Strategy Development | Brand Marketing | Creative Direction | Project Management
Hello! I’m Tracy, a brand strategist, passionate leader, team builder and entrepreneurial problem solver with a distinguished 18+ year career creating, develop and growing brands, global and national in scope, across a variety of industries including insurance, financial services, private aviation, health services and media.
I deliver record growth, profitability, and customer acquisition/retention by defining a brand’s unique value proposition, creating compelling go-to-market strategies leveraging insights and the appropriate marketing mix, improving processes and hiring and inspiring the right talent.
MY COMPETITIVE ADVANTAGES
Diversity of experience
My experience expands across many industries and verticals. I have an insatiable appetite to learn and stay on top of my craft. This diversity has made a much stronger marketer as result.
Moving at a dynamic speed
The world is constantly changing – increasingly digitized and hybrid, full of dreams and challenges. Speed is a competitive advantage. I work fiercely to authentically attach brands to the moment and meet people where they are at.
Businessperson first, marketer second
My goal coming into any role is to grow the business exponentially. My focus always remains on determining how to build a brand and business that outlasts us all and makes millions of lives better.
Building and inspiring world-class teams
I leverage my background and relationships to build diverse, bold, accountable and compassionate teams. I invest meaningfully into the team’s growth both individually and collectively so that they are doing the best work of their career.
Thank you for taking the time to visit my online resume and portfolio. Please scroll down to learn more about my background.
DIRECTOR PROJECT MANAGEMENT, INTEGRATED MARKETING (Contract)
Drive the execution of 20+ monthly large scale, complex marketing campaigns ensuring all elements are created, produced, and delivered on time. Lead development of programs, creative assets and experiences that help build and extend the Audible brand, attract and convert new customers, while engaging existing community of listeners in authentic and compelling ways. Guide creative personnel of 9 designers and copywriters to develop and present new design, copy, and solutions to accomplish goals.
DIRECTOR PROJECT MANAGEMENT, BRAND
Recruited to establish project management and creative operations disciplines for the Marketing Communications division. Run the day-to-day including budgeting, KPIs, prioritization, production, resource allocation, and team leadership. Pioneer creative processes and project execution through successful team alignment, brand consistency, and relationship-building across all levels.
Architect impactful initiatives that engage customers and employees while advancing the brand and culture across marketing, technology, customer journey, employee engagement and talent acquisition. Champion and oversee a wide range of marketing activities across the funnel, including research, brand strategy, digital approach, marketing planning, and reporting.
ASSOC. DIRECTOR OF DIRECT MARKETING & OPERATIONS - TELADOC (6/2019 - 10/2019)
Led go-to-market efforts for a new digital payment solution providing small businesses access to funds for short-term financing needs. Guided product roadmap development, acquisition expansion, direct marketing strategies (acquisition and engagement), customer segmentation/analytics, and pricing efforts.
SENIOR DIGITAL LENDING CONSULTANT -
AMERICAN EXPRESS (10/2017 - 12/2018)
Led go-to-market efforts for a new digital payments solution providing small businesses access to funds for short-term financing needs. Guided product roadmap development, acquisition expansion, direct marketing strategies (acquisition and engagement), customer segmentation/analytics, and pricing efforts.
11/2014 - PRESENT
4/2015 - 10/2016
CHIEF STRATEGY OFFICER
Owner and operator of a virtual boutique agency offering marketing services specifically tailored to the needs of entrepreneurs and small business owners. Services include website conversion strategy development, brand identity (visual identity, branding, etc.), social media content, strategic marketing design (digital strategy, marketing plans, etc.), e-commerce strategy and planning, and creative design solutions (website design, logo, collateral, etc.).
MEMBERSHIP DIRECTOR, O'S CIRCLE OF FRIENDS & ASSOC. CONSUMER MARKETING DIRECTOR, O,
THE OPRAH MAGAZINE
Managed new consumer revenue concept O’s Circle of Friends a membership program that drove engagement and loyalty to O, The Oprah Magazine brand while simultaneously developing and implementing the overall strategy for increasing the circulation of the magazine through various channels including digital, direct mail, print advertising, strategic partnerships, and promotions.
10/2011 - 10/2014
DIRECTOR, GLOBAL BRAND CREATIVE
Promoted to lead new internal creative team comprised of eight designers and copywriters for global luxury brand. Supported global business and marketing needs, driving creative/branding development, stakeholder management, agency and creative partner management, production, and the integrated go to market process across multiple projects and campaigns. Accountable for overall operations of the team while ensuring correct optimization of $14MM budget.
DIRECTOR, PROSPECT COMMUNICATIONS
Key member of NetJets’ strategic management team overseeing $8M budget while executing the strategy and creative development for print and digital advertising, direct mail, email, events, sales collateral, product launches, and new business partnerships. Managed lead generation, direct marketing and sales support activities.
1/2008 - 5/2011
MARKETING MANAGER, CARD SERVICES
Managed subscription based travel insurance products throughout the product lifecycle including marketing, portfolio strategy, financials, P&L management, vendor management, and customer experience. Oversaw $17M marketing budget resulting in $120M revenue by overseeing 36 marketing campaigns through direct mail, email, online, and telemarketing.
5/2007 - 1/2008
JP MORGAN CHASE
MARKETING SPECIALIST, HOME EQUITY MARKETING
Implemented marketing strategy to drive production in the Retail Mortgage Loan Officer production channel. Managed the home equity marketing expense budget. Designed, developed, and facilitated home equity marketing programs for loan officers, along with the lead generation programs and sales contests.
11/2003 - 5/2007
MARKETING MANAGER, INSTITUTIONAL MARKETING
Developed marketing programs and sales materials including collateral, sales promotions, and client presentations targeted toward employees of client corporations to motivate and persuade enrollment in MetLife’s voluntary benefits including Auto, Home, Disability and Life Insurance.
MASTER OF BUSINESS ADMINISTRATION
IN GLOBAL BUSINESS
Johnson & Wales University
BACHELOR OF SCIENCE, MARKETING
Johnson & Wales University
SIX SIGMA GREEN BELT
New York, NY
Acquisition & Retention Marketing
Strategic Marketing & Branding
Integrated Marketing Management
Loyalty & Subscription Marketing