Caroline Thibault

SENIOR ASSOCIATE
At New Markets Advisors, Caroline has led projects in Jobs to be Done, growth strategy, defining new products, go-to-market strategy, market opportunity analysis, marketing strategy, concept testing, M&A, and innovation capabilities. She’s also contributed to various projects in usability testing, UI/UX product strategy, and print/web design. Her past clients span healthcare, consumer goods, technology, and arts/culture. A few of her accomplishments include identifying whitespace opportunities for expansion into consumer wellness products by uncovering over six unmet need states, defining new product innovations in smoking cessation, crafting marketing strategies for healthcare plans, designing product improvements for e-commerce and ad tech platforms, and leading workshops to build innovation capabilities on global executive teams.  
 
Caroline drives innovation through empathy. She tackles complex problem-solving for clients through deep observation, careful listening, and rigorous holistic analysis, using a human-centered approach above all to uncover what people really need and find a way to make it happen. Her expertise lies in leveraging her background in design and research as well as strategic business problem-solving to deeply understand people and their problems, then to build tailored solutions that make their lives easier, have positive social impact, and move well beyond the existing landscape. She brings her experience in visual design, UI/UX design, UX research, marketing, and business strategy to the team. She loves diving into messy, complicated landscapes, digging through the muck, making sense of it, organizing it, and finding a simple path forward that no one has noticed yet. She finds nothing more satisfying than creating the final piece that makes the puzzle all fit together. She prides herself on being agile to change and a curious partner that consistently re-evaluates how to drive toward the bigger picture of a client’s needs.  
 
Before joining the New Markets team, Caroline led a civic design team with the Boston Mayor’s Office to conduct community research and develop solutions to improve food security in the city. Her solutions prioritized dignity, autonomy, and cultural relevance through food, including reimagining food banks, mapping food access to identify food deserts and the most impactful locations for community grocery stores, and reducing stigma through connected storytelling. As a product designer at Wayfair, she optimized the customer experience across four specialty and luxury retail brands through leading user research and designing new UX flows, site content, webpages, and site navigation. Caroline has also created inventive products and services such as a peer-to-peer rental platform, an unconventional corporate workshop for improving accessibility and inclusion, a multi-media mindful cooking app, and a community nature program facilitated by tech.  
 
Caroline graduated summa cum laude from Northeastern University with a B.S. in Business and Design, along with concentrations in Marketing and Experience Design. Upon graduation, she was awarded the Huntington 100 Award for being one of the university’s most outstanding and influential students. She’s studied in Japan, Italy, and Boston, grew up in the US and Belgium, and loves to travel. She’s a singer, amateur guitarist, dancer, and hiker, and is constantly on the lookout for her next creative endeavor.  
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