ABOUT THE AUTHOR

Tara-Nicholle Nelson

Tara-Nicholle Nelson is the founder and CEO of Transformational Consumer Insights (TCI) a customer research and strategy firm. TCI creates marketing, content, product, and positioning strategies based on deep human insights. The company’s sweet spot is helping startups and established companies spot opportunities for innovation, drive customer loyalty, and build beloved brands by reaching and engaging Transformational Consumers. Nelson speaks and writes about transformation, leadership, and marketing, and coaches a small group of entrepreneurs and executives through transitions and their own personal hero’s journeys.

Nelson was the vice president of marketing for MyFitnessPal, now part of Under Armour. In her first year on the job, MyFitnessPal grew from 45 million to more than 100 million users, her team drove a 22% increase in user engagement, and the company went from raising an $18 million Series A investment round to being acquired by Under Armour for $475 million.

Nelson’s teams covered growth, engagement, communications, media relations, content marketing, social media, and user-insights programs across the digital health and fitness brands MyFitnessPal, MapMyFitness, Endomondo, and UnderArmour.com.

Previously, Nelson was the CEO of Rethink Multimedia and, before that, the VP of digital and content at the SutherlandGold Group. At these agencies, she created and led execution of content, PR, and executive thought leadership strategies for companies including MyFitnessPal, Eventbrite, Trulia, Lookout Mobile Security, and Chegg. Her career began as a real estate attorney and broker and then took a turn into tech as a content-marketing strategist and spokesperson for such companies as HGTV and Trulia.

Nelson holds a master’s degree in psychology and a Juris Doctorate from the University of California, Berkeley. Tara is the board president of City Slicker Farms, a nonprofit food-justice organization in West Oakland. She considers herself a world-class brunch athlete and is the devoted servant of the pug dogs Aiko and Sumiko.