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: Create A Customer-Centric Brand Experience

    In the age of the customer, chief marketing officers (CMOs) have a steeper hill to climb to build their brands with distracted, technology-empowered consumers. This is forcing marketers to rethi...

    • Downloads: 1274
  • For CMO Professionals

    Report: Brand Experience Redefines Brand Management

    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 ...

    • Downloads: 869
  • For CMO Professionals

    Report: Brief: Create Mobile Moments That Boost The Brand Experience

    Forrester believes that we are witnessing a mobile mind shift — "the expectation that I can get what I want in my immediate context and moments of need." The new battleground for customers...

    • Downloads: 215
  • For CMO Professionals

    Report: Digital Experiences Help Build A Resonant Hotel Brand

    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 consum...

    • Downloads: 79
  • 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: 120
  • For CMO Professionals

    Report: Create A Customer-Centric Brand Experience

    In the age of the customer, chief marketing officers (CMOs) have a steeper hill to climb to build their brands with distracted, technology-empowered consumers. This is forcing marketers to rethi...

    • Downloads: 1274
  • 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: 1528
  • 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: 1679
  • For CMO Professionals

    Report: Brand Experience Redefines Brand Management

    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 ...

    • Downloads: 869
  • 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: 1004
View all of Tracy Stokes's Research

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