Entertainment media brand consultancy and marketing innovations agency Troika has hired Smruti Shah to lead its growing strategic practice.

Shah will start as head of strategy, and report to Dan Pappalardo, founder and CEO.

“While disruption is wreaking havoc on media businesses, there has never been more opportunity for media brands, or for that matter, any brand, dedicated to building audiences and fans,” said Pappalardo. “Smruti and her team bridge both sides of brand strategy; driving business value and developing effective creative execution. The strategy team will be working closely with clients to surface and capitalize on business opportunities for brands in today’s changing media landscape.”

Shah will be focused on developing brand and marketing strategies that meet clients’ business needs. Working from both Los Angeles and NYC, she will act as a strategic client advisor on key brand and marketing initiatives including brand positioning, messaging, naming, architecture, media portfolio management, employee activation, and go-to-market strategies.

She will also will work closely with the agency’s Research and Insights group, headed by anthropologist Susan Kresnicka.

RELATED: Troika Hires Meredith Levine as Senior Analyst and ‘Fanthropologist’

Prior to joining Troika, Shah served as the director of strategy at Interbrand, where she led cross-functional teams on key brand and marketing projects within a variety of categories, including media, consumer technology, luxury, retail, travel, financial services, industrials and not-for-profit. A key project was further developing a global perspective as the head of strategy for Interbrand’s South African office, where she strengthened Interbrand’s strategic offering in the African market.

Prior to joining Interbrand, Shah was senior program manager at Wolff Olins where she was instrumental in coordinating the creative development of Target’s Up&Up private label brand.

Her client experience over the past decade includes: GE, Microsoft, Univision, Girl Scouts, Target, HP, and Tourneau.

Shah has an MBA from the Kellogg School of Management at Northwestern University and a BA from the University of Pennsylvania.

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