Baysie learned about consumer insight the hard way: Her snowboard apparel line for then-fledgling Burton Snowboards was rejected by the team riders as “too ski-zy.” That experience pushed her to dig deeper and immerse herself in the target’s world. Clearly, that approach worked. Malcolm Gladwell profiled her in a New Yorker piece called “The Cool Hunt.” As she trolls subcultural haunts in search of emerging trends, the quest to understand fuels her love of consumers and the brands they love. 

Previously at Arnold and Digitas, Baysie’s discovery forays have taken her into active traders’ war rooms for Fidelity, in and out of coffee shops for Dunkin’ Donuts, behind the beauty counters for P&G’s Olay, and into wine-soaked mom caves for LG Electronics. She is currently working as lead strategist on Bank of America’s consumer bank business and on Capella University, an online education leader.

Baysie graduated with a Bachelor’s degree in History from Middlebury College, and has an MBA in Finance from Columbia University.