Tracy L.

Experience

• Independent Consultant

  Interim/Fractional CMO & Consultant

  Aug 2024 - Apr 2026

  I fill critical marketing leadership gaps for high-growth consumer companies, including recent work with a Telehealth Startup, DeathTech Company, Grocery Delivery Platform, and Pet Care App. I work with companies in two ways: As a fractional or interim CMO, I provide full-stack marketing leadership — spanning positioning and messaging, customer acquisition and retention, marketing analytics, budgeting, campaign development, team coaching and development, and cross-functional alignment across the organization. I also help with specialty projects — focused, high-impact work that solves specific marketing challenges, such as: - Brand & Product Positioning - Product Launch Strategy & Execution - Campaign Development & Execution

• 

  Shift

  Chief Marketing Officer

  Dec 2018 - Dec 2023

  Shift is an online, technology-driven marketplace designed to make buying and selling used cars transparent and convenient.

  • Built the marketing function from the ground up, establishing analytics, performance, and brand marketing strategies and processes.
  • Successfully led marketing efforts contributing to revenue growth from $125M to $670M and a successful public listing.
• 

  LifeLock (acquired by Norton)

  LifeLock (acquired by Gen) | Chief of Staff to CMO | Advertising & Strategy Director

  Dec 2015 - Dec 2019

  LifeLock is a comprehensive, subscription-based identity theft and financial protection service

  • Developed a new brand strategy that increased the addressable market by 25%, significantly expanding Gen's reach.
  • Achieved $2.7M in cost savings through strategic optimization of agency partnerships, enhancing operational efficiency.
  • Spearheaded the development and implementation of high-performing creative ideas and go-to-market plans, driving brand visibility and engagement.
  • Played a pivotal role as Chief of Staff to the CMO during the post-acquisition integration process, ensuring smooth organizational synergy between LifeLock and Gen.
• 

  SunEdison AG

  Senior Director of Marketing

  Dec 2010 - Dec 2013

  SunEdison Home Solar was an early-stage residential division of SunEdison, a global solar energy company.

  • First marketing leader for SunEdison newly incubated consumer division, successfully launching the business unit.
  • Achieved $30M in revenue from zero during tenure, significantly contributing to the company's expansion into the B2C sector.
• 

  PG&E

  Head of Consumer Acquisition & Retention

  Jan 2009 - Dec 2011

  Pacific Gas and Electric Company, a leading natural gas and electric utility, provides energy to 15 million people across California.

  • Devised and implemented innovative consumer acquisition strategies, significantly surpassing acquisition goals for 15 key energy-savings and income assistance programs.
  • Drove new levels of team accountability, directly contributing to the achievement of critical energy conservation objectives.
• 

  The Clorox Company

  Associate Director

  Jan 2000 - Dec 2009

  The Clorox Company is a leading multinational manufacturer and marketer of consumer and professional products.

  • Designed and executed integrated marketing plans for brands generating between $300M and $750M in revenue, driving growth and enhancing market presence.
  • Leveraged customer insights and comprehensive business knowledge to develop and implement brand strategies, resulting in the successful launch of new products.
  • Managed P&L across multiple divisions, demonstrating strong financial stewardship and the ability to optimize resources for maximum impact.
• 

  Accenture

  Management Consultant

  Jan 1993 - Dec 1998

  Accenture is a global professional services company offering a wide range of products and services across various industries, including strategy, consulting, digital, technology, and operations.

  • Oversaw system integration and business process redesign engagements across diverse sectors such as utility, retail, and healthcare.
  • Managed and delivered complex projects, ensuring alignment with client objectives and achieving high satisfaction levels.