Tracey Nelson
Tracey NelsonCo-Founder, Principal
Tracey is a recognized leader in the fields of strategic brand management and brand extension. She has over twenty years of experience in senior strategic brand management and consulting positions for world-class multinational companies, including Polo/Ralph Lauren, FILA Sports, ITT and Turner Networks.

Her work spans multiple channels, product categories, industries and countries, and her cross-industry experience gives her a unique perspective and expertise on the potential of companies to mine new revenue opportunities.

Tracey is the branding lead of the group, ensuring that each client’s brand messaging and positioning informs every detail of the marketing strategy and increasing that brand’s equity remains a primary and constant goal.

Consistently designing and delivering on growth-oriented strategic and business plans for companies of all sizes, Tracey has optimized the use of multiple integrated marketing tools, including advertising, licensing, public relations, web-based marketing, social media, e-commerce, direct marketing, product design and market research. She has also crafted numerous strategic brand extensions and alliances between brands, with a track record of building consensus around common goals, across multiple departments, divisions and companies. Her years as “the client” have also given her a P&L management perspective, with a keen appreciation for her clients’ bottom lines.

Tracey received her MBA, with a concentration in international marketing, from the Thunderbird School of Global Management. Previously a a Marketing and Brand Management lecturer for the University of Texas’s McCombs Graduate School of Management, she speaks on multiple brand topics to industry groups and serves as an expert witness in trademark litigation. On her own time, Tracey spends time with her family traveling, skiing, hiking, golfing and entertaining, and is an amateur, but enthusiastic, Foodie!