"Growing up always drawing, cutting and pasting things together — it wasn't until I worked as a journalist and saw an art director working with linotypes on a light table that I realized what I loved had an actual job title."

Born and raised in Jakarta, Indonesia, I was always curious, never stayed put — trying everything that seemed interesting, challenging, or just because. I drew portraits, sketched letters, and traced them with an X-Acto knife. I also dabbled in photography, gigged as a paparazzi in high school, became a journalist, music promoter, and researcher, all while studying at Universitas Indonesia.

I became enchanted with research methodology, how to systematically collect and analyze numerical data to explain, predict, or generalize human behavior and social phenomena. I thought my path would be in academia as I pursued my Master’s at S.I. Newhouse School of Public Communications in Syracuse, but then the internet came along (with all the speed and vast possibilities — “I can code? And animate? And it goes there?”) and the rest is history.

So who am I?

I’m a highly strategic creative leader dedicated to fueling innovation, uncovering insights, and advancing B2B & B2C brands through customer-centric solutions. Currently heading creative strategy and operations for PubMatic (Nasdaq: PUBM), I own how the brand show up—strategically and visually—across every touchpoint as the business grows, and scale it with discipline and creativity.

  • Deliver award-winning, industry-recognized creative solutions for top global brands. Extensive experience in driving brand engagement across platforms—from strategic planning, persona development and customer journey mapping to messaging, concept development and user experience design. Strong technical knowledge, creativity & innovation to solve problems and maximise future opportunities.

  • Globally minded, inventive, strategic, and creative thinker. Highly skilled in pulling a brand apart and connecting it to culture and data, helping it understand itself and the world around it as it moves forward. Well-versed in research methodologies, from qualitative consumer research to quantitative methods, particularly visual content analysis.

  • Architect and streamline creative operations at scale—building the systems, workflows, and infrastructure that accelerate output without sacrificing quality. Implement innovation platforms and automation frameworks that unlock capacity for higher-order creative work. Bridge creative vision and operational execution to drive consistency, accountability, and agility across global teams.

imelda@isuriato.com

Experience

VP, Brand & Creative Services, PubMatic

2017 – present // New York, NY

Manage global creative operations for 17 offices, from ideation and strategy to software, platform, and vendor partnerships. Evolve the PubMatic brand from start-up mode to a publicly-traded company (Nasdaq: PUBM). Strategic implementation of future-forward creative and operational tools, including AI, into day-to-day marketing and company-wide workflow.

VP, Strategy, Insights & Planning, Cone (Omnicom)

2016 – 2017 // New York, NY

Led strategic efforts to help brands gain insights across consumer touchpoints. Agency SME in consumer trends, particularly the millennial segment, producing POVs and delivering target personas to inform brand experience strategy. Harnessed creative & innovative thinking to solve problems & maximize future opportunities. Led digital & social engagement strategy across brand communication & corporate responsibility initiatives.

CLIENTS: AB InBev, Breville, Purina, Revo, UPS

Creative, Partner, Millennial+ (Omnicom DAS)

2013 – 2015 // New York, NY

Led creative & strategic efforts for the Omnicom DAS venture, from industry/market trend analysis to innovations and creative concepts. Helped brands gain insights, navigate the millennial landscape, and monetize. Generational & topic-specific research for brands to offer deep consumer insights. Streamlined processes via clear project roadmaps, efficiently structuring approaches. Helped define business practices as well as new business pitches and proposals.

Featured panelist:
—Columbia University: Millennial Communication Findings - Nov 19, 2015
—Omnicom: Millennials for Good (Hosted by Rev. Jacques DeGraff, Special Event by Omnicom DAS CEO Dale Adams) - Sept 24, 2015

CLIENTS: Verizon Wireless, Coca-Cola

Creative Director + Partner, Squeaky Wheel Media

2006 – 2013 // New York, NY

Led award-winning creative initiatives, from initial strategy to brand management across platforms. Doubled agency’s size & revenue through successful initiatives & partner agencies. Developed new discipline expertise for the digital experience team. Named Advertising Age's Small Agency of the Year for Best Culture

CLIENTS: AIG, Dior, DKNY, Deloitte, Jackie Robinson Foundation, Lexus, Max Mara, Pantone, Premium Outlets, Revlon, SoBe, WellPet, WisdomTree

Creative Director, ExecuNet

2002 - 2006 // Norwalk, CT

Led planning & development of online & offline products, resulting in increased revenue from membership conversion and retention. Responsible for customer experience and performance of the e-commerce site. Developed the web department from three to a fully-staffed department of cross-functional employees, including UX & UI designers, producers, and developers.

Senior Consultant, Design & IA, Knowledge Strategies

2000 - 2002 // New York, NY

Led the creative team in developing online and offline brand initiatives for clients and new business. Defined Information Architecture & project deliverables through wireframes, flowcharts & functional specifications.

Clients: Bloomingdale's, DKNY, Ermenegildo Zegna, Fine Stationery, Loro Piana, Telebeam