EXPERIENCE

GLOBAL HEAD OF PRINT INSIGHTS, HP INC.
2017 - present 

Responsible for enabling the reinvention of customer-centric experiences through brand, innovation and go-to-market insights across HP’s Print business portfolio (home, commercial, graphics, 3D). This involves partnering with executive management as an agent of change, as well as leading a global team of motivated market research professionals and integrated campaign strategists across all major HP markets.

FOUNDER, THE LEELA COLLECTIVE
2017 - present 

The Leela Collective is my effort at gathering the authentic, relatable voices of successful Indian women into one motivational force. Through in-depth interviews that I personally conduct, transcribe, edit, and publish, I hope to inspire people to draw on their own creative reserves and embark on their own enterprising journeys. 

HEAD OF STRATEGY, MULLENLOWE BOSTON
2015 - 2017 

Rebuilt the Strategy department, won Hyatt’s hotel portfolio and reinvigorated the agency’s most significant client relationship. I led a team of 20 strategists who enabled brands to earn an unfair share of attention. 

  • Defining communications that shift perceptions, motivate behavior and grow brand momentum. 

  • Researching the role of brands in people’s lives, in communities and in popular culture. 

  • Discovering insights through social listening, data and media analyses. 

  • Defining audience personas to map customer journeys.

  • Tracking results, designing custom surveys and customer segmentation studies.

Clients:  American Greetings, FAGE, Hyatt, JetBlue, Royal Caribbean, Unilever, U.S. Cellular
Awards: Effie 2016 Silver - JetBlue, Air on the Side of Humanity; Effie 2017 - 11 awards

DIRECTOR OF STRATEGY, WIEDEN+KENNEDY NEW DELHI
2010 - 2015 

Put relationships between brands and culture at the center of ideas and storytelling. 

  • Led research and brand POVs for local, regional and global accounts, and for new venture launches.

  • Built relationships with clients in India, Singapore, Dubai, Germany, U.S.

  • Led India efforts on global campaigns for Old Spice, Smell Like A Man and P&G, Proud Sponsor of Moms.

  • Won Nike India business, led the relationship and set the strategy for Da Da Ding, a 2016 global top ten ad.

  • Created Blind Spot, a first ever insights-based research exhibition on middle class aesthetics.

  • Promoted the agency’s interactive capabilities by building a team of digital thinkers and makers.

Clients:  Arvind, Audi, DBS, Godrej, Heineken, IndiGo, Intel, Landmark Group, Levi’s, Myntra, Nike, Nokia, P&G
Awards: Cannes Lion Gold - Nike India Women’s Campaign; Asian Marketing Effectiveness 2012 Gold -  IndiGo; Warc Prize for Asian Strategy 2013 Silver - Old Spice, Smell Mantastic

HEAD OF PLANNING, LEO BURNETT NEW DELHI
2008 - 2010 

Doubled revenue by leading strategy on nine new business wins and establishing a strong insights culture. 

Clients: General Motors, Kohler, McCain Foods, Samsung Mobile, SRF Ltd., Telenor Communications, Tetra Pak, The Coca-Cola Company, The Indian Express

ACCOUNT PLANNING DIRECTOR, ELEMENT79 CHICAGO
2007 - 2008 

Drove the strategy for cross-channel, national campaigns through exploratory and diagnostic qualitative research, ideation workshops, copy testing, tracking studies. Clients: Quaker Foods and Snacks, Harris Bank

SENIOR ACCOUNT PLANNER, ENERGY BBDO CHICAGO
2005 - 2007 

Took the lead on creative briefs and planned a $1MM research roadmap to develop and track LaSalle Bank’s repositioning initiatives.

ACCOUNT PLANNER, DDB CHICAGO
2003 - 2005 

Learned the art and science of direct marketing and account planning from some of the best people in the business. Clients: The Home Depot, Dell; Awards: Echo Award for The Home Depot New Mover program

SENIOR MARKETING ANALYST, BOISE OFFICE SOLUTIONS CHICAGO
2001 - 2003 

Became a change agent for one-to-one marketing as part of the company’s $25MM CRM initiative. Recommended B2B CRM strategies through LTV and RFM segmentation models and analyses.

ARCHITECT
1997 - 2000 

  • 1998 - 2000: Stephen Rankin Associates Chicago  

  • 1997 - 1998: Jasbir Sawhney Associates New Delhi

EDUCATION

NORTHWESTERN UNIVERSITY - M.S. INTEGRATED MARKETING COMMUNICATIONS, 2000 - 2001

  • Arthur E. Tatham Award for outstanding promise in the field of marketing communications

  • Kappa Tau Alpha Award for graduating in top ten per cent of class (GPA 3.9)

SUSHANT SCHOOL OF ART & ARCHITECTURE - BACHELOR OF ARCHITECTURE, 1992 - 1997


SPEAKING/WRITING/INTERESTS

  • Published: Design for Children, Kyoorius April 2015; Nichebusting, Kyoorius November 2014; Politics by Design, Times of India Sunday Edition + Kyoorius April 2014; Blind Spot: Indian Middle Class Aesthetics, Times of India 2014

  • Presented: How To Not Suck At Branding, The Coalition 2014

  • Authored: The Art Book Grade 3, Art1st Education Program 2011

  • Finalist judge: Effie NA 2016 & 2017; Round 1 judge: Effie India 2014

  • Fun fact: Earned my one-way ticket back to the US by running a wedding card screen printing business

  • Medium.com/sunaina.sainath