Tracey Shell Email & Phone Number

As a fractional CMO/CCO, I design and guide strategies that enhance the impact of day-to-day marketing and communications teams. - Brand Messaging- Story Development- Content Marketing- Executive Visibility

Atlanta, Ga, Us

Led strategic communications counsel and account management for Norfolk Southern. Directed cross-functional teams and coached agency team members, driving client value and business results.Key accomplishments: - Led 3x award-winning crisis communications response plan for Norfolk Southern, communicating key milestones and executing 40+ media events and announcements- Managed proactive communications campaigns across earned, owned and paid media- Spearheaded positive storytelling initiative with annual editorial calendar, increasing key message coverage YoY and aligning messaging across channels- Launched customer email marketing program, delivering proactive comms to 25K+ inboxes - Developed executive visibility strategy for five C-level executives, elevating thought leadership and recognition via awards, speaking opps, interviews, LinkedIn presence- Led corporate awards strategy garnering an 80% win rate- Developed strategic messaging framework for Coca-Cola’s social impact team- Served as executive facilitator at global sales conference for WestRock

Ann Arbor, Michigan, Us

Launched company’s content and customer engagement strategy, doubling B2B partners and increasing revenue YoY. Built sales enablement platform amplifying key funnel messages for sales team (100+). -- Led messaging development for product and technology launches, aligning capital markets, product development, and sales leadership-- Spearheaded integrated, cross-organization go-to-market strategies (messaging, events, branding, PR, sales enablement, social media, internal communications)

Ann Arbor, Michigan, Us

-- Developed and executed event content strategy to grow inbound demand (webinars, emails, videos, blogs)-- Leveraged existing assets to expedite launch of new initiatives; repurposing content and thought leadership to manage budget constraints and timeline goals-- Promoted to Senior Director after less than a year. Increased leadership scope to include social media, product launches, national trade events, and management of new team members.

Atlanta, Ga, Us

Led go-to-market strategy, scaling company from early-stage startup to nation’s foremost authority on down payment assistance programs.

Düsseldorf, De

Fractional CMO/CCO for corporate clients; and on-demand extension of PR/marketing agencies.

Washington, District Of Columbia, Us

Led development of marketing communications plans for new products, technology enhancements, and housing investments.

Washington, District Of Columbia, Us

Developed press events and media relations plans for affordable housing investments across the Southeast, securing community impact stories.

Atlanta, Ga, Us

Garnered effective PR placements via media event strategy. Media training and relations expert, led media tours and press conferences, prepared SMEs.

Promoted and organized local educational events and managed client communications for estate planning law firm.