Mara is a consumer psychologist, creative problem-solver and lover of all things kids. As an Impact Architect, she plays an integral role in the success of custom qualitative and quantitative initiatives—as seasoned moderator, data analyst, storyteller and results driver. Colleagues and clients know her as an intuitive consumer researcher who blends lifestage, cultural and trend savvy with exceptional project management know-how.
Mara leads multi-method projects that guide product development, brand strategy and marketing tactics while heading up the company’s UX research practice. Her toolchest includes synchronous and asynchronous methods, in person and remote. She is equally adept at leading an in-home play party with preschoolers as she is at managing a week-long digital community of seniors.
A truly versatile insights professional and industry brainiac, Mara’s impact spans Smarty Pants’ key entertainment, retail, tech and food & beverage clients.
Mara began her career as a media buyer at Mediavest (now Spark Foundry) in NYC, where she served clients such as Walmart and Sprint on national advertising initiatives. She seized the opportunity to move across the world and work in the company’s Sydney, Australia, office where she quickly adapted to the new media landscape and gained invaluable global experience while supporting the CPG brands of clients like Mars and Wrigley.
In 2014, Mara returned to New York to assume the role of senior manager at Carat global media agency. There, she supported the General Motors account.
Mara graduated magna cum laude from Colgate University with a BA in psychology. She earned her master’s degree in social and consumer psychology from NYU.
Mara lives in Connecticut with her husband, preschooler and toddler. Being a working mom of toddlers doesn’t afford much time for hobbies, but when she can, she loves jumping on a plane, discovering new restaurants and taking a long nap. Or perhaps all three, in that order.
