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!

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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 ovative.com or follow Ovative on Facebook, Instagram, and Twitter.  Connect with us here.


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 Target.com 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.

Steve Benson

Steve Benson

Chief Financial Officer

About the Author

Steve is the Chief Financial Officer of Ovative. Steve is responsible for the company’s IT, corporate accounting, treasury, tax, financial planning and analysis, and Business Operations

Prior to joining Ovative, Steve provided finance and accounting advisory services to clients. Before that, he spent 23 years at Target Corporation, leading Finance and Accounting teams.

Steve enjoys distance running, woodworking, and traveling. Steve and his wife have two sons, and they enjoy escaping to the Minnesota north shore.

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.

Steve Baxter

Steve Baxter

Executive Vice President, Strategic Initiatives

About the Author

Steve is the Executive Vice President of Strategic Initiatives at Ovative. Steve has been with the company since 2010 and launched Ovative’s media practice in 2012.

Prior to joining Ovative, Steve worked at Target for 8 years where he led development of Target’s CRM initiatives, Digital media analytics and Target’s Media Network. In 2005, Steve developed Target’s proprietary in-house capabilities to both measure in-store sales impact from digital brand investments and personalize marketing messages across both digital and non-digital channels.

Steve is an industry leader on topics including marketing, advanced measurement, ecommerce, and monetization. Steve enjoys fishing, camping, golfing and trying to stay competitive in any sport with his three boys. Steve enjoys escaping to the MN north shore with his wife, boys and dog whenever possible.

Beth McKigney

Senior Vice President, Measurement

About the Author

Beth is the Senior Vice President of Measurement at Ovative. She is responsible for developing, implementing, and supporting proprietary technology products that enable clients to unlock insights across marketing channels and devices. Since joining Ovative in 2013, Beth built Ovative’s Site Analytics & Optimization practice and Ovative’s unified marketing measurement tool, MAP. She is spearheading development of new technology products focused on advanced analytics, testing and reporting.

Prior to joining Ovative, Beth spent 9 years at Target in multiple digital and marketing analytics roles. She defined and delivered Target’s email and mobile marketing strategies, identified and defined Target.com guest-facing technology enhancements, and managed site-wide promotional marketing plans.

Beth is a thought leader in advanced analytics and optimization strategies. She regularly advises clients on strategies to improve their marketing effectiveness and is a published thought leader. She lives in Brooklyn Park with her husband, two boys and dog, Sota.  Beth’s an avid University of Minnesota sports fan (especially football – Row the Boat!) and enjoys downhill skiing, biking, hunting and fishing.

Lindsy Steinberger

Sr. Manager, Paid Search

About the Author

Lindsy is a Sr. Manager on the Paid Search team at Ovative.

Tyler Spiwak

Analyst, Measurement Solutions

About the Author

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

Dianne Anderson

Senior Vice President, Media

About the Author

Dianne is the Senior Vice President of Media at Ovative. She is responsible for delivery and growth across paid digital media, traditional media, marketplaces, and creative services. Since joining the company in 2013, Dianne has been a key leader in establishing new channel practices, a strategic voice in media and marketing strategy and a driver scaling best in class teams. She regularly advises clients on ecommerce, retail, digital media and measurement strategies.

Prior to joining Ovative, Dianne spent 8 years at Target leading strategy and activation of digital e-comm and brand marketing initiatives.

Dianne is passionate about music, leading ukulele lessons for the team and participating in office musical collaborations.  Her happy places are Northern Wisconsin, the Boundary Waters Canoe Area and the Upper Peninsula of Michigan, where she enjoys making memories with her family.

Lillian Smith

Senior Analyst, Paid Social

About the Author

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

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