Sibabrata (Siba) Mohanty is an Associate Principal with 12+ years of analytics and consulting
experience advising major U.S. pharmaceutical clients. As a core member of the Digital Customer
Experience (DCE) practice area at ZS, he helps clients harness AI and advanced analytics to build nextgeneration measurement capabilities that drive smarter investment decisions.
Expertise: Siba brings deep expertise in media mix modeling, consumer and HCP media measurement,
resource optimization, and omnichannel engagement analytics. He has led transformative programs that
help pharma brands measure the impact of their marketing, optimize investments across DTC and HCP
channels, and drive personalization at scale. His recent focus has been on advancing enterprise
measurement capabilities, integrating AI into measurement frameworks, and shaping next-gen
approaches to omnichannel promotional effectiveness.
Prior Experience/Education: He holds a Bachelor of Technology degree from the National Institute of
Technology (NIT) Rourkela, India.