CMB Welcomes Sasha McCune as VP, Media, Entertainment & Culture

Sasha McCune
VP, Media, Entertainment & Culture

Boston, MA. March 2024 – CMB is excited to welcome Sasha McCune as VP of Media, Entertainment & Culture. Since joining CMB at the end of 2023, Sasha has been making an impact through her strong business decision focus, innovative and collaborative leadership, and storytelling skills.  

“We are excited to have Sasha on the team,” says Jim Garrity, CEO. “She is an experienced and creative consultative professional who had built her career on translating data into strategic thinking. Her unique skills and experience will help to reimagine the future of market research and enable our clients to navigate the ever-changing landscape with confidence.” 

Sasha has 14+ years of leading insights, design, research, innovation, and ethnographic research programs for Fortune 1000 companies. In her previous role at Conifer Research, she drove business development, cultivated fresh research methodologies, and managed client partnerships across tech, media, entertainment, healthcare, food & beverage, CPG, and retail. 

Notably, Sasha has led game-changing engagements with industry leaders, such as Hulu, Disney, Google, and Sonos, highlighting her extensive expertise in the media and entertainment industry. She has a passion for providing insightful research that promotes representation and inclusivity in all forms of media content. Her expertise has helped guide the creation and marketing of diverse narratives integral to shaping the cultural landscape. 

“I’m excited to contribute and enhance the CMB Difference,” says Sasha. “The Research and Consumer Insights landscape needs more holistic, integrated approaches which is part of what we are building here. We want to provide our clients with the best of custom mixed methods that include quantitative, qualitative, with the fusion of both advanced analytics, design, and innovative technologies to support the ever-changing media entertainment landscape” 

Sasha’s hire reflects CMB’s investment in media, entertainment, and cultural insights. It is a testament to CMB’s expertise in uncovering consumer behavior, trends, and preferences for entertainment content to tackle revolutionary initiatives.

About CMB 

CMB is a full-service custom market research and strategy firm, helping the world’s leading brands engage, innovate, and grow. As a U.S. Top 25 Market Research & Data Analytics Firm, we’re known for our relentless decision focus, creativity, and deeply consultative approach. We leverage the best of advanced analytics, consumer psychology, and market strategy to tackle game-changing initiatives. Our expertise includes market identification, segmentation, brand health, loyalty and advocacy, and product and service development. CMB is committed to helping our clients strengthen and grow their businesses, and we believe it is also our responsibility to help strengthen the quality of life in the communities we live and work. Learn more about CMB here. 

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