Now booking Q4 engagements.

We help brands win the customer who runs more than one thing

We run the studies, the sessions and the partnerships that reach them, built on a standing panel of 800 with verified titles.

We’re experts on exactly one customer.

The firm is Moonlight & Company. The panel is Moonlight Club. We research and convene the panel on behalf of brands trying to reach them.

Let's chat → See the work
✦ Tennessee Watt has been featured in
Business Insider Forbes Adweek PR Week Startups Magazine Google’s The Keyword
✦ What we do

Moonlight Club is our standing research panel: 800 senior professionals with verified titles, most of them women 26 to 42, each building something of their own. It exists before the brief arrives, so we skip the recruitment stage that slows most qualitative work.

Research and insights

Twenty to thirty depth interviews with senior people who don't answer surveys, recruited from the panel and coded in house. You get the positioning language that came out of it, and a shortlist of the editors and communities who already reach them.

We call it the Dossier.

Sessions and dinners

A co-branded session with the panel, built around one decision or one launch. A working session, a creator series, an executive dinner. We design it, moderate it, and hand you the brief.

We call it the Curated Convening.

Owned audience partnerships

We map the editors, communities, and credible voices your customer actually trusts, and build partnerships that feel organic because they are. For founders: brand and audience infrastructure your team runs without us.

We call it the Map. Explore the Culture Galaxy →

Any of this can run embedded: a part-time fractional lead inside your team, three-month minimum.

Built for

Consumer and B2B brands earning this customer; Series A to B companies without a CMO, or with a performance-only CMO; and investors whose portfolio companies need to reach them. Booking Q4 engagements.

This is brand and insights work: the spend that compounds.

Let's chat →
The research base  ·  Moonlight Club
800
In the panel, titles verified
27
Depth interviews behind the method
0
Weeks of recruitment. The panel already exists.
✦ The customer

Portfolio professionals. One person, running more than one thing.

They hold a senior role at a real company and one or more economic identities beside it: consultant, publisher, board adviser, angel investor. For many, this isn’t a side gig; it’s optionality, built because they no longer trust one job to carry them. The segment skews women, 26 to 42, and that’s where our community is built, but the opportunity extends beyond gender.

If you sell tools and servicesBanks, fintechs, wealth managers, AI platforms.High income, irregular shape. One household, several financial lives: salary, business revenue, equity, angel checks. Income can run higher than employment suggests and arrives irregularly. The money-in-motion moments come early and often: the new LLC, the first business account, the first six-figure year outside employment. The account can be bigger than the paycheck suggests.In 2025, an average 8.8 million Americans held multiple jobs, or 5.4 percent of employed people, and that is still a floor: BLS misses people whose multiple roles are entirely self-employed. In Upwork’s 2025 Future Workforce Index, skilled moonlighters earned a median $40,000 on top of full-time wages.

If you sell consumer productsBeauty, wellness, lifestyle.The customer other customers consult. Marketing researchers have documented market mavens since 1987: consumers who shape what others buy. Keller and Berry later put it more bluntly: roughly one American in ten tells the other nine what to buy. What changed is where the asking happens. It moved out of feeds and into rooms, and portfolio professionals run the rooms. Win this customer, and you haven’t won a customer. You’ve won the person the customers consult.In Nielsen’s 2021 global study, 88 percent of respondents trusted recommendations from people they knew more than any other channel. The ad can’t buy its way into the group chat.

One person. Many wallets.

The employer’s budget, the business’s budget, the personal spend, the portfolio. Depending on the vertical, they are your customer, your first business account, your next angel, or your next hire.

Wellness and BeautyYour next loyal customer
Banking and FintechYour first business account
Wealth and InvestingYour client without an advisor yet
AI ToolsYour power user
Software and ToolsYour self-serve buyer
Content and MediaYour paying subscriber

The category is growing and still unnamed.

Feick and Price, Journal of Marketing, 1987  ·  Keller and Berry, The Influentials, 2003  ·  Nielsen Trust in Advertising, 2021  ·  BLS multiple jobholders, 2025  ·  Upwork Future Workforce Index, 2025.

For investors and platform teams

One relationship, portfolio-wide reach

The companies you back are trying to earn this customer: as buyer, first business account, or first hire. We plug in as a focused study, a convened room, or an embedded fractional brand lead. Employed founders are our specialist subject.

Send us a company →
✦ Selected Work

Three engagements, one per part of the method: an audience built from zero, a research toolkit adopted across three teams, and the panel this firm runs on.

Tech Equity Collective · Google
A fund, deployed. An audience, from zero.
A $1M Impact Fund deployed across 16 organizations. A community newsletter built from zero to 5,000+ subscribers in twelve months. Announcement authored for Google’s The Keyword.
Owned audience partnerships
Imperial College Business School
The toolkit that changed how teams ship copy.
A marketing toolkit and workshop series adopted across three teams (Marketing, Communications, Recruitment & Admissions). Delivered as an interactive workshop for 30 senior leaders.
Research and insights
Moonlight Club · Moonlight & Company
The community this firm is built on.
800 members on the roster, with verified titles across 172 employers in 117 cities. 27 in-depth interviews produced 100,465 transcribed words, then coded and themed into audience insight.
Curated convening
✦ Voices

Tennessee developed this beyond just a guide into a practical tool we use across our activities, culminating in an interactive workshop.

Aram KarakashianExecutive Director of Marketing, Communications & EnrollmentImperial College Business School

Tennessee understood the brief, came back with ideas to make the toolkit better, and produced the perfect kit for us. Interesting, insightful, and extremely relevant to the current times.

Emily BealesMBA Recruitment & AdmissionsImperial College Business School

The quality is the reason why people pay. The quality of the people you meet, and whether you can directly apply it to your day to day.

Moonlight Club memberFounder, NYC
✦ About
Tennessee Watt

Tennessee Watt

Founder, Moonlight & Company

Wharton MBA (Class of 2026, AI and entrepreneurship) and a degree from Imperial College London. Named one of Startups Magazine’s 23 Most Influential Women. She has worked three sides of the same problem: brands trying to reach a customer they don’t fully see yet.

Inside the institutions. At Google, developer marketing for the Tech Equity Collective: zero to 5,000+ subscribers in twelve months, and the announcement of its $1M Impact Fund. At Amazon, a 0-to-1 operations pilot that cut shift hours by 30%.

Across the table from them. Wavemaker (WPP) on the Tiffany account. At Brunswick Group, brand narrative and crisis reputation for global technology, financial-services, and prestige beauty clients.

Inside the audience itself. 16,000 on LinkedIn. 800 on the Moonlight Club roster. 27 in-depth interviews, coded and themed. A year as the segment’s editor and researcher. She doesn’t guess at this customer; she can quote them.

Let's chat →
✦ Next Step

Let's see if we fit.

A 30-minute introductory conversation, for a Q4 start.

Let's chat →
What happens next

Tell us the decision you’re facing and we’ll tell you honestly whether this panel can answer it.

Based in Philadelphia and New York.