Amanda Yogendran

Strategist, Canadian, Big Sister, Food Systems Nerd

Amanda’s background is rooted in social innovation, with specialties in disruptive business models and cross-sector collaboration. An ace at designing research strategies that accelerate growth, Amanda has worked with social ventures in South Africa, London, New York, Vancouver, Kenya and Sri Lanka. Most recently as strategy lead at The Goodforks, Amanda provided market opportunities to emerging sustainable food producers, advocating for a more resilient food system.

At BBMG, Amanda has led strategic initiatives for PepsiCo and NBCUniversal as well as supported brand innovation projects for clients like AVEDA. Amanda earned an MSc in Population and Development from The London School of Economics, and a BA in Economics and International Relations from the University of British Columbia.

What is your family history?

My parents were born and raised in Sri Lanka but moved to Canada for grad school. My dad has spent his career working in renewable energy in Vancouver. That meant I grew up as an early adopter to a lot of ‘new’ technology. We were the first house on our block to change to all LED lights—you could spot if someone was home from a mile away!

Where’s your favorite place in the world?

By far the rainforests of the Pacific northwest. Growing up in Vancouver, most days were spent between the mountains and the water. I’ve had a lifelong love affair with the coast—I’ll always live next to the ocean. In New York, you can usually find me surfing at the Rockaways.

What do you believe is the greatest misconception about branding?

That it exists in a silo and is only relevant for marketing. A brand articulates the core values of an organization. It affects every aspect of an organization. And I believe that building better brands involves embedding sustainability and social impact.

What kind of music do you listen to?

Lauryn Hill has always been at the top of my list. I attribute most of my adult female confidence to her. My musical taste has broadened since then, but hip hop will always be my first love.

You bike across Brooklyn to get to the office each day. Why?

Yes! It is especially hard to do in New York winters. But it helps me remember that sustainability is a choice we make every day, a lifestyle that sometimes requires getting dirty.