Jennifer Shyue is a strategy director at FIG. Previously, she was a senior strategist at Grey New York, where she brought her love of storytelling and pushing on assumptions to brands such as IHG, Invesco, Sensodyne, TUMI, and TUMS. She’s led briefings on product launches, repositionings of storied brands, March Madness spots, and pro bono initiatives. Her contributions have been recognized by an annual Grey Gravy Award, an Employee of the Week award, and a secondment through the WPP Haleon Star Programme, during which she spent 3 weeks at BCW Brazil. She’s a native New Yorker with a BA from Princeton University and an MFA from the University of Iowa.