Tracey Olson

About Tracey Olson

I lead revenue-generating programs that scale—combining strategic, data-driven thinking with disciplined execution to turn client engagement into measurable pipeline and growth. I redesigned a client-facing education and engagement channel across ~100 sales reps in 8 states, driving 3.6x growth ($1.4M → $4.94M) while maintaining a 6K+ annual audience and improving conversion from 4.0% to 7.7%.I design and scale systems that improve how organizations generate, prioritize, and convert opportunities. My work focuses on identifying where programs underperform, redesigning them with better targeting and stronger business value, and building repeatable models that scale—while partnering closely with Sales leadership to improve adoption, reinforce follow-up behaviors, and drive clear, trackable performance outcomes.A key example is repositioning a client-facing engagement channel from an event and continuing education model into a revenue-driving growth channel. I did this by sharpening audience segmentation, increasing execution consistency, and developing insight-led content aligned to client priorities—reinforcing our role as a strategic partner. We also drove demand by offering proprietary tools and resources and capturing customer intent through structured engagement (surveys, chat, and interactions across events, website, and products), generating high-intent leads that were handed off directly to Sales for follow-up.This shift delivered measurable outcomes:$1.4M → $4.94M (3.6x growth), conversion improved from 4.0% to 7.7%, and close rate reached approximately 71%—all while audience size remained stable. These results were driven by a strategic, data-driven approach that increased Sales visibility, removed low-value noise through automation, and aligned stakeholders through a feedback loop.Beyond program transformation, I operate across Sales, Product, Marketing, Data, and Training to align strategy, requirements, measurement, and execution across both targeted regional programs and national campaigns spanning a 28-state sales channel of 400+ reps. I leverage Salesforce and Marketing Cloud to connect engagement, pipeline, and performance insights.I operate at a Director level today, driving cross-functional strategy, scalable growth systems, and measurable revenue outcomes across markets and teams.Outside of work, I enjoy cooking, running, and spending time with family—activities that help me reset, think clearly, and stay grounded.

Experience

1. Senior Program Manager, Lead Generation & Sales Enablement

   First American

   Dec 2024 — Present

   Led of a client engagement channel across ~100 reps / 8 states into a revenue engine—driving 3.6x growth ($1.4M → $4.94M), improving conversion from 4.0% to 7.7%, and sustaining a ~71% close rate. • Owned development of Salesforce-based and Power BI tracking and pipeline visibility systems with Data and Product—establishing reporting, dashboards, and segmentation views that drove accountability for lead follow-up and conversion.• Drove adoption and execution across the sales organization by aligning with Sales leadership (30+ managers, 6 RSDs) and establishing performance transparency—raising follow-up from ~40–60% to 90%+.• Led segmentation strategy across a national sales channel (28 states / 400+ reps / 10K+ audience)—increasing high-value prospects (20% → 31%) and reducing low-quality contacts (48% → 24%).• Prioritized high-impact growth initiatives with Sales Ops by identifying friction and opportunity areas; aligned enhancements to revenue goals.• Owned strategy and design of distributed marketing and automated campaign pilots—defining requirements, segmentation, content direction, and measurement; aligning Marketing, Data, Product, and Sales for execution and scale readiness.• Established cross-channel engagement strategy (events, web, tools) driving new business, win-back, retention, and share-of-wallet growth.• Used AI-driven targeting to identify high-value opportunities and inform territory and expansion strategy—driving 5+ top-quartile appointments in week one.• Built trust and alignment with Sales through direct field engagement and CRM training exposure; led adoption of data-driven processes across teams and managed/mentored direct reports and instructor team to support execution and growth initiatives.• Provided leadership and direction to training and enablement resources (instructors and support roles), managing direct reports and building team capability to support program scale and adoption.

Education

• Gonzaga University

  Bachelor of Arts (B.A.), Public Relations/Image Management/Marketing

  1993 — 1997

Skills

• Short Sales
• Certified Clock Hour Instructor
• First Time Home Buyers
• Reo
• Investment Properties
• Escrow
• Referrals
• Title Insurance
• Condos
• Crm
• Foreclosures
• Relocation
• Real Estate Transactions
• Closings