Betsy leads Greentarget’s award-winning Research and Market Intelligence team dedicated to designing and executing quantitative and qualitative research campaigns.
She provides strategic planning and brand strategy, leveraging her diverse experience across the research spectrum as clients look for support activating and interpreting research-based insights.
Betsy has more than 20 years of experience in marketing, research, strategic planning and consulting, including nine years at Kairos Consumers, an international consumer and B2B research firm that she co-founded. At Kairos, Betsy worked with a wide range of organizations, such as Fortune 500 companies, startups, government associations, nonprofits and marketing, advertising and research agencies.
Prior to Kairos, Betsy worked in strategic planning at J. Walter Thompson where she developed and then integrated both quantitative and qualitative consumer research initiatives. She also worked as a consultant for Euromonitor International where she designed and managed custom global B2B and B2C research projects across a variety of industries and sectors.
Her career in marketing began with the Chicago White Sox, but over the years she has worked with such clients as PwC, Bank of America, Johnson & Johnson, Kimberly-Clark, PepsiCo, the American Bar Association, Hyatt, TCS Education System and the Illinois Office of Tourism.
Connecting the dots
As a lifelong White Sox fan, Betsy is trying to persuade her children that the Sox are the only baseball team in Chicago. She relishes spending time with family biking, hiking and taking advantage of the diverse Midwest topography in Door County.