Cathy Castaneda brings extensive experience conducting market research and strategic planning on both the client and consulting side.  She is experienced in managing complex quantitative projects including segmentation studies, product and concept tests, and multi-market tracking studies and is also skilled at conducting in-depth interviews among hard to reach audiences. 

Prior to joining HawkPartners Cathy was a Principal at Sherbrooke Partners, a consulting firm, where she managed a variety of projects in financial services, healthcare, and consumer products. Before moving to the consulting world, Cathy was Director of Market Research at Fidelity Investments’ intermediary business unit.  Prior to that she established the Market Research Department at Talbots where she was Director of Market Research until1998.  In that capacity Cathy oversaw all research to support expansion of the retail and catalog concept into a number of different categories including Kids, Petites, Shoes and Accessories, Intimate Apparel, and International. Cathy’s experience also includes stints at Glendale Federal Bank, DBC Advertising, and Ogilvy & Mather, where she worked on such major brands as McDonald’s, Toyota, and Mattel.  

Cathy has a B.S. from the University of Pennsylvania’s Wharton School and an M.B.A. from the Anderson School at UCLA.