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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12 results in Reports

  • Tracy Stokes
  • Marketing Methods
  • For Marketing Leadership Professionals

    Report:Choose The Right Vendor Tools To Help With Content Marketing Development And Distribution

    Tools And Technology: The Content Marketing Playbook

    Content marketing has rapidly gained marketers' attention as a new way to build deeper relationships with customers. But marketers' ability to sustain a meaningful content marketing strategy rests on...

    • Downloads: 281
  • For Marketing Leadership Professionals

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

    B2C 2014 Marketing Budget Trends

    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 the...

    • Downloads: 241
  • For CMO Professionals

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

    Technographics® TRUE Brand Compass: Big-Box Retail

    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, referral,...

    • Downloads: 241
  • 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...

    • Downloads: 902
  • For CMO Professionals

    Report:The Role Of Digital In The Path To Purchase

    New Digital Platforms Have To Wait Their Turn, As Traditional Stores Stay Critical

    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 conducted a...

    • Downloads: 1513
  • For CMO Professionals

    Report:TechRadar™ For CMO & Marketing Leadership Professionals: Shopper Marketing, Q2 2012

    Which Digital Shopper Marketing Tools To Invest In And Why

    Forrester's TechRadar methodology provides a framework to aid decision-makers in prioritizing investments and tools related to their discipline — in this case, shopper marketing. Consumers are...

    • Downloads: 707
  • 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 of...

    • Downloads: 1665
  • For CMO Professionals

    Report:The New Layers Of TV Audience Insight

    Audiences are fundamentally changing the way they watch TV. Viewers are now active on a second screen — a tablet, PC, or mobile device — at the same time that the big screen is turned on....

    • Downloads: 567
  • For CMO Professionals

    Report:Digital Remakes Out-Of-Home Advertising

    A Traditional Channel Gets An Interactive "In Person" Makeover

    Adding digital to traditional out-of-home has transformed a stagnant medium into a fast-growing channel with significant upside for marketers as small screens grow ever-more cluttered. The landscape...

    • Downloads: 439
  • For CMO Professionals

    Report:Shopper Marketing Breaks Out Of The Store

    Follow The Customer Life Cycle To Influence Pre-Store Purchase Decisions

    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: 995
  • For CMO Professionals

    Report:Engage Women With Personal And Relevant Social Interactions

    Women have the potential to drive a brand's reputation online because, compared with men, they are more connected with each other and like to talk about brands and products, especially in social...

    • Downloads: 850
  • For CMO Professionals

    Report:How Green Does Your Brand Need To Be?

    A Road Map To Making Your Brand Greener

    Marketing leaders navigate a risk-reward tightrope as consumer demand for environmentally responsible, or green, products grows and competition for such marketing offers heats up amid increased...

    • Downloads: 376