Maya Peterson is Director of Creative Strategy in the Culture and Creative Insights Group at Velocity, Viacom’s branded content studio. In this role, Peterson 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. Peterson is the supervising producer of The Culture of Proximity, the first in a series of original documentaries from Velocity that explores the impact of the convergence of brands, celebrities, fans and mass media on pop culture.

Previously, Peterson 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, Peterson 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, Johnson & Johnson, General Motors, Everytown For Gun Safety and Hillary for America.

Peterson holds an MBA from the USC Marshall School of Business, where she was a Fellowship Recipient of both the Forte Foundation + The Consortium. She earned her undergraduate degree from Wellesley College.