June 28, 2021

BEworks Announces New Addition to Leadership Team with the Appointment of Vice President of Growth

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Advertising and Marketing veteran, Sean Donnelly to drive the next stage of growth at BEworks.


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BEworks, the world’s first and foremost consulting firm dedicated to the application of Behavioral Economics to real-world challenges, has strengthened its team with the appointment of Sean Donnelly as Vice President of Growth.

BEworks was launched in 2010 with a goal to serve as pioneers in the field of behavioral science. Ever since then, they have applied this discipline to unlock consumer’s needs, motivate teams with purpose, and empower leaders to drive with aspiration. Today, the firm has a diversified portfolio of clients in the healthcare, energy, government, retail and CPG, transportation, sustainability, education, and the financial services industries. The firm serves global clients through teams that operate out of Toronto, New York City, Tokyo, Bogotá, and most recently, Mexico City.

“It’s an exciting time for us at BEworks. Sean’s knowledge and experience will help us reach new clients and strengthen our team’s ability to serve them. We are thrilled to have him on board and look forward to the value that he will bring to our clients.” said Kelly Peters, CEO and co-founder, BEworks.

Sean has led winning operations and marketing teams for more than 15 years, building and managing some of the world's most respected brands like BMW, Microsoft, KFC and MTV. Sean is a recognized industry leader and brings with him a wealth of advertising and marketing experience. He took the helm at Gloo@Ogilvy, an Ogilvy & Mather company, in 2013 and rapidly grew their business by identifying and executing trends that reshaped some of industry’s leading brands. Hailing from South Africa, Sean arrived in Toronto in 2017, where he continued his career in the marketing and advertising arenas.

In his new role, Sean will be responsible for developing new avenues of business as well as further elevating and expanding BEworks’ clientele. His role will include scaling BEworks’ offerings by advancing broad external partnerships, further enhancing internal structures and exploring new business opportunities.

“BEworks has an incredible potential given its talented people and an enviable roster of clients. I am looking forward to working with this dynamic team to create effective strategies to drive growth and BEworks position in the market. It’s an honour to have the opportunity to work with BEworks.” said Sean Donnelly, Vice President of Growth, BEworks.  

Over the past decade, Behavioral Economics has re-shaped how brands react to consumers’ emotional demands and helped marketers to rationalize seemingly incongruous actions. Most of the theories and tools used to understand customer behavior are based on out-dated assumptions. According to Kelly, however, it’s often more complicated than that and hence BEworks helps organizations design “choice architecture” to nudge behavior in ways that would otherwise be difficult to impact.

About BEworks

BEworks is the world’s first management consulting firm dedicated to solving business and policy challenges using Behavioural Economics (BE). BE is the science of understanding how people make decisions and act on them. We provide scientific research, evidence-based strategies, and fully implemented solutions to our clients which include Fortune 500 companies and governments around  the world.


BE works was co-founded by CEO and applied behavioural science pioneer Kelly Peters, top marketing scholar Nina Mažar, and world-leading behavioural scientist and New York Times Bestselling author Dan Ariely. We are one of the world’s top industry employers of PhDs, and committed to bringing true scientific thinking to any problem we face.