Wynne Tyree

Chief Smarty Pants

Johnson City, TN

Wynne is the company’s founder and Chief Smarty Pants. She is a business visionary with 25 years of experience creating and leading organizations to global success. She guides the organization’s vision, service portfolio, operational standards, client impact, and culture. Wynne also leads the agency’s C-suite executives who ensure organizational success across business units.

Wynne opened Smarty Pants’ virtual doors in 2005, with 10 years of experience as a moderator, strategic planner, data guru and brand consultant to many of the world’s smartest marketers. She has grown the business scope and reputation to a powerhouse agency spanning consumer targets and specialties. She is a culture cultivator who builds and nurtures thriving organizations steeped in excellence, innovation, creativity, collaboration and wellbeing.

At her core, Wynne is a gifted brand builder and marketing strategist. She has catalyzed growth for countless Fortune 500 companies across product sectors and consumer segments. She has masterfully engaged with tens of thousands of global consumers utilizing creative approaches to uncover insights that propel brands forward.

Widely regarded as one of the industry’s leading authorities on the lifestyles, attitudes and behaviors of young consumers, Wynne is a dynamic presenter and content creator. She frequently speaks at conferences and universities, and contributes to publications such as Advertising Age, Kidscreen, Quirk’s Marketing Research Review, and Forbes. She is the author of “Conducting Research with Children,” and her work has been profiled on ABC’s World News Tonight and in several books.


Wynne began her research career on NYC’s Madison Avenue as a Quantitative Research Executive at Young & Rubicam, where she leveraged the agency’s Brand Asset Valuator to measure people’s relationships with brands. Eager to refine her qualitative skills and master the science and art of brand planning, Wynne transitioned to a Strategic Planner role at Grey Global Group, also in NYC. She then founded the research practice at a boutique kid communications and product development firm based in Connecticut.


Wynne graduated magna cum laude from Syracuse University, where she earned her degree in sociology, focusing on critical issues of diversity and inequality. She was a founding member and president of student organization P.E.O.P.L.E. Together (Peers Eliminating Oppression & Prejudice by Learning & Educating). As a senior, she was named one of the University’s 35 Remembrance Scholars – a prestigious leadership and impact award commemorating the 35 SU students lost on Pan Am Flight 103 in 1988.

Wynne earned a masters degree in sociology at Temple University, with a concentration on race/ethnicity, gender, and sexual identity. Philadelphia served as her academic and professional lab as she expanded her talents as an interviewer, ethnographer and data analyst.


Wynne is the proud mom of a undergrad at Syracuse University, a teenage NBA hopeful, and a tween competitive cheerleader. She and her Brooklyn-born husband split their time between Johnson City, Tennessee, and Charlotte, North Carolina.

Guilty of leaning into her professional passions a little too much, Wynne spends spare time as a mentor, business advisor and angel investor to more than a dozen entrepreneurs and up-and-comers. When she’s truly off the clock, you can find her watching reality TV or game shows, walking or biking, or sneaking in a power-nap.

Fun Facts

  • Loves all things trivia
  • A card-carrying Bravoholic ​
  • Speaks Spanish and loves Latin music, food and dance​
  • Aspires to be a comedian one day​
  • Once sat next to Ray Charles on a flight from NYC to D.C.
  • A member of Mensa​