Sunaina Shrivastava

Dr. Sunaina Shrivastava is an award-winning marketing leader, educator, and growth strategist whose career spans academia, consulting, and industry. Widely recognized for her expertise in behavioral marketing, consumer psychology, and growth strategy, she brings a distinctive ability to translate academic insight into practical strategies that drive measurable business outcomes.

Dr. Shrivastava is a Faculty of Integrated Marketing and Consumer Behavior at New York University (NYU SPS), where she teaches master’s students. She has previously taught master’s and MBA students at Rensselaer Polytechnic Institute, Manhattan College, and the New Jersey Institute of Technology. Her academic research has appeared in respected publications, including the Journal of Consumer Marketing, Judgment and Decision Making, and the Journal of Marketing Communications.

Beyond academia, Dr. Shrivastava advises founders, executives, and leadership teams on strategic positioning, customer and investor behavior, marketing strategy, and scalable growth. She is the Co-founder and CEO of YellowFryum Inc., a New York-based strategy and growth advisory firm with two specialized practices. YellowFryum Fin works with fintech companies and financial institutions to strengthen positioning, investor and customer acquisition, engagement, and trust. YellowFryum Med helps medical aesthetics and healthtech brands accelerate growth through data-informed, behaviorally grounded marketing strategies.

Her professional achievements have earned significant recognition. Dr. Shrivastava was named a 2025 “40 Under 40” honoree by the Business Council of Westchester, recognized by MSN as one of its Top 10 Inspiring Women Leaders of 2025, and featured on the cover of the global publication BrainzMagazine. Her work has also received coverage in Yahoo Finance, Digital Journal, and other media outlets, highlighting her contributions at the intersection of academic expertise, marketing innovation, and real-world business application.

Dr. Shrivastava holds a Ph.D. in Marketing and Consumer Behavior from the Tippie College of Business at the University of Iowa, an MBA in Operations and Marketing, and a bachelor’s degree in Electronics Engineering. Earlier in her career, she 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 applying consumer psychology and behavioral insight to complex marketing and business challenges.