Ali Azeem leads the Ipsos Strategy3 team in the UK. As well as managing the UK business, he is passionate about keeping our clients relevant in a rapidly evolving world. Ali is obsessed with understanding the impact of future trends and technology on people, and what this means for innovation and brand strategy. This mean you will often find him on the ground talking to customers, or with a client finding opportunities for disruptive growth.
Prior to Strategy3, Ali was Lead Inventor for ?What If! Innovation, as well as Managing Director for Aztec Ventures before that. He has over a decade of consulting expertise in insight and strategy, leveraging his background in both corporate entrepreneurship and start-ups. Ali has led projects for the likes of Apple, LinkedIn and Barclays, and has helped launch and develop 10 new businesses, from fashion to FinTech.
Ali graduated from Cambridge University, where he read Mathematics and Computer Science. He was awarded Consultant of the Year by CIMA, and New Marketer of the Year by CIM. Outside of work, Ali likes to follow what’s happening in politics – assuming his kids actually let him!
Billie is dedicated and tenacious in finding appropriate solutions from teams across Ipsos and beyond to help clients tackle their innovation challenges. She thrives on solving complex problems and in engaging and involving all stakeholders from the start of projects. Billie delivers results that are actionable and nuanced to suit all requirements in order to help clients grow their businesses.
Prior to joining S3, Billie was an ethnographic research within the Ipsos Ethnography Centre of Excellence. In this role, Billie helped clients unlock innovation opportunities by conducting in-depth, high-quality filmed ethnographic research, to understand unmet needs through observing behavior.
Billie has a 2:1 Degree in Marketing from London South Bank University. Billie has won two coveted Market Research Society Awards for Innovation in research design and a cultural insights award which has driven more than 400 times ROI for her client’s business.
Billie lives in London with her three cats – who all like taking part in product testing for her projects.
Deeply intrigued by innovation and changes in consumer behavior and expectations, Carly enjoys utilizing her qualitative and quantitative skills to develop strategic, consumer-centric recommendations that help her clients remain relevant and ahead in this ever-changing, increasingly automated, and over-communicated world.
Prior to joining Strategy3, Carly was a Financial Services Consultant at EY where she worked with clients to improve the accuracy and efficiency of their Anti-Money Laundering processes and Liquidity Risk Management systems. Carly also has experience in the start-up world; it was there that she first fell in love with branding and became fascinated by the power of a strong innovation strategy, an actionable go-to-market plan, and a clear position.
Carly graduated Magna Cum Laude from Boston University's Questrom School of Business with an undergraduate degree in Finance. She is a tremendous foodie and enjoys visiting her grandparents in Italy (who tend to spoil her with her favorites - fresh mozzarella cheese and homemade gnocchi).
Chris Murphy is an Associate Director at Ipsos Strategy3 where he has worked on a variety of brand strategy and innovation projects. Specific areas of expertise include: market sizing and forecasting, brand equity driver analysis, consumer segmentation, innovation framework design, brand management, financial modeling and marketing ROI.
Chris has worked closely with a number of industry leading companies including AB InBev, British American Tobacco, Barneys NY, Starbucks, Wolters Kluwer, Intel, LegalZoom and PepsiCo. His industry experience spans luxury retail, alcohol, CSD’s, tobacco, legal services and technology. He has extensive retail/apparel experience built from years of supporting the world’s most iconic retail and fashion brands including Ralph Lauren, Under Armour, Michael Kors, Gucci, Bally, Jimmy Choo, Diesel and Dickies.
Prior to joining Ipsos Strategy3 Chris gained first hand experience in marketing and brand strategy advising several different early stage companies as a Fellow at the Yale Entrepreneurial Institute. He has over five years of brand strategy, segmentation and market research experience at Kantar Vermeer. At Merrill Lynch, he managed relationships with both corporate and private clients specializing in asset allocation, portfolio strategy and retirement planning.
