Becky Charles is a senior consultant with AspireUp and brings over 20 years of experience using voice-of-the customer insights to drive marketing strategy. Her areas of expertise include developing customer segmentations, brand value propositions, brand architecture, innovation pipelines, brand equity, pricing and customer path-to-purchase.

She is a functional expert using rigorous analytics and creative problem solving to develop marketing strategies across a wide variety of categories, including consumer packaged goods, medical devices, automotive, health and beauty, technology, beer/wine/spirits, and household cleaning.

Past clients include Rust Oleum, Blue Diamond Almonds, Peet’s Coffee, McKesson Medical-Surgical, DermTech, Glossier, Midas, Beam Suntory, and Dairy Farmers of America, among others.

Previously, Becky worked for a variety of consulting organizations, the Cambridge Group (Nielsen), and the Leo Burnett Company, always with a focus on uncovering consumer insights to inform marketing strategy.

She earned a M.S. in Advertising/Marketing Research from the University of Illinois and a B.A. from Wheaton College.