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SENIOR EXECUTIVE & GROWTH CATALYST – Transforming possibility into performance for some of the largest brands worldwide: Auto (Cars.com, BMW, Ford, GM), CPG (P&G, SC Johnson), FinTech (Avant), Media (Twitter), Retail (eBay, Sprint, Taco Bell, Walmart). Over the past two decades, I have led organizations in 150+-country brand development, 10-figure P&L management, NextGen innovation, D.R.E.A.M. building (Data Rules Everything Around Me), and strategic excellence to vault seed-level and Fortune 200 companies. My efforts have enabled dozens of entities to navigate complex challenges, develop deeper relationships with our most important asset – our people, and achieve immediate and enduring growth. 𝗖𝗮𝗿𝗲𝗲𝗿 𝗛𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁𝘀:➛ 𝗖-𝗦𝘂𝗶𝘁𝗲 𝗖𝗵𝗮𝗻𝗴𝗲 𝗔𝗴𝗲𝗻𝘁. Spearheaded successful spinoff, IPO, turnaround (reversing 3-year decline), and record-breaking growth of Cars.com (double-digit growth 25 consecutive months). Instrumental in #1 ranking in organic traffic and $3B in cumulative revenue generation, with minimal advertising spend. ➛ 𝗙𝗼𝗿𝘁𝘂𝗻𝗲 𝟮𝟬𝟬 𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗶𝗮𝗹 𝗖𝗮𝘁𝗮𝗹𝘆𝘀𝘁. Piloted transformative initiatives for some of the largest brands in the world, including all SC Johnson megabrands. Achieved market-leading outcomes across verticals (auto, CPG, fintech, retail, QSR) in 6 continents ➛ 𝗗𝗘&𝗜 𝗖𝗵𝗮𝗺𝗽𝗶𝗼𝗻. Founded She100 to empower the LGBTQ+ community; onboarded diverse board at Cars.com, and sponsored 200+ FTEs in Black Excellence United. ➛ 𝗔𝘄𝗮𝗿𝗱-𝗪𝗶𝗻𝗻𝗶𝗻𝗴 𝗘𝘅𝗲𝗰𝘂𝘁𝗶𝘃𝗲. Forbes Magazine – 2019 CMO Next | Crain’s Chicago Business – 2018 Notable LGBTQ Executive | #Tech50 2016 | 40 Under 40. ➛ 𝗧𝗵𝗼𝘂𝗴𝗵𝘁 𝗟𝗲𝗮𝗱𝗲𝗿. Featured as a speaker at Google, Facebook, and Northwestern University. Published in the Wall Street Journal and Forbes. Selected by U.S. Executive Branch as a White House Fellow (Technology). 𝗠𝘆 𝗩𝗶𝘀𝗶𝗼𝗻 is to attract, develop, and champion diverse dream teams, moving people and business forward. Take bets on leading-edge tech, inventing new approaches, and tackling the seemingly unsolvable. Let’s challenge what should be in favor of what could be. I’m excited to inspire and impact companies and consumers as much as they inspire and impact me. 𝗣𝗿𝗶𝘀𝗺𝘀 𝗺𝗮𝗸𝗲 𝗿𝗮𝗶𝗻𝗯𝗼𝘄𝘀: 𝗹𝗲𝘁’𝘀 𝗰𝗼𝗻𝗻𝗲𝗰𝘁. 📧 brooke[at]brookericketts.com
Beyond Barriers
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President And Co-FounderBeyond Barriers Apr 2022 - PresentNew York, Ny, UsCo-Founder and President of early stage (future Unicorn) HR Tech company. Beyond Barriers is the world’s only career fitness platform designed to transform professional women+ into future ready leaders. Our data-driven, science-backed approach helps companies unlock potential at scale to improve performance, increase retention and diversity, and promote engagement.
