Sonal Bains

Co-Founder/Partner, Lux Digital


Sonal Bains is the co-founder of Lux Digital, where she helps clients distill their goals into compelling digital strategies that connect and activate diverse online communities.

For nearly a decade, Sonal has pioneered digital strategy development for clients including Ford Foundation, The Newsweek/Daily Beast Company, Asia Society, Revenue Watch Institute, Barnard College and New York University. She has advised the White House Office of Digital Strategy, United Nations, Washington Post, and MTV on innovative outreach mechanisms and online storytelling platforms, reaching millions of people and shaping the public debate on leading issues.

Sonal is a triathlete, R&B enthusiast, amateur mountaineer and animal charmer. She lives in Brooklyn, NY with her husband and pet boa constrictor, Charmaine.