Hi, I’m Adriana

Currently the Chief Brand Officer of Harridan Vodka, a female-founded, owned, and operated vodka brand, I am a brand strategist and published cultural anthropologist with a keen sense for helping brands find their voice.

Combining my experience crafting strategies for some of the world’s biggest brands (Volkswagen, adidas, KraftHeinz) with a rigorous background in anthropology and cultural analysis, I position brands for longterm transformative growth. A dot connector, keen observer of culture, and a creative blue sky thinker, I take a uniquely interdisciplinary approach to finding and owning white space and determining why and how brands grow. Having spent my career at creative agencies, I have both the practical know-how to execute big ideas and the ambition to imagine them.

I am a graduate of NYU’s John W. Draper Master’s Program, where my work combined media anthropology, cultural studies, historiography, public history, and critical theory to analyze the intersection of brands, ideology, and American consumer culture. As one of few scholars with an industry background, I speak on my work on a national scale and am a peer-reviewed author.

I bring this distinctive expertise to brands, helping them approach their business problems with an understanding of the cultural moment in which they find themselves and shaping what the future of effective marketing will look like. 

I’m passionate about the New York Times Sunday crossword, chicken parm, antiques, and my sausage dog, Penn.