“When there’s Purpose, there’s a point. We’re part of something bigger and worthwhile.”
Tracy is a talented Copywriter and creative Brand Strategist with a wealth of experience in all aspects of brand development and communications. She has over 100 projects under her belt across diverse brands and categories for major FMCG and Retail companies such as PepsiCo, Mars, Johnson & Johnson and John Lewis.
Tracy’s knack for understanding what makes people, teams and brands tick, combined with her love of telling stories, means she is able to bring empathy and creativity to the strategic process of innovation and brand positioning – from early opportunity scoping through to idea generation and crafting of concepts for consumer testing.
For Tracy, Purpose is fundamental because “when it’s clear, it’s a compass for decision-making. It gives cohesion, community and a sense of pride. It helps us bring our best selves to work.” She most admires Grandys Orphans for its simple, compassionate and effective brand Purpose, borne out of personal tragedy and now providing help to orphans all around the world.
Tracy holds a BSc in Economics and International Relations at The London Business School.