Tracy Schellmann Email & Phone Number

Kansas City, Missouri, US

Nashville, TN, US

• Corporate Marketing Rebuild – tapped by leadership to streamline, relocate and rebuild Corporate Marketing in 2019. Implemented new structure, new team, new agency of record. Led team of 10 employees and agency.
• Built and launched new Yellow brand – brand identity, narrative, all original assets (video, photography, graphics), national roll-out across all external and internal channels, 30,000 employees, 300+ terminals
• One Yellow – led multi-year integration from a family of brands (YRC Freight, New Penn, Reddaway, Holland) to one unified brand (Yellow)
• Myyellow.com integration of all company sites into one customer-centric solution – led marketing strategy for customer UX and branded content
• Social Media – launched Yellow channels (Facebook, LinkedIn, and Twitter), grew followers, enhanced frequency and quality of posts, thought leadership
• Video Storytelling - produced library of video content (examples on Yellow YouTube channel), concept creation, on-site directing, on-camera interviews with hundreds of employees (field and corporate) and C-suite.

Nashville, TN, US

• Expanded previous role to oversee brand strategy, development, creative and messaging for all operating companies (YRC Freight, Holland, New Penn, Reddaway) and holding company (YRCWorldwide)
• Developed and rolled-our new brand work to our nationwide network (300+ locations).
• Built and launched new logistics company brand – HNRY Logistics
• Led creative, communication, and process management across six independent leadership teams, multiple agencies and vendors, and managed internal team members

Overland Park, KS, US

• Led brand experience, employee engagement, and internal communications for YRC Freight
• Led communication strategy and design of experiences for programs and events throughout field and corporate organization including terminal Million Miler Celebrations
• Led campaign development & service launches - video, digital, print, collateral, tradeshow
• Team, agency, & vendor management

Kansas City, Missouri, US

• Responsible for delivering great brand experiences that engaged customers and prospects and integrated sales and marketing teams
• Led Client Relations team for the Financial Services practice area of the agency (financial advisory, insurance, banking and investment management companies).
• Maintained overall responsibility for the health of agency/client relationships, growth, profitability, and work that was completed on strategy, on time and on budget

Overland Park, Kansas, US

• Responsible for driving messaging strategy, brand alignment and integration across media channels for national advertising and retail locations including- National acquisition advertising campaigns (TV, print, online.

Kansas City, MO, US

• Responsible for driving strategy, development and execution of client-focused marketing, brand design, tax integration programs, special events and advisor support materials

San Mateo, CA, US

• Responsible for strategic online marketing and relationship building for nine top tier merchants including Apple and Guthy Renker
• Developed advertising, messaging, and product merchandising to optimize online placements and direct response vehicles

Kansas City, MO, US

• Responsible for development and execution of marketing programs including online marketing, H&R Block affiliate program, U.S. Tax retention efforts and launch of a retail pre-paid tax preparation product
• Responsible for design, execution and management of new marketing programs and H&R BlockCorporate Partnerships.

• Responsible for development of client advertising efforts and management of client relationships. Accounts included American Century Investments, Texas Instruments, IBM, Cookbook Publishers, andYoung Audiences