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OUR TEAM

ASHLEY

ASHLEY LEWIS

OWNER/CEO

With the calm strength of an old-world sensei, Ashley exhibits the kind of empathy you want in a business relationship—someone who internalizes your goals and makes them her own. An expert in perceptions, positioning, and brand communications, she has a gift for coaxing out the voice that best resonates with your audience, then building it into a tailored business strategy.

Above all, Ashley is a matchmaker with a keen eye for potential partnerships, ensuring that Pathfinder is just as good of a fit for you as you are for Pathfinder.

Ashley holds a bachelor’s degree in Communications from the University of New Hampshire and an associate’s degree in business management.

BETH

BETH CZAJKOWSKI

VP – BUSINESS INTELLIGENCE

Beth approaches every new challenge, however complex, with the boundless enthusiasm of a child on Christmas morning. At her happiest when solving puzzles, Beth dives into the details of programming, business intelligence, mathematics, and research—refusing to surface until each piece comes together to provide clarity and utility.

Her experience includes cross-functional leadership and expertise in information technology, business intelligence, sales forecasting (customer collaboration, forecasting, and replenishment), product/market-level forecasting and analytics, corporate and brand finance (including profitability and margin analysis and P&L management), and strategy in both the public sector and at Fortune 100 companies. Of the two Czajkowskis, you’ll think Steve is the smart one. Until you meet Beth.

Beth holds her BS from Cornell University, and her MBA from St. Bonaventure University.

BRYAN

BRYAN LEFAUVE

PRESIDENT

You want Bryan working on your project with a longing typically reserved for marriage proposals and first-round draft picks. Bryan’s personal, yet practiced approach is the hallmark of his business acumen, guiding clients through research projects, marketing campaigns, and strategic planning for more than a decade.

A self-anointed “data geek,” Bryan’s rabid affinity for charts, graphs, and spreadsheets serves as the foundation for converting complex research and compelling intelligence into go-forward business strategy. To complement his critical thinking, Bryan brings the steady discipline to ensure that Pathfinder stays on course in pursuit of consistent and sustainable growth for its partners.

Bryan holds a bachelor’s degree in communications arts and a minor in advertising communications from Gannon University. He also earned a master’s degree in media management from Syracuse University.

DAKOTAH

DAKOTAH WALSH

MARKETING RESEARCH DEVELOPER & ANALYST

We know what you’re thinking: “If I had a nickel for every dog trainer who became a market research professional…” But we promise, Dakotah is special.

When you give it some thought, shifting from the study of animal behavior to human behavior isn’t that dramatic of a change—especially considering how rowdy those focus groups can get. In fact, Dakotah’s early canine calling served as an appropriate springboard to her immersion in social and consumer psychology. At Pathfinder, this knowledge has translated to her work in survey writing and qualitative analysis, both areas aiming to unearth rich and actionable insights from research participants.

Dakotah dual majored at Canisius College, earning a bachelor’s degree in both Animal Behavior Ecology Conservation as well as in Psychology. She then earned her master’s degree in Psychology from New York University. Fortunately, Dakotah has chosen to use her intellectual powers for good rather than evil. Although, whenever she tells us to sit, we can’t help but be a little intimidated.

ERIN

ERIN STRASSBURG

PROJECT MANAGER

A coach for kids, a volunteer clown, and our resident Harlem Globetrotter—that’s not why we hired her, but it made for an interesting interview. Erin is obviously a woman of many talents, which makes her the perfect person to masterfully choreograph every aspect of our clients’ projects, ensuring that Pathfinder’s work runs smoothly toward timely completion.

Erin brings more than 13 years of experience to Pathfinder, including expertise in marketing and management, and as a director for a non-profit company that advocates for people with disabilities. It was in this last role that she was a Pathfinder client and we liked her so much…well, you know the rest.

A natural planner who never sits idle, Erin continues to run sports clinics for children and volunteers with people with special needs in her spare time. Erin holds a bachelor’s degree in PR and Marketing from SUNY Buffalo State.

JEFF

JEFF SCHAEFER

VP – STRATEGY

Strategic planner, seasoned researcher, business consultant, interactive maven, media guru, and PR pro are a lot of titles to squeeze onto a business card. Sometimes it’s easier to say “Vice President” and call it a day. Not that we want to diminish Jeff’s cross-functional expertise with a more comprehensive label. We would just rather spend the bulk of our time putting his experience to work for you.

A lifelong baseball fanatic, Jeff knows a thing or two about combining raw data with predictive analytics to get results. Immersing himself in numerous forms of research—from media and syndicated to primary and secondary—he can unearth relevant and actionable insights to develop a game plan for long-term success, no matter how your market evolves.

