TRACEY EGAN
Northwich,Cheshire
Summary
Senior marketing consultant with 30+ years’ experience supporting complex B2B organisations through periods of growth, acquisition, and change. Specialises in reviewing, simplifying, and aligning marketing strategy, positioning, and customer journeys across broad product and service portfolios.
Highly experienced in interim roles requiring clarity, senior stakeholder confidence, and rapid progress. Brings calm authority, strong strategic judgement, and a commercially focused approach to marketing transformation. Explicitly AI-enabled to accelerate insight, analysis, and decision-making - without compromising strategic rigour.
Overview
34
34
years of professional experience
Work history
Founder & Lead Consultant
TLC Creative Marketing
2005.08 - Current
- Delivered a 52% revenue increase for a global training organisation within 12 months through clearer positioning and go-to-market alignment
- Repositioned a 40+ year legacy business to clarify market focus and competitive positioning, contributing to acquisition interest within 12 months
- Defined unified positioning and value proposition frameworks aligned to commercial goals and customer needs.
- Led senior marketing reviews and transformation initiatives for B2B and specialist organisations operating across multiple products, services, and markets.
- Worked closely with sales and commercial teams to align messaging with how complex solutions are sold.
- Reviewed complex portfolios (including new offerings, legacy services, and growth-driven expansion) to identify gaps, overlaps, and messaging inconsistency.
- Audited websites and digital journeys, providing prioritised recommendations across structure, messaging, UX, and conversion.
- Reviewed and rationalised content and collateral (sales decks, brochures, case studies, ebooks), defining what to retain, improve, or retire.
- Established marketing frameworks and documentation, streamlining internal processes and facilitating knowledge transfer.
- Supported leadership teams during periods of transition, restoring confidence, focus, and marketing effectiveness
Account Director
Advertising & Marketing Agencies
1992.01 - 2005.07
- Led brand and campaign strategy for global organisations in hospitality, financial services, and engineering consultancies across UK, Asia, and South Africa.
Education
Certificate of Higher Education - AI Product Builder Certification (Distinction)
Enterprise 4 All
UK /2024 - /2025
Certificate of Higher Education - Website Development & UX Marketing
Enterprise 4 All
UK /2025 - /2026
Diploma of Higher Education - International Marketing Communications
Hong Kong Intl. Business School
Hong Kong /1995 - /1996
Skills
- Marketing Strategy & Portfolio Alignment
- Brand Positioning & Messaging Frameworks
- Website & Customer Journey Optimisation
- Content & Sales Enablement Strategy
- Marketing Transformation & Reset (Interim)
- Stakeholder Alignment (Technical & Commercial)
- AI-Enabled Insight & Modern Marketing Foundations
Languages
Spanish
Elementary
Afrikaans
Advanced
Timeline
Founder & Lead Consultant
TLC Creative Marketing
2005.08 - Current
Account Director
Advertising & Marketing Agencies
1992.01 - 2005.07
Certificate of Higher Education - AI Product Builder Certification (Distinction)
Enterprise 4 All
/2024 - /2025
Certificate of Higher Education - Website Development & UX Marketing
Enterprise 4 All
/2025 - /2026
Diploma of Higher Education - International Marketing Communications
Hong Kong Intl. Business School
/1995 - /1996