Advisory Team

Ed Franczek

Senior Advisor

Ed serves as a senior advisor to 4i, addressing development of growth strategies within B2C and B2B markets. He also serves as an advisor on key client engagements where he leverages his 25 years of expertise in marketing, strategy, sales and leadership. Ed has a track record of success that spans market leading global firms (Kraft, Nielsen, W.W. Grainger) as well as successful small firms (Gladson LLC, GOLIATH Solutions). Ed is the holder of six U.S patents and serves on the Michigan State University Business School Advisory Board.

Joe McHugh

Senior Advisor

Joe is a seasoned and highly regarded consumer insights professional with a unique skill set in analytic and custom research solutions.

Kelley Peters

Senior Advisor

Kelley is an insight innovator, who formed The Insight Collective which leads interactive experiences for more empathetic brand engagements where marketers can live like their consumer. Kelley formerly held leadership positions at Post Foods, Kraft and Dyson. She studied marketing and sociology at Ithaca College and earned her master’s of business administration from Pace University, graduating with honors.

Rebecca Frechette

Senior Advisor

Rebecca has extensive retail experience.  As a consultant at Accenture, she led transformation and value creation work across merchandising, marketing and supply chain functions, all grounded in leveraging insights and analytics to improve business performance. As SVP of Merchandising for 7-Eleven, she leverages insights and analytics as the foundation of growth strategies, product development and assortment, pricing, promotion, space allocation and presentation decisions across 8,000+ stores and within physical and digital media.

Steve Adolph

Senior Advisor

Steve addresses the development of the 4i brand and thought leadership through online and offline channels. He also serves as a senior advisor on key client assignments where he leverages his best practice experience in strategy, marketing and general management.  Steve is currently the President of Kalamazoo Outdoor Gourmet, the leading manufacturer of luxury outdoor kitchens and grills.

Bob Woodward

Senior Advisor

Bob addresses the topics of most effective and future consumer insight functions. He has more than 30 years of professional experience spanning the areas of marketing research and analysis, brand marketing, marketing strategic planning, finance, and sales at companies such as Campbell Soup Company, The Coca-Cola Company, and Frito-Lay, Inc. He has been a speaker for organizations including the Marketing Science Institute, the American Management Association, the American Marketing Association, the Advertising Research Foundation, the Institute for International Research, and INFORMS.

Jim Figura

Senior Advisor

Jim addresses the topics of most effective and future consumer insight functions. He has experience as the Vice President of Global Consumer Insights, for the Colgate-Palmolive Company. Jim has been on executive committees for the Marketing Science Institute Board and the Advertising Research Foundation, the North American Advisory Board of the Ehrenberg-Bass Institute for Marketing Science, and the Nielsen Global Advisory Board.

Alex Siskos

Senior Advisor

With 20 years experience matching store content to customer intent, Alex has unique knowledge of analytics and insight generation that impacts forward-looking growth strategies.  As Vice President of Business Insights at CROSSMARK, he is involved in the design, implementation, execution, and consulting of business intelligence functions across all retail channels.  He leads a team of category management professionals that provides insights that drive growth for the company’s headquarter and retail clients.