Joe Henry-Penrose

I help major brands understand their customers and how to reach them. I build the consumer intelligence and audiences that tells brands who to reach, why they're the right people, and how to best reach them. I've developed audience strategies for Starbucks, Mattel, REI, Walgreens, Crocs, Sherwin-Williams, and others.

Currently, I work for Spark Foundry on the Audience Design team.

I specialize in finding human-centric insights, always tying back to key business outcomes, and helping to simplify the complex into understandable stories. I work in Python, SQL, R, and Tableau — but the goal is never a dashboard. It's a clear, defensible point of view on a consumer that a media team can actually act on.

Outside of work: modular synths, audio gear, home automation, concert photography, and an ever-growing collection of hobbies. In past lives, I've run a radio station, photographed countless concerts, interviewed musicians, and advised for the Cousteau Foundation.

Thank you! I'll be in touch soon.