Tracey Harwood Email and Phone Number
Seasoned international professional with a 360° approach to Marketing, PR, Communications, Business Turnaround, Consulting, and Coaching. Excelling in adapting global strategies to local markets and multicultural environments, with a proven track record in international companies. Passionate about driving business growth through innovative strategies and building strong, lasting partnerships.Let's connect - reach out to explore potential collaborations, share insights & how I can add value to drive your business growth.My expertise includes:• Global Strategy & market penetration.• Global brand & business development.• Strategic planning and execution.• Brand positioning and equity building.• Omnichannel marketing strategy & communications.• Executive management and board representation.• Agile project & process management.• Transformation, turnaround & diversification strategies.• Luxury & prestige markets.• Digital marketing, social media strategy, celebrity & influencer management.• B2B and B2C strategy development.• Strategic partnerships and alliances.• Live TV and event production.Brands: LVMH; Kering group; De Beers; Givenchy; Sephora; Hennessy; Moët & Chandon; Clarins; Lancôme; Dr. Brandt; Coty Prestige; Elizabeth Arden; P&G; Pedro Domecq; Sisley; Jo Malone; ING; BP; British Airways; British Chamber of Commerce; J&J; FEMSA - Coca Cola; Condé Nast; Hachette Filipacchi Media; BMW; Disney; NFL; Jaguar - Range Rover; Aston Martin; L’OCCITANE; YSL; Tupperware; Evergreen Group; Edrington Group; Macallan; MBFW; Grupo Presidente; IHG; Club Med; Sofitel; Ritz Carlton; Hacienda Zotoluca; Grupo Televisa; TV Azteca; Virgin; HSN; QVC. Additional areas: Turnaround strategy; Omni-channel strategy; Marketing & strategic planning; Business development & diversification; Merchandising & Inventory management / strategy; Strategic partnerships / alliances; Brand creation, development, equity, leadership, identity & positioning; Live TV / events production, planning, execution and presenting. Specialties: Global strategy / market penetration; B2B & B2C strategy; Direct sales; Traditional & digital retail; Social media, celebrity & influencer management; Budget management & allocation; Contract negotiation; Franchise, licensing & sourcing; Consumer, investor & international relations; Project management - concept to reality design, execution and management; Executive management & board representation; Luxury / prestige marketing & lifestyle; Merchandising & inventory management; NPD, diversification & turnaround strategy.
Harwood-Haus
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Principal Consultant And Founder (Harwood-Haus Formally Known As T2B International)Harwood-HausUnited States
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Founder - Consulting CompanyT2B International / Harwood Haus 2008 - PresentConsulting in omni- channel strategy, marketing, branding / lifestyle management, business transformation – development & efficiency, content development and production, new concept development – design & realization, project management, private label creation, brand concept development and distribution, social media development, influencer management, merchandising plan & inventory management, design patent - import/export regulation, licensing, and franchise development, coaching & talent development.
