Fox Cities News

Greendale resident Saravanan “Sud” Shanmugabaskaran, a 2010 graduate of the University of Wisconsin-Oshkosh (UWO), will be recognized with the UWO 2025 Outstanding Young Alumni Award during Homecoming weekend this fall.

Shanmugabaskaran co-founded Tuna Traffic, a marketing and technology company that has served hundreds of clients across the United States. The firm helps businesses grow through AI-driven marketing, CRM solutions, and digital platforms. He is also a co-founder of Cooking For Kids, a nonprofit that raises funds for Children’s Wisconsin.

After earning his degree in management information systems from UWO, Shanmugabaskaran worked as a customer relationship management (CRM) and IT consultant at a startup. His responsibilities included managing CRM installations, training employees, working with clients to improve their systems, and supervising 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.”

He credits his education at UW-Oshkosh and involvement in Delta Sigma Phi fraternity as shaping his business skills and leadership abilities. “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 participates in Milwaukee’s digital marketing community and engages in philanthropic initiatives. With his wife Courtney, he is raising two children. Through Cooking for Kids and other efforts like the Milwaukee Chef Collaboration Dinner—which raises more than $25,000 annually for charities—he supports local causes.

Scott Bucklin nominated Shanmugabaskaran for the alumni award. Bucklin described Tuna Traffic as providing “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.” He added that Tuna Traffic assists with targeted advertising campaigns and improving social media presence.

The company’s clients have included Patrick Mannelly of the Chicago Bears, Cree LED, Pioneer Packaging / Veritiv, Freeland Spirits, and Apricot Lane Farms—a partner in Disney’s "The Biggest Little Farm" project.

Ryan Daniels from Milwaukee Public Library Foundation commented on working 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.”

Daniels noted that Tuna Traffic developed a website for the library foundation that expanded its donor base through improved digital outreach strategies.

James Kornfeld of PAX Holdings explained how Tuna Traffic helped transition their marketing processes from analog to digital over ten years marked by management changes and acquisitions: “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.

Shanmugabaskaran recalled internships during college at Oshkosh Door Company, AxleTech, and Thrivent Financial that provided hands-on industry experience. He cited Michael Patton—a UWO alumnus—as an impactful mentor who taught him about aligning IT with manufacturing operations while encouraging creative problem-solving.

“UWO wasn’t just an education—it was a launchpad for my career and entrepreneurial journey,” Shanmugabaskaran said. He emphasized how mentorships formed at UWO continue to influence his professional life.

This October's Alumni Awards Celebration will honor 11 UWO alumni—including five recipients of the Outstanding Young Alumni Award—for achievements within 15 years after graduation; five others will receive Distinguished Alumni Awards; one will be recognized for outstanding service to UWO through volunteerism or philanthropy. The event takes place Friday Oct. 17 at Culver Family Welcome Center; reception begins at 5 p.m., followed by dinner at 6 p.m., with tickets priced at $40 per person.