Speaker Biography

Tracy Stokes

Principal Analyst

Sessions Featuring This Speaker

Forrester's Forum For Customer Experience Professionals East


  • 01:30 PM - 02:15 PM

    Align Your Brand And Customer Experience

    Brand and customer experience are inextricably linked. A good experience builds brand value, and your brand sets the expectations that your customers have for the experiences they anticipate. But in many firms, brand building and customer experience efforts are not coordinated. In this session, Tracy will share:

    • The specific outcomes that good customer experiences have on brand-building.
    • How the role of customer experience in brand-building varies by industry.
    • How to align brand and customer experience strategies.

Research Focus

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 postdigital 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 MBA, 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.