Tracy Benson
Chief Marketing Officer at XTi
Tracy Benson
Chief Marketing Officer at XTi
Boulder, Colorado
Overview
Work Experience
Chief Marketing Officer
2023 - Current
XTi is the leading biotechnology company known for its innovative light products advancing human health, sleep, recovery and performance. I drive the company's go-to market efforts to establish a premium market position, commercialization, and serve as a strategic partner to the founders. - Vision and strategic direction setting: Establish and set the direction for its brand positioning, commercial strategies, revenue monetization, partnerships, product and marketing campaigns - Leadership and culture: Culture and team-building, relationship building, and capabilities building. - Resource management : Strategically recruit team members and material resources to optimize operational effectiveness and support expansion. - Commercial strategy development and GTM: Develop and execute strategies to maximize revenue, partnership development, influencer relationships, and targeted distribution. channels including online and B2B.
Executive Consultant
2023
Fractional Executive Leader offering strategic guidance, commercial strategy formulation, team development, and on-demand CMO services. I assist consumer-focused startups, Boards, and CEO to accelerate progress and minimize errors.
CEO & CoFounder
2019
Obsesh is a sports technology platform and marketing group connecting sports experts to their audiences through 1-to-1 virtual coaching technology. Visionary Leadership: Engineered the strategic direction of a pioneering sports technology platform, enhancing athlete engagement and fan experience. Operational Excellence: Led the organization through various growth phases, including scaling operations and strategic planning. Commercial Strategy: Forged significant partnerships and sponsorships, boosting brand visibility and creating new revenue streams Investor Relations and Partnership development.
Founding Member
2022
Advisor, Mentor: Private membership network for women executives by women in leadership.
Portfolio Company
2020 - 2021
Obsesh is a portfolio company, accelerated by Stadia Ventures. The leading global Sports Innovation Hub for early-stage investment in sportstech.
Cofounder
2017 - 2020
Content and media production studio brand creating original entertainment for the sports and outdoor lifestyle genre.
Global Chief Marketing Officer
2015 - 2018
Seek Thermal is an innovator in affordable thermal imaging technologies and devices used for consumer, commercial and OEM-embedded applications, including body scanning (COVID-19). Global Brand Strategy & Operations: Led marketing, commercial, and product strategies that resulted in substantial growth in brand recognition and global revenue across retail, DTC, and distribution channels. Executive Team Leadership: Managed a diverse team of professionals in a dynamic environment to innovate and reach market-leading positions across the globe. Commercial strategy and revenue maximization across online and retail/distribution channels. Product development and customer engagement.
Global Chief Marketing & Product Officer
2012 - 2015
Beats & Monster is an consumer audio technology company that designs, develops and markets a wide range of audio products and accessories including high-performance, stylish headphones, earphones, speakers, and audio systems. Beat was acquired by Apple in 2014. I drove the company's marketing efforts to enhance brand visibility , revenue maximization, and market share. This leadership role involved overseeing the resources, vision, creation and execution of dynamic marketing strategies aimed at promoting our brand and boosting sales across various channels worldwide. I lead a team of global marketing talent and influence the executive team to align marketing objectives with the company's business goals.
Head Of Marketing
2008 - 2012
Enterprise marketing and digital executive leading marketing strategy and implementation, digital strategy, digital marketing, social marketing, advertising, events, partnerships, store design and customer experience across traditional and online channels. Led growth for iconic startup brands including Beats, GoPro, Fitbit and social tech start ups like Twitter, Foursquare, and more. Enterprise-wide P&L, reported to global CMO.
Head Of Digital
2008 - 2010
Head of Digital, incubating Best Buy global consumer digital platforms including digital media, store media, social, advertising, and ecommerce/mobile commerce/social commerce and crm. Built and launched innovative platforms across all channels responsible for budget, operations, people, strategy, and sales. Strategic investor in Beats, GoPro, Garmin, and more. Reported to Global Chief Marketing Officer / EVP.
Vice President Marketing
2007 - 2008
Strategy practice leader responsible for setting the future forward in commerce, ecommerce, mobile commerce, digital marketing, and advertising.