Inspired by fresh, inventive and “unreal” (pun intended) ways of mining insights and telling stories, Tabares leads her team in integrating traditional and emerging research methods. She leans in to help define brands and knows when to lean out to help grow loyalty. Tabares has received a Gold Effie for ad effectiveness. The exec lends her support to NY-based charity Fiver. “Its mission is to empower children to become engaged citizens, to succeed in school and to develop a career vision,” she says.