Tracy Lloyd

About Tracy Lloyd

Co-Founder & Chief Strategy Officer | Emotive BrandIf the product is real but the story isn’t landing, we’re a great fit.I call myself a brand strategist, but I think like a business strategist with an enterprise tech sales mindset. That’s why GTM and executive teams bring us in when the stakes are high and the market is moving faster than their narrative.We lead with brand strategy and tech positioning. We define what you can own, why it matters, and the proof that makes it believable. Then we make it usable: narrative, messaging, verbal identity, and visual identity that stays consistent in market and inside the company.Belief is what turns a claim into a decision. It shows up in win rates, pricing power, speed to close, and whether your team can tell the story without you in the room.We’ve completed 35+ AI projects across the stack and across verticals including procurement, financial services, digital health, legal, adtech, and martech. In AI, the tech can be brilliant and the company still loses if the position is blurry.Proof: we partnered with Moveworks from stealth through their $2.85B acquisition.“Emotive Brand was our brand partner from stealth to platform expansion through our ServiceNow acquisition.” — Bhavin Shah, CEO & Co-Founder, Moveworks16 years | 200+ B2B tech brands |$55B+ in exits + valuationsSelected work: Slack, Marqeta, Crusoe, VMware, Informatica, Material Security, Harness.If the opportunity is real but hard to explain, DM me.

Experience

1. Co-founder and Chief Strategy Officer

   Emotive Brand

   Mar 2009 — Present · Oakland, CA, US

   At Emotive Brand, I help growth-stage B2B companies turn business strategy into brand strategy that differentiates, scales, and wins markets.We work with visionary leaders: founders, CEOs, CMOs, and GTM teams when clarity, conviction, and alignment are critical to growth.What I do:Lead the strategy practice that guides clients through the inflection points where brand, business, and culture must move together. Help organizations uncover the human and strategic truths that drive alignment connecting brand strategy to business strategy to unlock growth.Core expertise:– Brand positioning & strategic narrative– Category creation & differentiation– Verbal & visual brand identity systems– Messaging & storytelling strategy– Leadership alignment & cultural integration– Employer brand & internal brand engagementRepresentative clients: Slack, Moveworks, Material Security, Harness, Marqeta, Clearwater Analytics, Livongo, Render, Grail, project44, Skyflow, LiveRamp, Flexera, Informatica, and Sema4.ai.Results: 5 IPOs |$2.88B acquisition | 30 + growth milestones | Trusted by top-tier VCs and repeat clients.Approach: Insight-driven. Strategically sharp. Emotionally intelligent. I ask the questions that create clarity and help leaders act with conviction.

Education

• Keene State College

  BA, Psychology

  1985 — 1989

Skills

• Brand Management
• Marketing Strategy
• Social Media
• Sales
• Brand Strategy
• Marketing
• Integrated Marketing
• Start-Ups
• Creative Direction
• Social Media Marketing
• Management
• Team Building
• Business Development
• Workshop Facilitation
• Sustainability
• Digital Marketing
• Marketing Communications
• Strategic Partnerships
• Strategic Communications
• Creative Strategy
• Leadership
• Strategy
• Brand Architecture
• B2b
• Branding & Identity
• Art Direction
• Digital Strategy
• Employee Engagement
• Recruiting
• Think Tank
• Brand Development
• Corporate Social Responsibility
• Csr Reporting
• Creative Problem Solving
• Corporate Identity
• Internal Communications
• Business Strategy
• Advertising
• Brand Awareness
• Corporate Branding