Dedra Rivers is a creative strategist and experiential event producer with a passion for crafting immersive brand experiences. Born in Mannheim, Germany, she attended university in Miami, Florida, where she fell in love with large-scale productions and thematic events. She later transferred and graduated from the University of Central Florida with a degree in Media Marketing and later moved to New York City to attend the New York Film Academy for specialization in production.

With a background in media marketing, talent relations, and experiential production, Dedra has worked across entertainment, luxury, and consumer brands, bringing stories to life through dynamic campaigns and culturally resonant activations. She began her career on the National Event team at Rolex, honing her expertise in luxury event production before transitioning into experiential marketing. Her journey includes roles at BET Networks, where she worked on award shows and brand partnerships, and the award-winning creative agency MVD Inc., where she contributed to experiential campaigns for major events such as The Black Music Collective presented by the Recording Academy, Essence Festival, Essence Black Women in Hollywood, Essence Black Women in Business, and Pepsi’s Strength of a Woman Festival.

Now contracting with the creative agency 160over90 subsidiary of WME/Endeavor, she continues to execute high-profile activations, blending strategy, creativity, and flawless execution to ensure every experience leaves a lasting impact.