Grey Promotes Beth Rolfs to Global Chief Data Officer

Grey has promoted Beth Rolfs to global chief data officer. Effective immediately, she will be strengthening and developing Grey’s data strategy practice to drive value for its clients with a focus on integrating standard practices around new technologies such as applied AI. Beth will report directly to Laura Maness, global chief executive officer at Grey. 

“Beth is a trained data scientist who is deeply creative and believes harnessing the power of AI will transform and create new value for our clients,” shared Laura. “At Grey, we’re leveraging a methodology that provides community and collaboration across brand, engagement and data strategy disciplines. With Beth’s promotion, we are scaling the agency’s ambition to create Famously Effective ideas everywhere, all the time.” 

In this role, Beth will partner closely with Jonathan Lee, global chief strategy officer, who is responsible for Grey’s overall strategic offering. Together, they will harness the power of both applied and generative AI to streamline processes and improve efficiency, decision-making, and campaign success.  

Jonathan commented, “The integration of AI techniques such as predictive analytics and synthetic data generation is helping us to drive innovation in targeting, personalization, and optimisation of content, making campaigns more relevant and impactful for our clients. With Beth in her new role, we will be able to further enable more sophisticated, data-driven services such as advanced analytics, AI-powered creative solutions, and personalised marketing strategies.”  

Combining her data training and creative muscles, Beth will work across multiple data sets to uncover hyper relevant insights at every stage of the strategic and creative process to ignite and inspire Famously Effective ideas - a skill she successfully honed as chief data officer of Grey New York and now will expand globally.  

“I'm excited to ensure that Grey is on the front foot of modern approaches to advertising. Our focus is not just data access and presence,” said Beth. “Data is the fuel behind insights, not simply a proof point or a marker of success. It is the foundation of every strategy. Because data on an individual level might be interesting but when collected, combined, and interrogated, can be transformed into information that inspires culturally relevant and brand building ideas.” 

While chief data officer of Grey New York, Beth led the transformation of the Data Strategy group and worked across a wide range of clients, ranging from consumer goods to financial services to health and wellness, providing strategic data support for clients including The Coca-Cola Company, Discover, Mass Mutual, P&G, Kellanova, Applebee's, Volvo, Eli Lilly, Genentech & Pfizer. 

With a master’s degree in quantitative methods for the social sciences from Columbia University, Beth has worked at the Federal Reserve, began her data journey in advertising at Vice’s Digital Agency, spent time at Publicis, and taught economics at Pace University. She’s accelerated data practices that impacted the strategic process for leading brands including Jif, Folgers, SAP, Humira, Dove Men+Care, and Carl’s Jr., among others.  

Beth's promotion comes on the heels of the agency’s recent success at this year’s Cannes Lions International Festival of Creativity, including taking home Grand Prix in the Design category, as well as Grey’s appointment of Sarah Trombetta to APAC Chief Executive Officer.