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.
Online Grocers Capitalize on Subscription Box Trend to Sell ‘Ugly’ Produce
Misfits Market and Imperfect Foods use humor, content and partnerships to drive growth and reduce waste.
How the Pandemic Accelerated Restaurants’ Digital Transformation
The industry gained a "treasure trove" of first-party data to personalize marketing.
OOH Ad Platform Receives $30 Million in Series B Funding From Lamar Advertising
The infusion of cash is another sign the market is returning as the public emerges from the pandemic.
How Hickory Farms Used Search Queries to Learn What Customers Want in Their Gift Baskets
The cured meat and cheese purveyor realized a 1,000% increase in traffic from searches around keywords like ‘wine,’ ‘wine gifting’ and ‘gift basket.’
How Small Brands Turn Customer Feedback Into Marketing Strategies
DTC marketers are listening, from focus groups to surveys and Instagram polls.
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.