Tracy has spent the last 11 years as a Category Management practioner, operating at ground breaking levels in terms of Category Management start up. She was involved in the early days of FMCG Category Management and ECR in 1995-96 with the Grocers and Health and Beauty stores and was also instrumental in bringing the process to the durable industry in 1999. She has lead many retail partnership projects where she has been able to build trust and confidence and deliver results.

Tracy honed her operational catman skills with Best Foods (KNORR) and Colgate Palmolive (Oralcare) and latterly Electrolux, where she quickly learnt the benefits of a pragmatic and flexible catman approach, identifying Retailer hot buttons and instinctively getting inside the consumers’ heads. On the more formal research side, Tracy has lead a Pan European Segmentation research study as well as small scale shopper studies. Tracy has also trained and consulted on category management projects for clients including San Disk, Innocent Drinks and Bernard Matthews, working alongside and independently of the client team according to requirements.

Prior to specialising in category management/ trade marketing Tracy worked in marketing and sales for Procter & Gamble, giving her well rounded commercial foundation, which she consolidated with 2 years senior operational experience as Group Brand and Marketing Director for Electrolux UK and Ireland. Clients value the fact that she has been in their shoes and can combine pure process and theory with the realities of business life.

Tracy has worked with Tesco, JS, Asda, Safeway, Boots, Superdrug, Comet, Currys, Argos, Powerhouse, and JLP as well as Kingfisher, Dixons, Walmart, and Carrefour in Europe. She recognises each customer is different in culture, each buyer is an individual personality and adapts her approach around these dynamics to maximise the chemistry and fit of each project.

Tracy has trained within commercial and factory functions on category management in UK, Belgium, France, Germany, Italy, Hungary, Thailand, China, Brazil and Argentina, so has a good appreciation for working in a multi- cultural, multi –functional environment. Having studied in Germany Tracy has a "Diplom Betriebswirtschaftslehre" and speaks proficient practically fluent German.

Tracy believes in tailoring her approach to each client, understanding their position and ambitions within the category management evolution cycle, and therefore offers a truly flexible approach to all projects.