Tracy Stokes

Principal Analyst serving CMO PROFESSIONALS

Tracy Stokes is a principal analyst serving CMOs. She is an expert on building brands through deep consumer understanding. Her research focuses on how to build your brand in a post-digital age.

Previous Work Experience

Tracy has more than 15 years of global consumer marketing experience in the CPG and retail/fashion industries. Prior to Forrester, Tracy led global brand marketing at Timberland, employing a customer-focused approach to rejuvenate the outdoor brand. As a brand marketer at Johnson & Johnson's Neutrogena, she built facial care categories in North America and led strategic brand development in Asia, including launching Neutrogena in China. Tracy began her career as an account manager for a boutique advertising agency in London.

Education

Tracy earned an M.B.A., with a concentration in marketing, from The Marshall School of Business at the University of Southern California. She also holds an M.A. in American studies from Purdue University and a B.A. in American studies from the University of Wales, Aberystwyth.

Tracy Stokes's Research

  • For CMO Professionals

    Report: CMOs Must Embrace Software's Role In Delivering A Compelling Brand Experience

    This report, originally written for CIOs, includes content relevant to chief marketing officers (CMOs). And here's why: A perfect storm of technology change — mobile, social, and digital &...

    • Downloads: 55
  • For CMO Professionals

    Report: Consistent Customer Experience Drives Airline Brand Resonance

    Airlines battle daily to win market share, but they are losing the battle for brand resonance. Airline chief marketing officers (CMOs) must work harder to secure loyal customers and build more s...

    • Downloads: 79
  • For CMO Professionals

    Report: Quality Of Products And Service Support Positive Brand Resonance For Insurance Firms

    Brands in the general insurance business — life, auto, and home — must prove that they are trusted across every touchpoint as consumers increase their expectations. This will force i...

    • Downloads: 160
  • For CMO Professionals

    Report: Health Insurance Brands Must Earn Consumer Trust

    US health insurance brands can now go directly to consumers beyond employer-sponsored programs. With this shift, leading health insurance chief marketing officers (CMOs) must pay more attention ...

    • Downloads: 156
  • For CMO Professionals

    Report: How To Build Your Brand Through Customer Experience

    Forrester's consumer research confirms the strong relationship between the quality of a brand's customer experience and loyalty measures like willingness to consider the brand for repeat purchas...

    • Downloads: 375
  • For CMO Professionals

    Report: The Role Of Digital In The Path To Purchase

    CMOs of business-to-consumer (B2C) companies have lately called on shopper marketers to address the growing complexity of the impact of digital on in-store purchasing. Forrester recently conduct...

    • Downloads: 1513
  • For CMO Professionals

    Report: How Social Media Is Changing Brand Building

    Social media has fundamentally changed how consumers interact with each other and with brands. As a result, marketers tell us that they now consider this new channel to be a critical component o...

    • Downloads: 1664
  • For CMO Professionals

    Report: Shopper Marketing Breaks Out Of The Store

    Shopper marketing is expanding beyond the brick-and-mortar world as frugal and in-the-know consumers use technology to inform their purchases. This shift will create a proliferation of marketing...

    • Downloads: 994
  • For CMO Professionals

    Report: How To Build Your Brand With Branded Content

    Traditional marketing vehicles are becoming less effective in capturing and engaging the attention of today's perpetually connected consumers. Chief marketing officers (CMOs) must adapt their ma...

    • Downloads: 901
  • For CMO Professionals

    Report: Marketing Budgets For 2012 Expose A Fear Of Commitment

    As the economic recession lingers on, marketers remain cautious. Forecasts show that budgets are on the rise, but marketers are reluctant to commit. A more pragmatic marketer is emerging who wan...

    • Downloads: 896
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