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Initiative names Sanita Sandhu as Chief Strategy and Growth Officer

Initiative MENAT has appointed Sanita Sandhu as its new Chief Strategy and Growth Officer. The move marks a strategic addition to the agency's leadership team as it continues to drive regional expansion across the Middle East, North Africa and Turkey. The newly created role is designed to support Initiative's ambitions for deeper client partnerships, innovation-led solutions and product-driven growth. Sandhu brings more than two decades of international experience across the UK, Europe and Asia, most recently serving as Chief Strategy and Growth Officer at Kinesso EMEA. In her previous role at Kinesso – the technology-led performance marketing arm of IPG Mediabrands – she led cross-functional teams and worked closely with local CEOs to implement integrated strategies across business, product, technology and services. Commenting on the appointment, Sanita Sandhu said: '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.' Sandhu has worked with a range of global brands including Nike, BBC, Specsavers, Colgate-Palmolive, Gucci, Shiseido, Expedia and Hermès. Her strategic leadership has earned her recognition in the form of an IPA Grand Prix for John Lewis and a Cannes Lions shortlist for the BBC. Lara Arbid, CEO of Initiative MENAT, said: '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.' In addition to her core role, Sandhu will contribute to the agency's internal development efforts, supporting talent and inclusion initiatives through mentorship and leadership programmes, including her continued advocacy as a RISE Champion and her involvement with the Women's Open Network at IPG Mediabrands.