Tracy C.

Experience

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  Nixon Medical Apparel & Linen Service Specialists

  Vice President of Marketing

  Feb 2017 - Present

  Nixon Medical is a family-owned medical apparel and linen service specialist serving outpatient healthcare centers. The company provides managed laundry, product fulfillment, inventory management, dedicated route service representatives, HLAC-accredited processing, and same-day delivery across multiple U.S. regions.

  • Drove 76 NPS (2x nearest competitor) and achieved 5% dollar-share growth from zero presence by building end-to-end commercial infrastructure (brand, digital demand engine, CRM, content, sales-marketing alignment).
  • $26M in new-account revenue influenced and $6.5M pipeline delivered at a 5:1 ROI by directing $1M+ digital investment across search, social, display, and email.
  • Produced a 45% lift in appointment requests and a 32% reduction in cost-per-lead through performance marketing and demand-gen optimization.
  • Designed and launched the first Loss Optimization Program, generating $5M incremental revenue (≈5% of company revenue) and establishing a brand-equity platform valued at $8–10M annual EBITDA.
  • Built a scalable pipeline and demand engine with a lean 3-person team, enabling a 41% sales increase from lead generation and sustained profitable growth capability.
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  Nixon Medical Apparel & Linen Service Specialists

  Vice President Marketing

  Feb 2017 - Present

  • Built and executed a comprehensive marketing and commercial plan that supported an $85M operating plan, $25M in earnings and $12M in cash flow.
  • Reorganized and scaled the marketing organization into a performance-focused team spanning brand, research, product, and communications.
  • Created a long-term brand-equity strategy from customer insights projected to deliver $5–10M in annual EBITDA.
  • Established predictable demand and revenue streams through performance marketing, channel alignment and product initiatives.
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  PlayPower, Inc.

  Director of Marketing - Americas

  Jan 2016 - Jan 2017

  PlayPower is a family of brands and a world leader in commercial recreation equipment — from playgrounds to waterfront solutions and shade structures — supporting communities with design, manufacturing, and consulting services.

  • Delivered a $150M earnings target across five North American commercial brands by unifying brand strategy and positioning.
  • Built a single commercial platform and aligned ten direct reports to one go-to-market approach without external agency support.
  • Established consistent value positioning, a shared messaging framework, and commercial standards across five distinct brands in under 12 months.
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  Georgia-Pacific LLC

  Senior Brand Manager - DIXIE® Plates

  May 2011 - Dec 2015

  Georgia‑Pacific is one of the world’s leading manufacturers and marketers of tissue, paper towels, tableware and other paper-based products, operating hundreds of facilities and serving global retail and foodservice customers.

  • Generated $4.3M incremental EBITDA and achieved 10% dollar‑share growth for DIXIE® by rebuilding demand architecture around four high-yield seasonal occasions.
  • Achieved a $1.80 ROI — the highest in three years — by refocusing promotional cadence and seasonal activation.
  • Reduced advertising & consumer spend by 15% while increasing marketing effectiveness by 20% via a cross-functional Holistic Investment Review that eliminated non-incremental spend.
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  Georgia-Pacific LLC

  Senior Brand Manager BRAWNY® Paper Towels

  May 2011 - Jan 2013

  • Delivered $3M incremental EBITDA and 17% dollar-share growth for BRAWNY® by identifying an ignored emotional white space and repositioning the brand around 'inner toughness'.
  • Generated 170M media impressions and elevated brand visibility through a high-impact Wounded Warrior Foundation cause-marketing campaign.
  • Built a 4-year strategic roadmap that reversed a brand at-risk of delisting, producing 5% dollar-share growth and $10M in annual EBITDA.
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  Georgia-Pacific LLC

  Senior Brand Manager - BRAWNY® Paper Towels

  May 2011 - Jan 2013

  • Delivered a $252M operating plan and $41M in earnings for BRAWNY® while generating $9M in cash flow.
  • Led a cause-marketing initiative (Wounded Warrior Foundation) that drove brand relevance and high media reach.
  • Developed a 5‑year innovation pipeline and strategic roadmap that restored distribution health and long-term brand profitability.

• The NUTRO Company, A Division of MARS INC.

  Brand Manager - NATURAL CHOICE® & MAX® Dog

  Mar 2010 - May 2011

  The NUTRO Company (Mars, Inc. division) is a premium natural pet‑food and treat company focused on high-quality ingredients and retail partnerships across pet specialty and mass channels.

  • Managed a $438M operating plan and delivered $24M in earnings and $10M cash flow for Natural Choice and MAX® Dog portfolios.
  • Led new-product development and launches driven by consumer insight, and created a 5‑year innovation pipeline to support sustainable growth.
  • Coordinated cross-functional commercialization across PetSmart, Petco and other retail partners to maximize launch availability and sell-through.
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  Mars

  Brand Manager Natural Choice and Max Dog/Greenies The Nutro Company, A Division of Mars Inc.

