Awards & Press

New Ovative VPs Raise the Bar on Measurement

Minneapolis, MN, August 31, 2022– Ovative Group announced their newest VPs who are changing the marketing industry for the better. Jen Alcott received an internal promotion to Vice President of Client Services, and Troy Neidermire, a 14 year Target Corporation alumni, will serve as the Vice President of Measurement and Enabling Solutions. Both are the latest additions to Ovative’s leadership team. They share a relentless focus on driving results and a desire to transform the measure of marketing success. At Ovative, an independent media and measurement firm, they help clients tackle the most complex marketing challenges, using Enterprise Marketing Return (EMR) as their gold standard metric. EMR is a unified optimization metric that aligns business leaders to the metrics that impact their business most.

For the past three years, Alcott has handled defining and executing cross-channel media strategies and driving operational excellence across disciplines with Ovative’s leading retail clients, including Tapestry (Coach, Kate Spade, and Stuart Weitzman). Alcott joined Ovative with 16 years of experience at Best Buy and Target including social media and multichannel strategy. She will report to Jesse Grittner, Senior Vice President of Growth.

“As our business continues to grow, we are committed to investing in team development and capabilities to ensure that we have the right structure in place to support current and future scale,” said Grittner. “Jen’s promotion reflects those commitments, and we are proud of the impact Jen has already had on our team members, our clients, and Ovative as a whole.”

At Ovative, 60% of the VP+ leadership team are women, compared to the corporate average of 30%. The strength of Ovative’s leadership team reflects the inclusive culture that is intentionally built each day and continued dedication to elevating new perspectives.

Neidermire comes to Ovative with over 15 years of media, marketing, eCommerce, and product experience, developing large high-performing teams, and building new measurement capabilities. Neidermire will lead a newly formed business unit for Ovative, Measurement and Enabling Solutions. This team will bring an operator lens to enhance clients’ data feeds, reporting solutions, and testing and analytics capabilities. Deep subject matter expertise and unique perspectives in these areas will unlock the ability for our clients to optimize to EMR and maximize the use of Ovative’s technology platform, MAP. Neidermire will report to Beth McKigney, Senior Vice President, Measurement Solutions and Technology.

“To transform the measure of marketing success, we must invest in innovative measurement capabilities, further our team’s expertise, and disrupt what marketers have come to expect from their technology providers. To unlock EMR for our teams and our clients – we must raise the bar,” said McKigney. “We believe that the power of Ovative is in bringing together talent with different perspectives to bring EMR to life in a real and actionable way. Our team and clients will both benefit from a proven leader like Troy who can motivate, develop, and drive a team towards a common goal.”

As Ovative continues to see record growth, team development and emerging capabilities enable team members to make an impact within and outside Ovative’s walls. This key new hire and promotion will enable Ovative to continue to build for the future, drive results for clients, and transform the measure of marketing success!


About Ovative

Ovative Group is an independent media and measurement firm that helps clients drive and deliver measurable marketing performance. Founded in 2009 by Dale Nitschke, Ovative brings media, measurement, and consulting together under one roof to measure the holistic impact of marketing on clients’ total business using its proprietary metric, Enterprise Marketing Return (EMR). Ovative’s team of marketing experts serves as a trusted partner for its national world class client base of marketing leaders across many industries. Ovative is recognized as an industry leader and has received awards including Star Tribune’s Top Workplaces, Minneapolis/St. Paul Business Journal’s Fast 50, and Inc. 5000. For more information about Ovative, visit or follow Ovative on Facebook, Instagram, and Twitter.  Connect with us here.

Lillian Smith

Senior Analyst, Paid Social

About the Author

Lillian is a Senior Analyst on the Paid Social team at Ovative.

Dale Nitschke

Dale Nitschke

CEO & Founder

About the Author

Dale is the Founder and CEO of Ovative. After years of operating a large omni-channel business and leading a customer data initiative, Dale knew there was an opportunity to create a marketing firm that helped clients become more customer centric and drove better performance outcomes. A gap existed between business consultancies and advertising agencies that modern marketing approaches demand. He also believed that a strong, healthy culture could attract and develop smart, talented team members. In 2009, he formed Ovative to bring media, measurement, and consulting together under one roof to enable an enterprise approach that drives more revenue and grows clients’ customer base.

Prior to founding Ovative in 2009, Dale spent 23 years at Target Corporation where he served as President of and grew the ecommerce business from start-up stage to a $1 billion+ business and established the foundation of Target’s Guest database capabilities. Previously he served as SVP Merchandising at the Department Store Division of Dayton Hudson. Dale has advised retailers and brands globally on business, growth, marketing, and measurement transformation strategies.

Outside of Ovative, Dale is a leader on topics including business strategy, change management, and team leadership. He serves on the board of Allergy Amulet and on the Dean’s Advisory Board of the Wisconsin School of Business at UW-Madison.  He enjoys spending time with his family, up north in northern Wisconsin, playing golf, and cheering on Wisconsin sport teams.

Seth Brand

Senior Manager, Consulting

About the Author

Seth is a Senior Manager on the Consulting team at Ovative.

Amanda McCann

Senior Manager, Consulting

About the Author

Amanda is a Senior Manager on the Consulting team at Ovative, specializing in Retail Media Networks.

Jenny Reinke

Senior Analyst, Measurement Solutions

About the Author

Jenny is a Senior Analyst on the Measurement Solutions team at Ovative.

Annie Zipfel

Executive Vice President, Media

About the Author

Annie is the Executive Vice President of Media at Ovative. She oversees delivery and growth across paid and owned media (digital, traditional, and retail media) and creative services.

Annie has more than 30 years of experience in media, brand management, insights/analytics, marketing, and product. She has also developed large, high-performing teams and built new measurement capabilities. Annie led the marketing team at Andersen Windows & Doors, leading the digital, social, content, customer insights, and creative functions. Prior to that, Annie served in multiple marketing leadership roles at Starbucks, REI, Target, and General Mills, with a keen focus on brand, media, insights, analytics, and measurement.

Annie is an industry leader in brand management, customer insights, e-commerce, social media, and analytics. She enjoys hiking, traveling, cooking, fishing, and spending time with her sweet dog and two sons.

Bonnie Gross

Executive Vice President, Talent Services

About the Author

Bonnie is the Executive Vice President of Talent Services at Ovative. She is responsible for attracting and retaining top talent and creating a culture in which our team thrives personally and professionally. Under Bonnie’s leadership, Ovative has defined an industry leading leadership and development program and transformed our approach to talent recruitment with a focus on diversity, equality and inclusion. Prior to her current role, Bonnie led Ovative’s Client and Business Development team overseeing client satisfaction and new growth opportunities.

Before joining Ovative in 2014, Bonnie spent 13 years at Target Corporate as the VP of digital and Digital Marketing where she led the launch of Cartwheel, an industry-leading social shopping application. Bonnie was the VP of Marketing for Fingerhut for 15 years prior to joining Target.

Leander Cohen

Analyst, Consulting

About the Author

Leander Cohen is an Analyst on the Consulting team at Ovative.

Will Silva

Analyst, Measurement Solutions

About the Author

Will is an Analyst on the Measurement Solutions team at Ovative.

Sarah Chang

Sarah Chang

Analyst, Consulting

About the Author

Sarah Chang is an Analyst on the Consulting team at Ovative.

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