Teresa Alpert : Director, Crimea River Ltd.
Raised in Wisconsin, sharpened in New York, and now at home in London, Teresa Alpert is the Director of Crimea River Ltd., a global brand consultancy that works with businesses large and small. Teresa’s diverse career path began as a special education teacher working with mentally and emotionally challenged teens and adults, an experience that has proven invaluable in the business world. She left the classroom to become an engineer and strategic marketer for ATT/NYNEX specializing in future technologies. After ten years in high tech, she entered the advertising business and has never looked back.
Over the past two decades, Teresa has led campaign strategy at McCann Erickson, DDB, Ogilvy, and Lowe and Partners Worldwide. In that capacity she has helped burnish insight into resonant, results-producing strategies for a roster of global brands including IBM, Unilever, BAE Systems, Nokia, Compaq, Mobil Oil, L’Oreal, and iVillage.com. She specializes in business-to-business brands but has also helped smaller, emerging companies--from fashion labels to IT start-ups--find their footing, their voice, and their audience.
Teresa believes that real inspiration and insight are usually found beyond the confines of focus group facilities. According to her, “It is better to ask a juicy question and listen to leading-edgers, venture capitalists, dreamers, schemers, teens, scientists, engineers, and your mom - because they will lead you to undeniable brand truths, obvious business imperatives, hidden needs, unmet desires, red hot emotions, and lots of other irresistible stuff.”
A firm believer that successful brand-building occurs from the inside out, Teresa is the architect of employee engagement programs designed to help businesses enrich, align, and empower their people. She is also a frequent advisor and guest lecturer on the international university and business circuit.