Tracey advises global consumer brands across FMCG, food, tech, entertainment and sports to promote and protect their reputations. At Headland, she helps Pret navigate challenging and complex reputational crises while also building confidence in the brand as it embarks on a significant business transformation programme. She also leads the music, consumer and B2B comms streams for TikTok UK, driving positive awareness, challenging misconceptions, and proving how the platform is a responsible partner to industry. Tracey also advises DICE and OneFootball, two exciting tech and entertainment platforms challenging their respective industries and creating a better and more community-driven experience for young fans. Past and present clients include Revolution Beauty, PepsiCo, WeTransfer, PayPal, Electronic Arts Mobile and Virgin Active.