Turning data into
cultural storytelling.

As Lead Marketer for Spotify’s Culture Next 2022 Trends Report, I partnered with internal teams and insights agency Archrival to craft a global report exploring how Gen Z is reshaping culture through audio. Blending first-party data with narrative strategy, the report positioned Spotify as a thought leader in understanding how young audiences use sound to express identity, explore mental health, and build community.

From research to rollout, I helped translate insights into a multimedia experience — spanning videos, zines, social campaigns, and interactive digital content. A standout gifting campaign delivered the report inside custom pizza boxes paired with Gen Z-inspired merch, adding a playful, human touch to complex insight work.

The result: a research initiative that became a cultural moment — showing how data, when told with creativity, can shift how brands listen to a generation.