Tracy Haefner is a growth-driven executive whose career has been defined by helping consumer brands transform ambitious visions into measurable business success. With more than fifteen years of executive leadership experience spanning e-commerce, digital marketing, omnichannel retail, and business strategy, she has consistently delivered profitable growth for organizations ranging from emerging startups to nationally recognized consumer brands. Throughout her career, Tracy has become known for her ability to balance analytical decision-making with creative brand building, enabling organizations to accelerate revenue while strengthening customer loyalty and long-term enterprise value. Her leadership philosophy centers on combining disciplined operational excellence with a culture of innovation, collaboration, and continuous improvement.
Currently serving as Executive Director of Marketing at CALPAK, Tracy leads the company’s full-funnel growth strategy and oversees its global eCommerce profit and loss responsibility for one of the industry’s most recognizable travel and lifestyle brands. In this role, she directs acquisition, retention, influencer marketing, partnerships, and performance creative across a diverse portfolio of digital channels, including Meta, Google, TikTok, Connected TV, affiliate marketing, and emerging customer acquisition platforms. She manages an eight-figure marketing budget while continually optimizing media efficiency, customer acquisition costs, return on advertising spend, marketing efficiency ratio, and lifetime customer value. Her ability to integrate data-driven decision-making with compelling brand storytelling has enabled CALPAK to pursue sustainable growth while maintaining profitability in an increasingly competitive marketplace.
Beyond managing performance marketing initiatives, Tracy has built a reputation for modernizing organizations through operational excellence. She has developed sophisticated forecasting models, marketing dashboards, reporting frameworks, and measurement systems that provide executive leadership teams with actionable business intelligence. Her expertise in budgeting, forecasting, marketing operations, attribution modeling, incrementality testing, and customer analytics enables organizations to make informed strategic investments while minimizing risk. She believes that exceptional marketing begins with exceptional measurement, and she has consistently demonstrated how data can become one of an organization’s greatest competitive advantages.
In parallel with her executive leadership roles, Tracy has built a successful consulting practice as a Fractional Head of Growth, partnering with direct-to-consumer startups and small-to-mid-sized businesses across the beauty, fashion, health, wellness, and consumer products industries. Working closely with founders and executive teams, she has helped organizations refine growth strategies, restructure marketing organizations, optimize media investments, establish KPI frameworks, and build scalable acquisition and retention engines. Her consulting work reflects both her versatility and her passion for helping companies navigate periods of rapid transformation while establishing the operational foundations necessary for sustainable long-term growth.
Prior to joining CALPAK, Tracy served as Vice President of Digital Strategy for Careismatic Brands, a global leader in medical apparel and accessories with a portfolio of recognized consumer brands. There, she led digital strategy across five direct-to-consumer brands while overseeing an extensive multi-channel marketing ecosystem that included paid search, search engine optimization, social media, influencer marketing, affiliate programs, email, SMS, and marketplace initiatives. She successfully directed an eight-figure media budget, built and mentored high-performing teams, and implemented comprehensive Tableau reporting systems that enhanced executive visibility into key performance indicators such as customer acquisition cost, retention, average order value, customer lifetime value, and conversion performance.
Her consulting engagement as Head of Growth for Briogeo Hair Care further demonstrated her ability to generate measurable business impact within high-growth consumer brands. By restructuring acquisition and retention strategies, implementing advanced segmentation, improving creative testing processes, and enhancing lifecycle marketing initiatives, Tracy significantly improved paid media efficiency while increasing email and SMS revenue. These accomplishments reinforced her belief that sustainable growth is achieved through thoughtful integration of customer acquisition, customer experience, retention, and long-term brand development rather than isolated marketing tactics.