Chris has a B.A. in History from Yale University and was a member of the Varsity Lightweight Crew team. He was also a member of the Yale Entrepreneurial Society as well as the Sage and Chalice Society.
Don Abraham is a Partner with Ipsos Strategy3, where he is building a global foresight practice designed to help today’s businesses and brands become tomorrow’s category leaders. His work in the futures field touches on most verticals, and has included Future Playbooks for global boards, emerging issues work for B2B and B2C companies, and global strategic planning projects for companies ranging from Mastercard and Virgin to Clorox and The Ford Motor Company.
Don joined Ipsos Strategy3 after creating and growing the foresight practice at The Futures Company/Kantar Futures. His practice centered on helping clients to understand and shape new strategies and products that are future-ready. He won numerous global awards and grew the practice that explored topics including the future of financial services, health care, CPG, taxes, food and beverage, and the rapidly shifting retail landscape. Prior to The Futures Company, Don was a Managing Director at Social Technologies, where he ran the business development process, lead many of the custom engagements, and developed a global practice in foresight. Before that, Don was Senior Manager at Ernst & Young’s Center for Business Innovation, a leading think-tank that produced world-class perspectives on the future of business.
Don has also been a leading force in the growth and global expansion of the Product Development and Management Association (PDMA), and serves as a Director at several local not for profits.
Don has a B.A. in Political Science from Franklin & Marshall College, and lives in the greater New York metro area with his wife and two extremely active 10-year old children.
Recognizing the importance of being able to take a step back and think critically and flexibly, Elizabeth strives to bring the best, most holistic approaches, to each client’s brand strategy questions. Her experience ranges from helping global companies expand or strengthen their stance in existing and new markets, to informing business decisions by assessing the impact of emerging trends.
Prior to joining Strategy3, Elizabeth was a Senior Social Intelligence Analyst in Ipsos’s SMX (Social Media Exchange) division. During her time in SMX, Elizabeth specialized in uncovering key business insights through the analysis of various social media platforms and other consumer driven content online. Her passion for bringing those key business insights to life and understanding consumer behavior more deeply, is what led her to join Strategy3 team.
Elizabeth is a graduate of the University of Pennsylvania, where she received a B.A. in Cognitive Science and a minor in Mathematics. While pursuing coursework in Consumer Psychology, she had the opportunity to participate in, and ultimately be a Grand Prize recipient of, the Wharton Undergraduate Microsoft Windows Phone Consumer Analysis Team Challenge.
True to her South Floridian roots, Elizabeth enjoys outdoor activities, especially watersports (sadly, not a huge part of NYC living). When she isn’t outside soaking in the sun, you can find her laughing at comedians on Netflix or watching TV series like So You Think You Can Dance and MasterChef.
Jim leads client engagements across a range of industries including consumer goods, petcare, retail and gas/oil. His specialties include segmentation, brand positioning, brand portfolio management and front-end innovation. Jim loves working with the Strategy3 team – he is continuously challenged and inspired by everyone he interacts with.
Jim previously worked for Kantar where he spent time living in Brazil as well as in London, focused on expanding Kantar’s consulting footprint and servicing a key global account.
Jim is a graduate of the Wharton School of the University of Pennsylvania, where he received a BS in Economics with dual concentrations in Marketing and Management. At Penn, Jim was a captain of the Division I Varsity Track & Field team where he competed in the pole vault. He also was a key member of the team that won the National Macy’s marketing case challenge for undergraduates.
Jim is an avid NYCFC fan (and therefore despises the New Jersey Red Bulls). His Achilles heel is dining out at omakase sushi restaurants with his wife.
A whole-brain thinker, Jonathan combines the rigor of data analytics with the nuance of strategy and insights to better understand the ‘how’ and the ‘why’ behind consumer decision-making. Favoring actionable solutions, Jonathan is passionate about hands-on problem solving, and working side-by- side with his clients to ensure recommendations are activated upon.
