Forrester Research : Analyst

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Tracy Stokes

Principal Analyst serving CMO PROFESSIONALS

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Blog: CMO Blog

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.

Research Coverage:

Adaptive Brand Marketing, Emerging Methods, In-store Marketing, Interactive Marketing Strategy and Process, Marketing Communications, Marketing Measurement, Marketing Messaging, Marketing Methods, Marketing Organization & Culture, Marketing ROI, Social Marketing, Social Media Communications

Reports (3)
Charts & Figures (5)

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3 results in Reports

Tracy Stokes
Technology Product Strategies

For Marketing Leadership Professionals
Report:CMO Imperatives For 2012
Use Technology To Move From Experimentation To Driving Results
Luca S. Paderni, Mary Beth Kemp, Tracy Stokes, Jeff Ernst, Chris StutzmanJanuary 18, 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) determining how...
- Downloads: 923
- Rating:
For CMO Professionals
Report:Marketing Budgets For 2012 Expose A Fear Of Commitment
Digital Media Spending Surpasses That Of Traditional Media, But Marketers Wait To Commit Spend
Tracy StokesNovember 28, 2011
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 wants...
- Downloads: 812
For CMO Professionals
Report:How Green Does Your Brand Need To Be?
A Road Map To Making Your Brand Greener
Tracy StokesMay 04, 2011
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: 337

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Tracy Stokes

Principal Analyst serving CMO PROFESSIONALS

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For Marketing Leadership Professionals

Report:CMO Imperatives For 2012

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Report:Marketing Budgets For 2012 Expose A Fear Of Commitment

For CMO Professionals

Report:How Green Does Your Brand Need To Be?

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