• by David Goetzl  @dgoetzl, March 11, 2009

Jim Stengel, who recently retired as the top marketing executive at Procter & Gamble, has joined marketing analytics firm MarketShare Partners in an advisory role. Since leaving P&G, the executive has also formed his own eponymous consulting business and has been writing a book.

At West Coast-based MarketShare, Stengel will serve on the board of advisors, along with seven others. The four-year-old firm recently announced a minority investment by private equity firm Elevation Partners.

Stengel served as P&G's global marketing officer for seven years, and is credited in part with driving a heightened focus on consumer research and performance metrics.

Stengel's forthcoming book carries the title "Packaged Good" and looks to offer a playbook for improved marketing ROI. And he said MarketShare's work in the same arena attracted him. It offers "a solution that brings accountability and truth to all communications activities," he said.

The firm, which has four PhDs on staff, has developed its own software to provide guidance on targeting and measurement.