Elana Gorbatyuk

Elana is SVP Strategy and Partner at Sid Lee where she works with teams across the network to create meaningful and valuable experiences that people care to talk about and spend time in. Elana began her career in management consulting, ran a branding and digital agency, and headed up strategy for a number of international agencies. Her work over the last 19+ years is focused on unlocking insights and leverage points that create unique moments of truth and experiences for brands across virtually every category. These experiences are anchored in every discipline spanning retail, architecture, product development, digital, branded content, branding, and advertising. Elana develops and teaches a particular kind of strategy that creatively blends cultural anthropology with business and innovation strategy to solve business problems. In her spare time, Elana steers boards of start-ups and volunteers on boards that have a human rights and higher education focus.