Earlier in her career, Tracy served as Senior Director of Digital Marketing and Media at Health-Ade Kombucha, where she led a comprehensive transformation of the company’s digital marketing strategy. Her leadership contributed to dramatic eCommerce revenue growth while improving advertising efficiency, strengthening search engine visibility, and expanding omnichannel marketing capabilities. By integrating paid, owned, and earned media into a cohesive customer journey, she helped position the organization for accelerated expansion while maintaining alignment with its authentic brand identity. Her work demonstrated her ability to scale businesses without sacrificing the customer experience that drives lasting brand loyalty.
Additional executive leadership positions with Omax Health, DEFY Media, Hallmark Labs, Beachbody, and Match provided Tracy with a remarkably diverse foundation across subscription businesses, consumer packaged goods, wellness, digital media, retail, and online marketplaces. Throughout each stage of her career, she has demonstrated an exceptional ability to quickly understand evolving consumer behaviors, leverage emerging technologies, and build marketing organizations capable of adapting to changing market conditions. Her experience spans every stage of organizational maturity, from entrepreneurial startups seeking product-market fit to established enterprises pursuing accelerated growth and digital transformation.
A graduate of the Texas McCombs School of Business with a Bachelor of Business Administration in Management Information Systems and Marketing, Tracy combines business strategy with technical fluency to solve complex organizational challenges. Her educational background complements her practical expertise in analytics, forecasting, customer relationship management, digital commerce, and marketing technology. She also brings international exposure through her work in Canada and possesses conversational Mandarin, allowing her to better appreciate global business perspectives and cross-cultural collaboration.
Throughout her career, Tracy has remained committed to developing high-performing teams built on trust, accountability, and shared purpose. Colleagues consistently recognize her collaborative leadership style, her willingness to mentor emerging talent, and her ability to unite cross-functional organizations around common objectives. She has spoken at professional networking events, sharing insights on growth marketing and leadership while encouraging others to embrace innovation and lifelong learning. Her leadership is grounded not only in measurable performance but also in empowering people to achieve their highest potential.
Outside of the boardroom, Tracy enjoys traveling, exploring new cultures, cooking, and maintaining a healthy lifestyle. These personal interests reflect the curiosity, balance, and continuous learning that have shaped her professional journey. She approaches every new experience with an open mind and a desire to better understand people, markets, and opportunities. Those qualities have strengthened both her executive leadership and her ability to build meaningful relationships across organizations and industries.
Today, Tracy is pursuing board service as the next chapter of her professional journey. After building and leading growth organizations for more than fifteen years, she is eager to contribute her expertise to boards seeking strategic guidance in digital transformation, consumer engagement, marketing strategy, operational excellence, and profitable growth. Her broad executive experience, disciplined financial stewardship, collaborative leadership style, and passion for helping organizations navigate change position her to make meaningful contributions as a trusted board director. Tracy views board service as an opportunity to extend her impact beyond executive leadership by helping organizations create enduring value for customers, employees, shareholders, and communities alike.
Character:
Tracy demonstrates integrity by consistently placing long-term business sustainability ahead of short-term gains. She leads with humility, accountability, and a genuine commitment to developing those around her. Her collaborative approach fosters trust while creating environments where innovation and high performance can thrive.
Knowledge:
She possesses deep expertise across eCommerce, digital marketing, consumer behavior, budgeting, forecasting, and business strategy developed over more than fifteen years of executive leadership. She understands how marketing, finance, operations, technology, and customer experience intersect to create enterprise value. Her broad industry experience enables her to quickly assess complex business challenges and identify practical, data-driven solutions.
Strategic:
Tracy consistently approaches business decisions with both analytical rigor and long-term vision. She excels at translating data into actionable strategies that drive profitable growth while strengthening organizational capabilities. Her experience leading digital transformation and managing significant P&L responsibilities equips her to guide organizations through periods of growth and change with confidence.
Communication:
An engaging communicator who builds alignment across executive teams, functional leaders, and external partners. She presents complex business concepts with clarity, enabling informed decision-making at every level of an organization. Whether mentoring teams, collaborating with stakeholders, or speaking at professional events, she communicates with authenticity, confidence, and purpose.
