Tracy B YoungLincoln

The Kinesso Group combined Acxiom, Kinesso and Matterkind as the Data, Technology and Addressable Media business arm of IPG. Kinesso is the creator of IPG Marketing Intelligence Engine (IPG MIE), a collection of applications solving for Audience and Identity in addressable marketing utilizing global identity spine of Acxiom Infobase and proprietary Kinesso Intelligent Identity (KII) crosswalk to global addressability.

• In close partnership with IPG Corporate, led global stand up of Kinesso for 1,200+ employees in 50 countries and, in tandem, integration of Acxiom post-acquisition (+2,000 employees)
• Created a Global Client Solutions and Sales organization driving successive double-digit growth during and after pandemic shifts of client marketing spend
• Launched Kinesso SaaS program for selling IPG MIE technology portfolio into integrated client offerings and businesses. Resulted in MIE technology inside businesses of clients such as Citi Bank, Chase Bank, American Express, Morgan Stanley/eTrade, and Amazon.
• Developed and executed a go-to-market strategy for Kinesso Intelligent Identity and IPG Marketing Intelligence Engine portfolio to drive company success in exceeding revenue and profitability goals year over year.
• Designed overall Kinesso Customer eXperience utilizing solutions and support organization to deliver client onboarding, integration solutions, training material, customer support center and hotline while making sure we deliver on our customer value proposition without sacrificing profitability targets.
• Launched first Customer Advisory Board (CAB) to orchestrate information on product innovations, market insights, pricing shifts, vertical pressures and competitive analysis to senior executive and product management organizations.
• Scaled product offerings with emphasis on revenue growth, operational efficiency and speed of execution with Client Innovation team which led product management and executives thru new and extension solutions and prototypes.
• Developed innovative sales and marketing strategies to facilitate business expansion by collaborating with Global Commercial team and packaging unique multi-brand or "portfolio" solutions .
• Spearheaded four (5) contract negotiations to obtain favorable pricing, program integration and co-sell across Google, Salesforce, GWI, Helixa, Telium.
• Created first IPG holding group Audience Strategy subscription model working across 100+ holding group agencies and top 10 holding group clients
• Launched first IPG Platform Partners program ; consolidating growth efforts into a high-performing partnership team focused on collaboration across partner array (Google, Salesforce, Adobe, Sitecore, Telium, etc) and across holding group network
• Launched first IPG Data Council to drive innovation across audience, data and technology into Acxiom and Kinesso products.

The Zenith Group combined Moxie (now FKA), MRY and Zenith Media as full solution digital agency group of Publicis Media. Moxie was enabled as an innovation center to build prototype solutions that would eventually be used at the center of the Publicis network for scale.

• Created Product Management framework and operational structure for solution innovation and productization of technology applications and service delivery programs to deliver on new revenue streams or operationalized for margin relief.
• Designed and Launched the Publicis Groupe Ad Operations (MeasOps), a consolidated and uniform offering for media ad service across team talent, tooling and process improvements for all of Publicis Media globally. 30% efficiency cost savings a near & off-shore teams, stand up of ticketing systems and ticket management for efficient multi-timezone delivery. Created ad serving bulk upload functionality for more efficient (time) and effective (minimize errors), this was not and is till not a well understood need in the industry.
• Designed and launched early Identity Marketing technology solution, DecisionIQ used as DCO platform for Publicis Groupe which launched first performance media contract for Publicis. Revenue: Upwards of 20MM in incremental/new revenue generation within first 8 months Clients: Kohls, Verizon, Audible, Starbucks, Amazon, Arby's
• Landing first Applied Behavioral Science team (within holding company) designed to deliver human understanding to strategy process. In addition to team, launched HumanIQ NeuroLab and Testing Platform for creative and experience testing, drove performance of new business wins by 20% and incremental revenue of 3MM year over year.
• Built the Intelligence practice across Moxie, MRY & Zenith to drive efficiency both onshore and offshore for a uniform data science practice. In collaboration with the Innovation Lab and IBM Watson, we created an early GenerativeAI solution; AI against Humanity . Award winning learning AI to teach client about the future of neural net learning applied to marketing.
• Created the first, Pre-Release Movie Recommendation Engine for AMC theatres . Most recommendation engines are based on after release movie content. We created the ability to rotate new/unreleased movie recommendations into cycle. This solution was the basis for GenerativeAI and other Identity products.

Transformed traditional agency into a Digital and Experience company with a new practice area of Performance Solutions under which Analytics, User Experience, Technology Solutions, Product Development, CRM, Search and Content Strategy collaborate to develop holistic strategies that improve omni-marketing performance.

• Created "22view" , patented algorithm driven dashboarding solution , visualizes performance for improved decision making and faster response times. I still hold a patent for this innovation.
• Investment partner and early collaborator of the first-generation tag management solution Satellite (now Adobe Tag Manager solution) under which 22Squared had exclusive rights to sell under product name "22track". Identified value of innovation, collaborated on early builds and negotiated unique rights to sell under Agency branding.

The RentPath Group owned several publications with digital destinations: ApartmentGuide, AutoGuide and NewHome Guide.

• Develop marketing and product solution innovations to drive user adoption and visitation growth. Early digital adoption solutions from email marketing, facebook ad units and "viral" video solutions as well as improved user experience and search engine optimization strategies were deployed.
• Managed 5 agency relationships, negotiated media and creative programming across portfolio of brands.

At UPS (United Parcel Service) all marketing groups are combined into a one organization at corporate office across Brand, International Brand, Publication, Events, Corporate and Technology. The Technology group covered all products from software and hardware of UPSWorldship and UPS Internet Shipping as the priority programs, logistics with QuantumView and more than 30+ global technologies delivered in 22 languages.

• Delivered both B2B and B2C communications programs, in-platform communications, product packaging, user guides, sales tools, tutorials, etc in support of all solutions
• Launched first UPS customer video portal and tutorial center
• Launched first UPS customer email CRM program for brand and crisis communications
• Innovation Award winner for technology packaging to meet "green" program company initiative and savings of 4MM for a single release.
• Worked across Product, Sales and Communication organizations for day to day management of integrated marketing and product innovation

The Lacek Group was an innovator in CRM and DM strategies working with clients like Delta Airlines, AeroMexico, Commonwealth National Bank of Australia. Traveling strategist driving performance in delivery globally.