Sierra Tobias

Sierra Tobias is a seasoned marketing professional with extensive experience in integrated media investment and activation, specializing in luxury brand positioning. Currently, Sierra serves as Managing Partner and Global & NA Client Lead at Wavemaker, focusing on Tiffany, since May 2022. Prior to this role, Sierra held senior positions at Zenith, where as SVP, COTY, strategic leadership was provided, and at UM Worldwide as SVP and Group Partner, Integrated Planning for J3 Beauty. Additional experience includes roles at ZenithOptimedia Group, Initiative, and Universal McCann, where responsibilities encompassed managing large accounts, developing innovative media solutions, and overseeing cross-platform programs for high-profile clients such as Burberry and Johnson & Johnson. Sierra began a career in media at MediaVest and CBS WTVH 5, following a Bachelor of Arts degree in Public Communications with a focus on Advertising from Syracuse University.