In her 20-plus year tenure at Texas Christian University (TCU), Tracy has essentially built the university’s marketing and communication unit (MKC) from the ground up. When she started in 1999 as assistant director of communications, marketing higher education was a relatively new concept at TCU; the fledgling division had only recently branched off from university advancement. Under her guidance, Tracy has more than doubled the MKC’s team to nearly 40 professionals and institutional advertising budget, allowing the division to better achieve its strategic goals. Over the last decade alone, she systematically spearheaded the push to add at least a dozen positions across the division (which is no easy feat in the field of higher education). The new lines provided much-needed structural support to the central team and embedded positions in colleges across campus while also facilitating increased specialization. 

Additionally, the scope of marketing and communication has grown exponentially during Tracy’s tenure; the university’s audiences, messages, and channels have all grown and diversified to accommodate the emergence and dominance of digital media. Lead On, TCU’s award-winning brand platform and rallying cry since 2017, can be viewed as the culmination of this growth. Lead On is the first truly campus-wide marketing and communications campaign, and Tracy has played an instrumental part from concept to execution. More than a slogan, Lead On has taken on new life as part of TCU’s strategic plan and capital campaign. 

And the field of marketing and communication isn’t the only thing that has changed under Tracy’s watch. The TCU of today is now a much more diverse and inclusive place to study and work than it was when she took over the helm as vice-chancellor in 2006—and that’s in no small part to her efforts. As TCU’s first Black vice-chancellor, Tracy leads by example. She knows the importance of integrating DEI not only within marketing and communication but in the very fabric of the university itself. From more equitable hiring practices to advocating intentional dialogue training to ensuring appropriate and inclusive representation in marketing materials, Tracy is a respected voice and champion for DEI. And on top of it all, Tracy always finds the time to give back to the Horned Frog community as a mentor, taking the time to meet with students and her team members personally to provide mentorship and guidance. In the wake of substantial and often fast-paced change, Tracy and her dedication are a constant.

Tracy has been volunteering for CASE for almost two decades. First, serving as a faculty member for the CASE Summer Institute in Communications and Marketing (2005–2007) and Advancement Management Institute (2006–2007), twice as the program chair for the CASE District IV Conference (2007, 2012), and as the chair of the CASE Summer Institute in Communications and Marketing (2008, 2009, 2012). Later, she joined the CASE Commission on Communication and Marketing (2012–2014), the CASE Board of Trustees (2014–2017), and the chair of CASE District IV (2018–2020).

View the video clip from the award ceremony at the 2022 CASE District IV Conference.