Tracy Briscoe

Go-getter
DISC Type : d

Leader of Technology and AI Innovation at Goodwill Central Texas

Austin, Texas, United States

Overview

Tracy Briscoe is a technology executive at Goodwill Central Texas, where she leads AI and technology innovation. With over 22 years at Whole Foods Market, rising from Senior Developer to VP of Transformation, she specializes in scalable IT solutions and strategic planning. She holds a B. S. from the University of Mary Hardin Baylor. People who have worked with her describe her as an exceptional problem-solver, insightful, and a leader who cares personally.

Tracy championed an open, AI-driven pricing pilot for retail, a cutting-edge initiative for Goodwill stores nationwide.

Personality Overview

Fast-Paced

Decisive

Challenger

They respond well to confident salespeople.  They don’t always try to control the conversation but neither do they like yielding it fully. They focus on objectivity in a pitch and pay little attention to bells and whistles.

Topics They Care About

AI in Retail
Leads initiatives using pragmatic AI solutions at Goodwill Central Texas, including developing an innovative AI-driven pricing pilot for retail stores.
Business Transformation
Served as Vice President of Transformation at Whole Foods Market, focused on evolving grocery retail while aligning with core company purpose.
Agile Methodologies
Led her teams in adopting Agile practices to focus on business value, foster a culture of experimentation, and improve partner relationships.

Media Appearances

Goodwill Central Texas Welcomes New Head of Technology. Featured in Goodwill Central Texas (press release)

See Now

Work History

9-2025
Leader of Technology and AI Innovation at Goodwill Central Texas
12-2024 - 9-2025
Retail Expert / Consultant at Columbus Consulting International
7-2023 - 6-2024
Chief Operating Officer at AccuBuild Construction Software
10-2021 - 6-2023
Vice President of Transformation at Whole Foods Market
2-2015 - 9-2021
Vice President Of Technology at Whole Foods Market

Education

1994 - 1998
Bachelor of Science (B.S.) from University of Mary Hardin Baylor
Integral Leadership Program from Stagen Leadership Academy

More Information

Social Presence :

Prographics :

Exp : 11 Location : Austin, Texas, United States Job Level : Mid-senior Designation : Leader of Technology and AI Innovation at Goodwill Central Texas
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Insights For Selling To Tracy

During A Call Or A Meeting

DO's

  • Stress on the business value that your product offers
  • Ask them questions confidently while doing discovery, don’t be apologetic
  • Make sure that they have the necessary authority, they could present false stature sometimes

DONT's

  • Refrain from asking too many questions
  • Don’t try to be an alpha salesperson, give them equal space
  • Do not give up if they are not convinced, try again with a different approach

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Tracy is

  • Belief in the product plays an important role, followed by objective proof and testimonials.
  • Will you ever get a clear answer from Tracy

  • They may hesitate slightly, but if they are not convinced, they will say no.

Insights For Deal Planning

    How fast (or slow) will Tracy move?

  • Their decision making speed is somewhere in the middle.
  • Can Tracy take some risk or not?

  • They can take risks only after they have analyzed the advantages and disadvantages.

You And Tracy

Personality Compatibility


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