I’m straightforward, honest, and come with a side of dry humor.

My Core Values and Work Ethics

Transparency

I can’t teach you what I do, but I’ll show you how I do it. And how I use that skill to help you have better understanding of your business.

Honesty

I promise to be honest with you. I’ll never sell you something you don’t need. In fact, I’ll give you choices and options that you may not have thought of when it comes to reaching your goals.

We’ve all made mistakes, maybe that’s why you’re seeking me out. What ever we’re trying to gain better insight on, I’ll treat you with compassion. You’re already hard enough on yourself.

Compassion

I’ll work fast, dig deep, find what you need, and set-up what you need fast. No waiting weeks or months. No ma’am, we’ll be done before you know we began.

Speed

Who I Am & What I Can Be For You

I’m a woman who loves cowboy boots, spending the day on horseback, traveling the backroads, and wide open spaces. I’m also a woman obsessed with data, behavior, and analytics.

I am a data expert, podcaster, and behavior analyst that has spent 15 years working in corporate marketing, fashion, Hollywood and hip hop. I have developed strategies for companies like ALDO, Universal Pictures, 20th Century Fox, MAGIC, Emerald X, Power 106, and numerous large scale B2B events.

My insights have appeared in DWELL, the New York Times, San Francisco Chronicle, Mashable and WWD. I believes there's always narratives to be found in a company's numbers. I bring insights hidden deep in data to life by building visual extensions and dashboards.

In the last six years, I’ve seen many good companies were struggling understand what their customers wanted. I’ve also seen them struggle in how to make sense of it.

So I’ve created this bespoke consultancy to help purpose-driven companies, who give a damn, and need help with data and/or make sense of their data in order to further their missions.

So if you need someone to making sense of all your digital channels and figure out which ones actually move the needle, or need someone to dig through your data to help you better understand what your audiences want, then I’m the one for you.

Praise and Compliments from Clients

“Macala helped reframe and uncover choices I didn't even know I had.”

Alexandra Raymond, Finance & Product, Amazon Studios
“She loves the data - and recommends only what works.”

Wilson Lau, President, Nuherbs
“You fix what's broken, fix what we didn't know was broken, and give our teams data they can make actionable insights from.”

Camille Candella, Vice President, Emerald X
"This exceeded any expectations I may have subconsciously had."

Lauren Ash, Black Girl in Om
“You're like "The Wolf' in Pulp Fiction. You fix problems.”

Mike Dussault, Tech Advisor and VC, Seattle, WA
"We be lost without her. She met us where we wer at and created something we needed. Her passion for data and food was the perfect match."

Camas Davis, Founder, The Good Meat Project
"She's consulted for us for over a decade and always finds new ways for us to improve."

Karalynn Sprouse, Executive Vice President, Emerald X
Macala can ride dragons. She's a next level strategist.

Jon Farhner, VP of Innovation, Shipt