Initiative, part of IPG Mediabrands and Middle East Communications Network (MCN) in the MENAT region, has announced the appointment of Sanita Sandhu as Chief Strategy and Growth Officer for the MENAT region.
The strategic appointment represents Initiative’s vision to elevate deeper client partnerships, scale product-led growth, and establish the agency as a definitive partner for brands seeking to thrive in MENAT’s increasingly complex digital landscape.
With over 20 years of diverse experience spanning three continents, Sandhu has led strategic growth and digital transformation for industry-leading brands including Nike, BBC, Specsavers, John Lewis Group, Colgate, Palmolive, Hermès, Gucci, Shiseido, and Expedia. In her previous role as Chief Strategy and Growth Officer for EMEA at Kinesso—the technology-driven performance marketing powerhouse at the core of IPG Mediabrands—she led cross-functional teams and collaborated with market CEOs to architect localised strategies encompassing business innovation, product development, technology integration, and service transformation.
Sandhu’s leadership credentials are backed by prestigious industry recognition, including an IPA Grand Prix for John Lewis’ iconic Christmas campaigns and a Cannes Lions shortlist for the BBC, demonstrating her ability to blend strategic vision with creative excellence in delivering award-winning results.
Beyond her core responsibilities, Sandhu will work closely with Initiative’s talent development and inclusion team—drawing on her experience as a RISE Champion, her mentoring through WYK Digital UK, and her involvement with the Women’s Open Network at IPG Mediabrands—to strengthen the agency’s position as an employer of choice, while driving holistic business transformation across the region.
