About

Dr. Karen Correia da Silva is a Senior Strategy Director at Iris. With a background in semiotics, marketing science, and culture, she has 14 years of experience innovating for clients across culture marketing, brand aesthetics, and brand strategy. She formerly built the brand platform for Instagram, and contributed to the development of the Culture Driver programme with TikTok. As a cross-category strategist, Karen has previously worked on brand strategy and cultural go-to-market initiatives for brands ranging from PepsiCo and Campari Group, all the way to Nike, adidas, and LVMH.