As a Principal at PwC, Catherine Zhou is a leader in PwC Digital. Catherine serves clients across industries including retail, media, technology and financial services, finding actionable insight and developing digital, mobile and social media strategy. Recently, she has helped clients drive digital as well as non-digital content creation, establish measurement disciplines to improve return on digital investment, establish a video center of excellence, institute story telling into the sales process and implement human centered design.  She is a leader in Social Media effectiveness and an architect of PwC’s Social Mind platform.