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Director Board Of DirectorsWhole & Free Foods, Llc - Every Body Eat® 2023 - PresentChicago, Illinois, Us -
Director Board Of DirectorsThe Mather Group, Llc Jul 2022 - PresentChicago, Illinois, Us -
AdvisorTamarind Hill Fund Mar 2017 - PresentColumbus, Ohio, Us -
Independent Trustee, Board Of DirectorsUniversity Of Phoenix Aug 2018 - Mar 2024Phoenix, Az, Us -
Chief Experience Officer (Chief Marketing Officer + Chief Product Officer)Cars.Com Dec 2019 - Jun 2022Chicago, Illinois, UsIn December 2019, I was promoted to the newly created post of Chief Experience Officer (CXO) of $900MM, publicly traded, digital automotive marketplace Cars.com. In this transformational role—as head of the product, design, and marketing arm—I reimagined, repositioned, and revitalized our 20-year-old legacy business. Our vision was to build a world-class product and customer experience that would drive enduring market leadership. I reevaluated our existing structures, met with key stakeholders at every touchpoint of our organization, and secured consensus for an integrated operational improvement roadmap. Within months, we had collapsed siloed organizational groups, facilitated greater collaboration, and become the leading digital marketplace in the automotive industry. 𝗛𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁𝘀✔️ 𝟬-𝘁𝗼-𝟭𝟬𝟬 𝗧𝗿𝗮𝗻𝘀𝗳𝗼𝗿𝗺𝗮𝘁𝗶𝗼𝗻, 𝗙𝘂𝗲𝗹𝗲𝗱 𝗥𝗲𝗰𝗼𝗿𝗱-𝗕𝗿𝗲𝗮𝗸𝗶𝗻𝗴 𝗧𝗿𝗮𝗳𝗳𝗶𝗰 𝗮𝗻𝗱 𝗦𝗮𝗹𝗲𝘀. Led reversal of 3-year traffic decline within 6 months, realized double-digit growth 25 straight months, and catalyzed record-breaking traffic and leads. ✔️ 𝗔𝗜-𝗣𝗼𝘄𝗲𝗿𝗲𝗱 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗘𝘅𝗽𝗲𝗿𝗶𝗲𝗻𝗰𝗲. Conceptualized and steered replatform of Cars.com, which seamlessly connected brand and UX, optimized lead distribution, and accelerated speed to market 35%. ✔️ 𝗚𝗼𝗹𝗱 𝗦𝘁𝗮𝗻𝗱𝗮𝗿𝗱 𝗶𝗻 𝗔𝘂𝘁𝗼 𝗠𝗮𝗿𝗸𝗲𝘁𝗽𝗹𝗮𝗰𝗲. Achieved ranking of #1 in brand awareness, #1 top downloaded online auto marketplace app, #1 highest-rated mobile platform, and #1 in SEO traffic in category. -
Chief Marketing Officer | Forbes Cmo Next | Fueling Growth Through Spinoff, Ipo & Key AcquisitionsCars.Com 2016 - Mar 2022Chicago, Illinois, UsLeading up to Cars.com’s IPO in early 2017, I joined the company as Chief Marketing Officer to help it become the trusted platform of choice for automotive consumers and advertisers. As CMO, I oversaw every component of the marketing operation, to include B2C/B2B brand, media, acquisition, growth, analytics (site, customer, product), SEO, event marketing, editorial, production, product marketing, communications, public relations, and dotted line IR. I balanced creative brand strategy and data-driven performance marketing, innovative solutions and tried-and-tested practices, and the ability to partner and push product, sales, and technology toward shared objectives, to achieve priority milestones and supercharge our ascent into market leadership. 𝗛𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁𝘀✔️ 𝗖𝗵𝗮𝗻𝗴𝗲 𝗠𝗮𝗻𝗮𝗴𝗲𝗺𝗲𝗻𝘁, 𝗜𝗣𝗢 & 𝗠&𝗔. Conceived and introduced communications, positioning, and public relations strategy through successful spinoff and IPO (2017), acquisition of Dealer Inspire and Launch Digital Marketing (2018), and strategic opportunity exploration to fuel ongoing quality, differentiation, and growth. ✔️ 𝗢𝗿𝗴𝗮𝗻𝗶𝘇𝗮𝘁𝗶𝗼𝗻𝗮𝗹 𝗘𝘅𝗰𝗲𝗹𝗹𝗲𝗻𝗰𝗲. Brought digital media in-house to optimize data and maximize spend for better business results on both the buy- and sell-side. Introduced agile development cycle that facilitated 100%+ increase in consumer site experiences. ✔️ 𝗗𝗿𝗶𝘃𝗶𝗻𝗴 𝗙𝘂𝘁𝘂𝗿𝗲 𝗼𝗳 𝗔𝘂𝘁𝗼𝗺𝗼𝘁𝗶𝘃𝗲 𝗠𝗮𝗿𝗸𝗲𝘁𝗽𝗹𝗮𝗰𝗲. Spearheaded numerous product launches including Social Sales Drive, Conversations, Online Shopper and AutoCorrected. Improved transparency, enhanced recommendations, and elevated customer experience, enabling Cars.com to innovate at the speed of retail.
