Maya Peterson Email & Phone Number

Santa Monica, California, US

Provide a consultative approach to music and brand marketing, translating insights into actionable strategic and creative direction at Universal Music Group and Brands (UMGB) a cultural intelligence, music strategy, partnerships and activations group within UMG, the world’s leading music company.

An influencer advocacy hub that amplifies and supports the work of on-the-ground activists, during the 2020 election and beyond.

Chicago, IL, US

Advise senior YMCA leadership on trends in youth culture

New York, NY, US

• Define and present key insights on Gen Z and Millennial culture to Viacom’s in-house branded content studio, Velocity, and to Fortune 500 advertising clients including Beats by Dre, P&G, Disney, Adidas, General Mills.
• Translate cultural shifts and consumer behavior into engaging branded digital, social, and linear content for advertising partners, positioning Viacom as a thought leader in youth culture
• Manage direct reports and guide the big-picture vision with cross-divisional team for large-scale projects
• Cultivate an empowering and collaborative team environment, while coaching team members through career development STANDOUT ACHIEVEMENTS:
• Ideated and produced The Culture of Proximity, a first-of-its-kind documentary presenting a new framework on the intersection of brands, celebrities, fans, and content creators, earning a Creative Media Award, Shorty.
• Produced thought leadership pieces and marketing toolkits encompassing categories including fame, experiences, visual communications, and authenticity for brands to better understand and apply the Culture of Proximity

• Directed multidisciplinary teams in harnessing the power of proprietary Millennial insights to develop story-driven 360 campaigns for Viacom’s in-house creative consultancy, Scratch, serving clients including Pepsi.
• Developed creative concepts and playbook for Meet the Millennials, an informative series on the foundational beliefs and behaviors of Millennials, equipping clients with insight-led integrated creative to supercharge.
• Leveraged proprietary quantitative and qualitative research to develop Viacom’s POV on what drives brand love in retail and beauty categories, resulting in the discovery of five key drivers with 140 distinct attributes
• Led research and designed creative strategy delivering scalable plan shaping the future of Chevrolet’s global retail experiences across 5K stores, positioning the company to better attract, engage, and convert.
• Unleashed key generational insights that led to effective marketing strategy and activation including monthly cultural trends, experiences, workshops, and innovation days, fueling a profitable partnership with General.

Pembroke, BM

Identified key motivators of category consumers to develop national brand initiatives across digital, print, TV, and OOH that drove high-volume revenue, visibility, buzz, and market anticipation for the launch of Jay-Z’s cognac brand, D’Ussé

US

Created activation plans, ROI projections, and digital and social media campaigns for Neutrogena’s suncare products, translating qualitative and quantitative findings into actionable insights to successfully attract Hispanic Millennial consumers

Crafted compelling and cohesive brand narratives, marketing, and public relations strategy, which played a pivotal role in the next-generation mobile music and entertainment tech startup to raising venture capital

Devised consumer-driven marketing plans for artists including Usher, Avril Lavigne, P!nk, and Outkast, cultivating long-term trust with talent while gaining comprehensive knowledge of music and entertainment marketing

Women'S Leadership Program

Master Of Business Administration (Mba), Marketing, Strategy

Bachelor Of Arts (B.A.), American Government And Politics (United States)