About Dawn

Dawn Henry is the Founder of Henry Strategy Partners, LLC, a boutique strategy and insights consultancy specializing in consumer insight generation, brand strategy and positioning.  She has 25 years of experience in consumer insights and has worked both on the client side and agency side.

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Recent engagements include freelance strategy assignments for AgencySacks and pro-bono work for organizations working on electric vehicle expansion, environmental protection, and town-wide sustainability initiatives. 

 

Prior to starting her own business, Dawn served as Head of Strategy & Research at AGENCYSACKS, a New York City-based communications firm specializing in marketing luxury goods to the affluent consumer target.  She developed brand and communications strategies for several of the agency’s 5-star hospitality, real estate, and financial services clients. Dawn led a quantitative segmentation study of the Affluent & Wealthy, identifying the key drivers that separate the affluent into different groups by attitudes and psychographics, in order to help marketers focus on their most lucrative targets.  She was also instrumental in creating a strategic model built around the 5 primary needs that luxury goods satisfy for consumers.  

 

Prior to her agency experience, Dawn was the VP of Consumer Insights at DIAGEO, a global beer and spirits company.  In her 11 years with Diageo, she created strategies and managed research projects for leading brands like Smirnoff, Baileys, Tanqueray, Captain Morgan, Guinness, and Red Stripe.  Her experience spanned from annual brand planning, to new product development, to communications development and in-market testing.  She was instrumental in creating some of the Best Practices still in place at Diageo today, as well as managing a team of 12 planners, and training Diageo marketers around the globe in the “Diageo Way of Brand Building” program.  

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Dawn lives in Westport, Connecticut with her husband James, 15-year-old son Charles, and their yellow lab Baxter.