maxine Gurevich (she/her)

SVP Cultural Intelligence - Horizon Media WHY Group

Maxine Gurevich is an expert in cultural strategy and global audience research. With over a decade of experience Maxine specializes in emerging media behaviors, generational insights and decoding consumer behavior. She's crafted cultural strategies for iconic brands like Calvin Klein, Kraft, Dove and Olay and brings a global perspective to her work from living and researching youth culture across Europe, Southeast Asia, and Latin America. Leading thought leadership studies and Gen Z consulting at Horizon Media, Maxine explores the impact of youth culture trends across categories, empowering brands to navigate and embrace the dynamically fast-paced cultural landscape.