Tracy Haefner
Growth marketing executive who scales DTC brands from $5M to $100M+ through paid media, retention, and P&L discipline
Background
Tracy has spent more than ten years running growth for DTC and omni-channel consumer brands, from Match and Beachbody through VP Digital Strategy at Careismatic Brands to Executive Director of Marketing at CALPAK. She owns full digital P&Ls and eight-figure media budgets across paid search, paid social, influencer, affiliate, CRM, and CTV, and has worked fractionally with brands including Briogeo since 2020.
Focus
I work with DTC brands in the $5M to $100M range where growth has stalled or media spend has outrun efficiency. My focus is profitable acquisition and retention. I audit the media mix, rebuild the reporting leadership actually uses, and structure the team and agencies to sustain it.
Services
Industries
Client profile
Engagement models
Engagement highlights
CALPAK · 2024–present
Owns the global eCommerce P&L on an eight-figure budget, driving double-digit year-over-year revenue growth, a 20% lift in MER, and a creative engine that raised ROAS 30%.
Careismatic Brands · 2021–2023
Owned the P&L for five DTC brands and an eight-figure media budget, leading a digital team of four across paid, organic, affiliate, and lifecycle channels.
Briogeo Hair Care · 2020–2021
As Fractional Head of Growth, improved Facebook ROAS 50% and email and SMS revenue 25% in six months, then accelerated DTC growth 30% year over year.
Browse other Fractional CMOs
More Fractional CMOs in the Outcome Marketing network, each with different industry expertise and functional strengths.
Browse Fractional CMOs