Amy Williams

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Amy Williams

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Senior Cultural Strategist

Amy jumped into cultural studies during her years of development work in Bulgaria as a Peace Corps volunteer with a grassroots and hands-on ethnographic research approach to understanding different attitudes, behaviors and trends in various pockets of the world. After trading Bulgaria for years as an educator in Seoul, she became an "accidental expert" in Korean and greater Asian culture, working with leading agencies and consultancies like Mintel and The Futures Company to make sense of trends, consumers and cultural intricacies of the APAC region. Since returning to the US, she worked with global agencies and brands spanning from beauty to hospitality to understand emerging culture and consumers on cultural intelligence-centric projects weaving together semiotics, qualitative research, trends and Gen Z/Millennial research.

But as a traveller first, she's never in America for too long. When not in the office, she's likely off the grid in a Moroccan caravan or Vietnamese hill tribe village volunteering with development projects or collecting colorful textiles and crafts that she sells in markets across LA with her creative side hustle Modern Mumu.

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