Troy is all about challenging the status quo. This mindset has shaped his nearly 20-year career at top brands like Target, Shutterfly and M&I Bank. He’s held a variety of positions across Media, CRM, Ecomm, and MarTech/AdTech Product to name a few. Now, as Ovative’s VP of Measurement and Enablement Services, he challenges industry status quos by developing new, cutting-edge marketing and customer measurement solutions.

Troy’s competitive nature means he’s always on the lookout for ways to improve, whether it’s for himself, his team, or his clients. His mission? To elevate clients’ measurement strategies, so they can turn data into action and act with confidence. Whether it’s transforming marketing into a growth-driving investment or figuring out where to allocate spend, Troy and his team give clients the insights and tools they need to make confident, profit-focused decisions. But it’s not just about the numbers for Troy—he’s also dedicated to fostering a culture of well-being at Ovative. He leads by example, encouraging his team to practice self-care in and out of the office, so they can be their best selves in all aspects of life.

If there’s one thing you can count on, it’s that Troy is probably outside. A true outdoorsman, he’s at his happiest in the great outdoors. Just ask his team—they’ll tell you he’s “most likely to survive an apocalypse.” From hunting and fly fishing to archery and hiking, he loves nothing more than spending time outside with his wife, Kate and daughter, Mara. When he’s not out in nature, he can be found cheering on the Packers or his favorite artist at a concert.