With over 15 years of experience in consumer planning and insight roles across FMCG, alcoholic drinks, and mobile telecoms industries, Tyra Smude is a dynamic and strategic brand builder. Her expertise lies in consumer understanding, customer experience, shopping understanding, insights, qualitative research, quantitative research, ethnography, in-situ observation and immersion, facilitation, ideation, innovation, brand planning, portfolio planning, consumer planning, communications, digital, segmentation, and emerging markets.

As the former Global Consumer and Market Insights Director at GlaxoSmithKline, Regional Consumer Planner at Diageo, Head of Market Research (primary) at Orange Personal Communications Services Limited, Senior Project Director at The Coca-Cola Company, Senior Analyst at RKS Research & Consulting, and Project Director at ASW Research, she has gained valuable experience identifying new growth opportunities, inspiring businesses to change their strategic and marketing plans, and simplifying the complex.

Tyra's resourcefulness, analytical thinking, and confident leadership make her a valuable asset to any team. Her ability to build strong relationships with cross-functional teams, leaders, and agencies, and demonstrate value through measurement is commendable. Overall, Tyra Smude is passionate about consumers and making a positive difference in businesses that she works with, and her track record is a testament to her commitment and dedication to her craft.