Cathy Castaneda brings hands-on experience in market research and strategic planning on the client side to research and consulting engagements. She is adept at applying a wide range of research techniques to address client’s most pressing strategic issues. Cathy’s expertise includes managing complex quantitative projects, including segmentation studies, product and concept tests and multi-market tracking studies and she is also skilled at conducting qualitative research among hard to reach audiences. Her experience spans the healthcare services, pharmaceutical, financial services and consumer products industries.
Prior to joining HawkPartners, Cathy was a principal at Sherbrooke Partners, a boutique consulting firm. Before moving to the consulting world, Cathy was director of market research at Fidelity Investments’ intermediary business unit where she provided insights to guide the complex B to B to C strategic marketing function. Prior to that, she established the market research department at Talbots where she was director of market research. In that capacity, Cathy oversaw all research to support expansion of the retail and catalog concept into a number of different categories, including kids and petites as well as international expansion. Cathy’s experience also includes stints at Glendale Federal Bank, DBC Advertising and Ogilvy & Mather where she worked on major brands, such as McDonald’s, Toyota and Mattel.
When not immersed in client work, Cathy can be found at a rink, field, track, regatta or theater cheering on her three boys in their various activities.
Cathy has a BS from the University of Pennsylvania’s Wharton School and MBA from the Anderson School at UCLA.