VMLY&R appoints Payal Vaidya as EVP, Experience Design She will be a part of the senior leadership council, leading the Customer Experience Design vertical and will be responsible for evangelizing Design Thinking and customer-first experiences Payal Vaidya Global brand and customer experience agency VMLY&R has appointed Payal Vaidya as Executive Vice President, Experience Design, a role that will shape the agencyâs evolving Customer Experience practice. Rising Star Awards 2021 Entry Deadline - Monday, May 31, 2021 - Advertisement Prior to joining VMLY&R, Vaidya co-founded The Thinking Hats Innovation in New York City, focused on launching, sustaining and innovating with brands on their experiences, products and services. She has robust global experience in transforming brands and businesses in India, APAC, and the US markets.