About Nathan
Nathan is a behavioral science and audience insight leader with 10+ years in consumer insights, research, and analytics. He focuses on helping teams understand real human behavior and turning that understanding into strategic clarity across brand, media, and creative work.
Quick Highlights
Leads audience frameworks, mixed-method research programs, and cultural intelligence systems.
Builds tools that help teams work faster, including synthetic persona systems and research automation.
Known for clear storytelling, cross-disciplinary collaboration, and connecting insight to impact.
Worked with brands including Acura, Corona, Grey Goose, Patrón, Ghirardelli, Google, Samsung, Starbucks, and Pandora.
Core Capabilities
Audience & Insight Leadership
Builds mindset and behavior-based frameworks, profiles, and journey maps that surface opportunities and guide strategic decisions.
Cultural & Social Intelligence
Identifies subcultures, tracks sentiment, analyzes passions, and builds dashboards that reveal cultural shifts and emerging trends.
Research & Measurement
Designs mixed-method quantitative, qualitative, and synthetic studies, plus measurement frameworks that link KPIs to business objectives.
Creates AI-enabled research tools, persona builders, insight libraries, and automated dashboards to increase team efficiency and scale insight development.
AI, Automation & Systems
Work Examples
Surfaced anime subculture insights that shaped strategy and helped drive a 15 percent lift in Type S sales.
Built audience frameworks that guided messaging and helped Corona become the #1 beer brand among multicultural Hispanics.
Identified and sized premium drinking occasions using synthetic data to give Grey Goose a clear map of its highest-value consumer moments.
Used MRI-Simmons, GWI, and YouGov to reveal chocolate as a shared experience, inspiring Ghirardelli’s “caramel to your chocolate” creative direction.
Tools & Skills
Audience & Insights Tools
MRI-Simmons
GWI
YouGov
Acxiom
IPSOS
Nielsen
Qualtrics
Cultural & Social Intelligence Tools
Brandwatch
Pulsar
NetBase Quid
Meltwater
Social listening dashboards
Cultural and trend analysis techniques
Tableau
AI persona systems
Synthetic respondents
Boolean builders
Automated dashboards
SQL
GitHub workflows
Data, Analytics & AI Systems
Summary
Director of Behavioral Sciences with 10+ years in consumer insights, market research, and analytics. I specialize in making sense of complex, disparate data through clear storytelling and frameworks that teams can actually use. Known for grounding insights in real human behavior and building tools that create efficiency and scale. Grew the Behavioral Sciences practice to nearly 10 people across LA, NYC, and Boston; helped Corona become the #1 beer brand among multicultural Hispanics; and surfaced the anime subculture that drove a 15% lift in Acura Type S sales and earned a Gold Effie.
Most Recent Experience
Director, Behavioral Sciences
MullenLowe
June 2021 — Present
I direct Behavioral Sciences efforts by building audience frameworks, mixed-method research programs, cultural intelligence systems, and AI-enabled tools that enhance strategic clarity and accelerate decision-making across teams.
Audience & Insight Leadership
Built mindset- and behavior-based audience frameworks that uncovered untapped consumer opportunities and guided teams toward the most valuable segments.
Created demographic and psychographic profiling templates that reduced briefing time by ~20 percent and strengthened messaging relevance across teams.
Mapped end-to-end consumer journeys to surface 2–3 high-value optimization opportunities per journey and inform conversion strategy.
Used MRI-Simmons, GWI, and YouGov to define core and opportunity audiences, saving brands an estimated $25K–$40K compared to large-scale custom studies.
Cultural & Social Intelligence
Analyzed affinity and passion-based signals to identify culturally relevant subcultures, enabling more differentiated creative and increasing social engagement by an estimated 15–25 percent.
Led social listening and sentiment tracking to give teams daily visibility into cultural shifts and consumer conversations.
Built always-on social dashboards that enabled teams to respond 30 percent faster to emerging trends and day-to-day audience insights.
Research & Measurement
Designed mixed-method quantitative, qualitative, and synthetic studies that aligned teams around actionable audience insight and strengthened strategic and creative decision-making.
Built measurement frameworks across brand, social, and campaign work to link KPIs to business objectives and strengthen strategic accountability.
AI, Automation & Systems
Built AI-enabled tools including a research library, boolean builder, and synthetic-persona generator, increasing team efficiency and reducing manual insight-development time.
Used synthetic personification to scale insight generation, test strategic hypotheses, and reach highly specific niche audiences that traditional research methods could not capture.