• Work closely with strategists, creatives, and client teams to uncover the "why" behind the "what". • Surface insights that help shape the big idea and ensure our clients show up in a way that’s timely, relevant, and resonant. • Shape our insights practice: formalizing our approaches, building our insights library, and guiding integration into strategic processes. • Monitor and synthesize cultural trends and behavioral insights across verticals • Develop cultural POVs that inform brand strategy, creative briefs, audience segmentation, and thought leadership • Lead secondary research workstreams: social listening, media scan, and audience profiling • Connect qualitative and quantitative findings to generate insight-rich strategy inputs • Support competitive monitoring, including positioning, share of voice, and category whitespace analysis • Support competitive intelligence deliverable, including messaging audits, SWOT analysis, and category SOV snapshots • Build and maintain a cultural intelligence repository, including but not limited to frameworks, trend trackers, signal maps • Use GenAI tools to accelerate synthesis and signal detection (e.g., trend clustering, tone analysis) • Work across teams to ensure cultural context is embedded in all phases of brand, comms, and campaign work • Support new business and major client engagements with quick turn insights decks and input into pitch narratives