Andrew Marcum is a growth strategy leader at HawkPartners who works with clients to develop and activate strategies that place humans at the center. These strategies lead with a deep understanding of people: using primary research and advanced analytics to build fact-based breakthroughs that guide strategic recommendations. Andrew has consistently delivered impact across projects spanning a wide variety of client needs including brand & product positioning, consumer targeting via market segmentation, pricing strategy, market entry, brand architecture & portfolio strategy, market landscape assessment, product concept testing, value proposition strategy, and brand valuation.
Prior to joining HawkPartners, Andrew was the leader of Prophet’s Advanced Analytics group where he worked with companies including Amazon, Netflix, Edward Jones, John’s Hopkins, AT&T, NBA, and Express Scripts. Andrew supported organizations in establishing world-class insights and analytics functions, leveraging analytical expertise to build predictive models to guide business decisions, and using primary research to deliver insights that address pressing client needs. Andrew also spent several years at Kantar Consulting where his work across industries spanned choice modeling, market segmentation, market entry/sizing, brand architecture, portfolio mapping, and brand valuation. His research has appeared in Cornell’s Rationality and Society among other academic & trade publications.
Andrew is a graduate of Duke University. He lives in Bucks County PA with his three sons and dog.
While brand strategy can feel like an art, the best brand strategies tend to have quite a bit of science behind them. There are a variety of quantitative tools that enable a more rigorous understanding of the impact brand strategy decisions can have on business outcomes. These tools help us uncover insights that lead to more confident, data-backed strategy decisions and can reduce risk in brand efforts.
