Head of Corporate Communications
Sheikina Liverpool is Head of Corporate Communications at BIRKENSTOCK, where her expertise in building and sustaining positive sentiment for the brand played a crucial role in the success of their IPO in October 2023. A few recent initiatives illustrate Sheikina’s innovation; in step with their IPO, Sheikina spearheaded BIRKENFIELDS, a series of interactive public green spaces designed to give New Yorkers respite from walking the concrete jungle. This initiative invited the public on a sensory experience that shed light light on BIRKENSTOCK's commitment to foot health and heritage by highlighting the origins of the iconic footbed. She also orchestrated a multi-city bus tour to create awareness around the “Royalty By Maluma” collection with Macy’s, giving fans an exclusive, one-of-a-kind experience that ultimately helped drive e-commerce sales and traffic to the collection on Macy’s website. In the run-up to BIRKENSTOCK’s 250th anniversary in 2024, Sheikina took charge of the brand’s first large-scale event hosted in the U.S., transforming Cipriani 25 Broadway into a plant-laden indoor oasis with more than 300 guests from around the world. While at the helm of communication strategies, she has successfully positioned BIRKENSTOCK as a pioneering voice within the industry.
Played a pivotal role in steering BIRKENSTOCK through a successful IPO in October 2023
Spearheaded a global brand activation event in NYC in November 2022 with over 300 guests including media, celebrities and fashion and retail industry professionals
Led the creation of interactive public green spaces for the BIRKENFIELDS initiative
Worked with renowned brands including Viacom, The Body Shop, Bieresdorf, Mary Kay, Yahoo!, Feld Entertainment, Glaceau, TomTom and Adidas