Ashlee McCullock is VP of Social Research & Insights at Paramount Global, where she leads social analytics and audience intelligence for Nickelodeon and Paramount+. As a measurement strategist, Ashlee specializes in designing the frameworks and listening systems that translate data into decisions — helping teams move beyond surface metrics to understand what audience signals actually mean. She has spent 12 years at the intersection of research and strategy, building the infrastructure that connects insight to action at scale.