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Brenda Smith

Brand Strategy

New York City

A keen observer of human nature, Brenda is perpetually fascinated by why people make the decisions they do. She’s spent years in the deep end of Financial Services, Pharma, Healthcare, Professional Services and Education (to name a few), discerning key insights that help her clients navigate complex and dynamic industries, and bring to life innovative, sticky and iconic brands.

Equal parts creative thinker and P&L manager, she has advised leaders across a wide range of categories on their brand, marketing and business strategies. Through working at firms like Goldman Sachs, IBM and Ernst & Young, and with clients such as Navigant, Morgan Stanley, Allstate, Kroll, Meredith, AT&T, The NYSE, Harvard University, S&P, United Rentals, Citibank, Zippo, Maidenform and Aetna, she has developed strategies that have built and sustained successful brands, customer relationships and organizational cultures. Brenda was also a Managing Partner at Prophet, a leading global brand strategy boutique, where she was a member of the firm’s 5-person executive committee.

Brenda studied International Relations at Tufts University, and has an MBA from NYU. Insatiably curious about the world, she has lived, studied and worked abroad as often as possible. She and her 16-year old daughter live on the Upper West Side of Manhattan and when they’re not adding stamps to their passports, spend a goodly part of every weekend taking huge bites of the city’s artistic, theatrical and dance life.

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