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Consultant Marketing OperationsTupperware 2022 - 2024Orlando, Fl, UsImplemented new operational processes and marketing strategies in the USA-CA market, optimizing inventory levels and enhancing team efficiencies. Established comprehensive inventory management, including life cycle and exit strategies, ABC-Pareto analysis, and harmonization with North America and Latin America operations. • Achieved a 61% reduction in reserve inventory and 31% reduction in finished goods within 6 months, generating 10% revenue from obsolete reserve sales.• Streamlined S&OP processes, developed promotional and merchandising strategies, and conducted value chain and scaling analyses for e-commerce. • Led inventory rebalancing initiatives across markets and platforms, including Shopify integration. • Created 2023 campaign themes and online/social media strategies. • Managed and consolidated licensing audits for major brands such as Disney, Marvel, and Vera Bradley. -
Executive, Profesional & Personal CoachThe Mmk Institute In Aspen 2013 - 2024Miami, Fl, UsExecutive, Business, and Personal Coach: Empowering leaders, entrepreneurs, and individuals to enhance decision-making, optimize operations, and unlock potential. Specializing in talent development, strategic thinking, sustainable growth, corporate & personal transformation via coaching methodologies. Corporate coaching & seminars / presentations / course execution, individual or group sessions, course instruction & mentoring. -
Chief Marketing & Business Development Officer - Men'S Lodge By L'OccitaneL’Occitane Group 2018 - 2021Plan-Les-Ouates, Geneva, ChLuxury men's lifestyle, wellness and grooming concept - first licensing & franchise agreement with L'OCCITANE. Spearheaded concept development, implementation, and operations, including recruiting, training, merchandise curation, and inventory management. Negotiated international contracts, managed global communications / marketing / PR, and forged strategic brand partnerships. Launched flagship locations in Mexico City and Punta Cana, driving 148% revenue increase in 4 months.• Launched luxury Barbershop concept with L'OCCITANE, handling operations, regulations, licensing, and 3 franchise negotiations in 7 months.• Developed marketing, PR, celebrity collaborations, social media, and experiential activations.• Established strategic alliances with prestigious entities like Grupo Presidente, Formula 1, Sofitel, and Club Med. -
Senior Key Account ManagerKf Beauty 2017 - 2019London, England, GbNorth America account management and business development, driving omni-channel growth and profitability.• Developed merchandise mixes, new product pipelines, sourcing/purchasing & SM strategies.• Created marketing and digital campaigns to boost engagement, conversion, and retention.• Rolled out omni-channel strategies and cultivated key B2B partnerships (Amazon, CVS, HSN/QVC, Ulta, Boots, Boxy Charm).• Grew HSN sales by 20% in Q1, with a $1.2M increase in single-item revenue.• Led 1,000 store CVS rollout in 12 months. -
Senior International Brand ManagerPerlier Usa 2010 - 2013UsMaximized efficiencies through optimized product lifecycles, seasonal promotions, merchandising strategy and new product development. Managed inventory, marketing, sampling programs, and brand extensions.• Navigated import/export regulations and licensing agreements.• Transitioned business model to single-item focus, increasing net margins by 7% in 3 months.• Secured licensing deals with Sony (Eat Pray Love movie) and Allure magazine (Condé Nast). -
Prestige Beauty BuyerHsn 2008 - 2010St. Petersburg, Fl, UsPositioned HSN as a premier destination by maximizing HSN brand equity along with commercial equity of omni-channel distribution for prestige beauty brands brands. Integration across all aspects of business from initial vendor relation, contract negotiation to live TV on -air execution & production. Management of 46 international multi-brand portfolio, including: Anastasia Beverly Hills, Benefit Cosmetics, Bliss, Carols Daughter, Christian Dior, Clarins, Coty–Prestige, Elizabeth Arden, Estee Lauder, Fusion Beauty, GHD, Givenchy, Guerlain, Lancôme, LVMH, Korres, Ole Henriksen, Make Up Forever, Nars, Perfekt, Sephora, Stila, Too Faced, YSL.• Increased net sales by 76%, NMDPM by 25.5%, and first-time customer conversion by 4.7% in 12 months.• Reduced customer returns by 19.7% and achieved highest upsell ratio in beauty division.• New brand on-air launches achieving 41% over plan.• Created and produced brand live shows including Sephora Show and HSN Beauty Boutique.• Strategically developed and launched brands within an omni-channel framework for licensing / acquisition by larger groups- Carols Daughter, Korres. -
Director Strategic Marketing AlliancesHsn 2007 - 2008St. Petersburg, Fl, UsImplemented multi-platform marketing plans with Condé Nast & Hachette Filipacchi Media. Cross-functional team management across PR, merchandising, e-commerce, TV, creative, finance & legal. Developed brand architecture for HSN's assets (TV, Web, Social Media, print) to elevate positioning and awareness - implemented ROI measurement programs for marketing initiatives.• Orchestrated live events: ELLE Fashion Shows, Style 360, NY fashion week, Lucky Shops, Allure Magazine, Gourmet magazine.• Secured exchange of TV, print & social media exposure over $6million usd for FH 2008.• Managed philanthropic partnerships with Susan G Komen, Jewellers for Children, St. Jude Children's Hospital.
