Greendale resident Saravanan “Sud” Shanmugabaskaran prioritizes giving back to his community. The 2010 UW-Oshkosh graduate who co-founded a marketing and technology company, is also a co-founder of Cooking For Kids, a nonprofit that raises funds for Children’s Wisconsin.
Saravanan “Sud” Shanmugabaskaran, left, a 2010 UW-Oshkosh graduate, will receive a 2025 Outstanding Young Alumni Award this fall on Homecoming weekend.
He will be honored this fall with the UWO 2025 Outstanding Young Alumni Award.
Shanmugabaskaran, who majored in management information systems, built Tuna Traffic “from the ground up.” He says the company has served hundreds of clients across the U.S.— helping businesses grow, scale and in some cases, achieve significant growth and successfully exit through acquisition.
After graduating from UWO, Shanmugabaskaran joined a startup company as a customer relationship management (CRM) and information technology (IT) consultant, where he managed CRM installations, trained new employees, worked closely with clients to enhance their CRM systems and supervised help desk operations.
“I was fascinated by the growth of a startup and the impact of technology on business strategy,” he said. “Seeing firsthand how a startup grows, I knew I wanted to build something of my own.”
In 2010, he co-founded Tuna Traffic, a marketing and technology company built to help businesses grow. It began with custom marketing strategies, web development, and sales engagement. Today, Tuna Traffic is a trusted partner across industries, helping businesses leverage AI-driven marketing, CRM solutions, and digital platforms to accelerate growth.
“Sud” Shanmugabaskaran holds his daughter, Lena.
Pivotal role
“The foundation of my business acumen, leadership and ability to connect with anyone was shaped at UW-Oshkosh and Delta Sigma Phi fraternity. The experiences, relationships and lessons I gained there gave me the confidence to navigate entrepreneurship, build high-performing teams and create long-lasting client partnerships.”
Shanmugabaskaran said he thrives on learning and building—whether it’s exploring the latest in AI, marketing innovation or tackling hands-on projects. He uses the mindset of adaptability and problem-solving when connecting people, businesses and ideas.
“Sud” Shanmugabaskaran, right, and some of his UWO fraternity “brothers,” share some time golfing.
He is a member of Milwaukee’s digital marketing community and contributes to his community through various philanthropic and service initiatives. Together with his wife, Courtney, he is raising two young children, Lena and Santiago, who inspire his dedication to building a stronger future for others. He co-founded Cooking for Kids, dedicated to fundraising for Children’s Wisconsin through culinary experiences, and works with the Milwaukee Chef Collaboration Dinner, which raises more than $25,000 annually for multiple charities. He is also a member of Echelon Milwaukee.
Scott Bucklin, a fraternity “brother,” friend and colleague, nominated Shanmugabaskaran for the alumni award.
He said Shanmugabaskaran’s company provides a “team of experts who specialize in automation of customer interaction, customer contact information and lead generation which eliminates the need for traditional cold calling in the search for new customers.”
The company also helps with the targeting of advertisements, emails to key decision makers and the improvement of a customer’s social media presence.
He noted that Shanmugabaskaran’s current and past customers have included Patrick Mannelly of the Chicago Bears, Cree LED, Pioneer Packaging / Veritiv, and Freeland Spirits. His company also partnered with Apricot Lane Farms, the centerpiece of Disney’s The Biggest Little Farm project.
Ryan Daniels, Milwaukee Public Library Foundation executive director, said he’s worked with Shanmugabaskaran since 2019.
“From the first time we met, it was clear that Sud is an outstanding listener, connector and community leader. He won our business through his thoughtful and strategic approaches to solving problems, as well as by providing top notch customer service.”
Saravanan “Sud” Shanmugabaskaran, left, is co-founder of Cooking for Kids, a nonprofit that raises funds in support of Children’s Wisconsin.
Daniels said Tuna Traffic created a world class website and has expanded its donor base through personal connections and through the library’s digital outreach strategies.
James Kornfeld, president and CEO of PAX Holdings, a packaging solutions provider, said he and his team worked with Tuna Traffic as an image and marketing partner to lead the company teams through the migration from analog marketing processes to the digital age and help them succeed and grow.
Kornfeld said Tuna Traffic stayed the course over a decade—through management changes, company acquisitions, new systems integration and a global pandemic.
“With Sud and their team as true business partners, we were able to grow from a $10M distribution firm to a more than $70M global packaging solutions provider with all marketing activities outsourced,” Kornfeld said.
He noted that Shanmugabaskaran has an intense work ethic and passion for his profession, without being pushy. His infectious optimism and passion helps improve the performance of those around him.
Saravanan “Sud” Shanmugabaskaran, pictured here wife his wife, Courtney, has been named a UWO Outstanding Young Alumni for his professional and civic accomplishments.
Shanmugabaskaran said his time at UW-Oshkosh played a pivotal role in shaping both his career and leadership philosophy—providing a strong foundation in technology, business and relationship-building. The UWO Management Information Systems (MIS) program provided a solid grounding in technology, business processes and problem-solving and the skills are still applied today.
He recalled internships at Oshkosh Door Company, AxleTech and Thrivent Financial that helped him gain hands-on exposure to different industries, technologies and business environments.
He said one of his most impactful mentors was Michael Patton, a UWO alumnus, instructor and a former boss at Oshkosh Door Company. Patton, he said, taught him how to align IT with manufacturing and operations, but also how to think strategically and solve problems creatively.
Networking and speaking opportunities in the School of Business and his fraternity helped him build confidence.
“Sud” Shanmugabaskaran, upper left, poses for a photo with his wife, Courtney, and their children Lena and Santiago.
“UWO wasn’t just an education—it was a launchpad for my career and entrepreneurial journey,” Shanmugabaskaran said, adding the experiences, mentorship and relationships he built at UWO continue to impact his business, leadership style and commitment to supporting others.
Today, as a husband to Courtney and father to Lena and Santiago, he carries those lessons forward—not only in his professional life but in the way he strives to give back, connect people, and inspire those around him.
The University of Wisconsin–Oshkosh will celebrate the talents and successes of 11 alumni during Homecoming 2025 this October. Shanmugabaskaran is among five top graduates to receive the Outstanding Young Alumni Award for their professional and civic accomplishments within 15 years of receiving their degrees; five will receive the Distinguished Alumni Award for their accomplishments in their professional fields; and one
will receive the Alumni Outstanding Service Award for making exemplary contributions to support UWO through volunteer efforts, energy, leadership and/or philanthropic donations.
The 2025 Alumni Awards Celebration will be held Friday, Oct. 17 at the Culver Family Welcome Center, with a reception at 5 p.m. followed by the dinner and program beginning at 6 p.m. Cost of the event is $40 per person. More information is available by contacting UWO Alumni Relations at (920) 424-3449, or alumni@uwosh.edu
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Eleven UWO alumni to be honored at Alumni Awards Celebration Homecoming weekend