Who’s Macala?

My favorite question to ask, and to be asked is — What’s Your Superpower?

My answer is always: I can predict the future (and then to add 🔮 emoji for additional impact).

But really, I'm a behavioral research and growth strategist working at the intersection of human behavior, AI, and technology.

What I actually do

I study how people decide — what moves them, what stalls them, what they tell themselves about the choice after they've made it. Then I translate that into strategy companies can act on. The tools are familiar: behavioral research, analytics, pattern analysis across channels (email, website, SEO) and platforms (YouTube, Meta, Google). The lens is the part most teams are missing. I work with companies who want to understand their customers as humans they are, and change how they connect with them in ways that keep them with them forever.

I know my stuff...

$20M+

in client revenue generated

10+ Years

building, pivoting, and advising

3 Pivots

to profitability in my own business

Featured In

The New York Times, DWELL, San Francisco Chronicle, Mashable, WWD, PSFK, The Future Laboratory

Clients & Partners

  • Universal Pictures

  • 20th Century Fox

  • ALDO

  • MJ Biz Conference

  • Power 106

  • NY NOW

  • Emerald X

  • Power 106

  • Range Revolution

  • ReMind Psychedelics Conference

  • True Story Foods

Read My Case Studies

Outside of the Work I Love

I'm a woman in cowboy boots who spends her best days on horseback and her best afternoons observing how culture moves in small cafes in cities around the world. I've worked across Hollywood, agriculture, fashion, and live events — not because I couldn't pick a lane, but because patterns are patterns, and the ones that predict human behavior look remarkably similar whether you're selling a film, a heifer, or a handbag.

If you're ready work with someone that’s as hungry for your growth as you are, let’s talk.

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