Southfield, Michigan, May 23, 2016The Mars Agency announces the additions of two new hires to its Performance Analytics team, which helps its clients leverage data and analytics to make more informed marketing and shopper performance decisions.  The team helps clients better plan and optimize their efforts, even with limited access to consumer or shopper data. The new Performance Analytics team is part of the agency’s growing Strategic Planning group.

Leading the team is industry-veteran Janice Easton, VP Performance Targeting & Analytics, who arrives at The Mars Agency with 30 years of actionable data experience. A big data pioneer and an expert in both B2C and B2B analytics solutions and CRM, Easton identifies key business opportunities and data insights to help the larger team with disciplined, communication and shopper marketing planning, KPI development and learning design.

Easton was most recently head of Strategic Analytics at Campbell Ewald, where she worked across verticals, from Consumer Packaged Goods to insurance, pharmaceuticals and retail, servicing clients Farmers Insurance, USAA, Pearl Vision and Pier 1. Prior to that, she was at R.L Polk & Co., leading automotive research and insight work. At both organizations, her business acumen and research background enabled her to drive methodologies across traditional, digital and social media platforms.

Rob Rivenburgh, The Mars Agency’s North American CEO, noted that, “Janice is not just a researcher or an experienced data analyst, she is a strong business person and marketer. That’s what makes her different. She understands real client problems and where their financial business opportunity exists and that’s why our clients listen to her recommendations. Using various data sources, Janice has insights to optimize our annual planning processes and ensure that KPIs are both set and managed against.”

In addition, Amy Cronin joins The Mars Agency as Director, Performance Targeting & Analytics, reporting to Easton. With more than 20 years of experience, Cronin will focus on the integration of proprietary and syndicated sales and shopper data to aid in client planning processes, the measurement of each client program, and optimization recommendations. She has expertise in developing cross-channel test strategies/design, business proformas and reporting that provides real-time insight across on/offline communications, including brand sites, email, social media, paid display, paid search and direct mail.

Cronin also joins from Campbell Ewald, where she made a significant impact across client verticals, including Ford Motor Company, Kaiser Permanente, Olympic Paint, OnStar, America’s Navy, Wyndham Hotels & Resorts and Verizon Wireless.

The addition of Easton and Cronin follows the agency’s recent appointments of Tammy Brumfield as Senior Vice President, leading its Retail Marketing Practice, and Elise Wilfinger as EVP, Corporate Strategy & Brand Officer.  Wilfinger fills a new role at The Mars Agency where she is focused on driving strategic change, brand building and delivering best-in-class execution.

 

About The Mars Agency
The Mars Agency is a full-service, global shopper and consumer marketing leader, operating in 11 offices in North America and Europe. For nearly 45 years, the agency has been consistently recognized as a thought-leader in the shopper space, attracting an impressive client base, which includes Walmart, Hallmark, Coca-Cola, T-Mobile, Campbell’s and Pfizer.

 

To learn more about The Mars Agency, visit http://www.themarsagency.com/.