Prior to joining Strtegy3, Jonathan was a Senior Business Analyst at ZS Associates, where he spearheaded go-to-market strategies, developed comprehensive data analytics models, and completed
various SFE engagements as the lead client contact.
Jonathan graduated summa cum laude from the Huntsman Program, with a degree in Economics from the Wharton School and a degree in International Studies from the University of Pennsylvania. Jonathan is fluent in both English and Spanish.
Outside the office, Jonathan enjoys exploring New York City – both on foot, and on bike. An audiophile, Jonathan has played guitar for the past 5 years, and is constantly on the lookout for new musical hotspots in the city.
As a Senior Strategist with Strategy3, Joe has partnered with clients from a diverse array of industries, including apparel, CPG, fast food, wearable tech, and beauty, to tackle their most pressing challenges.
Joe seeks out every opportunity to collaboratively solve difficult business issues and is passionate about helping brands more relevantly connect with consumers.
Before joining Strategy3, Joe was a Strategist at Conde Nast, working for the publisher’s entire portfolio, including The New Yorker, Vanity Fair, and Wired. In his role, he worked with clients to develop bespoke advertising and investment strategies across all digital platforms. Prior to digital strategy in the publishing industry, Joe started his career at BrightWire, Inc., a real-time news service, where he provided breaking news alerts, document translation, and event coverage for a variety of global banking, law, and financial institutions and professionals.
Joe graduated from Dartmouth College with an undergraduate degree in Geography, with a concentration in International Development. While at Dartmouth, Joe was on the Track and Field team where he competed in the 400 hurdles and 4X400 relay. In addition to English, he is proficient in Spanish, Portuguese and French.
Senior Vice President
Karen loves to solve hard problems and find hidden opportunities for brands and companies. She works collaboratively with clients to get to the heart of any challenge and develop consumer-driven solutions. She has a particular passion for retail, health and wellness and the changing omni channel marketplace but has deep expertise developed across many sectors.
Prior to joining Strategy3, she held senior strategy roles at Pfizer Consumer Healthcare and PepsiCo. Karen developed her consulting tool kit at McKinsey and Company, where she led engagements for Consumer Packaged Goods and Retail companies. Karen began her career at JP Morgan in Structured Finance.
Karen holds an MBA from the Kellogg School of Management at Northwestern University. She graduated Phi Beta Kappa from Georgetown University with a degree in Economics.
Karen enjoys coffee, watching Carpool Karaoke, and doing art projects with her family. Currently, she is trying to improve her slime making skills and restore her 10K race time to its former glory (or at least get it in the same ballpark!)
A strategic problem solver with a passion for consumer-driven brands, Kay blends the precision of research and the broader lens of strategy to uncover insights, expose untapped opportunities, and develop business recommendations to drive measurable growth for her clients’ businesses. Kay’s most recent work has been leading strategic projects and local activation efforts with global organizations such as Uber, McDonald’s, and Foot Locker.
Prior to joining Strategy3, Kay was the Senior Marketing Manager of a Bain Venture backed beauty startup, now a part of Elizabeth Arden, where she led the development of the company’s marketing strategy to scale business operations across the US. Prior to marketing and branding, Kay began her career in law at Sullivan & Cromwell’s Financial Institutions Group, specializing in anti-trust regulation and M&A.
Kay graduated cum laude from Dartmouth College with an undergraduate degree in Government, specializing in International Relations. Kay also speaks Korean and Spanish.
Beyond the office, Kay is an avid traveler and an advanced PADI certified scuba diver. Her next aspiration is to swim with whale sharks and reach the bottom of the Great Blue Hole in Belize.
Senior Project Director
Having spent over ten years in the industry in a variety of roles, Michelle has learned her true passion is in operations. She serves as a Senior Project Director for the team, ensuring best-in-class execution on client engagements. She coordinates internal teams, external partners and research respondents across a variety of methodologies and solutions. Michelle leverages her past experience in analytics to ensure projects are always moving forward with strong insights, reliable accuracy and impactful actionability.
