Merkle, a leading technology-enabled, data-driven customer experience management (CXM) company, has appointed two key senior leaders to its Analytics team; Tracie Kambies will be the global head of analytics supporting the Merkle/CXM service line, and Shirli Zelcer will be the head of analytics and data, Merkle Americas. These two key appointments will further elevate Merkle’s industry-leading analytics and data capabilities.

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As seasoned industry veterans, both Kambies and Zelcer will be responsible for developing new analytics offerings and products, in the Americas and globally, that align with Merkle’s goal of delivering a total customer experience across marketing, sales, commerce, and service. Kambies will focus on global strategies to improve sales, global delivery, and the expansion of offshoring capabilities for the Merkle/CXM service line, while Zelcer will focus on developing and building the Americas teams.

Kambies has over two decades of experience within the analytics industry and is an integral new hire as global head of analytics. Kambies brings with her a track record of delivering a multitude of services and solutions to the market for Fortune 1000 leaders, such as the largest global retailers, iconic sport brands, and global technology companies. In her experience working with some of the world’s biggest companies, Kambies focused on giving organizations the capabilities in analytics to drive enhanced personalized experiences for their customers and bolster growth for the brands. Prior to joining Merkle, Kambies held leadership roles with Deloitte for more than 17 years.

“The Merkle/CXM team has grown an impressive analytics business, and I’m excited to be part of this continued momentum,” said Kambies. “I’m looking forward to bringing my perspective to the business and working with Shirli and the global analytics and data teams to continue to drive growth, as we work towards delivering total customer experience for our clients.”

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Joining the company in 2005, Zelcer is a Merkle veteran who has held various leadership roles, most recently the chief operating officer of analytics. During her time at Merkle, Zelcer has worked directly on the brand side with a number of Fortune 1000 clients, and developed new capabilities and solutions to help grow the analytics business to over $90 million. As COO of analytics, Zelcer significantly improved gross margins of the overall analytics business, developed offshoring capabilities in India, and owned all aspects of analytics delivery.

“As a long-time Merkle employee, I’m looking forward to stepping into exciting new challenges,” said Zelcer. “I’ve always enjoyed the opportunity to drive growth in different areas of the company, and the task of building out analytics and data across Merkle Americas is very exciting. Working alongside Tracie will truly allow us to reach the best possible outcomes within this crucial part of the business.”

“As Merkle/CXM continues to expand its analytics capabilities, Shirli’s deep roots at Merkle combined with the fresh perspective Tracie brings to the company make them a great leadership team best suited to further scale our analytics powerhouse,” said Craig Dempster, global CEO, Merkle/CXM.

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