Sonia Yamada
About Sonia Yamada
Sonia Yamada serves as the Vice President of Audience Insights at The New York Times, where she has worked since 2016. She holds an MBA from Columbia Business School and a BA from Tufts University, and has extensive experience in audience engagement and product strategy.
Current Role at The New York Times
Sonia Yamada serves as the Vice President of Audience Insights at The New York Times, a position she has held since 2016. In this role, she collaborates with product, marketing, strategy teams, and the newsroom to enhance audience engagement and develop product strategies. Her work focuses on utilizing various research methods to inform audience and product strategies, ensuring that the organization effectively meets the needs of its readers.
Previous Experience at The New York Times
Prior to her current role, Sonia Yamada worked at The New York Times in various director and manager positions from 2000 to 2012. During this 12-year tenure, she gained extensive experience in audience insights and consumer behavior, which laid the foundation for her subsequent role as Vice President of Consumer Insights from 2012 to 2016.
Professional Background
Sonia Yamada has a diverse professional background that includes significant roles in various organizations. She worked at SS+K as Vice President of Strategy from 1994 to 1997 and at Burson-Marsteller as a Senior Associate from 1991 to 1994. These positions contributed to her expertise in strategic communication and audience engagement.
Education and Expertise
Sonia Yamada holds a Bachelor of Arts degree in International Relations and German, graduating summa cum laude from Tufts University. She furthered her education at Columbia Business School, where she earned an MBA with a focus on Marketing. Additionally, she studied Arts Administration at New York University, achieving a Certificate. This educational background supports her expertise in audience insights and strategic marketing.