Before founding Walker & Co., Tristan Walker—a former entrepreneur-in-residence at Andreessen Horowitz—was the director of business development for Foursquare, where he oversaw strategic partnerships and monetization. In this role, Walker managed integrations with large brands and media entities including American Express, The New York Times, CNN, MTV, Starwood Hotels & Resorts, and Starbucks.
Walker is also the founder and chairman of CODE2040, a program that matches high-performing black and Latino undergraduate and graduate coders and software engineering students with Silicon Valley startups for summer internships. He holds a bachelor’s degree in economics from Stony Brook University, where he graduated as valedictorian, and an MBA from the Stanford University Graduate School of Business.
Brands say they want to use social to engage with their customers. They say that because they have nothing else to measure against. My hope and goal has always been to change that. When faced with that kind of mayonnaise-badge proposal, I'd just keep asking them why until we've really narrowed it down and get to, "Hey, we want to do all this stuff so we can drive sales." From there, we can move toward a solution where we can help measure the effectiveness of any advertising and resulting sales.»