Sideways has announced the onboarding of Aditi Patwardhan as its Chief Strategy Officer.
She has 25 years of marketing and advertising experience across businesses and agencies like Lowe Lintas, Leo Burnett, Mattel, DCW Home Products, International Bestfoods and Dabur India.
Patwardhan has partnered with global brands for Unilever, P&G, and McDonald's across geographies like Asia (China, Philippines, Indonesia, Japan & Korea), the Middle East and Africa. She has enjoyed building “Made for India” brands like Dabur, Micromax, ITC, Wills Lifestyle, FreeCharge, Axis Bank, and ICICI Prudential.
Abhijit Avasthi, Founder of Sideways, said, "Clients come to us for a variety of problem statements besides their advertising needs. Aditi has the experience and the curiosity to be an able partner to our creative, tech and industrial design teams to help them come up with impactful solutions. Her joining us will add more heft to the remarkable Strategy team at Sideways."
Sonali Sehgal, Co-Founder, Sideways, added, "Aditi brings onboard a holistic strategic leadership having spent time both in Marketing and Advertising. Her drive for problem-solving across customer journeys, doing right by brand and enthusiasm of exploring the new aligned with us philosophically."
Patwardhan said, “I was drawn to Abhijit/Sonali’s “creative problem solving” vision and could sense a personal fit. I am excited to join the multi-talented team as they reimagine solutions and adoption journeys, 'going Sideways'."