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AdvisorHaystack Nov 2017 - Nov 2018Chicago, Il, Us -
Vp Of Brand And Design | Crain’S #Tech50 | Transforming Avant Into Empowering Fintech CompanyAvant 2016 - 2016Chicago, Il, UsIn 2016, I was tapped to shape the brand of premier fintech platform Avant, which was named to Forbes America's Most Promising Companies list and Forbes’ list of Next Billion-Dollar Startups, and recognized as Chicago’s fastest-growing start-up since Groupon. Working closely with Avant’s senior leadership team, I helped transform the company from a transactional loan provider to a differentiated, empowering mobile credit company that improved access to borrowing for underserved people. This performance marketing and brand strategy bolstered Avant’s competitive position, optimized conversion, and improved UX across platforms. 𝗛𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁𝘀✔️ 𝗨𝗦 & 𝗨𝗞 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽. Created brand strategy that defined product, communications, investor, and business development roadmap for the United States and United Kingdom. Set the stage for Avant to exceed volume targets, including $500MM+ in financing within months. -
Head Of Brand Strategy | Fortune 200 Strategist & Campaign Architect | Driving Growth Post-IpoTwitter 2014 - 2016San Francisco, Ca, UsAfter over a decade on the agency side, I was granted the opportunity to operate at the intersection of digital innovation, creative, and culture, in-house at Twitter as its Head of Brand Strategy. I joined Twitter immediately after its IPO, and was committed to driving its growth, while enabling some of the world’s leading brands to boost their businesses on our platform. In my first few weeks at the company, one of my principal priorities was to unlock the potential of our people. I prioritized talent development, streamlined processes to maximize our resources, and accelerated our creative cadence. Concurrently, I led the introduction of a B2B2C marketing strategy that—in tandem with our human capital improvements—enabled us to exceed revenue goals 30% and catalyzed 8-figure incremental topline growth. 𝗛𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁𝘀✔️ 𝗙𝗼𝗿𝘁𝘂𝗻𝗲 𝟮𝟬𝟬 𝗕𝗿𝗮𝗻𝗱 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝘀𝘁. Partnered with some of the world’s top brands (and industry-leading creative agencies) to develop diverse, multi-channel marketing campaigns. Produced critically acclaimed projects for McDonald’s (Superbowl 49), P&G (#LikeAGirl), Target (Grammys), Domino’s (Tweet a Pizza). ✔️ 𝗧𝗮𝗹𝗲𝗻𝘁 𝗔𝘁𝘁𝗿𝗮𝗰𝘁𝗶𝗼𝗻, 𝗗𝗲𝘃𝗲𝗹𝗼𝗽𝗺𝗲𝗻𝘁, 𝗮𝗻𝗱 𝗘𝗻𝗴𝗮𝗴𝗲𝗺𝗲𝗻𝘁. Hired, developed, and led team spanning three geographies to consistently meet and exceed targets. Created culture where every voice matters. Fueled engagement and synergy, at every touchpoint, in a hyper-growth, non-hierarchical matrixed environment. ✔️ 𝗦𝗼𝗰𝗶𝗮𝗹 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴. Charted marketing roadmap that sharpened audience analytics and insights, sparked consumer engagement, and strengthened loyalty worldwide. 𝗥𝗲𝗽𝗿𝗲𝘀𝗲𝗻𝘁𝗮𝘁𝗶𝘃𝗲 𝗙𝗼𝗿𝘁𝘂𝗻𝗲 𝟮𝟬𝟬 𝗕𝗿𝗮𝗻𝗱𝘀✔️Automotive (BMW, Ford, General Motors)✔️Consumer Goods (Kraft, P&G)✔️Food and Beverage (Anheuser-Busch InBev, Beam Suntory)✔️Insurance (State Farm)✔️QSR (McDonald’s, Domino’s)✔️Retail (Walmart, Target, Walgreens) -
