(Editor's note: This post first appeared on Jenka Gurfinkel's blog, social-creature.com)

Jenka is a writer, former music festival producer, and retired circus manager -- now a digital and transmedia strategist who approaches her work through the lens of culture. Since 1998 she has produced art and music-driven lifestyle events in Boston, New York, and Los Angeles. By 2005 she was working on Red Bull’s culture marketing events, and conducting research at ADD Marketing in Los Angeles, and for U.K.-based athletic brand Umbro. From 2006 – 2007, she was the Southern California Online Marketing Coordinator for House of Blues, and later went on to direct the social media and web strategy for Live Nation on the Street Scene Music Festival campaign. In 2007 she became the Marketing Director for the event creations company The Do Lab, and in three years helped double their online community, and quadruple their festival attendance — without buying any advertising. Before joining Espresso, she was pushing the integration of experiential, social, and digital strategies for clients like VW and Kia as the Director of Social Media Strategy at EWI Worldwide. These days she is a Strategist in Espresso’s new Boston office. Jenka writes about marketing, culture, and identity at social-creature.com, but as the first-generation product of a culturally-mixed upbringing she’s been analyzing this stuff pretty much her whole life.