Strategy & Operations
I lead priorities that cross functional lines: acquisition integration, product and launch operations, and moving AI from pilot into operations. I work with the CEO and functional leaders to reach a decision, then own the operating plan through execution. Background in strategy, revenue, product, and M&A integration across B2B hardware, SaaS, and semiconductors.
“Tracey as a consultant helped me cut through the noise, see trends in my own business I was missing and ultimately joined VAULT to lead our sales and revenue team to back to back 20%+ years of growth.”
— James Cagle, Founder, VAULT
“…her exceptional talent lies in listening and mobilizing people toward the seamless integration of critical business functions.”
— Mike Ferren, CEO, Pioneer Square Brands
Foreword author, Cut the Noise by James Cagle
Open to full-time Strategy & Operations leadership roles, remote or San Francisco Bay Area hybrid.
tracey@landeland.com
In progress
Situation: Product planning, launch readiness and gate decisions for a B2B hardware portfolio ran across functions without a common process.
What I did: I lead commercial growth strategy for the product line and am building the product lifecycle process: gate sign-off, launch-readiness tracking, and customer discovery inputs to the roadmap.
Result: Not yet measured.
Situation: After the acquisition, integration of systems, people and processes across the combined company had no distinct owner.
What I did: I led the migration of ERP, CRM and HRIS and built org design and headcount planning models with the CEO and CFO. I ran retention planning with the executive team.
Result: Structural integration completed in 90 days with no critical talent loss.
Situation: Sales, marketing, customer experience and sales engineering operated without a single revenue strategy.
What I did: As VP Revenue, I unified the four functions under one revenue strategy and added fulfillment and supply chain planning to my scope.
Result: Qualified pipeline grew from $100K to $60M during my tenure. VAULT was later acquired by Pioneer Square Brands.
Situation: Acquisition-target assessment, board preparation and executive decision tracking for the CEO.
What I did: I ran the CEO's executive meetings, including agendas and decision tracking, and managed the M&A process from initial assessment through due diligence.
Result: Two acquisition targets evaluated; one acquired.
VAULT, acquired by Pioneer Square Brands, 2021–2024. VP Revenue; post-acquisition integration
Key Events, 2016–2020. Head of Creative Services
Audience, acquired by Knowles, 2012–2014. Office of the CEO; Marketing Communications
BlueStar, 2008–2011. Head of Global Marketing Communications