January 21, 2014
Ulman Joins M Booth as Chief Insights & Planning Officer
M Booth (www.mbooth.com) has joined forces with Bonnie Ulman, nationally recognized expert on marketing to women and moms. Ulman, based in Atlanta, will become Chief Insights & Planning Officer for the New York-headquartered firm.
Ulman co-founded and has been at the helm of The Haystack Group, one of the first consultancies specializing in account planning and consumer insights for the public relations space. Under Ulman’s leadership, Haystack has provided strategic planning and communications counsel for clients.
In her new role, Ulman will help deepen the firm’s account planning, analytics and insights expertise and serve as thought leader and client counselor in the areas of marketing to moms, women and families. Ulman has written two books – she is the co-author of top-selling Trillion-Dollar Moms: Marketing to a New Generation of Mothers (2005, Dearborn Trade Publishing) and author of Hustle: Marketing to Women in the Post-Recession World (2013, Paramount Market Books).
“Great creative ideas are informed by great insight,” said Dale Bornstein, M Booth CEO. “Bonnie’s deep expertise in account planning and consumer insight will continue to strengthen our ability to deliver the kind of creative that really works in the marketplace.”
Chairman and founder Margaret Booth called Ulman “a hybrid communications professional, with expertise in public relations, account planning, consumer research and brand marketing,” and praised her return. “Bonnie’s diverse experience as a trusted public relations counselor, frequent speaker, presenter and media expert is a real win for our firm. Early in her career, Bonnie was a member of the consumer team at M Booth and we are delighted to welcome her back.”
Prior to founding Atlanta-based The Haystack Group, Ulman served in senior positions with MSL GROUP and Ketchum.