Full Name
Adriana Waterston
Job Title
Executive Vice President and Insights & Strategy Lead
Horowitz Research

As Executive Vice President and Insights & Strategy Lead, Adriana oversees Horowitz’s multicultural research efforts. 

Adriana is a research junkie with a flair for finding the story behind the statistics, teasing meaning out of measurements, and revealing the faces behind the facts. A thought leader in the diversity space, Adriana has consulted for clients in entertainment and news media, technology and telecommunications, travel and hospitality, CPG, retail, toys, beauty and personal care, and the emerging Cannabis market, among others. Adriana helps clients develop their strategies to reach, serve, and resonate with their target consumer segments, including Latinx, Black, Asian, LGBTQIA+, Gen Z, Kids, and consumers with disabilities. On the DEI side, she helps companies address issues of corporate culture and talent development.
Her work has spanned across the US as well as the Caribbean, LATAM, and Europe. 

A Puerto Rico native, Adriana was named one of the “Most Influential Minorities in Cable” by Cablefax Magazine. She is frequently quoted in the trade press and has presented at numerous events including the Cultural Insights Forum, NAMIC conference, Hispanic TV Summit, Streaming TV Summit, NAB, Media Insights and Engagement, ARF (Advertising Research Foundation) events, the CCTA conference, and others. Among other accolades, Adriana received two CTAM TAMI awards and the Agency Executive Award for Research & Measurement for her multicultural work. She co-authored The Practical Guide to Multicultural Marketing, which won the Bronze Global Ebook Awards in the Multicultural Non-Fiction category in 2013.

Adriana Waterston