Our People

Our professional staff has a wide range of complementary abilities drawn from the disciplines of marketing, market research, marketing, sociology, psychology, economics, business, political science, and education.

SMS has a full-time twenty-person team including our researchers and consultants, and over 100 interviewers.

Four outstanding professionals lead SMS:

Hersh Singer

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Chairman, SMS Research
(808) 440-0700
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Mr. Singer was educated at McGill University in Montreal, Canada, in business, with majors in Marketing and International Business. Upon graduation he joined Colgate Palmolive Limited. Mr. Singer started in the Product Management department of Colgate Palmolive Canada. He was then promoted to Vice President of Marketing Colgate Palmolive Brazil. For the next six years, Mr. Singer held positions as Vice President of Marketing International, Managing Director of Germany and President and managing Director of the English Colgate subsidiary, Helena Rubenstein. The ten years of line management experience at Colgate Palmolive provided Mr. Singer with a strong base of management and administrative skills as well as a broad range of strategic planning and implementation.

In 1979, Mr. Singer decided to move to Hawai‘i to raise a family, and utilize his experience in the local market. Mr. Singer moved to Hawai‘i as President of Maui Divers of Hawai‘i, where he is still a shareholder and advisor. In 1981 he entered the research and consulting business. He has been Chairman of SMS since 1986.

Mr. Singer’s experience nationally, internationally and locally have encompassed all areas of management and planning. He brings extensive strategic planning experience from the national and international markets, as well as his work in Hawai‘i with organizations such as Duty Free Shoppers, Bishop Museum, Campbell Estate, Alexander & Baldwin, Castle & Cooke, AIG, Castle Medical Center, and many others.

Faith Rex

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President, SMS Consulting and Executive Vice President, SMS Research
(808) 440-0702
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Faith combines experience in strategic business and marketing planning together with a background of overseeing implementation. She understands planning and the challenge of making things happen and is able to develop action plans to impact the bottom-line. At SMS, Faith oversees the consulting division and is responsible for company operations.

Faith works with clients who need strategic business and marketing plans that are based on quantitative market analyses that produce results-oriented action plans. She works with clients to develop the plan, to track its implementation, and to evaluate its outcomes. She also provides her clients with strategies and tactics to make better use of their own customer and sales databases. Finally, she helps clients to use their customer base to accurately target potential customers, improve customer retention, and measure the impact of strategies.

Faith’s broad experience in developing and implementing strategic plans has made her a valuable asset for her clients. Faith managed the social marketing studies and consultation services of the DOT Social Marketing efforts. She currently serves SMS clients in the visitor industry, not-for-profit organizations, financial services, property development, and retail and shopping centers areas. Faith understands Hawaiian sensitivities, and has worked with several Hawaiian organizations including Kamehameha Schools, Bishop Holdings Company, and the Hawai’i Community Foundation. On the government side, projects include developing the State of Hawai’i Department of Transportation social marketing plans and the four County Tourism Strategic Plans for the Hawai’i Tourism Authority.

Daniel Naho‘opi‘i

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Executive Vice President, SMS Research
(808) 440-0711
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Daniel has gained enormous expertise in tourism research in the past decade and his background in sophisticated large and small scale market research, social media monitoring and Hawaiian community programs will enable SMS to provide an even broader range of services to our clients.

Daniel brings 28 years of extensive experience in marketing research and evaluation to SMS. Since 2006 he has been the Director of Tourism Research and Planning for the Hawai‘i Tourism Authority. Daniel managed the production, organization and interpretation of data related to Hawai‘i’s visitor industry and also lead the statewide Tourism Strategic Plan process and the evaluation of HTA’s efforts.

Prior to HTA Daniel was: Manager in the Strategic Planning & Implementation Group at Kamehameha Schools; Senior Project Director at SMS Research; Research Manager at the Hawai‘i Visitors and Convention Bureau; an Integrated Resource Engineer at Hawaiian Electric Company, and a Management Information Consultant at Anderson Consulting.

Born and raised in Honolulu, Daniel is a graduate of Kamehameha Schools. He earned Bachelor of Science degrees in Industrial and Electrical Engineering from Northwestern University, and an M.B.A. from the University of Hawai‘i. He was also selected as one of the Top Forty Under 40 by Pacific Business News, named a Pacific Century Fellow, and he received a certificate from the First Nations’ Futures Institute at Stanford University.

Client Testimonials

"YMCA of Honolulu is grateful to the SMS team for its outstanding work in helping us better understand the communities we serve and with our strategic planning. It is a pleasure to work with their knowledgeable staff."

— Larry H. Bush, President & CEO
YMCA of Honolulu

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