Former ARF Chief Gayle Fuguitt Checks In at Foursquare

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Location data company Foursquare has tapped Gayle Fuguitt, former president-CEO of the Advertising Research Foundation, as chief of customer insights and innovation, a newly created position.

Gayle Fuguitt
Gayle Fuguitt

As the first woman to lead the 79-year-old ARF, Ms. Fuguitt reinvented its platform with such initiatives as "How Advertising Works Today," geared toward driving advertising, marketing, ad-tech and solution-providers to build brands and create measurable sales growth.

In her new position, Ms. Fuguitt will help Foursquare represent the voice of marketers across the company's businesses and ad products.

"I'm looking forward to being a collaborator with this incredible team of people," she said."It's visionary, the team is very experienced and is bringing insight from different verticals--business development, engineering and tech," she said.

Ms. Fuguitt brings 32 years of experience managing brands at General Mills, where she led the company's investment at the incipient stages of internet, social media, and mobile research. She said she is eager to work on new mobile solutions, and harness Foursquare's location intelligence. "It [location intelligence] enriches consumer experience," she said.

Ms. Fuguitt called the mobile vertical "a game changer," noting, "it's been an area of importance for me and this industry."

When asked about plans Foursquare has for the coming year, Ms. Fuguitt said only that "we're building deep relationships across verticals [and with] the companies we support."

Generally, she said, "There's never been a more important time to be in analytics."