Maya Peterson is Director of Culture and Creative Insights Group at Viacom. In this role, Maya and the team develop insights on cultural trends—and fans’ relationships to them—to help shape digital, social and linear content for Viacom’s advertising partners. Maya is also the supervising producer of The Culture of Proximity, the first in a series of original documentaries from Velocity, Viacom’s branded content studio. The film explores how the convergence of brands, celebrities, fans and content creators is affecting pop culture.
Previously, Maya served as Director of Project Leadership at Scratch, a specialized team of cultural and strategy experts that has since become Velocity’s Creative Strategy group. While at Scratch, Maya translated consumer insights into innovative brand-building strategies and creative projects for internal initiatives, as well as for external clients across a wide range of industries, including Bacardi, General Motors, Everytown For Gun Safety and Hillary for America.
Maya holds an M.B.A. from the USC Marshall School of Business, where she was a Fellowship Recipient of both the Forte Foundation and The Consortium. She earned her undergraduate degree from Wellesley College.