Senior Vice President, Head Of Brand Strategy — Chicago And San Francisco | Crain’S 40 Under 40Digitas 2011 - 2014Boston, Massachusetts, UsIn 2011, I was recruited as SVP, Head of Brand Strategy, of Digitas Chicago. Much of my role was focused on winning significant new business, which we did so well, we opened new office in San Francisco. Digitas is a full-service marketing agency with 3,500+ employees across 18 countries and 32 offices, which also has an extended network via Publicis Media of 23,500+ in 100+ countries across the globe. With a commitment to help brands better connect with people, I cultivated a team of high-potential unicorns, built an integrated strategic practice (linking creative, UX, and connections), and infused creative insight across accounts and capabilities to drive business growth. 𝗛𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁𝘀✔️ 𝟭𝟬-𝗙𝗶𝗴𝘂𝗿𝗲 𝗥𝗲𝘃𝗲𝗻𝘂𝗲 𝗔𝗰𝘁𝘂𝗮𝘁𝗼𝗿, 𝗙𝗼𝗿𝘁𝘂𝗻𝗲 𝟭𝟬 𝗔𝗰𝗰𝗼𝘂𝗻𝘁 𝗢𝗿𝗶𝗴𝗶𝗻𝗮𝘁𝗼𝗿. Pitched, won, and onboarded $1B+ in billings within three years as SVP, Head of Brand Strategy, including top-tier accounts: Sprint, eBay, Taco Bell, Google. ✔️ 𝗧𝗲𝗰𝗵 𝗦𝗲𝗰𝘁𝗼𝗿 𝗠𝗮𝗿𝗸𝗲𝘁 𝗣𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴 𝗮𝗻𝗱 𝗣𝗲𝗻𝗲𝘁𝗿𝗮𝘁𝗶𝗼𝗻. Positioned Digitas in one of the world’s most innovative and creative markets by opening a new office in San Francisco; set stage to onboard some of Digitas’ largest accounts and built operation that has thrived for nearly a decade. ✔️ 𝗧𝗲𝗮𝗺 𝗕𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝗮𝗻𝗱 𝗘𝘅𝗽𝗮𝗻𝘀𝗶𝗼𝗻. Grew team size 300% within 1 year (spanning two markets), elevated creative product, and made a lasting impact on Digitas and some of the world’s largest brands. ✔️ 𝗔𝘄𝗮𝗿𝗱-𝗪𝗶𝗻𝗻𝗶𝗻𝗴 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝘀𝘁. Achieved recognition as one of Crain’s 40 Under 40, and highly selective Leadership Greater Chicago fellowship. 𝗥𝗲𝗽𝗿𝗲𝘀𝗲𝗻𝘁𝗮𝘁𝗶𝘃𝗲 𝗕𝗿𝗮𝗻𝗱𝘀✔️ Appliances (Whirlpool, KitchenAid, Jenn-Air, Whirlpool)✔️ E-Commerce (eBay, Google Wallet)✔️ CPG (P&G)✔️ Food and Beverage (Kraft, Miller Lite, High Life, MGD)✔️ QSR (Taco Bell)✔️ Telecommunications (Sprint) -
Svp, Global Head Of Brand Strategy | Powering Success Of 10-Figure, 150+-Country Brand PortfolioFcb Global 2009 - 2011New York, New York, UsI was promoted to lead the global strategy for SC Johnson, the highest-grossing and largest client of DraftFCB—an award-winning international agency with 120 offices in more than 80 countries. As SVP, I charted SC Johnson’s brand and creative roadmap in markets around the world, from architecting a new customer-centric planning process that informed its strategy worldwide, to creating global positioning statements for each of SC Johnson’s megabrands. 𝗛𝗶𝗴𝗵𝗹𝗶𝗴𝗵𝘁𝘀✔️ 𝟲-𝗖𝗼𝗻𝘁𝗶𝗻𝗲𝗻𝘁, 𝟭𝟬-𝗙𝗶𝗴𝘂𝗿𝗲 𝗦𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰 𝗕𝗿𝗮𝗻𝗱 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽. Steered multinational team that developed award-winning campaigns ($2B+ Advertising Spend) and exceeded creative benchmarks across all brands. Reinvigorated brand relevance across a 150+-country portfolio. ✔️ 𝟮𝟬+ 𝗕𝗿𝗮𝗻𝗱 𝗟𝗮𝘂𝗻𝗰𝗵 𝗮𝗻𝗱 𝗟𝗲𝗴𝗮𝗰𝘆. Orchestrated the positioning and GTM of 20+-new products globally end-to-end. Conducted user research sessions, choreographed marketing motions, and articulated authentic, differentiated brand voices, which laid the foundation for a legacy of brands that have thrived for 10+ years since launch. ✔️ 𝗚𝗹𝗼𝗯𝗮𝗹 𝗧𝗵𝗼𝘂𝗴𝗵𝘁 𝗟𝗲𝗮𝗱𝗲𝗿𝘀𝗵𝗶𝗽 𝗮𝗻𝗱 𝗕𝗲𝘀𝘁 𝗣𝗿𝗮𝗰𝘁𝗶𝗰𝗲 𝗦𝗵𝗮𝗿𝗶𝗻𝗴. Authored The Global Truths of Home insights report, which distilled lessons drawn from across 6 continents into an actionable format; positioned FCB as a leader in global best practices. ✔️ 𝗗𝗶𝘃𝗲𝗿𝘀𝗶𝘁𝘆 𝗮𝗻𝗱 𝗜𝗻𝗰𝗹𝘂𝘀𝗶𝗼𝗻 𝗖𝗵𝗮𝗺𝗽𝗶𝗼𝗻. Sponsored and facilitated the creation of the ad industry’s first “It Gets Better” video. Reaffirmed FCB and the ad sector’s commitment to DEI and empowering the LGBTQ+ community. 𝗥𝗲𝗽𝗿𝗲𝘀𝗲𝗻𝘁𝗮𝘁𝗶𝘃𝗲 𝗕𝗿𝗮𝗻𝗱𝘀✔️ Air Care (Glade, Oust) ✔️ Automotive (Volkswagen)✔️ Business-to-Business (Dow)✔️ Cleaning (Windex, Scrubbing Bubbles, Mr. Muscle, Pledge)✔️ Pest Control (Raid, Off!, Autan, Baygon)✔️ Telecommunications (Qwest) -
