Sailaja N. Joshi


Sociocultural Market Researcher & Consumer Anthropologist

  • Passionately curious: I explore everything and anything.
  • Provocatively thoughtful: I live outside of the box of norm and believe that is where the greatest and most provocative ideas come from.
  • Captivatingly articulate: I create stories that explain the experience of humanity as it is lived.


Human Branding Inc.

Human Branding Inc. is a small Canadian based marketing research firm specializing in the application of applied Anthropological techniques to create long lasting human connections between companies and consumers.

Sociocultural Market Researcher (Consultant) November 2009-present

  • Utilized fundamental sociocultural anthropological theory and applied to consumer related research questions.
  • Identified key modern day sociocultural issues as they pertained to research objectives and deconstructed their underlying anthropological groundings.
  • Analyzed qualitative data from a wide variety of sources and identified relevant topics pertaining to research questions.
  • Delivered clear, concise and insightful research work used by the Anthropological Strategists at Human Branding Inc. and clients as a starting point for focus group moderation and further marketing recommendations.
  • Past research projects include: Asian immigrants and health care barriers, prostate cancer and health care barriers, Canadian youth and voting behavior and establishing trust in the banking sector.

Adidas Group, Reebok Brand Canton, MA
Associate Product Manager – Lifestyle Apparel
August 2007- April 2009

  • Headed the implementation of consumer insights intercept for Fall-Winter 2009 key product lines resulting in live consumer feedback that was utilized in the seasonal Global Market Meeting.
  • Developed and designed product briefs through the critical analysis of global consumer trends using a variety of information including key consumer blogs, previous year’s sales data and market trends.
  • Analyzed Reebok’s overall T-shirt business resulting in a re-evaluation of production and placement strategies within the corporation.
  • Assisted the Product Team with the planning of category line direction and product creation to meet corporate objectives, consumer desires and retailer needs.
  • Evaluated domestic and international product data and forecast for Product Management in order to forecast seasonal fluctuations and market trends.
  • Managed the preparation of merchandising pieces including products, catalogue copy and retailer presentation to be used by senior management and sales teams.

Supply Chain Integration Coordinator-Branded Apparel, SCI Americas May 2006-August 2007

  • Coordinated the customer service support with Product Marketing, Demand Planning and Production teams globally ensuring vital information was accurate.
  • Worked with Demand Planning and Production teams to reduce post distribution production issues helping to reduce global production issues by 5%.
  • Managed Reebok Branded Apparel in SAP material master and assisted markets globally in order entry issues pertaining to their product orders.
  • Supported Global Brand Initiatives by following up with Product Development teams to ensure materials were available for global purchase.
  • Created strategic standard orders of procedures based on the existing SAP system encompassing over one dozen processes to be used globally by Demand Planning and Production ensuring that all relevant processes were documented and user friendly.

Ecolab Co. & GmbH Düsseldorf, Germany
European Marketing Intern, Health Care, Hand and Skin Care Division March 2005-August 2005

  • Headed and solely managed sixteen country surveys on soaps and lotions for the further development of the Hand and Skin care line in Europe.
  • Designed and developed product launch guides in PowerPoint format to be used by Sales Representatives as an information guide on products as well as a selling tool to customers.
  • Project managed the development of competitor product survey in order to help Home Office gain a better              understanding of all local competition around Europe.

General Electric Consumer and Industrial Cleveland, OH
Consumer Marketing Intern, Consumer Lighting Division
January 2004-June 2004

  • Prepared survey kit for a five city mall research study and analyzed results for a formal presentation to the marketing team.
  • Collaborated on research and development of GE’s “Creative Cross Merchandising Guides” to be used by Sales Representatives as a tactical tool for the off shelf placement of light bulbs.
  • Researched and developed extensive new product information guide in PowerPoint for GE’s Edison product collection to be used as a strategic sales tool by GE’s Sales Representatives.
  • Managed the monthly release of GE’s “The SalesForce” newsletter, a key communication between the consumer marketing team and Sales Representatives.


Harvard University, Extension School Cambridge, MA
Candidate for Masters of Liberal Arts May 2011 (anticipated)
Concentration: Archeology and Anthropology

GPA 3.5/4.0

Course Work: Introduction to Social Anthropology (Final Grade: A): Final research paper was entitled “The Unbreakable Bond,” which looked into the sociocultural issues surrounding the sari in relation to the Khadi cotton movement.

The Madness of Crowds (Final Grade: A): Final research paper was entitled “The Science of Cool,” which looked into how marketing research can use the ‘alpha’ of society to their advantage.

Thesis: Roots of Change: An exploration into the relationship between cultural values, ideal beauty and identity among second-generation Asian-Indian American women.
Northeastern University Boston, MA
Bachelor of Science Degree in International Business with Honors May 2006
Concentration: Marketing/Finance, German language track

European School of Business, FH Reutlingen Reutlingen, Germany
Betriebswirtschaftleer in International Business October 2006
Concentration: Marketing/Finance
Thesis: Global Differences: Perception or Creation: A look at the economic development of the BRIC (Brazil, Russia, India, China) Nations and the subsequent impact on the marketing approach by Multinational Corporations.

Skills and Interests

Computer: Technically fluent in Microsoft Office, SAP Retail Pro, PLM, RMS
Language: German (Business and Conversational), Telugu (Conversational)

Professional Affiliations: American Anthropological Association (2009)
Volunteer Experience: Key coordinator of core planning team for the Vivekananda Family Camp which takes place annually instilling the values of Hinduism in the children of Indian immigrants. Key organizer for Chinmaya Mission Yuvuk Sevaks (CHYK) Group in Boston, helping to coordinate the Vedanta Youth discussion groups on a weekly basis.

Sports: Yoga Instructor  (Yoga Alliance 200hr Certification) in SavSani style.


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