As chief innovation officer for GroupM, Cary Tilds is responsible for leading the company's efforts in the in the identification, evaluation, and development of new and emerging digital platform technologies. Appointed in January 2013, Tilds works with all of GroupM's media agencies, helping them engage with established players and identify new game changers that will best enable them to powerfully employ "tech stack" digital tools such as search, social, and mobile in the development of marketing strategies for clients.
Previously, Tilds worked as North American leader of digital media operations for Mindshare, ensuring that the GroupM agency's clients received best-in-class digital thinking and execution. In that role she was responsible for evaluating and providing strategy and vision for the integration of people, process, systems, media opportunities, and technologies in the agency's digital initiatives for clients.
Earlier in her career, Tilds worked on macro digital strategies for Unilever North America, and from 2007 to 2010 she was the leader of digital media operations for team Detroit, where she led a team of digital media strategists who developed and implemented digital media strategies for Ford Motor Co. Tilds was also the director of search for PHDiQ, the centralized digital buying group for media agency PHD, where she led search buying and planning synergy within PHDiQ's integrated media buying and planning model. Her clients included DaimlerChrysler, Charles Schwab, Discovery Media Networks, and HBO.
Tilds' early career included 10 years at Entertainment Publications, an InterActiveCorp (IAC) company, where she worked in client management and database marketing while honing her skills in multi-platform communication disciplines such as email, direct mail, print, search, and internet marketing.
Tilds earned her B.A. in Western European Studies from the University of Michigan and her MBA from Wayne State University.
The Next Wave of Digital Marketing