Prior to joining Strategy3, Michelle was a senior analyst and research design manager at Millward Brown. During her time there, she supported a variety of clients in the technology, CPG, and retail space. This included two years working in the UK office where she supported the global insights team at Unilever.
Michelle holds a Bachelor of Business Administration in Marketing from Texas A&M University. Michelle is an avid traveller who recently checked her fifth continent off the list. Aside from being a travel bug, she enjoys sports, both as a spectator yelling on her beloved Texas A&M Aggies (win or lose), and as a participant. She plays tennis and has completed numerous half marathons and MS150 bicycle rides from Houston to Austin.
As a Strategist, Morgan works to unveil consumer tendencies to develop brand, marketing, and innovation strategies and positionings for clients across global accounts such as fast food, CPG, transportation, and retail. Morgan loves both thinking and laughing out loud with her teammates; there is never a dull moment with S3, whether that’s in the office or at a client workshop.
Prior to joining Strategy3, Morgan worked in content marketing. She led numerous market research and customer outreach initiatives to understand the existing base and uncover opportunities within new spaces. She also worked in Business Development and Mergers and Acquisitions, where she assisted in company discovery and acquisition integration.
Morgan graduated from Stanford University as a volleyball All-American with an undergraduate degree in Human Biology and a Masters in Communication. Focusing on consumer behavior, her thesis recommended framing and outreach strategies to encourage change within health, personal financial management, and energy consumption.
Outside the office, Morgan is an avid traveler and lover of all food. Morgan explores culture through sampling cuisine and enjoys cooking without a recipe, attempting to recreate the food she’s tried across the world.
Passionate about understanding how consumer needs and consumption trends shape behavioral change, Muriel enjoys combining both her qualitative and quantitative skills to strategically unveil business actions that will support brands as they keep up with a fast-evolving consumer’s world. Muriel’s two favorite things about Strategy3 are the variety of client industries she is engaged with, and the constant opportunities to learn from and laugh with the team.
Muriel has previously worked in the financial services industry at JP Morgan Asset Management, supporting LatAM clients as they invest abroad. Muriel has also worked in Brazil, both at AmBev and at Fundação Lemann, where she found her passion for combining innovation, strategic planning, and positioning to foster sustainable growth both in the private and public sectors.
Muriel graduated with Honors from Georgetown University’s Walsh School of Foreign Service with an undergraduate degree in International Economics and a certificate in International Business Diplomacy. Muriel also speaks Portuguese and French in addition to English.
In her free time, Muriel enjoys attending the latest photography exhibits in the city and reading. A Brazilian native, Muriel is currently on a quest to find the best Açaí bowl in her neighborhood.
Oscar Yuan is President of Ipsos Strategy3, where he oversees the growth and strategic direction of the firm, as well as leads select client engagements in marketing, brand, and innovation strategy, for industries ranging from travel/hospitality to retail to consumer goods.
Prior to joining Strategy3, Oscar was a founding Partner at Kantar Vermeer. With almost twenty years of marketing experience, from both agency and client perspectives, Oscar began his career as a management consultant before plunging headfirst into the start-up world during the first Internet boom, going from working in a garage to going public to going bankrupt, all in the span of two years. His love for such a blistering pace led him to become an advertising executive in New York with TBWA and Interbrand, before tying the best elements of all of these industries (speed from start-ups, creativity from advertising, and rigor from management consulting) together in the world insights-based consulting.
A frequently featured speaker and commentator on brands and brand-building, Oscar has appeared as a guest on CNBC and NPR, and is a contributor to the Financial Times, BusinessWeek, and Fortune. Oscar holds an MBA from Harvard Business School and two undergraduate degrees from Stanford University, in Economics and International Relations. In addition to English, he also speaks French and Mandarin Chinese – perhaps reflective of his tendency to gourmandize.
