Jake Katz created Waiting In The Sky to represent the audience in the process of making and marketing pop culture. Jake began his career at MTV as the in-house trend expert for Development, working on the Insights Innovation team that pivoted MTV out of its Gen X roots to focus on emerging generations. Following MTV, he was recruited to help launch NBCUniversal's internal trend consultancy, The Curve. Jake then went on to build and run youth marketing firm, Ypulse (Youth Pulse). The NFL, Audi, Teach for America, Jack Daniels, Anheuser Busch, Intel, and many others hired Ypulse to audit their marketing and content with custom research and next-gen expertise. Following Ypulse, Jake was recruited to launch Sean "Diddy" Combs' REVOLT TV, providing Jake an opportunity to study and evangelize diversity in entertainment as the key to reaching Gen Z. Prior to launching Waiting In The Sky™, Jake was head of Strategy for Trailer Park. Jake built Trailer Park’s strategy offering from the ground up and had the opportunity to drive planning in that role for some of pop culture’s biggest campaigns.