Caitlin Moynihan

VP, Research & Measurement

Caitlin brings over 15 years of experience designing and delivering audience, brand, communications, and reputation insights that drive behavior change and business results. She has extensive experience in both qualitative and quantitative methodologies and often blends them with secondary research to deliver well-rounded, actionable insights. As VP of Research & Measurement at Yes&, Caitlin leads research strategy across diverse verticals including higher ed, associations/nonprofit, commercial, and federal, ensuring creative and brand performance are optimized at every stage. Previously, she led the U.S. Army recruitment program at Fors Marsh, overseeing the work that drove the high-profile ‘Be All You Can Be’ rebrand—including the brand platform, refreshed Total Army logo marks and updated brand architecture.