30Under30 Nominee: Jaychele Nicole Schenck
Great to hear from Global 30 Under 30 Nominee, Jaychele Nicole Schenck, a Social Media Coordinator at THE·TEAM in Atlanta, where she works on Meta’s social accounts. Jaychele is also the founder of Culture Shift, a culture-driven brand strategy consultancy, where she helps brands better understand culture and the people they are trying to reach.
How did you find your way into research, data and insights?
Research and insights definitely were not the original plan. I went to Bentley for PR, but I realized pretty quickly that I was always asking why something worked, why people cared about it or why one brand could tap into a cultural moment while another completely missed it. Curiosity eventually pulled me toward insights, social strategy and cultural strategy.
What part of your work are you most proud of and why?
I am proud of how much range I have built this early on in my career. During one summer at THE·TEAM, my work across Meta’s social accounts drove more than 4.5 million engagements and helped lead to me being brought back full-time. I have also worked across brands, artists, labels and creators including Instagram, Red Bull, Beekman 1802, NLE Choppa, Mariah The Scientist and more, while building Culture Shift alongside it all.
What have you learned so far that you wish you had known when you started your career?
You do not need to know everything before you speak up. I used to think being young meant I needed to prove myself before my perspective could carry weight. I have learned that sometimes being the youngest person in the room is exactly why you are noticing something everyone else is not.
What excites you most about the future of insights and what would you like to help change?
I am excited to see insights become more human. Data can tell you what people are doing, but culture helps explain why. I want to help push the industry toward using both, especially as younger generations continue changing how quickly culture, platforms and consumer behaviour move.
What advice would you give someone just starting out in the industry today?
Get really good at noticing things. Pay attention to what people are saying, what they are sharing, what suddenly feels cool and what people are already tired of. Learn how to work with data, but do not underestimate your own curiosity and cultural awareness. Sometimes the insight starts before you ever open a dashboard.
Who has helped you along the way?
I have had a lot of people pour into me, but I am especially grateful for Demetrius Cunningham and Morgan Rigsby. Demetrius has been part of my journey since early on in college and has seen me grow into the kind of work I am doing now, while Morgan trusted me with real responsibility at THE·TEAM and helped me grow professionally in social and strategy. I would not have grown this quickly without people like them giving me room to learn, try things and really prove myself.