Carolyn partners closely with investment and portfolio company teams to inform diligence, growth, brand, and innovation strategies. She specializes in designing custom methodologies that bring traditional qual and quant methods together with the power of alternative data.
Carolyn comes to TSG with experience leading insights-driven strategy for brands across sector and stage—from prelaunch and early-stage startups to household names like Michelin, Nespresso, Bonobos, and the NBA. She has designed and executed research to inform everything from brand positioning to go-to-market strategy, product innovation, naming, marketing, sales, and brand architecture. Carolyn graduated with honors from Yale University with a degree in Psychology.
Q&A
What was the first job you had?
On my days off from first grade, I ran a “hospitality conglomerate” out of my childhood kitchen. The Simple Rose started as a bed and breakfast, and quickly expanded into a bookstore, a gift shop, and a summer camp.
Our boldest expansion effort attempted to dip a toe into the world of aftermarket auto. Unfortunately, “Buzzy’s Garage” was short-lived, as our core investor was less than comfortable with the idea of his six-year-old’s ponytail peeking out from under the body of his truck.
How would you describe your working style?
I like to say I’m a method strategist. Every time I get the opportunity to work on a new project or category, I completely immerse myself in it. I live, breathe, eat, and drink it—and listen to just about every relevant podcast I can find.
What’s the one piece of advice you would give to an entrepreneur who is trying to take their business to the next level?
Stay in lockstep with your audience from the very start: your aspirational consumer, your current customers, customers who have moved on from you. Staying in tune with their needs, motivations, behaviors, and perceptions will make every part of your brand stronger.
What’s the best piece of advice you’ve ever received?
I recently had the opportunity to attend a talk with Courtney Banghart, the coach of the UNC Women’s Basketball team. Among many other words of wisdom, she mentioned that she tells her teams often: “Improvement is courageous.”