Founder & President

Joanne is the Founder and President of Illuminate Consulting. She has over 20 years of experience in growth strategy consulting, new product development and marketing, working with clients and employers in Food and Consumer Goods, Retail and Technology.

She was formerly an Associate Partner with Accenture’s Strategic Services where she led marketing strategy, CRM, and marketing and sales organizational design engagements for Fortune 500 to start-up clients across a wide range of industries. Joanne served as the SVP of Marketing for Chef Solutions, Inc. and and as a marketing executive with Frito-Lay, Quaker Oats and Maybelline. She was a member of the public Board of Directors for Galaxy Nutritional Foods for two years.

Joanne is known for her ability to synthesize information into insightful and operationally practical strategies. She is also an enthusiastic and discerning new product developer with the ability to recognize winning new product concepts and translate them into the marketplace. Joanne taps into a network of talented colleagues from the worlds of management consulting, market research, organization transformation and graphic design as needed for client engagements.

Joanne has a BA in History from the University of California, Davis, an MBA from the Haas School of Business, Berkeley and a JD from Hastings College of Law. She also has had scenario planning training from the Global Business Network and has attended various workshops in creativity and intuition. Joanne has taught classes in primary research, brand management and strategy skills for employers and local business schools.



“I have had the privilege of working with some fabulous marketing people in my 14-year career, but I have never seen a dynamo like Joanne Bethlahmy.”

Susan Lehman, President Rockpoint Public Relations


“Joanne did a superb job of helping us objectively see our markets. She has the rare talent of being able to marshal hard facts and data into information, and in the process, tell you what you don’t want to hear, even when she knows it is in conflict with what you want to hear. She is a real pro.”

Phil Trapp
Chairman, Endymion

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