Claudia Avans

Background

About Claudia Avans

Culture doesn't follow business. Culture drives it. As SVP of Growth & Strategy at Culture+ Group, I lead the charge on one of the most important shifts happening in business right now: turning cultural intelligence into a growth engine. For over two decades, I've helped Fortune-level brands stop chasing the market and start shaping it,by decoding culture signals, unlocking omnicultural audiences, and building strategies that compound over time. My work sits at the intersection of brand purpose, organizational transformation, and revenue acceleration across Healthcare, CPG, Fintech, Luxury, and Retail. Here's what I know to be true: The New Mainstream is no longer emerging. It's arrived. Young, omnicultural, multi-hyphenated, this audience drives 100% of U.S. population growth and commands $7 trillion in spending power. Brands that see this as a checkbox are losing. The ones treating it as a strategic advantage are building the future. At Culture+ Group, we don't just consult on culture. We transform businesses from the inside out, integrating Cultural Intelligence® into growth strategy, client acquisition, market positioning, and organizational design. I work directly with C-suite leaders to translate cultural shifts into clear priorities, disciplined execution, and measurable impact. My path, from Chief of Staff to VP to SVP, has been a masterclass in connecting strategy to culture and culture to commercial results. I've led pitch and growth strategy for some of the most competitive categories in the market, built high-performance teams, and forged partnerships that evolve into long-term transformation. If you're a brand navigating rapid demographic change, expanding into new markets, or trying to make culture work harder for your business, let's talk. The companies that will lead the next decade aren't just culture-aware. They're culture-forward. → Let's connect.