  Nov 2008 - May 2011

  Mars, Inc. (including Nutro and Greenies) is a global family-owned manufacturer across petcare, confectionery and other consumer categories—known for consumer brands and retail partnerships in pet specialty and mass channels.

  • Powered the two largest Nutro product launches in company history (Grain Free and Small Breed), driving $50M in sales through an integrated $10M campaign that produced 10% volume growth and doubled site traffic.
  • Developed business cases and executed launches without syndicated data, navigating manufacturing constraints to maximize retail availability.
  • Protected $100M revenue-at-risk for Greenies by developing a market-modification strategy that regained distribution, grew share by 2 points, and secured a 2‑year Petco agreement across ~1,000 stores.

• The NUTRO Company, A Division of MARS INC

  Brand Manager - GREENIES® Care and Treats

  Nov 2008 - Mar 2010

  • Delivered 10% brand growth and a 4% share increase in the Pet Specialty channel for GREENIES® Care & Treats.
  • Built a 5‑year innovation pipeline to drive sustained category and share growth.
  • Executed commercial strategies to defend and expand retail distribution and consumer loyalty.
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  The Coca-Cola Company

  Brand Manager - Coca-Cola Trademark

  Nov 2005 - Oct 2008

  • Led retail programs and packaging redesign initiatives that improved in‑store execution and brand visibility across Coca‑Cola Trademark.
  • Received recognition for innovative retail engagement and contributed to measurable uplift in shelf performance and consumer awareness.
  • Built cross-functional capabilities in integrated marketing and commercial execution applied across a broad brand portfolio.
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  The Coca-Cola Company

  Brand Manager - Coca-Cola Trademark & Sprite

  Sep 2003 - Oct 2008

  The Coca‑Cola Company is a global beverage leader with a broad portfolio (Coca‑Cola, Sprite, Minute Maid, Dasani, Fanta, and many others) and deep global distribution through bottling partners.

  • Relaunched Vanilla Coca‑Cola with a Guinness World Record PR activation viewed by 23M people while working with <20% of the original launch budget.
  • Delivered 9M incremental cases for Sprite on a $90K investment by creating a first‑of‑its‑kind retail activation tied to NBA All‑Star programming.
  • Owned integrated marketing and cross-functional commercial disciplines across a $900M+ beverage portfolio, building repeatable frameworks later applied across roles.
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  The Coca-Cola Company. Mars Company.

  Brand Manager - Coca-Cola Trademark & Nutro - GREENIES & NATURAL CHOICE® & MAX® Dog

  Sep 2003 - May 2011

  • Led Nutro’s two largest launches (Grain Free, Small Breed) — delivering the biggest launch in company history, 10% brand volume growth and a 100% increase in site traffic.
  • Built a 5‑year innovation pipeline and stage‑gate framework to shift the organization from reactive launches to a repeatable, insight-driven growth engine.
  • Relaunched Vanilla Coca‑Cola (low-budget relaunch) achieving massive earned reach (23M views) and retail execution exceeding outlet targets; delivered high-impact Sprite retail innovations and experiential activations.
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  The Coca-Cola Company

  Associate Brand Manager - Sprite

  Sep 2003 - Nov 2005

  • Conceptualized and launched the LeBron James 'Stylin'' 2‑liter packaging innovation — the first packaging initiative of its kind for Sprite.
  • Pioneered Sprite’s first-ever NBA All‑Star consumer online retail promotion, blending sports marketing and e‑commerce to drive incremental distribution and sales.
  • Led cross‑functional planning and execution of celebrity-linked packaging and digital retail activations that exceeded outlet and customer targets.
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  INROADS

  Customer Relationship Manager

  Sep 2000 - Jul 2001

  INROADS is a nonprofit organization that creates pathways to internships and careers for ethnically diverse high school and college students across the United States.

  • Designed and implemented a novel placement process for graduating seniors, increasing job offers made by 20%.
  • Improved organizational placement outcomes through process innovation and stakeholder engagement across corporate partners and campus teams.
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  Procter & Gamble

  Customer Business Development Manager

  Jun 1990 - May 2000

  Procter & Gamble (P&G) is a leading multinational consumer goods company with global brands across beauty, grooming, fabric & home care, baby care and healthcare.

  • Delivered $1.8M incremental paper sales (48% increase) and 25% volume growth across three NYC accounts while managing P&G’s top Northeast paper customer.
  • Directed cross-functional resources valued at $500M as Corporate Operations Manager to ensure commercial execution and account performance.
  • Built deep field-sales and key-account expertise over a decade in sales, commercial operations and retailer management prior to transition into brand roles.