Jeff holds a bachelor’s degree in Environmental Science/Political Studies from Allegheny College.

LARRY

LARRY ROBB

OWNER

Sure, Larry may have the owner title next to his name, but when you shake his hand, you’ll quickly realize that he’s a pretty regular guy. Smart, personable, charitable—he’s got it all. What’s the secret to his success? His relentless drive. You’ll see it in the office with his passionate leadership, and in the gym when he’s tossing around tires the size of golf carts. So maybe he’s not that regular after all.

An inspiring communicator for more than 30 years, Larry has evolved from broadcasting executive to the current owner of FARM—one of Western New York’s top marketing agencies. Adding co-ownership of Pathfinder to his dance card, Larry continues to foster a spirited and industrious environment where his staff can make a powerful and lasting impact on every client.

MINAL

MINAL SINGH

BUSINESS INTELLIGENCE DEVELOPER

Minal’s passion for exploring new roads couldn’t be better illustrated than her journey from a small town in India with dreams of becoming a doctor to receiving her Master’s in Management Information Systems at the University of Buffalo.

Shelving the stethoscope to pursue science of a different kind, Minal spent three years as a Business Intelligence Analyst at J.C. Penny before joining Pathfinder. Here, she performs data analysis using reports and dashboards such as Tableau, helping the team with research and survey analysis. Although Minal comically downplays her role as “creating beautiful graphs and charts,” our clients view her efforts as a clear and invaluable presentation of their data to inform critical business decisions.

Thoughtful and reserved around the office, Minal brings a sense of calm and order to even the most complex initiatives. Still, she never underestimates the importance of a healthy work/life balance. For Minal, that means shaming her competition with her cutthroat style of play on the volleyball and badminton courts. Opponents dispatched; equilibrium restored.

RICH

RICH SPEARS

SENIOR RESEARCH DIRECTOR – MARKET INTELLIGENCE

Rich is one of those guys that people just enjoy talking to—a quality that comes in handy when conducting interviews with market research participants. A self-described “qualitative guy,” Rich delights in unearthing the narrative within the numbers, driving audience engagement through understanding and relevance.

Rich has more than 30 years of experience in advertising, market research and entrepreneurial management. Rich began his career in media research for a newspaper and television station before joining an advertising agency, where he focused on competitive analysis, demographic profiling, market segmentation strategies, and branding research. More recently, Rich explored his entrepreneurial passions by launching one of Buffalo’s first food trucks, but later shelved the confines of a mobile kitchen for the wide-open landscape of research and marketing strategy.

Rich holds a Bachelor of Science degree in both Marketing and Communications as well as an MBA from Canisius College, and is a past recipient of the Marilyn G.S. Watt Award for distinguished alumni of the Department of Communication Studies.

SHANNON

SHANNON COHEN

ACCOUNT SUPERVISOR

While most kids grow up dreaming of being doctors, teachers, or firefighters, Shannon always wanted to be a cruise director. Although the romance of a life at sea eventually lost its appeal, Shannon translated her passion for order, efficiency, and making people happy into a 20-year career in Account Management.

At Pathfinder, Shannon oversees all aspects of our client partnerships, including the development of strategy and supervising the tactical aspects of a project throughout all its phases. As much as she’s often consumed by the details of the day, Shannon understands the importance of staying connected to new developments with our clients—and their competition—to identify additional opportunities for growth.

Shannon holds a bachelor’s degree in History from SUNY Fredonia and worked in marketing, web development, and software development before joining Pathfinder. Underneath her seasoned corporate exterior beats the heart of a dedicated family woman, who delights in throwing parties with her husband and imposing her affinity for 80s music on her two teenage daughters.

STEVE

STEVE CZAJKOWSKI

VP – MARKET & BUSINESS INTELLIGENCE

To do this job, you have to be smart. But it’s Steve’s humility that impresses clients just as much. For Steve, it’s not just about finding the story in the data, but also translating that story into language that’s accessible, consumable, and actionable.

In addition to marketing research, Steve has 19 years of experience in statistical analysis, business intelligence and analytics, global information technology, and sales and consumer marketing at Fortune 100 consumer products companies. His experience includes in-depth expertise in business analytics, specifically research design, data warehouse design, data acquisition, geo-mapping, and the visualization and presentation of data. Steve is also a full-contact chess player who takes no prisoners.

Steve earned both his undergraduate degree in Finance as well as his MBA from Canisius College, where he is also an adjunct professor of Marketing Analytics.

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At Pathfinder, our approach to research, intelligence, and strategy isn’t just scientific. It’s personal. Let us illuminate the insights to help you grow.

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Email: alewis@pathfinderinsights.com
Phone: 716.674.3151
4493 Walden Avenue
Lancaster, NY 14086
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