Gooder Podcast



Emel Shaikh – Transitioning from Sundance to the Food and Beverage Industry

This week on the Gooder Podcast I had the pleasure of talking with Emel Shaikh, a PR and communications strategist with more than 10 years of experience leading publicity efforts, both in-house at the renowned Sundance Institute and as well as boutique agencies across multiple disciplines. Join us as we discuss how growing up as an immigrant and a woman of color, Emel is particularly interested in amplifying the untold stories of fellow BIPAC and other minority groups.
In this episode we learn:
– How the pandemic has affected PR, what brands are doing differently that they weren’t doing before and how they are planning for the change. 
– About what it means to be an outsider and especially in the lines of her work and if it has benefits.
– What made Emel decide to start her own firm on her own and work with minority owned brands rather than bigger ones and the challenges that these brands are facing. 
– About cancel culture and explains why she is not a fan and why she thinks it doesn’t hold people accountable.
– Which women leaders she has her eyes on that she’d like to elevate or want people to see.
About Emel Shaikh:
Prior to starting her freelance journey, Emel worked in various PR roles, developing campaigns for Better-for-You food and beverage, wellness and lifestyle startups and CPG brands. The experience gave her a firsthand look into what it takes to launch and grow an innovative product and ignited a passion for mission driven brands. Emel did four years in-house, where she led the charge on publicity efforts around the annual Sundance Film Festival in Utah, built awareness of Sundance NEXT FEST, a new film and music festival in Los Angeles to reach a new demographic, and introduce tastemakers to the Sundance brand and pitched stories surrounding the institute’s year round artists support labs and programs.
Guests Social Media Links:
Personal website:
Show Resources:
Sundance Institute is a non-profit organization founded by Robert Redford committed to the growth of independent artists. The institute is driven by its programs that discover and support independent filmmakers, theatre artists and composers from all over the world. 

BIPAC is a bi-partisan, membership-supported, mission-driven, organization working to improve the political climate in America for the business community and help employers and employees play a more active role in public policy and the political process.
Fast-moving consumer goods, also known as consumer packaged goods, are products that are sold quickly and at a relatively low cost. 
Clubhouse is an invitation-only audio-chat social networking app launched in April 2020 by Paul Davison and Rohan Seth of Alpha Exploration Co. In May 2020, it was valued at nearly $100 million. On January 21, 2021, the valuation reached $1 billion. 
Tik Tok, known in China as Douyin, is a video-sharing social networking service owned by Chinese company ByteDance. The social media platform is used to make a variety of short-form videos, from genres like dance, comedy, and education, that have a duration from fifteen seconds to one minute.
One Stripe Chai: Hand-crafted chai that actually tastes like chai. Black tea brewed with organic spices and made with love in Portland.
Wayne Enterprises, Inc., also known as WayneCorp, is a fictional company appearing in American comic books published by DC Comics, commonly in association with the superhero Batman., Inc. is an American multinational technology company based in Seattle, Washington, which focuses on e-commerce, cloud computing, digital streaming, and artificial intelligence.

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Key Takeaways



This episode is brought to you by Retail Voodoo. A brand consultancy focused on building,growing and revitalizing brands in the food, beverage, health and wellness industries. If youare ready to find a partner that will help your business create a high-impact strategy thatgives your brand an advantage, please visit set up a discovery call today.

Produced by Heartcast Media.


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For Diana, a fierce determination to pursue what’s right is rooted in her DNA. The daughter of parents who endured unimaginable hardship before emigrating from Eastern Europe to the U.S., she is built for a higher purpose. Starting with an experience working with Jane Goodall to source sustainably made paper, she went on to a career helping Corporate America normalize the use of environmentally responsible products and materials before coming to Retail Voodoo.

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