×
You will be redirected back to your article in seconds

Foursquare Taps ARF CEO Gayle Fuguitt as Head of Customer Insights

Foursquare, the location-based app and data marketing company, has hired Gayle Fuguitt — president and CEO of the Advertising Research Foundation — as chief of customer insights and innovation.

In the newly created role, Fuguitt will act as a liaison between Foursquare’s advertising clients and internal marketing, sales and engineering teams, with an eye toward developing new global mobile-location intelligence research and tools. She reports to Foursquare president Steven Rosenblatt, and officially started at the company on Dec. 5.

“I really believe in global mobile as a game-changer in the industry, and being able to reach consumers on their terms,” Fuguitt said in an interview.

The entertainment industry specifically has a huge opportunity to tap into mobile marketing platforms, she says, to reach millennials and other demographic groups whether they’re at movie theaters, at home — or somewhere else. Other top vertical segments Foursquare targets include pharmaceutical, retail, luxury, consumer packaged goods, auto, electronics, beverages and publishing.

Fuguitt, the first woman to lead the ARF since its formation in 1936, expanded the industry org’s national and global network with initiatives geared around helping marketers generate measurable sales growth. The ARF this summer announced that Fuguitt would depart the organization in October and that it was searching for a replacement.

Before joining the ARF in 2013, Fuguitt spent 32 years at General Mills, where her roles included overseeing global consumer marketing insights and analytics. She led the food manufacturer’s investment of more than $70 million into internet research in 1998 before spearheading its expansion into social media and mobile research.

Fuguitt serves on the Wharton Future of Advertising Board, and in 2014 she was inducted into the Market Research Council’s Hall of Fame.

Foursquare says more than 50 million people monthly use its apps and websites to discover places and check in. The company provides location data to Apple, Snapchat, Twitter, Uber, Airbnb, Microsoft, Samsung and some 100,000 other developers. Foursquare’s ad tools let marketers target audiences as well as measure foot traffic to specific locations.

The privately held company has raised $166 million in funding from investors including Union Square Ventures, Andreessen Horowitz, DFJ Growth and Morgan Stanley Alternative Investment Partners. Foursquare, which has 200 employees, is based in New York with offices in San Francisco, Los Angeles, London and Shanghai.

Popular on Variety

More Digital

  • Tony Ayres - International Live Action

    Netflix Boards Tony Ayres' Tech Thriller 'Clickbait'

    Top Australian film and TV creator, Tony Ayres, “Harry Potter” producer David Heyman and Christian White have set up “Clickbait,” a new thriller series for Netflix. It probes probing the dangers of social media and the widening gulf between people’s real and virtual selves. The show is to be produced in Melbourne, Australia through NBC [...]

  • MINDHUNTER

    Netflix's Podcast Slate 'Deepens' Space Around Original Content, Programmers Say

    It should come as no surprise that, in its quest to become a full-blown entertainment ecosystem, Netflix has built a roster of podcast programming to complement its scores or original series and films. The programs recruit top talent and hosts to hang out and talk about the streaming giant’s TV and film content. It’s a [...]

  • Netflix-logo-N-icon

    Netflix Is Testing Human-Curated 'Collections'

    Netflix, a company powered by the strategic use of data, relies on artificial intelligence to suggest new content that its streaming customers are likely to be interested in. Now it’s looking to potentially add a human touch: The company has launched a limited-scale test of “Collections,” a new feature that presents groups of movies and [...]

  • wolves in the walls emmy

    Neil Gaiman VR Experience 'Wolves in the Walls' Wins Primetime Emmy

    “Wolves in the Walls,” the virtual reality (VR) experience based on Neil Gaiman’s children’s book by the same name, has been awarded with a Primetime Emmy for outstanding innovation in interactive media. The experience has been produced by San Francisco-based immersive entertainment startup Fable, which puts a big effort on making the viewer a participating [...]

  • The Void San Francisco

    The Void Teams Up With Sony Pictures for New Location-Based VR Experience

    James Murdoch-backed virtual reality (VR) startup The Void has teamed up with Sony Pictures Virtual reality to produce a new location-based VR experience, according to Curtis Hickman, the startup’s chief creative officer. Hickman revealed the partnership in a conversation with Variety this week, during which he also outlined plans to bring more original IP to [...]

  • US President Donald J. Trump speaks

    Apple Stock Down 4.6% After Trump ‘Orders’ Companies to Leave China

    Apple’s share price was down around 4.6% Friday at the close of the market, to $202.64 per share, after President Trump took to Twitter to “order” U.S. companies to leave China. The slide came amid a market-wide sell-off, with the NASDAQ sliding 3%, and the Dow dropping 623 points. Trump’s edict was a response to [...]

  • Former head of CAA China Peter

    Peter Loehr to Spearhead Asia Expansion of Genies Avatar Venture (EXCLUSIVE)

    Peter Loehr, the former head of CAA in China, and seasoned music executive John Possman have been tapped by digital avatar company Genies to lead its expansion into Asia. The company’s proprietary avatar technology allows users to express ideas, thoughts and feelings in a different way from text, audio and video. Within the app and [...]

More From Our Brands

Access exclusive content