About Us

Barbara Kittridge

As Chief Marketing Officer at Cardinal Path, Barb brings her unique expertise and global experience from working with the Fortune 500 to the task of advocating for marketers to own and exploit their data. Focused on sharing the Cardinal Path success story and the value it drives for its partners, Barb is driving industry-wide marketing excellence and innovation by evangelizing Cardinal Path's digital intelligence, data and analytics offerings. She understands how critical it is to provide decision support to marketers in order to ensure clients can rationalize their channel marketing investments.

Her prior role as Global Client Managing Director at Starcom MediaVest’s London operation saw her managing one of the largest global teams – the five division, 100+ market Novartis pharmaceutical assignment. As the Managing Director for Spark (another SMG division) Barb combined her unique international experience with her extensive hands-on work developing successful digital/mobile /social networking /viral marketing/content/event platforms spanning both the client and agency sides of the business. Working with T-Mobile and Vodafone as their global media, consumer communications and global content/promotions head, she was responsible for developing Vodafone’s viral marketing and mobile TV offerings along with creating unique music content and entertainment partnerships with superstar musicians like the Black Eyed Peas and Robbie Williams.

Barb went on to manage L’Oreal’s integrated marketing and communications function in the U.S. for the Maybelline NY and Garnier divisions. She has also worked extensively in the international sports media scene, activating sponsorships for Vodafone with the Champions League, McLaren Mercedes and Ferrari Formula One Racing Teams, and the World Cup programs.

A mentor to many in the industry, Barb was named to Internationalist Magazine’s Agency Innovator list in 2009 and was responsible for leading Spark to win Media Magazine's 2009 Boutique Agency of the Year. She received her Bachelor of Arts degree in History from Northwestern University in Evanston and her Master of Business Administration in marketing with a concentration in international business from Chicago’s Loyola University Graduate School of Business. In her free time Barb enjoys sailing, running, water skiing, blogging and is an avid world traveler.

Welcome to Cardinal Path Allison Hartsoe

Cardinal Path blog post

  Of course, everyone at Cardinal Path is excited to welcome Allison Hartsoe, a mountain-scaling digital intelligence warrior, to the team. But I’m especially thrilled to work alongside a truly inspirational female leader who will be helping shape an industry … Read Full Post

The rise of the Data Management Platform

Cardinal Path blog post

As marketers seek to better segment their audiences by merging their own customer data with third party information, the Data Management Platform has taken on a life of its own, according to a new report by Forrester. In this AdAge … Read Full Post

Data-driven marketing revolution challenges advertising agency turf

Cardinal Path blog post

Advertising Age reporter Kate Kaye hit the nail on the head in her most recent article “Data-Management Firms Creep Into Advertising Agency Territory.” She notes that data-services companies — like Cardinal Path — are increasingly offering services that are beginning … Read Full Post

Don’t doubt it: Data-driven marketers do value thought, instinct and creativity

Cardinal Path blog post

Have you noticed a flood of hyperbolic, fear-mongering pieces about Big Data eventually blotting out the creativity that attracted so many of us to marketing industry in the first place? It seems that everywhere I look, there’s another ultra-emotional appeal … Read Full Post

Dave Booth on how to pioneer the use of dashboards in your organization

Cardinal Path blog post

Cardinal Path co-founder and senior partner Dave Booth writes in MediaPost that integrating easy-to-understand dashboards is, for many organizations, “the first step in actually using all their data rather than simply drowning in it.” Noting that, “Dashboards can help improve … Read Full Post


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