Tracy Saathoff

Tracy Saathoff

Vice President of Insights & Strategy

Why do we buy? What motivates and drives consumer decisions? As VP of Insights and Strategy, Tracy works daily to answer these questions while leading our consumer insights and media disciplines. Tracy and her team use a series of research methods to get inside the minds of consumers, learning what they want from brands and advertisers to help shape insights that drive marketing strategies. She and her team then take that insight and craft targeted, effective media strategies focused on getting results. Since joining L&S in 2010, Tracy has worked with South Dakota Tourism, Midco, Taco John’s, the South Dakota Office of Highway Safety and others. Recently she’s led research efforts for the South Dakota Governor’s Office of Economic Development and the South Dakota Lottery. A Sioux Falls native, Tracy graduated summa cum laude from the University of Nebraska at Omaha with a Bachelor of Science in Communication.