A creative and analytical hybrid, Gail brings over 15 years of proven success in the development of consumer cultural intelligence and strategic brand marketing solutions. Before launching Patternista, a cultural insight and strategy practice (serving clients such as Amnesty International, Pepsi North American Beverages, Girl Scouts of The USA, and Pernod Ricard), Gail was Director of Qualitative Research at Firefly Millward Brown – providing consultative insights to companies such as Gruppo Camapari, Capital One, and Unilever. Prior to Firefly, Gail was at JWT, where she was Group Planning Director, leading strategy for new business development and clients such as Shell Retail Fuels, The U.S. Marine Corps and the United States Virgin Islands. Prior to JWT, Gail was partner and principal of Huemanitas, a cultural intelligence and creative consultancy, as well as Vice President, Urban and Multicultural Marketing/ Director of Strategic Planning at ‘mktg’ where she produced cultural ethnographies for the US and Brazil, headed the multicultural practice for the agency and lead the agency’s segmentation-based planning approach.
Gail also employs her passion for cultural dynamics and behavior theory to help shape the ongoing discourse around cultural strategy, diversity & inclusion and cross-cultural communication in the media, marketing and communications industries. She is an author of industry white papers published by the Executive Leadership Council (“A Culture Decoded: Black Professionals & The Untold Stories of Corporate America”), the ADCOLOR® Industry Coalition (“Fostering Diversity, Inclusion, & Empowerment Through Cultural Intelligence”), and the Association of National Advertisers (“Effectively Reaching Multicultural Consumers”)
Within the millennial and young adult category, Gail has extensive work in brand positioning, new product development, sub-culture mapping and persona development for brands such as truth Anti-Tobacco Campaign, Nintendo, Nike, Sprite, Diageo and the US Marine Corp.
Over the course of her career. she has worked with a broad range of categories and clients such as Pepsi, Nintendo, Nike, L’Oreal, Diageo, Miller Coors, Bill & Melinda Gates Foundation, Shell, Comcast, Remy Cointreau USA, Sony Consumer Electronics and Universal Music Group.
Gail attended Yale University and currently lives in Atlanta, Georgia.