Cultural Intelligence, Codified
As a cultural strategist, I build frameworks that make sense of the emotional, behavioral, and cultural shifts shaping what audiences value.
My work translates cultural signals into tools brands can use, turning complexity into clarity, patterns into insights, and insights into strategic opportunity.
These pieces explore the dynamics that quietly define culture today, helping marketers create more resonant, relevant, and enduring work.
Localism, Communities & Fandom
A 14-country study revealing how hyper-specific cultural stories create global resonance.
Localism, Communities & Fandom explores a paradox at the heart of culture: the more specific something is, the more universal it becomes. From local events and community rituals to microcultures and fandoms, specificity fuels resonance and reshapes how global audiences connect with content and brands.
This work distills how meaningful cultural moments scale, not by broad appeal, but through emotionally precise storytelling. It offers marketers a blueprint for engaging communities authentically and shows how leaning into specificity can unlock global impact
From Comment
to Content
A behavioral framework revealing how fans reshape culture in real time.
Today’s audiences don’t just consume content, they co-create it. From Comment to Content examines how fandom has evolved into a participatory ecosystem where a single comment, stitch, or remix can spark movements, shift perception, or rewrite narratives entirely.
By mapping the emotional drivers and platform behaviors that move people from watching → reacting → participating → creating, this work reveals how communities become engines of culture—and how brands can earn a meaningful role without co-opting or disrupting these spaces
Sustainability’s Storytelling Issue
A best-practices narrative showing how entertainers and brands can shift climate communication from anxiety → agency.
Audiences today feel overwhelmed by climate messaging: too dire, too distant, or too abstract to inspire meaningful change. Sustainability’s Storytelling Issue reframes this challenge, showing how narrative and content can make sustainability feel human, hopeful, and actionable.
By analyzing storytelling patterns across entertainment and brand communications, this work demonstrates how narrative can shape perception, mobilize communities, and create new pathways for engagement. It offers brands a storytelling blueprint for turning climate overwhelm into cultural momentum.
New-stalgia
A biometric study on how modern nostalgia inspires engagement for youth culture
Nostalgia isn’t what it used to be. In 2024, echoes of the ’90s and 2000s surged, not because older generations longed for the past, but because younger audiences were discovering it as new cultural material. New-stalgia reframes nostalgia as a forward-looking force, not a backward one.
Using cultural observation paired with NBCU’s biometric research, this work uncovers how nostalgic cues heighten emotional intensity and how brands can use “new nostalgia” to connect with Gen Z and young millennials without feeling retro or regressive
Talks & Keynotes
Featured Keynote: EssenceMediacom Breakthrough Week 2025
I was invited to present New-stalgia at EssenceMediacom’s Breakthrough Week, one of the industry’s premier global gatherings of strategists, clients, and Fortune 500 marketers. Speaking to an audience of 1,200+ leaders across media, entertainment, and brand marketing, marked a defining moment in my thought-leadership journey. This keynote spotlighted the power of “new nostalgia” as a strategic tool for brands navigating cultural shift, emotional fatigue, and the search for identity in an era of constant reinvention. It also reinforced Co-Lab’s position, and my own, as trusted interpreters of cultural signals, capable of translating emerging emotional currents into strategies that drive relevance, resonance, and brand performance.
Why This Matters For Brands
My thought leadership helps brands navigate cultural complexity with clarity and confidence; translating cultural signals into strategies that drive resonance, relevance, and long-term growth.
Whether it’s nostalgia, fandom, localism, or climate storytelling, each framework is designed to be both intellectually rigorous and immediately useful for marketers.