Sanita Sandhu previously served as Chief Strategy and Growth Officer at Kinesso EMEA, where she led regional strategies across business, product, technology, and services.

This newly created role reinforces Initiative’s commitment to transformative growth and innovation, propelling the next phase of expansion across Middle East, North Africa, and Türkiye markets.

Tuesday 13th May 2025, Dubai, UAE: 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.

“I am thrilled to join Initiative in the MENAT region and drive our agency’s strategy and growth plans,” said Sanita Sandhu. “This is a pivotal moment for the industry, as the MENAT region experiences accelerated transformation driven by AI, data, and evolving consumer expectations. It is an exciting opportunity to shape how we innovate, adapt, and deliver impact here at Initiative, and I am eager to align our strategic initiatives with this dynamic environment and collaborate with our world-class brands to push the boundaries of innovation and growth,” she added.

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.

“The appointment of Sanita to this newly created role reflects our commitment to delivering strategic thinking that directly addresses the unique challenges and opportunities of our clients, while positioning them for sustainable growth in this evolving market,” said Lara Arbid, CEO of Initiative MENAT. “As brands increasingly seek agency partners who understand both global best practices and local market nuances, I’m confident that Sanita’s expertise will help reshape how Initiative serves our clients across the region, elevating our offering to consistent excellence and strengthening our dominant market profile.”

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.