​Dr. Sunaina Shrivastava is an award-winning marketing leader with a proven track record of driving impact across both academia and industry. Recognized as a leading voice in Behavioral Marketing and Growth Strategy, she has taught Master’s and MBA students at prestigious institutions including New York University (NYU), Rensselaer Polytechnic Institute (RPI), Manhattan College, and the New Jersey Institute of Technology. Her academic research has been published in esteemed journals such as the Journal of Consumer Marketing, Judgment and Decision Making, and the Journal of Marketing Communications.

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Bridging academic rigor with real-world execution, Dr. Shrivastava brings a strategic, results-driven lens to her advisory work with founders, executives, and leadership teams. As a seasoned consultant and marketing strategist, she helps companies across diverse and regulated industries turn consumer insight into sharper positioning, stronger messaging, and measurable growth. Her work focuses on understanding how customers think, choose, trust, and buy—and translating those behavioral insights into scalable marketing strategies, revenue-focused campaigns, and growth systems built with precision and purpose.

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Dr. Shrivastava is the Co-founder and CEO of YellowFryum Inc., a premier New York based growth advisory firm that operates at the intersection of behavioral science, digital strategy, and marketing innovation. The firm delivers its work through two specialized verticals: YellowFryum Fin, which partners with fintech and financial institutions to drive investor acquisition, engagement, and trust, and YellowFryum Med, which supports medical aesthetics and healthtech brands in accelerating growth through innovative, data-driven marketing strategies. In this role, Dr. Shrivastava works closely with executive teams and founders to design and execute growth initiatives aligned with market realities and business objectives.

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Recognized as a 2025 “40 Under 40” by the Business Council of Westchester, named one of MSN's Top 10 Inspiring Women Leaders in 2025, and featured on the cover of the global publication Brainz Magazine—along with features in Yahoo Finance and Digital Journal—and now honored in 2026 as part of the Forttuna GLOBAL 100: THE GAME CHANGERS, including a feature on the iconic Times Square Billboard in New York City—Dr. Shrivastava has been celebrated for bridging academic insight with practical marketing impact.

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She holds a Ph.D. in Marketing and Consumer Behavior from the Tippie College of Business at the University of Iowa, an MBA in Marketing, and a Bachelor's degree in Electronics Engineering. She previously served as a Senior Behavioral Scientist at Ipsos Inc. and as Chief Behavioral Advisor to a New York-based market research firm, further strengthening her expertise in consumer psychology and market strategy.

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Outside of her professional endeavors, Dr. Shrivastava is deeply committed to community impact. As an active member of Rotary International, she has been awarded the Paul Harris Fellow distinction for her philanthropic impact. She also supports global initiatives like the Rotary–Gates Foundation’s PolioPlus program, working toward the eradication of polio as a PolioPlus Society member. In addition, she supports organizations such as Children’s International and Kids in Crisis, helping provide healthcare, education, and safety for children in need.

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“True leadership goes beyond professional success; it is measured by how we uplift businesses, empower people, and strengthen the communities we serve.”