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.


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: Create A Connected Communications Plan For The Post-Digital Era

    Over the past decade, digital triggered an explosion of marketing complexity, leaving a fragmented landscape in its wake and rendering traditional communications planning obsolete. In this post-...

    • Downloads: 314
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  • For CMO Professionals

    Report: Established Media Brands Fend Off Social Newcomers To Top TRUE Brand Rankings

    Consumers demand more from brands in the 21st century, and traditional and digital media brands are no exception. Media brands must go beyond single-channel access points and prove that they are...

    • Downloads: 118
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  • For CMO Professionals

    Report: Innovative Consumer Technology Brands Win The Battle For Mindshare

    The consumer technology business is traditionally product-driven. But in today's competitive marketplace, chief marketing officers (CMOs) in this sector need to pay attention to their brand reso...

    • Downloads: 214
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  • For Marketing Leadership Professionals

    Report: B2C Marketers Must Turn Fragmented Marketing Budgets Into Business Budgets

    Forrester's Q3 2013 North American B2C Marketing Budget Online Survey presents a mix of good news and bad news from marketers. The good: Unlike those surveyed two years ago at the tail end of th...

    • Downloads: 193
  • For CMO Professionals

    Report: Big-Box Retailers Must Be Trusted And Essential To Build Their Brand

    Forrester's research shows that consumers demand more from brands in the 21st century. Marketers across all consumer industries now have a steeper hill to climb to earn brand preference, referra...

    • Downloads: 208
  • 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: 1469
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  • 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: 1631
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  • 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: 975
  • For Marketing Leadership Professionals

    Report: CMO Imperatives For 2012

    In 2012, CMOs will need to embrace technology to help them handle big issues like: 1) addressing the maturation of social media from cool tool to critical connector with customers; 2) determinin...

    • Downloads: 980
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  • 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: 882
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