Scale your team, scale your business.
Talent strategies for mission-driven founders building high-performance teams.
Hi, I am Sheldon
WHY Global C-Suite Leaders Pick Me
The CMOs of RBC, Google, CIBC, Loblaw, and Starbucks looked at every marketer in Canada and chose one person to lead their Canadian Marketing Association. That person was me. But what sets me apart is not just the approval of a prestigious board of directors. It is my leadership philosophy:
1. See the person first, 2. Support them in the rumble & 3. Let's make things actionable together.
HOW I Exponentially Scale Revenue
I architect integrated strategies that have generated over $100M in funding raised, ARR and LTV. I've helped scale AI SaaS startups by driving a 368% ARR growth rate from $3.2M to $15M, and secured $38.8 million in Series A and Series B funding rounds during a 2022 & 2023 down market.
WHAT High-Performance Team Culture Does For Our ROI
Today a trusting culture is the ultimate competitive advantage. I build and lead high performance teams with a culture rooted in trust and psychological safety. I've scaled teams by 400% from 15 to 75 during hyper-growth phases.
WHEN Does Humanized Brand & Agentic AI Work
People do not buy 'WHAT' you build. They buy 'WHY' you build it. I create a narrative about our 'WHY' to bridge the gap between a trusted human brand and product led marketing. I architect Agentic AI ecosystems, to liberate teams from grunt work and empower them to focus on high-level strategy, innovation and creative storytelling.
Workplaces are the new tribes.
The Vision
I envision a world where leaders transform workplaces into thriving communities.
The leaders of these modern tribes are founders and business owners. The members are the people who work in these spaces, connected by a shared purpose and mission to make a positive impact.
The word “Trybe” (pronounced as tribe /triːb/) has a powerful message hidden inside it:
“Try & be”
- Try & be a kind leader.
- Try & be a good human being.
- Try & be a better version of yourself.
We are creating an ecosystem that connects high performers with each other. It doesn't matter if you are talent or a founder. We can all be in one community and grow together.
How we lead.
See The Person First
We are all human beings first. That's the baseline. Before strategies get developed, before problems get solved, we consider the impact of how our words and actions affect everyone.
Support The Rumble
Everybody is responsible for supporting each other in the process of going through things together. We embody creativity and innovation when we trust each other to collaborate passionately.
Make It Actionable
We produce resources that educate and empower leaders to take actions with long-term, tangible impact. The quality of our work is determined by how simple it is to implement those strategies.
Workplaces are
the new tribes.
Chosen by Canada’s best marketers.
The CMOs of RBC, Google, Starbucks, Loblaws, CIBC, Bell, and Canada Post sat on one board. From every marketer in Canada, they chose one person to lead their national body.
That person is Sheldon Rodrigues, Chief Brand and Growth Leader at the Canadian Marketing Association. He launched CMA NXT from a blank page and raised $1.25M from RBC and Google to build a national youth brand and a free masterclass platform for the next generation of talent.
As founding marketing lead at a Series B AI company, he built the brand from scratch. PR, talent marketing, content, digital, and investor relations.
Two and a half years later: $38.8M raised (Series A $13.8M + Series B $25M), 368% revenue growth, and a team that grew 8 → 75. He has lived the climb founders and talent are on, from both sides.
Try & be a kind leader.
Try & be a better version of yourself.
Four ways into the Trybe.
Mentorship Community
Where high-performing talent finds mentors, warm intros, and a community that moves them forward.
Enter the communityBrand & Growth Accelerator
The 1-to-10-million operating system for mission-driven founders ready to scale.
See if you qualifyThe Podcast
The hero's journey of remarkable leaders, and the lessons they learned along the way.
Meet the guestsSponsorship
Reach an engaged community of founders and high performers. Back the mission.
Become a sponsor
Work should build people, not burn them.
Most workplaces take more than they give. We are building the opposite: an ecosystem where founders and talent grow at the same time, and nobody has to climb alone.
Nobody is left behind.
We are in this together.
Come build with us.
Whether you are scaling a company or rising in your career, there is a place here for you.