Sasha McCune

VP, Media, Entertainment & Culture

Sasha leads CMB’s Media, Entertainment & Culture practice.

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 thought leadership & business development, cultivated new research methodologies and managed client partnerships across tech, media, entertainment, healthcare, food & beverage, CPG, and retail.

Notably, Sasha has led engagements with industry leaders, such as Hulu, Disney, Google, and Sonos, showcasing her extensive expertise in the media and entertainment industry. She specializes in addressing complex challenges while delving into the intersections of tech, media, entertainment, culture, consumer behavior, employee experience, and more.

Sasha received her Bachelor of Science from Drexel University in Design where she specialized in information design and has built her career translating data into creative strategic thinking and bringing an innovation mindset to her craft as a research and insights leader. She is passionate about the power of mixed methods research, bringing quantitative and qualitative data sources together, and merging the worlds of data and design to craft compelling narratives to shape the future of products, services, experiences, and brands.

Sasha is an active thought leader in the research community, serving as an active member of the Insights Association, Women in Research (WIRe), and as a regular speaker at conferences and events. As Practice Lead at CMB, she leads CMB’s partnerships with the world’s biggest brands to conduct custom research in the Media, Entertainment, Consumer & Workplace Culture, Fashion and Lifestyle sectors.

In addition to driving the sales of CMB’s products and services, Sasha is an integral part of transforming how business feels through the partnership and collaboration across the ITA Group enterprise. The community of companies is comprised of CMB, Hartmann Studios, NKD, HTK, ITA Group, and International Travel Associates.

Read Sasha’s Thought Leadership