Tiyale Hayes is the Founder and Principal of Modulize, a strategic insights and marketing firm dedicated to using data to help solve complex business challenges. For over a decade, Tiyale Hayes has worked on some of the world’s biggest and best brands fueling his passion for authentic inclusion and empathy into brand building. As graduate of Hampton University, Tiyale started his career in sales at Johnson & Johnson learning the fundamentals of business from the store shelf up. After learning the fundamentals of how consumers shop in store, he attended business school and earned an MBA in Marketing from Purdue University.
He then took his love for consumer understanding to the Consumer Insights and Global Innovation groups at Procter & Gamble. In his time at P&G he was helped create insights that led to business winning ideas for brands like Folgers, Pringles, Crest, Gillette and Old Spice. He also worked on the creation of new brand strategies that focused on creating space for all consumers to see themselves connected to the brand.
He left P&G to head to back to Johnson & Johnson, where he led global insight development for a number of brands including Tylenol, Motrin, Listerine, and a number of Rx to OTC Switch initiatives. He traveled the world learning from consumers about what motivates them and how to create products that meet their needs. These experiences fueled his passion for driving the human experience that connects us all into business plans.
In 2016, he was tapped to head the insights group for BET Networks, a division of Viacom, where he leads a team developing insights for the BET brand and new show development as well as working with companies looking to authentically reach the African American consumer base.
In 2018, he added entrepreneur to his list of accomplishments by founding Modulize. In this company, he brings together insights professionals from various industries and disciplines in a collective model to help organizations advance their goals using consumer data and storytelling.
Modulize has led insights development and strategies focused on impacting the lives of diverse Americans. Our work includes projects like The Crown Act sponsored by Dove, Black Male Bias Study with Dove Men’s+Care, The State of Black NYC with the Urban League, and the Department of Inclusion with the State of Virginia Department of Education.
Tiyale is a frequent speaker at both private and industry conferences, leading thinking on how to create consumer centric strategies, culture transformation using fandom, and drive value for African Americans, Millennials, and LGBTQ+ populations.
Tiyale serves on the board of the National Hampton Alumni Association and the non-profit Live Out Loud based on New York City.