At Careismatic Brands (largest global manufacturer of medical scrubs), Tracy was the VP of Digital where she built out and led a team of 20 (4 direct reports) across performance marketing, CRM/Retention, SEO, and social/influencer marketing. She grew the business by 10% YoY while maintaining profitability by reducing CAC: improved conversion rates on landing pages and pdps, improved repeat purchase rate via triggered emails and added in a loyalty program. She increased ROAS by 15%: optimized and added in new channels to the media mix and built out content and a/b tests for paid social ads.

She led the CRM/Retention team to design and implemented more cohesive welcome series and automated triggers, led RFP for a new ESP platform and a successful migration from SFMC to Cordial which allowed the company to do more personalization and segmentation and significantly boosted LTV and repeat purchase rates.

At Briogeo Hair Care, Tracy was the first Head of Growth for the DTC business and scaled a 50% YoY growth by revamping Paid Social and Google and developing new creative testing concepts, while optimizing and adding in new channels in the media mix. She rebuilt the Email journeys, created a new digital calendar, and launched Affiliate Marketing and SMS, while also growing and leading a team of 2 full-time hires and 2 contractors.

Tracy came in and built out digital marketing strategy, budget and teams from scratch that grew brand awareness and eCommerce revenue by 4X in 1.5 years by launching a newly revamped Shopify eCommerce website, grew SEO ranking for “kombucha” from page 5 to page 2 within 6 months by creating campaigns to generate backlinks and improved technical SEO, and improved the ROAS target by scaling creative testing by 4X by constantly churning out new ads to test to drive performance.