Dreyer's Grand Ice Cream: Have Happy on Hand Omnichannel Commerce (2019 - 2023)
Team lead, Shopper planning & strategy, research & analysis, Measurement & tracking methodology, ongoing evaluation & optimization, project management, in-market management & activation, recapping, budgeting, copywriting, training materials, Search management, incentive/rebates, Retail Media planning, management, evaluation, and more
WINNER: Chief Marketer Best Use of Shopper Marketing 2023
In 2019, Dreyer's Grand Ice Cream (then Nestlé USA) partnered with Public Label to begin approaching shopper marketing differently. Over several years myself and my team began developing over 20 individual retailer plans each year, in conjunction with shopper, sales, brands, and retailers. During this time the advent of Retail Media Networks put us in a position to grow with them right from launch and work hand-in-hand as all of our work matured together, highlighting the importance of that partnership. I worked across all key retailers and channels, including ecomm and concierge, supported by specific account experts as needed. I served as the full account lead for Dollar General, AbSco, Wakefern, and HyVee, but have been an integral part of the annual planning process across the board for several years, in additiona to creating the process. During this time, not only did Dreyer's see enough success to increase their shopper investment more than 8x in 4 years, but DGIC also officially took over Unilever as the top ice cream manufacturer in the country a few years in. 
Nestlé USA: Omni Immersion & Planning Experience (2019)
Concepting, Experiential planning, Shopper research & planning, Training content development, project management, in-market management & activation, Attendee surveying & evaluation
The shopper space is constantly evolving, and in 2019 NUSA decided it was time to educate their entire retail-facing sales teams on what shopper & omni could do. My team developed all training materials in partnership with NUSA leadership, and led execution of each event, including offsite trips and app engagements for all attendees. The agenda covered key topics, vendors, tactics, and examples (as of 2019) to ensure every team member was able to speak knowledgeably, or at least hold a conversation, on omni support. 
Poland Spring Calling 207: Mainers Helping Mainers (2018)
​Concepts, new business pitch, planning, local sales team contact, project management, in-market management & activation, digital assets, sweepstakes, social photography, ambassador team management, surprise & delight stops.)
Even with over 150 years as a Mainer and countless contributions to their neighbors, Poland Spring didn’t have the best reputation with some in their home state. In order to increase goodwill, we rolled out the Calling 207 program, a way for the brand to show locals some love by getting our hands dirty. Over the summer, the ‘Hydration Station’ was driven throughout the state to 32 different events, hydrating, sampling new sparkling flavors, and asking our fellow Mainers what we could do to help their communities. Four of these community projects were selected and then executed in the fall, including building a school reading garden in Oakland and educational, ADA accessible garden beds in Patten. By being a consistent presence, letting event attendees know about our Calling 207 program (and new products!), and leaving a real, visible impact on communities, Poland Spring exemplified the spirit that comes from being a true Mainer. The tour was supported by a program microsite, animated announcement video, and regular social posts. 
Fox Bangor coverage
​WABI TV coverage
HP Sprocket @ Mobile World Congress (2017)
Planning & project management (including production & delivery of over a dozen digital video assets, a 300’ airport tower wrap, and 8 different bus templates)
What’s the best way to promote your pocket-sized printer? It’s simple: take over an entire airport. Leading up to 2017’s Mobile World Congress in Barcelona, we rolled out a whopping 57 terminal screens, a fully skinned control tower, and 24 wrapped buses. To ensure that this mini mobile printer stood out in a sea of smartphones, our HP team had to dig deep creatively. Inspired by Barcelona’s food, culture, and beachy vibes, playful video assets spoke to thousands of tech-minded tourists on their way to MWC. By the end of the event, TracyLocke showed this Spanish city what’s really possible with a Sprocket in your pocket
​TracyLocke case study
Nestle Waters North America National Sales Meeting (2016)
Concepts, planning, project management, on-site execution & client relationship lead
For Nestle’s 150th anniversary, NWNA’s sales meeting needed to be something special. In order to let all their products shine, each brand was given at least one full-scale takeover of a breakfast, dinner, lunch, or break. The 13 individual brand activations over 5 days included a six-space fun-filled dinner highlighting the regional spring water brands, a Tradewinds Tea indoor park (built in an hour!), a special dinner demonstration from San Pellegrino & Top Chef, and introducing the company to the all-new Nestea products. Prior to getting to Nashville, I served as the overall agency lead in addition to fully planning the tea portfolio activations. Once there, I managed a team of 10 to direct the distribution and set-up of over 100 activation elements, product, and staff scheduling, as well as leading client-facing communications from associate brand managers up to the CEO. 
Tradewinds Jimmy Buffett’s Island Tea: Sip & Sing tour (2015)
Planning, project & partnership management, shopper marketing, digital assets, sweepstakes, on-site execution
In 2015 Tradewinds Tea launched their new Jimmy Buffett’s Island Tea products in partnership with Margaritaville. Having access to a passionate existing fanbase meant we had only one place to go: on the road with the man himself, spending the summer among our fellow Parrotheads! This was no ordinary tailgate sampling though, as we joined the party atmosphere, allowing fans to do their best ‘Cheeseburger in Paradise’ rendition, then share the video with their social networks. In between tour stops we brought our RV and inflatable parrot to retail partners, gaining incremental displays, distribution, and serving samples at key accounts across the country. Additional assets included single-serve merchandiser (winner 2016 OMA silver), retailer-specific programs, digital banners, partner communications, iBotta, and Catalina coupons.
resource water + Wanderlust (2013-2015)
Concepts, planning, project & partnership management, shopper marketing, digital assets (including Realcycling web app interface), sweepstakes, on-site execution, social photography
In 2013, resource water tested the waters (pun 100% intended) with Wanderlust, popping up a 10x10 tent and hydrating attendees at single-day events. In 2014, we took the same activation to 8 events, including three 4-day festivals. But by 2015 resource was introducing a bottle made of 100% recycled plastic, and we had gotten to know Wanderlust pretty well, so we decided to do something bigger & better. Epsilon specially designed, engineered, and built a structure made of 100% recycled materials, including a built-in recycling bin that could showcase our realcycling initiative, letting consumers return their bottle and 'transform' it into a premium also made of 100% recycled plastic using our digital spinwheel. Over the years, Wanderlust grew from a small event test to a central part of the resource water activation plan, integrated into shopper, digital, and PR initiatives. 
Poland Spring @ Boston Marathon: Raising Spirit (2014)
Planning, project management, on-site execution
My first event experience was the 2013 Boston Marathon. It was an emotional return for our entire team in 2014, but we wanted to capture the perseverance of the city and its runners with a positive campaign, making a real difference in the process. Chief Marketer Gold: Best local/regional campaign