×
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.

More Digital

  • Samsung's Galaxy Fold Launch Delayed After

    Samsung Officially Delays Galaxy Fold Launch

    Samsung has officially delayed the launch of its much-anticipated foldable phone, the Galaxy Fold, after multiple reviewers experienced issues with the device’s screen. The company said in a statement that it would announce a new release data for the device “in the coming weeks.” The Galaxy Fold had first been unveiled at a press event [...]

  • Variety Cord Cutting Placeholder Cable

    Cord Cutting Will Accelerate in 2019, Skinny Bundles Poised to Fail (Report)

    The pace of cord cutting is continuing to accelerate this year, according to a new Convergence Research Group report, with 4.56 million TV households opting to ditch pay TV. By the end of the year, 34% of U.S. households won’t have a traditional TV subscription, according to the research company’s latest “Battle for the American [...]

  • Missing Link Laika Studios

    ‘Missing Link’ Again Tops Studios’ TV Ad Spending

    In this week’s edition of the Variety Movie Commercial Tracker, powered by the TV ad measurement and attribution company iSpot.tv, Annapurna Pictures claims the top spot in spending for the second week in a row with “Missing Link.” Ads placed for the animated film had an estimated media value of $5.91 million through Sunday for [...]

  • Sirius Logo

    SiriusXM Unveils $8 Essential Plan for Consumers Without Cars

    SiriusXM wants to cater consumers without cars, or cars without compatible stereos, with a new $8 plan for mobile and in-home listening. Dubbed SiriusXM Essential, the plan offers access to 200+ channels featuring the network’s entire music programming, as well comedy, news and select sports channels. Consumers will be able to test the new plan [...]

  • Mueller Report Book Editions Top Amazon's

    Mueller Report Book Editions Shoot to Top of Best-Seller Lists at Amazon, Barnes & Noble

    Robert Mueller is now a best-selling author. Book publishers’ forthcoming editions of the special counsel’s report zoomed to the top of the Amazon’s and Barnes & Noble’s lists of book best-sellers Friday. That comes a day after the report was publicly released, culminating the nearly two-year investigation into Russian interference in the 2016 U.S. election [...]

  • Marques Brownlee - Retro Tech

    YouTube Orders Marques Brownlee 'Retro Tech' Original Series

    YouTube has turned to one of its homegrown stars — technology vlogger Marques Brownlee, aka “MKBHD” — for its newest original series. The video platform has greenlit series “Retro Tech” featuring Brownlee, in which he’ll unbox and review vintage technology products that have defined pop culture. The show, slated to debut in December 2019, follows [...]

More From Our Brands

Access exclusive content