catharine-hayes

Catharine Findiesen Hays
Executive Director
Wharton Future of Advertising Program


Catharine is the Executive Director of the Wharton Future of Advertising (WFoA) Program, joining forces with Professor Jerry Wind in early 2008 to establish and develop the Program in Wharton’s think tank, The SEI Center for Advanced Studies in Management.  In support of the Program’s role as a catalyst to reinvent the scope, practice and value of advertising, Catharine has grown the Global Advisory Board to over 90 thought leaders from around the world, enlisted over 200 visionaries to contribute to the WFoA Advertising 2020 Project, and convened over 400 executives for roundtable insight sessions and collaborations in Philadelphia, NY, Paris, New Delhi and Singapore, among others.  She is co-author of Beyond Advertising: Creating Value through All Customer Touchpoints (Wiley) and is the Wharton Marketing Department’s co-host for the “Marketing Matters” radio show on Business Radio Powered by the Wharton School on Sirius XM 111. 

Her professional passion is to seize the unprecedented opportunity of the current revolution in advertising to set a globally-accepted new standard that all touchpoints, content and experiences are wins for both business outcomes and people’s lives.

Before launching Wharton’s Future of Advertising Program, Catharine enjoyed a 15-year career in business marketing and sales at AT&T, where she gravitated toward pioneering roles.  She led the marketing team for International Business Services, directed the product management team for the International Services for small and medium businesses, and led a transformational sales organization focused on large corporate clients with small share of wallet, selected for numerous awards along the way, including the AT&T Leaders Council. She also co-founded and led the AT&T Client Executive (ACE) Program and Executive Client Advisory Council (ECAC) for the Office of the Chairman, transforming the executive culture while aligning the company’s senior leadership team with customers around the world in a one-to-one relationships. 

Catharine earned an MBA in marketing from the Wharton School, where she was chosen as a Fellow for the inaugural class of the Lauder Institute, an MA in International Studies from the University of Pennsylvania, a BS in Foreign Service from Georgetown University’s School of Foreign Service and an AA from Franklin University, Lugano, Switzerland. She was born and raised in Vermont, cherishes her two exquisite teen-age daughters, and regains more fluency in French whenever she can spend time in Paris.