Tara is a performance marketing reporter for Adweek. She is based in New York and writes about a variety of topics, including marketing innovation and the intersection of culture and marketing. Before joining Adweek in 2021, Tara was editor-at-large for the ViacomCBS newsroom. Tara spent the previous three years at Forbes. A graduate of the S.I. Newhouse School at Syracuse University, Tara and her family live in New York.
For a Specialty Tomato Varietal, ‘Bomb’ Is the Flavor—and the Name
How a tomato hater learned to love and market a line of sugar-sweet heirlooms and taught consumers to feel the same way.
Amid Rough Waters, an Ecommerce Company Hooked Aspiring Anglers With Community and Content
Catch Co. widened its net during the pandemic to reel in fishing enthusiasts.
DTC Fashion Brand Balances Demand From Stilettos and Pumps, to Slippers and Sweatshirts
JustFab talked to customers to see what they wanted during the pandemic to pivot accordingly to deliver it.
How These Beauty Brands Are Maintaining a Lasting Connection With Consumers
Messaging must go beyond skin deep and drive real change.
What Does It Take to Get Consumers to Share Their Email?
A look at what incentives increase the value proposition between online retailers and shoppers—and why it matters.
Creative Agency Madwell and Visible Say In-Person Events Are In Demand
Virtual events were an acceptable substitute during the lockdown, but real-life experiences are making a comeback.
How Social Listening Speaks to Brands and Improves Consumer Targeting
Marketers increasingly like what they’re hearing from social listening about customer sentiment to drive sales.
What’s the Difference Between Performance and Brand Marketing?
A new survey from 3Q Digital shows that even marketers don’t know—and that’s bad for business.
How Sales Associates Use Their Digital Independence to Drive Sales
The pandemic forced retailers to accelerate their digital clienteling plans—and the results are impressive.
Summersalt Wants to Rewrite the Way Women’s Swimwear Is Marketed
The direct-to-consumer label’s new campaign joins a growing list of brands broadening the definition of beauty.