Senior Vice President
Philip Ryan is a connector of dots and visionary with broad experience in innovation, marketing and brand strategy and a belief that the three are intertwined. As the lead of Strategy3’s Front End Innovation business, Philip brings this mindset and skillset to clients as they look to develop breakthrough innovation. He has a passion for helping companies envision the future, prepare for it, and then make it happen. He has done this for companies across categories including Financial Services, Healthcare, Retail, CPG and Hospitality. He has spoken on these topics at SXSW and the American Express Marketing Club and has also contributed to articles in the Wall Street Journal, Upstart Business Journal, and CMO.com.
Philip brings over 17 years of expertise in both industry and consulting, having been an Associate Partner at Vivaldi Partners Group, an SVP at Citi and an executive at Accenture. Philip has also worked in Marketing Strategy at LG Electronics and within the Customer Care group at Waterford Crystal.
Philip holds an MBA from Columbia Business School and a BA in European Studies from Trinity College Dublin. He grew up primarily in Ireland but has a global perspective having lived and worked in various cities across Europe, Asia and the US. In addition to English he also speaks Spanish.
Outside of the office, you’ll find Philip in Brooklyn teaching his dog new tricks and his young son how to throw a rugby ball. Feeling too old for all that tackling, Philip now plays touch rugby for New York and was recently part of a US national championship winning team. Next up, he’s hoping to make the US 40+ team for the world cup.
Reka is an innovator at heart and enjoys looking at how technology, design, and brands intersect to and form creative concepts and products. She leads engagement teams, across a wide range of industries, helping clients develop strategies grounded in consumer insights.
Prior to joining Strategy3, Reka was a Senior Client Engagement Manager at Lux Research, where she helped clients navigate the open innovation start-up landscape across various emerging technologies and identify new business opportunities and growth strategies. Prior to Lux Research, Reka spent a couple of years at UBS Investment Bank analyzing and valuing equities on the Investment Research team.
Reka holds an MBA from the New York University Stern School of Business with concentrations in Marketing, Strategy, and Finance, and a BA in both Economics and Psychology from Barnard College/Columbia University. Reka speaks Tamil thanks to her parents, is proficient in French thanks to her schooling and conversational in Hindi thanks to Bollywood movies.
Outside of marketing, Reka’s passions are fashion, travel, and photography. She enjoys wanderings around new places and capturing moments of inspiration.
Seth has 20 years of marketing experience, working at consultancies, agencies and on the client side. Seth has helped companies map out strategies covering the full spectrum of brand opportunities, including brand positioning, the development and launch of new brands, customer journeys, marketing segmentations, messaging and communications, brand architecture and valuation. Seth’s work has spanned sectors, including mobility, technology, consumer electronics, retail, industrials, financial services, and enterprise solutions.
Prior to joining Ipsos Strategy3, Seth held senior marketing and brand strategy consulting roles as a Partner at Vivaldi Partners Group, and as SVP, Director of Global Brand Strategy at BAV Consulting. Before these roles, Seth was a Brand Manager at Citi, where he was responsible for devising product strategy, including positioning, pricing, packaging and distribution. Previously, Seth was the Director of Product Strategy & Management at Citi Smith Barney, a Vice President in the internal strategic consulting practice at DLJdirect (now E*TRADE), and an Associate at GE Capital. Seth began his career as a management consultant at PriceWaterhouseCoopers LLP.
Seth holds an MBA in Marketing and Finance from the New York University Stern School of Business and a BS in Civil and Environmental Engineering from Cornell University.
Outside of the office, Seth spends many hours on the fields playing sports with his wife and two sons. He is also a big concert enthusiast, especially enjoying going to see bands from his home state of New Jersey, like Bon Jovi and Bruce Springsteen. His biggest aspiration is to find a moment of boredom, as he never seems to stop.