Strategic Intent
Insights for Building and Sustaining Brands


Peter Mitchell, President
Pete founded Strategic Intent in 2008 to help organizations better address their marketing challenges through insights-driven solutions. He has significant experience in the design, execution and delivery of research that drives strategic decision-making for brands and corporations. His work has influenced marketing and communications for clients across domains that include the general public, consumer, business to business, public affairs, corporate reputation, crisis, health, technology, financial and internal communications/employee engagement.

Prior to forming Strategic Intent Pete spent eight years as executive vice president in Chicago with StrategyOne, a research consultancy within Edelman, the largest independent public relations agency in the world. In prior roles he managed extensive business practices at Harris Interactive (Wirthlin Worldwide) and Synovate (Market Facts). 

Pete received his Bachelor of Arts degree in American Studies from Knox College in Illinois and an MBA from Northwestern’s Kellogg School in Evanston, Illinois. He lives with his wife and three children in Wilmette, Illinois. 

Strategic Intent is proud to include on its team a professional group of individuals and organizations who have amassed great expertise in research, communications, marketing and practical work experience. We believe these biographies will make it clear why our clients find real value in our offerings.
Jessica has a background as a social researcher with experience that spans many worlds. She has worked in research for leading public relations agencies that include Edelman and Ogilvy. Her clients span top academic institutions, non-profits and Fortune 500 companies both domestically and internationally. Jessica has both qualitative and quantitative experience in various sectors including consumer products, food, pharmaceutical, technology, education and social marketing. She has a B.A. from Connecticut College and an M.S. from Hunter College. She is currently a PhD candidate (expecting her degree in April 2012) in Survey Methodology at the University of Michigan, where she has also taught Survey Research Techniques at their Summer Institute. She has presented her work at the International Public Relations Research conference, the American Sociological Association, and the Midwest Association for Public Opinion Research. 
Jessica Broome, Consultant
Laurel Tyler, Strategic Consulting Partner 
Laurel works with clients as they address large scale business, organizational and system change – concentrating on high level team structure and decision making. She has extensive experience working within large and small corporations at decision making levels. Laurel is also an affiliate at Insight Experience, Inc., designing and teaching leadership development and strategic execution. 

Previously, Ms. Tyler was a Managing Director for Stevenson and Co., a mergers and acquisitions firm specializing in transactions and business-unit strategies for corporations and closely–held companies. Ms. Tyler also spent ten years at FMC Corporation as Director of Corporate Development. At FMC, a broadly diversified, multinational industrial firm, Ms. Tyler was responsible for corporate strategy and a wide range of transactions including acquisitions, divestitures, joint ventures, and marketing agreements. She also ran FMC’s internal consulting group which worked with operating divisions as they addressed new product development and introduction, new market opportunities and significant manufacturing and system initiatives.  

She was a product manager for Mark Controls Corporation, a manufacturer of building control systems for commercial construction and worked on a long term consulting assignment with Chrysler Corporation as they examined new manufacturing and design processes. Ms Tyler began her career with Chevron Corporation as a design engineer, construction supervisor and project planner.

She lives in the Chicago area with her family. 

Ms Tyler has an MBA from Harvard Business School and a BS in Chemical Engineering from the University of Michigan.