Grey, a global leader in advertising and marketing, has announced the promotion of Beth Rolfs to Global Chief Data Officer, effective immediately. In her new role, Beth will spearhead the development and enhancement of Grey’s data strategy practice, with a keen focus on integrating cutting-edge technologies such as applied AI to drive value for the agency’s clients across all markets. Beth will report directly to Laura Maness, Grey’s Global Chief Executive Officer.
“Beth is a trained data scientist who is deeply creative and believes harnessing the power of AI will transform and create new value for our clients,” said Laura Maness. “At Grey, we’re leveraging a methodology that fosters community and collaboration across brand, engagement, and data strategy disciplines. With Beth’s promotion, we are scaling the agency’s ambition to create Famously Effective ideas everywhere, all the time.”
In this elevated position, Beth will closely collaborate with Jonathan Lee, Grey’s Global Chief Strategy Officer, who oversees the agency’s comprehensive strategic offerings. Together, they plan to utilize both applied and generative AI to optimize processes, enhance decision-making, and boost campaign effectiveness.
Jonathan Lee remarked, “The integration of AI techniques such as predictive analytics and synthetic data generation is helping us drive innovation in targeting, personalization, and content optimization, making campaigns more relevant and impactful for our clients. With Beth in her new role, we will be able to further enable sophisticated, data-driven services like advanced analytics, AI-powered creative solutions, and personalized marketing strategies.”
Beth’s unique combination of data expertise and creative acumen will see her working across multiple data sets to uncover insights that are hyper-relevant at every stage of the strategic and creative process. This ability to blend data science with creative thinking was honed during her tenure as Chief Data Officer of Grey New York, a role in which she will now expand on a global scale.
“I’m excited to ensure that Grey is on the cutting edge of modern approaches to advertising,” Beth shared. “Our focus is not just data access and presence. Data is the fuel behind insights, not merely a proof point or a marker of success. It’s the foundation of every strategy. Data, when collected, combined, and interrogated, can be transformed into information that inspires culturally relevant and brand-building ideas.”
During her time as Chief Data Officer of Grey New York, Beth played a pivotal role in transforming the Data Strategy group, working across a diverse range of clients, including The Coca-Cola Company, Discover, Mass Mutual, P&G, Kellanova, Applebee’s, Volvo, Eli Lilly, Genentech, and Pfizer. Her strategic data support has been invaluable in crafting campaigns that resonate and deliver results.
Beth holds a master’s degree in Quantitative Methods for the Social Sciences from Columbia University and brings a wealth of experience from her previous roles at the Federal Reserve, Vice’s Digital Agency, and Publicis. She has also taught economics at Pace University and has significantly impacted data practices for brands like Jif, Folgers, SAP, Humira, Dove Men+Care, and Carl’s Jr., among others.
Beth’s promotion is announced in the wake of Grey’s recent triumphs at the Cannes Lions International Festival of Creativity, where the agency took home a Grand Prix in the Design category. This achievement, along with the appointment of Sarah Trombetta as APAC Chief Executive Officer, underscores Grey’s ongoing commitment to innovation and leadership in the industry.