Sem is a cultural trend analyst based in New York City and Rio de Janeiro. She works through Popular Operations, a company she co-founded. Throughout her career, Sem has supported clients like Christian Dior, Camper, Daimler, L’Oreal, Johnson & Johnson, Pepsico, Philips Design, the BBC and Deepak Chopra. She is a founding faculty member of the Masters in Branding program at the School of Visual Arts in New York City, where she teaches cultural analysis.