Vice President of Insights & Strategy
What drives consumer decisions? As VP of Insights & Strategy, Tracy and her teams work daily to find out. Tracy spearheads coaching and innovation for both our consumer insights and media disciplines, using research methods to learn what consumers want from brands to shape insights that drive marketing strategies. Then, we take that insight and craft targeted, effective media strategies focused on generating ROI. Tracy’s pioneered several agency initiatives to keep our team on the cutting edge, leading better integration and use of media data, streamlining agency optimization processes and introducing L&S Business Intelligence, our business analytics platform. A Sioux Falls native, Tracy joined the L&S team in 2010 and graduated summa cum laude from the University of Nebraska at Omaha with a Bachelor of Science in Communication. She’s a graduate of Leadership South Dakota and serves on the Board of Directors for CenStates Travel and Tourism Research Association.