Dr. Sunaina Shrivastava is a leading expert in Market Positioning, Growth Marketing, and Consumer Psychology, with over a decade of experience in the field of Consumer Behavior and Behavioral Science. She is a Faculty of Marketing at New York University's School of Professional Studies where she teaches the Masters level Consumer Behavior course. In addition to being passionate about teaching, Dr. Shrivastava is a seasoned marketing strategy and growth consultant with a wealth of industry expertise. She is the Co-founder & CEO of Yellow Fryum Inc, a premier New York based boutique marketing agency catering to the Fintech and Healthcare space. Dr. Shrivastava has enabled clients to grow their businesses by focusing on customer acquisition, retention, and engagement through effective digital marketing strategies. Dr. Shrivastava's prior experience includes serving as a Senior Behavioral Scientist at Ipsos, where she led initiatives to help companies strategically position themselves in the marketing space, and, serving on the Advisory Board for Rehavior Inc, a New York-based boutique firm focused on understanding and applying behavioral insights.

Dr. Shrivastava’s work has been published in leading academic and business journals including Journal of Consumer Marketing, Judgment and Decision Making, and Journal of Marketing Communications.

Dr. Shrivastava holds a Ph.D. in Marketing and Consumer Behavior from The Tippie College of Business at the University of Iowa, a Bachelor’s degree in Electronics & Communication Engineering, and an MBA in Marketing.