Serena is a seasoned and versatile insight driven strategist with 20 years of global brand experience. She is the Founder and President of REAL, an insight and brand strategy company. Serena is an expert in identifying nuanced consumer insights and turning them into ground breaking opportunities that directly impact a brand’s trajectory. She is especially passionate about projects related to women and branding.
Over the years, Serena has worked with some of the world’s most respected brands such as American Express, AT&T Wireless, Delta Air Lines, GE, General Motors and United Rentals. She has consulted on over 150+ brands and has a wide range of experience across industries including financial services, fashion, retail, automotive, and social media and technology. She also is an expert in the healthcare field and has worked across 40 different medical categories for companies including Amgen, Bayer, Biogen, Eli Lilly, Genentech, Genzyme, Novartis, and Pfizer. Her sub-specialty includes CRM strategy which she applies across all industries and channels.
Serena also has a background in global market research and is an expert facilitator, interviewer and moderator. She has personally talked to a few thousand consumers, patients and professionals from around the world and has a proven history of elevating the thinking and output from her research to lay the strategic foundation for numerous and successful creative campaigns.
Serena holds a B.A. in Literature from the University of New Hampshire and a Master’s in International Marketing from Emerson College. She was an adjunct professor at Boston University and speaks on panels related to future trends, women and branding. She has lived in Florence, Italy and loves fashion and art.
Jonathan is the Managing Director of Client Business and Strategy at REAL with a 10-year track record of delivering superior results for consumer/B2B businesses. He has a business strategy background and specializes in driving the union between client service and brand results.
Jonathan brings extensive experience managing engagements across a number of industries, including automotive, healthcare, hi-tech, B2B and luxury - both on a national and global scale. Some of his clients have included Bayer, Best Buy, L’Oreal, Mercedes-Benz, Ritz-Carlton Hotel Company, and United Rentals.
He also has a global market research background that includes both quantitative and qualitative methods. Jonathan has designed and led research studies and consumer insight projects in both traditional and emerging markets such as China, India, Turkey, Vietnam, South Korea, Argentina and Brazil.
Jonathan holds a dual business degree from Schulich School of Business and HEC Paris. An avid climber and adventurer, he has traveled to over 60 countries and loves the pursuit of travel.
Tina is the Director of Quantitative Research at REAL. She has over 25 years of primary quantitative and qualitative marketing research experience. Most recently, Tina led the Research & Analytics group at Rue La La, an online private sale retailer. While at Rue, Tina established Rue’s primary research practice and built its first Member panel (named Rue Labs), consisting of 5,000 Rue La La Members driving insight-based decision making across the organization and returning significant ROI on the initial panel investment costs. Prior to joining Rue La La, Tina was the Vice President Group Director at Digitas where she led the North American research practice for the company. Tina’s team of five primary and secondary researchers conducted research for all of Digitas’s clients including P&G, TIAA-CREF, Delta Airlines, KitchenAid, Saks Fifth Avenue, and GE.
Tina has held senior research positions at META Group (now Gartner Research), Razorfish, and Stratford Associates (now Knowledge Networks), and she started her career as a Member of the Technical Staff at GTE Laboratories (now Verizon Labs), working as an in-house consultant to all business units. Her research focused on identifying empirical links between customer attitudes and perceptions and corporate operations.
Tina holds a B.S. degree in Industrial Psychology from Bridgewater State University, and an MBA from Suffolk University.