Linda is a graduate of Princeton University and founder of Big Squirrel. Her specialty is consumer insight and brand strategy development. Through a focus on unearthing core human truths that inspire brands to create stronger and better connections with people, she has a track record for redefining organizations within highly competitive markets to clearly establish the role of the brand in shaping innovation and new market trends.Most recently her works includes bringing to life the nuances of the global foodie across different markets for PepsiCo, developing brand tools to differentiate three mass channel brands for Signet Jewelers, creating a brand vision for the relaunch of Steve’s Ice Cream, exploring product innovation ideas for Hanesbrands and redefining the retail experience for Columbia Sportswear.Trained as an architect, Linda has over 20 years of experience and has mastered the art of defining the voice of the consumer and being able to speak to the core of their belief systems. Her greatest strength lies in her commitment to brand focus, and her methodology of crafting compelling brand stories. Linda is a world traveler, scuba diver and a novice tap dancer.