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Senior Marketing ManagerColdwell Banker 2006 - 2007Madison, Nj, Us• Developed marketing collateral, media planning / buying, event planning, PR & media relations.• Management portfolio of $163 million luxury lifestyle project.• Strategic partnerships & brand association with: Aston Martin, Chamber of Commerce, Dali Museum, Festival of Speed, Grand Prix, The Grand Bohemian and The Kessler Collection. -
Consultant - Pr, Events & MarketingLive Nation Entertainment 2005 - 2006Beverly Hills, California, UsMarketing / PR consultant, event planning and sponsorship management. Copy write and production of press release and marketing collaterals. Clients included: Live Nation, Diageo, RJ Reynolds, Sony. -
Director GeneralMajestic Group 2003 - 2005• Strategic brand positioning and business development, established company as the lifestyle ambassador for southern Spain in international markets, led new business development and diversification initiatives. • Oversaw PR and media agency relationships - corporate communications across all media channels.• Orchestrated strategic planning and corporate communications across television, radio, international publications, live entertainment & events, including: high-profile concerts (Elton John, Lenny Kravitz, Rod Stewart), fashion shows, equestrian events, horse racing, motor racing. • Established strategic partnership with industry leaders JC Decaux, House of Fraser. Managed PR and media agency relationships.
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Director Of Uk Area DevelopmentAnderson Premier Corporate Law. 2003 - 2004Business Development and Client Relations. Expanded UK and expatriate business operations. Established customer care / client services department. Corporate representative - Trade shows and exhibitions, corporate & PI seminars. -
Assistant Director Of AdministrationYourviva 2002 - 2003Marbella, Málaga, EsFinancial Management and Marketing Support, stream-lining administration and sales processes, cash flow forecasts for EC decision-making and long-term planning, PR & Copywriting, marketing collateral creation & media campaign. -
Assistant Director GeneralFlash Electronics 1998 - 2001UsPioneered and implemented Mexico City's first LED screen network as an innovative rotational media tool for businesses. Key clients included: Cinemark, FEMSA, Hipodromo de las Americas, Grupo Bal, Grupo Carso, Telmex, Mundo E, Radio Nucleo Mil, Televisa. -
Marketing & Pr Senior CoordinatorJaguar Land Rover Mexico Oficial 1996 - 1998La Loma, Federal District, Mx• Jaguar Cars Mexico – relaunch lead - drove successful market re-entry and brand visibility.• Collaborated with Ogilvy & Mather on marketing, media relations, and PR strategy• Planned and executed high-profile events: Auto Expo Mundial, Mexican Open Tournament -
Pr / Marketing CoordinatorBritish Chamber Of Commerce In Mexico 1994 - 1995Cdmx, Cdmx, Mx• Managed trade relations, events, PR, and new member services - multinational clients included BP, BA, De Beers, P&G, Hard Rock Café, Johnson & Johnson, Grupo Presidente, Diageo, and Virgin.• Facilitated business connections and growth between UK and Mexican markets.
Tracey Harwood Education Details
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Instituto Tecnológico Autónomo De MéxicoInternational Business Management -
University Of GreenwichInternational Marketing With Spanish & French
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Universidad De ZaragozaInternational Business Studies
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Wakefield Girls' High SchoolHigh School Diploma
Frequently Asked Questions about Tracey Harwood
What company does Tracey Harwood work for?
Tracey Harwood works for Harwood-Haus
What is Tracey Harwood's role at the current company?
Tracey Harwood's current role is Principal Consultant and Founder (Harwood-Haus formally known as T2B International).
What schools did Tracey Harwood attend?
Tracey Harwood attended Instituto Tecnológico Autónomo De México, University Of Greenwich, Universidad De Zaragoza, Wakefield Girls' High School.
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