Where Clarity Grows

"A great data story starts with uncovering the ‘why.’ That’s when things get interesting."

Catherine Salzman

Director, Social Science & Analytics

Behind every stat is a story. That’s why Catherine is devoted to looking beyond the numbers to the humans that inspired them. A seasoned data journalist with over 10 years of experience across strategic, media and research disciplines, Catherine leverages her stellar perspective to illuminate vibrant stories that compel action and inspire clarity.

Especially good at:
Infusing data with humanity. Catherine has spent her distinctive career honing her ability to look beyond numbers and charts to uncover the motivations and implications that ultimately build compelling business cases. She’s also particularly savvy with Millennials, media, as well as concept creation and activation.

Favorite part of the work:
When you arrive at a true insight. It’s a magical “ah-ha” moment when all of the data and digging clicks into place, and that little anomaly transforms into a powerful story.

Alter ego:
Jim Henson. “He was an amazing storyteller who brought joy into the world and could make even the most mundane lessons seem fun for any audience.”

News Feed

August 12, 2020 Accelerator

5 New Better-For-You Themes Emerging During COVID-19

By Catherine Salzman

We’ve been keeping a watchful eye on the better-for-you audience throughout the pandemic. Early on, we saw a decline in better-for-you search interest and social media conversation, but we were impressed by how quickly the health-conscious audience resumed their previous behaviors.

August 10, 2020 Accelerator

3 Lessons in Personal Reinvention With Sybil Schooler

By Catherine Salzman

There’s no doubt that the current environment is challenging all of us to do things outside of our formal roles. And I’d argue that no one has embraced these circumstances more than my colleague, Sybil Schooler.

April 29, 2020 Accelerator

3 Workouts to Exercise Your Creativity

By Catherine Salzman

I am a strong believer that creativity is a skill best realized when put into regular practice. Similar to an exercise routine, we may all be able to grind out a workout on occasion, but the more regularly we do it, the easier and more enjoyable it becomes—and the better the results.

January 16, 2020 News

Salzman Promoted to Director, Social Science & Analytics

By Catherine Salzman

Seed Strategy is thrilled to announce that Catherine Salzman has been promoted to Director, Social Science & Analytics. Over the past year, Salzman has pioneered new thinking for Seed and its clients by leading the development of the firm’s Social Reality capability.

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