Global Academic, CEO of YellowFryum NY, Marketing Leader – A Dialogue with Dr. Sunaina Shrivastava

Dr. Sunaina Shrivastava, BEng., MBA, PhD, is a well-known, accomplished academic and business leader with over a decade of experience in Behavioral Marketing and Growth Strategy. She currently serves as a Faculty of Business & Consumer Behavior at New York University (NYU), where she teaches and mentors future leaders in the Master´s program.

Previously, she held academic positions at Manhattan University, Rensselaer Polytechnic Institute–NY, and the New Jersey Institute of Technology, further solidifying her reputation as an experienced business educator. Dr. Shrivastava’s research has been published in leading journals, including the Journal of Consumer Marketing, Judgment and Decision Making, and the Journal of Marketing Communications, reflecting her profound impact on the field of marketing.

Beyond academia, Dr. Shrivastava is the Co-founder and CEO of YellowFryum Inc., a premier growth advisory firm based in New York. Her approach blends consumer behavior insights with data-driven strategies and advanced analytics to craft high-impact marketing and growth solutions that deliver measurable outcomes. Her firm operates across two specialized verticals: YellowFryum-Fin, partnering with fintechs, asset management firms, and financial institutions to drive investor growth, build trust, and strengthen investor engagement; and YellowFryum-Med, accelerating growth for medical aesthetics, healthtech, and telehealth brands through innovative digital marketing techniques.

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 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, strengthening her expertise at the intersection of consumer psychology and market strategy.