Ben Tannenbaum

For most of my career I’ve worked inside businesses that generate unusually rich signals about human behavior.

Before joining LineLeap, I spent eight years leading beverage partnerships at Fetch Rewards, working with many of the world’s largest beverage companies and analyzing millions of real-world purchase decisions.

Before that, I worked in innovation roles at NBCUniversal and Mastercard, where I became fascinated by how platforms, technology, incentives, and infrastructure quietly change the way people behave.

When those patterns change, they’re often revealing something much larger.

Proof Points is an ongoing body of research. I publish Proof Points, an ongoing body of research exploring consumer behavior, drinking culture, and structural change.

Rather than focusing on trends alone, the work asks what conditions made those trends possible in the first place.

My writing has been cited by GQ, Beer Business Daily, and The Drinks Business, and I’ve had the opportunity to speak with companies, founders, investors, and industry organizations about consumer behavior, market change, and the future of social life.