Wynne Tyree is the founder and president of Smarty Pants, an international market research and strategic consulting firm that specializes in youth and families. She is a leading authority on the lifestyles and behaviors of kids, teens and parents around the globe. She is a gifted brand builder, speaker, writer and businesswoman whose cross-category research and strategic leadership spans entertainment, tech, toy & game, food & beverage, retail and education.
Tyree began her marketing career as a research executive at two of Madison Avenue’s top advertising agencies, followed by a leadership role at a kid-targeted ad agency. In 2005, she leveraged her experience to create Smarty Pants. Over the past 15 years, the firm has grown to a consultancy with offices in New York, LA, Boston, San Diego, Denver, Tampa and Nashville, and a client roster that includes corporate giants like LEGO, Google, Nike, Target, Nickelodeon, NBC Universal, Aetna, Kellogg’s, Microsoft, CVS, Dick’s Sporting Goods, PepsiCo and Disney.
When she isn’t leading client business, Tyree is busy speaking at corporate events and conferences or guest lecturing at universities across the country. Her witty, candid style blends business savvy with consumer practicality and inspires audiences to approach marketing and innovation differently.
Tyree is a contributor to Advertising Age, Kidscreen, Brandweek, Forbes and the Los Angeles Times, and her research on Gen Z, Millennials and parents has been profiled on ABC’s World News Tonight and in several books.
Recently named Empowering Woman of the Year for her region, Tyree’s impact extends beyond Smarty Pants. In 2017, she created an annual “shark tank” event for young entrepreneurs, and she recently co-founded a charter school for under-served children in Houston, TX. Tyree also sponsors several youth sports teams, serves as a mentor and generously supports local and national non-profits.
Tyree is a magna cum laude graduate of Syracuse University with a master’s degree in social science from Temple University. She resides in Johnson City, TN, with her husband and three children.