Sheila Tracy

Energizer
DISC Type : I

Senior Director - Americas Marketing Mix Operations at Circana

Palatine, Illinois, United States

Overview

Sheila Tracy is the Senior Director of Americas Marketing Mix Operations at Circana. With a strong background in consumer behavior and quantitative research from her time at Nielsen, she is a skilled analytics leader. She holds a Bachelor of Science in Mathematics/Statistics from De Paul University.

Sheila has a stated interest in JDRF International, a prominent organization focused on funding Type 1 diabetes research. This suggests a personal commitment to supporting major health-related charitable causes.

In a previous director role, she led a team responsible for over $1 million in annual revenue.

Personality Overview

Imaginative

Relationship Oriented

Informal

They are not always early adopters but can be pursuaded by leveraging strong relationships.  They are really good at seeing what the long-term impacts of their decisions could be. Unlike C or D types, they are vocal with their opinions but not so much with their questions.

Topics They Care About

Marketing Mix Modeling
Her entire career focus, she currently leads the Americas Marketing Mix Operations at Circana, helping clients improve marketing ROI through tactical recommendations.
Consumer Behavior
A core skill she uses to develop models that help clients target specific consumers based on their unique preferences and improve marketing effectiveness.
Data Analytics Leadership
Has extensive experience leading and managing data analytics teams of over 10 people, demonstrating a focus on building and guiding talent in the field.

Media Appearances

Sheila has no verified media appearances

Work History

8-2025
Senior Director - Americas Marketing Mix Operations at Circana
10-2022
Senior Director - US Mix Operations at Nielsen
6-2021
Director - Marketing Effectiveness at Nielsen
Senior Client Manager at Nielsen
Senior Consultant at Spectra Marketing

Education

1986 - 1989
Bachelor of Science from De Paul University

More Information

Social Presence :

Prographics :

Exp : 3 Location : Palatine, Illinois, United States Job Level : Senior Designation : Senior Director - Americas Marketing Mix Operations at Circana
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Insights For Selling To Sheila

During A Call Or A Meeting

DO's

  • Use adjectives like ‘amazing’, ‘coolest’, ‘unbelievable’ etc.
  • Talk about their team and how your product will help them do things better and easier
  • Talk anecdotally about the customer experience that your product offers

DONT's

  • Don’t push them to make a decision too fast, let them get comfortable first
  • Don’t be excessively objective, be a storyteller
  • Avoid ifs and buts, don’t talk too much about the risks etc.

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Sheila is

  • Relationship and rapport can play an important role, sometimes more than the other factors.
  • Will you ever get a clear answer from Sheila

  • They will probably never say no directly, you have to make that decision yourself.

Insights For Deal Planning

    How fast (or slow) will Sheila move?

  • They are not the quickest decision makers, their friendly attitude could be misleading.
  • Can Sheila take some risk or not?

  • They can take certain risks that are unlikely to have personal consequences.

You And Sheila

Personality Compatibility


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