Strategy director

Andy is a brand strategy and consumer insights specialist with a passion for working with emerging companies and non-profits. Prior to founding Theory, he worked at several NYC-based agencies and in-house at Citibank to develop marketing strategies and conduct consumer research. Andy earned his BA from Carleton College and MBA from NYU Stern School of Business. He was also awarded a teaching fellowship at NYU Stern for their Branding & Innovation class, and has won industry awards in research design and product innovation.



Creative director

Abby is a marketing and brand strategist with a decade of experience in the fine art, home décor, and design industries. She earned her BA from Connecticut College in art history and architectural studies, and is currently a MBA candidate at NYU Stern School of Business. Abby is also an accelerator mentor, and loves mid-century modern design.



STRATEGY director

Ben is brand strategy and consumer behavior specialist with experience working at both the agency and in-house level. He has an undergraduate degree from Muhlenberg College and an MBA from NYU Stern School of Business where he met Andy. While at NYU Stern, Ben focused on branding, consumer behavior, and business strategy, while learning how to effectively tie insights from the three into comprehensive strategic plans.



Research Director

Tara is a qualitative research expert with over 9 years of professional experience and an academic background in social psychology and socio-cultural anthropology. She helps businesses understand their consumers, culture, and context in order to help solve their toughest challenges. She earned her Masters degree in Anthropology from Columbia University with a thesis in applied anthropology in market research. Her passion for qualitative research stems from her personal ethos: answers are only as good as the questions you ask.




Eliza is a brand marketing expert with a passion for growing startups and small brands. Over the past 6 years, she's helped a small clothing company launch into a multi-million dollar brand; an established designer uniform brand expand their business from wholesale to the eCommerce market; and a femtech startup create an integrated marketing strategy for a successful Kickstarter campaign. She has a BA in English from UCLA, and a MBA from the University of San Francisco.