Halley Theodore

Probably not HAL 9000 from 2001: A Space Odyssey.

Hi, I'm Halley, pronounced like the comet or the berry. I'm a brand strategist and consumer insights expert based in Portland, Oregon.

I believe the best strategy feels less like a business document and more like a conversation you'd want to have over coffee. The best brands sound like people, and the best research treats people like people.

I've spent my career helping brands discover what makes them distinct, then finding the words and frameworks to make that distinction resonate. From global platforms to scrappy startups, the work is always the same: listen deeply, think clearly, write like a human.

When I'm not building brand foundations, you'll find me exploring Portland's neighborhoods, probably with an opinion about where to eat.

Experience

2021 — Present

Senior Strategist

INDUSTRY, Portland OR

Leading brand strategy and consumer insights for global and emerging brands.

Clients: Timberland, PayPal, Snow Peak, Nike, LEGO, HP

2020 — 2021

Freelance Brand Strategist

Portland, OR

Independent brand strategy, consumer research, and positioning for emerging brands and startups.

Clients: Bizzabo, Within3, adidas x Peloton

2017 — 2020

Brand Strategist

Nemo Design (Tach Group), Portland OR

Led brand platform development, consumer research, and strategic positioning for outdoor, wellness, and lifestyle brands.

Clients: Ikon Pass, Oakley, YouTube Music, NormaLife, Eddie Bauer, MasterCraft, Tepui, C9 Champion, NauticStar, Blue Mountain

2014 — 2017

Project Manager

Nemo Design, Portland OR

Managed cross-functional teams delivering brand strategy, design, and consumer insights for national and global clients.

Clients: Nike, Oakley, Converse, LEGO, HP, Timberland

2011 — 2014

Visual Merchandising

Tiffany & Co., New York NY

Visual merchandising for pinnacle luxury retail. Learned the discipline of precision, restraint, and storytelling through objects.

2010 — 2011

Retail Operations

Coach, New York NY

Retail operations and customer experience for a heritage leather goods brand.

Capabilities

What I bring to the work.

Brand Strategy & Positioning Consumer Insights Qualitative Research Quantitative Research Stakeholder Interviews Focus Groups Workshop Facilitation Messaging & Voice Brand Architecture Competitive Analysis Team Leadership Published Author (Ad Age)
"I approach strategy with a 'yes, and' attitude, constantly probing, questioning, and searching for insights and answers to create brand, consumer, and marketing strategies that have impact and resonance."

Education

B.A. Psychology

Emory University

Atlanta, Georgia

Get in Touch

Let's build something with meaning.

I'm always interested in projects that need strategic clarity and a human voice. Reach out and let's see what we can discover together.

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