North America Director Of Strategic Planning | Energizing Scj’S Megabrands In Key MarketsFcb Global 2008 - 2009New York, New York, UsAs VP, I held a key leadership position within DraftFCB and strategically influenced virtually every touchpoint of the creative lifecycle for SC Johnson in North America. I worked with SCJ senior leadership to keep a finger on the pulse of their immediate and long-term objectives, create campaigns that accelerated the achievement of those goals, and sustain their growth. One of our greatest challenges involved helping the organization navigate the Global Financial Crisis. I was instrumental in helping their brands emerge stronger, positioning them for long-term growth.
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Director Of Strategic Planning, Air Care | Accelerating Trajectory Of Billion-Dollar PortfolioFcb Global 2004 - 2009New York, New York, UsUpon Draft, Inc., and Foot, Cone & Belding’s merger into Draft FCB in 2006, I was promoted to its Director of Strategic Planning, Air Care. I helmed our team’s planning efforts for SC Johnson’s $1B air care portfolio, including Glade and Oust. My work included leading the design and delivery of nationwide consumer research, which informed category growth narratives, omni-platform ad campaigns, and media-to-shelf (M2S) plans.
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Strategic Planning Director | Linking Brand & Business Strategy To Achieve Breakthrough ResultsFoote Cone & Belding (Fcb) 2004 - 2005San Francisco, Ca, UsIn 2004, I was recruited to serve as a Strategic Planner at FCB (Foot, Cone & Belding). I partnered with our diverse creative teams to create an integrated marketing playbook for SC Johnson’s multi-million-dollar pest control brands, including Raid, Off!, Autan, and Baygon. Employing advanced segmentation data, and creative firepower, I played a vital role in identifying untapped opportunities and delivering dozens of value-driving campaigns. -
Account PlannerDoe Anderson 2002 - 2004Louisville, Kentucky, Us -
Account PlannerPriceweber 2000 - 2002Louisville, Ky, Us
Brooke Skinner Ricketts Skills
Brooke Skinner Ricketts Education Details
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Bard CollegePolitics Law & Society; Art History -
Bard College At Simon'S RockPolitics Law & Society; Art History
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Yale School Of ManagementDiversity Equity And Inclusion
Frequently Asked Questions about Brooke Skinner Ricketts
What company does Brooke Skinner Ricketts work for?
Brooke Skinner Ricketts works for Beyond Barriers
What is Brooke Skinner Ricketts's role at the current company?
Brooke Skinner Ricketts's current role is C-Level Executive | Multi-Billion-Dollar Revenue Generator | Innovator & Enterprise Growth Catalyst | Global Marketing SME | Board Leader | DEI Champion | Executive Unicorn – Transforming Possibility into Performance.
What is Brooke Skinner Ricketts's email address?
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What schools did Brooke Skinner Ricketts attend?
Brooke Skinner Ricketts attended Bard College, Bard College At Simon's Rock, Yale School Of Management.
What are some of Brooke Skinner Ricketts's interests?
Brooke Skinner Ricketts has interest in Civil Rights And Social Action, Poverty Alleviation, Human Rights, Health.
What skills is Brooke Skinner Ricketts known for?
Brooke Skinner Ricketts has skills like Social Marketing, Strategic Brand Positioning, Radian6, Search Advertising, Brand Equity, Ooh, Traditional Media, User Experience, Business Development, Integrated Marketing, Digital Strategy, Brand Architecture.
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