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.

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4 results in Reports

  • Tracy Stokes
  • Past 6 months
  • Consumer Technographics
  • For CMO Professionals

    Report:Brand Experience Redefines Brand Management

    Vision: The Brand Experience Playbook

    In the age of the customer, chief marketing officers (CMOs) battle to build their brands with distracted, technology-empowered consumers. In this new era, CMOs must shift from simply managing a brand...

    • Downloads: 869
  • For CMO Professionals

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

    Technographics® TRUE Brand Compass: General Insurance

    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...

    • Downloads: 192
  • For CMO Professionals

    Report:Consistent Customer Experience Drives Airline Brand Resonance

    Technographics® TRUE Brand Compass: Airlines

    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 solid...

    • Downloads: 103
  • For CMO Professionals

    Report:Digital Experiences Help Build A Resonant Hotel Brand

    Technographics® TRUE Brand Compass: Hotels

    Chief marketing officers (CMOs) have a steep hill to climb to earn consumer brand preference, referral, and pricing power. In the hotel industry, strong brand resonance will be crucial as consumers...

    • Downloads: 79