Dave Tuchler - Principal


Dave leads Peregrine's marketing and strategy work.

Dave has spent his career leveraging consumer and customer understanding to drive growth - - from traditional Consumer Packaged Goods marketing, to consumer growth strategy consulting, global B2B marketing, and luxury goods. 

Most recently Dave led Marketing and Sales for a luxury powerboat manufacturer, using first-ever consumer insights work to drive a complete repositioning of the brand that led to more than 20% growth for 3 years running, record market share and more than doubled awareness.

Dave started in brand management at Kraft, where he helped grow large, nationally supported consumer brands, and developed new products for Kraft, implementing branding, packaging and promotional innovation.
At NutraSweet, Dave developed strategies that led the Equal Sweetener business through challenges related to loss of patent protection, implementing shelf space retaining retail initiatives and award-winning advertising to achieve record market share.   

At Spectra Marketing, a consumer segmentation and targeting consultancy, Dave provided Fortune 100 clients with compelling growth strategies for their businesses, accompanied by practical executional plans, and implemented an original Best Practices curriculum to 150 consultants. 

As VP of Global Marketing at Tate & Lyle, a London-based food and beverage ingredients manufacturer, Dave led the SPLENDA® business to significant global growth despite aggressive offshore competition, and introduced a disruptive new natural high-intensity sweetener, Purefruit™, with an award-winning launch.  As his role at Tate & Lyle also included leading the company's global consumer insights efforts, Dave learned first-hand about how cultural differences impact consumer behavior.

Dave has an MBA in Marketing and Finance from Northwestern University’s Kellogg School of Management, and a Bachelor of Science in Psychology with honors from Duke University.

email Dave


Ellen Tuchler - Principal


Ellen leads consumer insights work and brings a diverse experience base to Peregrine.

Ellen gained classic consumer marketing experience in senior roles at Procter & Gamble and Kraft, and since going her own way over 20 years ago as an independent consultant has worked on a wide variety of projects for an array of blue-chip clients in a diverse set of product segments.

She began her career in consumer research at Procter & Gamble, Paper Products division.  At Kraft Foods, she took on a variety of consumer insights roles providing guidance for large brands, inspiration for new products, as well as leading Kraft’s International consumer insights group.  Ellen provided pivotal guidance that led to successful launches of several new products, including Di Giorno frozen pizza.

Most recently, Ellen has been immersed in the health care world, as a key team member for several very large global pharmaceutical products.

Ellen is an honors graduate of Indiana University’s Kelley School of Business.

email Ellen