who we are
We're the team that recognized a significant market opportunity: women 50+ control $15 trillion in spending power, yet only 8% of advertising dollars target them. While the industry chases younger demographics, we built the measurement system that turns this massive oversight into measurable revenue opportunity.
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Dina Light-McNeely is the creator of The Primefluence™, built on her research about women 50+ and the $15 trillion advantage they represent. She's a seasoned strategic marketer with over 25 years of experience driving double-digit growth for leading consumer brands. Recognized as one of the Top 20 Women in Advertising by the American Advertising Association, she's an award-winning creative strategist known for her innovative, data-informed approach.
Dina has a proven track record of helping companies capture new market opportunities and better connect with their key audiences, especially women 50+. Her research was published in 2025 by the ANA, establishing the foundation for understanding this powerful demographic's market impact.
Interested in learning more?
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Ghenn Weeks is a commercial strategist with 26 years of turning post-funding pressure into profitable, repeatable growth. As founder of Ghenn Weeks Consulting Group, she often serves as a fractional CMO, installing the commercial spine that ties marketing to revenue. As co-architect of The Primefluence™, developed with her partner Dina Light-McNeely, Ghenn helps investor-backed brands double EBITDA and extend customer lifetime value by unlocking the $15 trillion spending power of women 50+.
She specializes in capability development and closing the structural gaps that stall scale-ups. Ghenn speaks on capability development and has extensive experience helping brands identify and capture market opportunities that deliver measurable business impact.
Together, we've combined strategic marketing expertise with commercial growth experience to create the first comprehensive measurement system for the women 50+ market. Our mission is simple: make the most powerful and under-leveraged consumer segment visible, valued, and measurable in every media plan.