A broad career.
One consistent instinct.
I’m Mitra Shad, a strategic marketing advisor to leaders of businesses of any size and from any industry. I’ve spent 20+ years across consumer technology, CPG, food & beverage, hospitality, retail, franchise and agency environments, on both sides of the client-agency relationship and across markets including the US, Canada, UK, Australia, Japan and Korea.
That breadth has given me something more useful than a single-industry playbook: pattern recognition.
I see the connections between business, people, product, market and brand, and turn complicated situations into decisions people can understand and act on.
20+ years
Marketing & Brand Leadership
6+ major markets
Canada, US, UK, Australia, Japan, Korea
Business Insider
Rising Star in Brand Marketing
2 × Webby Awards
Award-winning Brand Work
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I’m comfortable challenging a brief, an assumption or a leadership decision when I believe the evidence points somewhere else.
I’m equally comfortable changing my own mind when better information appears.
Integrity matters to me more than protecting a recommendation.
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Consumers don’t experience brands as frameworks, and organizations don’t change because a PowerPoint says they should.
I care about what motivates people, customers, executives, teams and agencies, because the best strategy is only useful if people understand it and can act on it.
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I enjoy the rigour of research, segmentation, competitive analysis and strategic diagnosis.
But I also believe great creative work needs some productive tension - that feeling that an idea is distinctive enough to make you slightly nervous because it might actually get noticed.
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One of the things I enjoy most is presenting: taking a complicated situation, finding the story inside it and helping a room see the problem differently.