Culture Rules Everything Around Me. As a native of Milwaukee, WI, one of America’s most racially segregated cities, I witnessed my culture shock as a newly relocated teen in LA turn into cultural curiosity as I keenly studied the many unfamiliar cultures around me. However, the naivete of my curiosity unsettledly dissipated as I plainly observed the staggering disparity of marginalization amongst Black and Brown communities. Compelled, I set out at the University of San Francisco to build a career dedicated to being on the frontlines of industries I believed cultural equity was lacking most. From producing Umlazi Township’s 1st Career Day as a Fulbright Scholar in South Africa, to launching Twitter’s 1st global Cultural Strategy Initiative as a Brand Strategist, to developing Meta’s 1st Commerce Partnerships business strategy for Historically Underserved Sellers as a Partner Solutions Manager MBA Intern, my unwavering dedication proudly transpired into 10+ years pioneering culturally relevant creative solutions that identify and address the unmet needs of historically underrepresented communities. My proven ability to bring brands closer to the diverse customers they seek to serve has come to life by leveraging three practical tools: 1) Customer Intimacy to glean insights rooted in cultural contexts, 2) Cultural Intelligence to develop strategies that connect brands with their most receptive audiences, and 3) Custom Curation to deliver the right messages, to the right stakeholders, at the right time.My play on Wu-Tang Clan’s “C.R.E.A.M.” is my crowning ode to culture, as culture has led me towards mission-critical work, whether I was twirling around the globe as a self-proclaimed Salsa Queen, producing sketch comedy shows that thoughtfully pair social commentary with humor, or curating aesthetically pleasing Airbnb experiences that pay homage to African hospitality. As evidence, I am honored to have founded my psychedelic culture marketing consultancy, Spice & Sage, as a Zell Fellow at Northwestern Kellogg, while also leading The Garage at Northwestern's strategic vision in San Francisco as the new Director of Entrepreneurship. Thus, I am marrying my personal and professional appreciation for culture to ensure that, now, Culture Rules Everything Around Management.