God-is Rivera is back — and she’s bringing a renewed fire with her. After consulting across different sectors, Rivera felt a pull to return to agency life, leading her to a perfect fit at Burrell as Chief Strategy Officer. In a lively conversation, she shared her decision-making process, what excites her about Burrell’s next chapter, and how she plans to help redefine strategy and leadership for a new era. Her focus: building a strategic center of excellence, fueled by clarity, fearlessness, and audience-first thinking.
The Path Back to Agencies
Rivera said consulting gave her clarity. “I wanted to know if I still felt a passion here,” she explained. Working across agencies at IPG and WPP reignited that passion — but it was the conversations with Tara DeVoe at Burrell that sealed the deal. Rivera said, “I haven’t had fun like this in a long time,” and emphasized how important it was to find a place with vision and courage.
Why Burrell? Why Now?
The history of Burrell was a major factor. “Tom Burrell built something that shaped my life and my profession,” Rivera noted. But it wasn’t just about legacy — it was about potential. Rivera said she wanted to ensure the agency could “build the next era together” while staying true to its foundations.
Her Approach to Talent and Strategy
Looking ahead, Rivera said she’ll seek out “intuitive connectors” who can see the deeper patterns in culture and behavior. She stressed that great strategists aren’t always the ones with traditional resumes. “Strategy is about understanding people and making connections others might miss,” she said.
Where She Wants to Take Things
By April 2026, Rivera hopes Burrell will be recognized for leading audience-based strategy across the industry. She envisions building a “strategic operational center of excellence” focused on people-powered insights, moving beyond the old definitions of multicultural marketing.
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
