Multicultural Strategy

Building the brand positioning and identity of a death-tech start-up as well as their marketing and creative strategy for growth. Providing visual & verbal guidelines across content & social media channels, strategic KPIs to measure against and leading their marketing and social media teams as well as the development of all creative & production assets.

A semiotic deep dive on expressions of ethnicity in advertising to build a framework from which to analyze how ethnicity in ads is perceived, received and/or rejected by viewers.

Built a "Black Fan Playbook" equipped with guidelines and guardrails for deepening a media brand's relationship with Black audiences after a thorough analysis into the cultural history, lives and experiences of Black sports fans to win back their viewership and loyalty.

An in-depth cultural analysis providing strategic guidelines and guardrails to inform the content and programming considerations of a national media company seeking to ensure it evolves it's language parameters for an increasingly diverse mix of young Hispanic viewers.

A semiotic decoder analyzing how ethnicity is portrayed in finance in order to identify unique opportunities for fresh, new, relevant portrayals in advertising and content creation.

Developed a content & programming playbook by decoding Black storytelling across streaming platforms. Identified saturation within the media landscape and determined where new opportunities for emergent storylines and character portrayals exist and built a content strategy to direct the platform's next steps.

Working with a well known event brand to develop a central brand positioning and architecture framework while helping them understand & connect with their community and innovate new culturally relevant experience solutions to provide down the line.

Identifying, contextualizing and examining the conscious and unconscious drivers informing how Black style has evolved within fashion, beauty, grooming and home décor through multi-layered cultural context, qualitative & cultural strategy methodologies.

Combining a mix of consumer insights, cultural insights, multicultural insights & brand strategy over the course two years to determine and finalize the internal positioning & brand promise for a national food brand.

An analysis of the media landscape in order to uncover how ethnicity is portrayed in advertising in order to better understand how different ads may or may not appeal to diverse audiences.

A series of conversations with Black women from various levels in their careers with the purpose of gaining a better understanding of their perceived biases and experiences in the workplace and how this informs their day to day engagements with the hope of identifying new opportunities to make the experience more enjoyable.

An in-depth series of conversations on the topic of real-life vs. media portrayals of Black women with men and women from varied backgrounds in order to understand how Black women are often portrayed in media vs. how they actually wish to be seen in the media landscape.