Within my role, I focus on driving our cultural insights offering, empowering brands to cultivate a nuanced understanding of digital (sub-)cultures, and actively contribute to our global thought leadership initiatives as a trusted authority in the industry. I'm also responsible for the development of robust measurement standards, proving the value of social content and campaigns for our clients. With a focus on fostering consistency in reporting and insight generation across diverse markets, I oversee our global measurement frameworks, effectively disseminating knowledge, sharing best practices, and tracking the performance of social strategies against pre-established benchmarks.