Greg Vitarelli is the founder and director of Sherpa Media

Greg has spent the past 15 years moving from one strategic market to another. A dual citizen of the US and UK, he relocated to London after four years in Silicon Valley having previously worked both in New York and Los Angeles.

He launched Sherpa in 2003 in order to provide a US-style of client service for the UK market, within which he had come to integrate, appreciate and understand. Since then Greg has been involved in everything from company and product launches for start-ups to trade show support for blue chip companies. The diversity of his experience leading Sherpa has placed him at the cutting edge of wireless computing to understanding nuances of successful new product development for the UK's retail sector. His database and network includes major media targets as well as general business, finance and IT trade media.

Further to traditional media relations, Greg has approached social media, with a sense of openness and enthusiasm. His 'UK Media Guide', first written in 2009 exemplifies this position. This ‘for the PR industry, by the PR industry’ resource offers a living breathing evaluation of UK media.

Prior to Sherpa, Greg was co-director of the technology practice at Golin/Harris International’s UK office. During this time he led several accounts including IBM Storage, Lawson Software and Samsung Data Systems. Greg's role included day-to-day account management, staff training and support as well as the management of the company's UK agency affiliate network, an experience he brings to his role with Sherpa's pan UK clients. He joined G/H in January 2002 as part of a merger with TSI Communications.

Greg began his career in 1992 as a marketing assistant with Computer Intelligence InfoCorp, a tech-centric market research and analysis firm. He is a 1992 graduate of Emerson College's School of Communication Studies, Boston, Massachusetts, USA. Today, Greg sits on Emerson's Alumni Association Board as Chair of its London Chapter.

European Partners:

Sherpa works with a network of PR agencies and specialist marketing organizations across Europe in order to fulfil clients' varying needs. In most cases these are mature relationships that were developed through intelligence sharing and side-by-side teamwork. We know these people and recommend them for you to consider.

"....a US-style of client service for the UK market....

"His 'UK Media Guide.....‘for the PR industry, by the PR industry’ resource offers a living breathing evaluation of UK media."