Heide has spent most of her career as a client in lifestyle marketing.

At Red Bull, she was responsible for the Red Bull Stratos project global content & communications - the most-watched live stream in history & Emmy winning documentary. At Bacardi, she built a similar experience & engagement approach to global marketing, creating popular and commercially impactful platforms for brands such as Williams Martini Racing, Bacardi Triangle & Bombay Sapphire Imagination Series which was awarded the BAFTA for best short film.

Heide is passionate about giving brands an active role in culture, and she is one of the few people who has a track record of doing just that. She founded Studio of Art & Commerce to use her unique experience with a wider group of brands.