Skye Frontier, EVP at Incremental, expresses her role in enhancing advertising effectiveness by interpreting data for better client outcomes. With an analytical mindset, she enjoys diving into advertising metrics to explore important questions like the validity of Return on Ad Spend (ROAS). Frontier finds excitement in retail media's evolution, particularly its shift towards holistic marketing strategies. She champions the importance of stepping outside comfort zones for professional growth and shares her love for collaborative projects that uplift the entire retail ecosystem.
I used to joke that I worked for the internet when explaining my job to my grandparents. Now, I say we help people understand the why and how of advertising so they can do it more effectively.
Some of the best days are when I'm diving deep into our advertising data to tackle big questions: Is ROAS a myth? Do pricier ads actually perform better?
I'm really excited about retail media moving up the funnel. As retailer data starts feeding into traditionally brand-building channels like CTV, we have the chance to take a more integrated, holistic approach to marketing.
Some of my biggest personal and professional breakthroughs have come when I pushed myself outside of my comfort zone and tried things I wasn't initially good at.
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