30, October 2026: Ami Palan has moved from Frido to Dognosis, a deep-tech startup exploring the use of canine olfactory capabilities to explore new possibilities in understanding cancer in humans. In her new role as Lead, Brand, Ami will spearhead the company’s brand strategy, positioning and storytelling as it builds its presence at the intersection of biology, technology and healthcare.
The move marks a new chapter in Ami’s brand-building journey, bringing her experience in scaling consumer-facing brands to an emerging deep-tech venture working on a complex and unconventional area of scientific research. Her mandate will be to shape how Dognosis communicates its work, articulates its larger vision and builds awareness around its approach to exploring new possibilities in understanding cancer in humans.
With over 11 years of experience spanning brand marketing across gaming, entertainment, agency and D2C, Ami brings a combination of strategic thinking and hands-on execution to the role. At Frido, she worked across brand strategy, product marketing, public relations, strategic partnerships and retail expansion, contributing to the brand’s positioning and consumer engagement through sports partnerships, offline retail experiences and new consumer touchpoints.
Her experience at Frido encompassed building consumer connections while aligning brand initiatives with broader business objectives. At Dognosis, she will bring this cross-functional perspective to a fundamentally different category, where communicating scientific innovation requires a distinct approach to brand narrative, positioning and stakeholder engagement.
Dognosis is exploring the potential of dogs’ extraordinary sense of smell, combined with advanced technology, to investigate new possibilities in understanding cancer in humans. As the startup develops its presence, brand strategy and communication will play an important role in making its work accessible to wider audiences while establishing its identity within the deep-tech and healthcare innovation ecosystem.
Ami’s transition reflects an expansion of her brand-building experience into an emerging, science-led category, where the challenge extends beyond consumer awareness to communicating complex innovation with clarity and purpose.
