Hiebing Names a New Director of Insights

January 28, 2022by Hiebing

Our commitment to creating momentum for brands is centered around crafting meaningful stories that move audiences. To tell these brand stories, our work, balanced by our belief that everything starts and ends with the target audience, is fortified by leveraging consumer insights to inform brand decision-making. With these commitments in mind, we are excited to announce our new Director of Insights, Claire Mazzeo-Gnau. Claire will replace Ann Dencker as the head of our research and marketing science departments at the end of February when Ann retires after 15 years of incredible work and dedication to the agency.

Claire brings more than 18 years of experience in consumer insights and strategy with her roles at Kraft Foods and over five years of experience with her own firm, ConsumerWise LLC, where she consulted for a variety of industries, including clients in sectors such as B2B, hospitality and medical. Along with this experience, Claire brings extensive knowledge on using syndicated data sources to inform daily business decisions.

“We are excited to have Claire join our team. Her passion for understanding what motivates a target market’s behavior and then turning that knowledge into actionable marketing insights is tremendous,” said CEO of Hiebing Dave Florin. “In today’s complex environment, Claire’s ability to integrate qualitative and quantitative research methods along with data science is critical to giving our clients a competitive advantage.”

According to Claire, Hiebing’s passion around understanding the target audience and data-informed insights was the perfect match to her experience and passion. She couldn’t pass up the opportunity to jump in and find ways to further amplify that with her own experience.

Claire’s love for marketing research, a love she has cultivated since high school, brought her to Wisconsin to pursue her master’s degree in marketing science from the University of Wisconsin-Madison. A native New Yorker, she has become a true Badger (with a true Badger spirit!) after calling Madison home for the last 25 years. When she isn’t hard at work digging into consumer insights, she enjoys traveling with her family and giving back to the Madison community by serving on the board of directors for the Madison Area Chapter of the National Charity League (NCL), where she and her four daughters volunteer their time to local organizations such as the Ronald McDonald House, Henry Vilas Zoo, Gilda’s Club and Second Harvest Food Bank.

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