Chief Strategy Officer, Managing Partner and Global Business Lead at TracyLocke Chicago
Tyler is a passionate and effective advocate for transforming shopper marketing into insight-infused, conversion-driving communications that increase sales and build brands across countries, clients, customers and classes of trade.
While a strategist first, Tyler has used his nuanced insight into consumers, shoppers and customers, informed by new sources of data and an obsession with analytics, to reinvent his team, his company and their ways of working in multiple countries. Importantly, client satisfaction and revenue growth have both improved under his leadership.
Under Tyler’s direction, TracyLocke has taken a much more data-informed approach to developing business, marketing and shopper strategies, innovating their entire way of working. He has driven this change in order to ensure they can make smarter recommendations in this increasingly complex international environment, where change is constant, customers are also competitors and the need for mobile content to accelerate conversion is urgent.
According to a colleague at TracyLocke, “Understanding the importance of insights to deliver truly great work, Tyler doesn’t just lead by example, but inspires others to rethink how we reach our consumers across the entire path-to-purchase, beyond just one moment at shelf.”
Like many global marketing leaders, Tyler has been working to balance clients’ need for the efficiency and consistency of global scale programs created centrally or regionally with the pressing need for local relevancy and authenticity to help drive sales in the local market.
To address this challenge, Tyler created a new, tiered approach to content creation, making it easy for his team and clients to adjust the scope and pricing of TracyLocke’s work to the degree of customization actually required. This has streamlined the process of developing local/regional/global scopes of work and provided clients with much more transparency around the cost drivers associated with local customization.
This innovation in processes/pricing has gone a long way to helping his clients get the benefits of both global scale and local customization to maximize relevancy.