First CCO for Marketing Analytics Platform Tracer

In New York, marketing analytics platform Tracer has announced the appointment of Sarah Martinez as its first Chief Commercial Officer.

Tracer's data platform promises to 'eliminate technical complexity', helping user companies to seamlessly consolidate data sources and enrich them with business insights. The firm was initially incubated within VaynerX, a holding company led by Gary Vaynerchuk, who is now a Board Director. It launched in 2021 and is backed by a number of investors including S4S Ventures and Vaynerchuk himself.

Martinez joins from Integral Ad Science where she was Global Chief Revenue Officer, and brings more than two decades of experience to her role driving the company's go-to-market strategy and partnership development. Earlier in her career she worked at Yahoo, Time Inc. and the New York Times.

Jeffrey Nicholson, CEO and co-founder of Tracer says Martinez has 'a proven ability to operate at the highest levels of business', adding: 'Her experience partnering with enterprise customers will further drive Tracer's current momentum, solving the most complex data equations'. Vaynerchuk says her arrival is 'a perfect accelerant to [Tracer's] success given her background'.

The appointment follows the announcement of a new partnership with Keen Decision Systems, which will tap Tracer's AI-powered platform to help aggregate and visualize complex data sets for actionable business intelligence. Greg Dolan, CEO of Keen states: 'Our partnership with Tracer will allow us to leverage their advanced AI-powered platform to increase our agility and optimize our clients' marketing mix'.

Web site: www.tracer.tech .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.