural Research & Insights

Strategic Brand Planning & Roadmaps

Strategic Alliances & Collaborations

Influencer Programs

Cause Related Initiatives

Live Concerts & Music Festivals

Event Marketing, Production & Operations

Experiential Activation

Grassroots Marketing & Mobile Tours

Content & Digital Marketing

Event Sponsorship

Product Development

Contact

Melissa Giles 786.301.3636 melissa@melissagiles.com

Represented Properties