Ariba is a biomechanical engineer turned innovation and design strategist focused on creating social impact and a future that is more accessible, intersectional and equitable. She is currently the Director of Innovation at the Ad Council, where she established the organization’s design innovation practice. As a member of the Ad Council’s DEI Council, she also leads efforts to advance diversity, equity and inclusion at the organization. As an immigrant Bengali woman who discovered her hearing loss at age eight, Ariba advocates for diverse, historically voices that are often overlooked to ensure their lived experiences inform and drive the work. Her work involves scaling design practices across the organization, leading design sprints to create digital products , exploring future-forward technology, and facilitating workshops that foster equity, humility, curiosity and challenging assumptions.

Outside of this, she leads the NYC Chapter of Women in Innovation and volunteers to teach UX design to marginalized high school students in NYC at America on Tech.