• career

    Meet Colleen Scholer, 58: Our New Head of Brand Insights and Strategy!

    AGEIST's Colleen Scholer describes her passion for branding, where marketing messages go wrong, and how to join the conversation.

    Today we introduce our Vice President of Brand Insight and Strategy, Colleen Scholer, 58. We believe in serendipity here. Colleen recently found herself in LA visiting her daughter and thought we should meet at AGEIST HQ.  We had no idea that she had a deep background in data analysis and strategic insights, something we had also been contemplating. Boom! We knew we had to have her with us on the team.

    Doing large scale quant and getting the criteria clear and making sense of the mountains of data is not for the faint of heart. We are so very grateful for her decades of successful experience in research, marketing communications and how she brings her highly developed data analytics skills to our brand team. 

    “Curiosity draws me here — we all here at AGEIST have the drive to learn more and explore more, to see how we can become the best we can be. We investigate, question and analyze our data-driven research to find out not just what an age group is about, but what the sub-groups and tribes are about because not everyone ages the same. In fact, this is what trips up so many brands: trying to make their consumer criteria too broad and generalized.”

    “I find many companies want to know how to speak to these different tribes, in a statistical way. Company leaders are inquisitive because they know our 50+ community has the money and power to move the marketplace. But they are confused about how to do that. So they turn to AGEIST for insight and understanding of what is an extremely diverse demographic.”

    “Like so many of the people that AGEIST profiles, it is curiosity that drives me in my profession. A decade ago, I was traveling the country working with companies to help them understand the at-the-time coveted millennial audience. What messaging resonates? How to capture their market share? But what I found — curiously — is that companies also wanted to explore the trend swinging toward the older, wiser buying power of 50+ consumers. Many found that understanding “us” is where the action is at.”

    “Be watching soon for the release of proprietary AGEIST data findings that I know you’ll find fascinating, and will be in headlines. It’s good stuff. If you are interested too, reach out and let’s talk about curious things. Email me colleen@weareageist.com”

    Colleen is Vice President, Brand Insight and Strategy at AGEIST.

    David Stewart
    David Stewart
    David is the founder and face of AGEIST. He is an expert on, and a passionate champion of the emerging global over-50 lifestyle. A dynamic speaker, he is available for panels, keynotes and informational talks at david@agei.st.

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