Throughout her 30 plus year career, Tracey has become known as a founder whisperer, delivering epic wins for brands such as Lancer, Murad, and Dermalogica.

Tracey is an unapologetic revolutionary who propels the growth engine by unleashing innovative solutions worthy of a cult following and celebrity endorsements while staying true to the founder’s vision and the brand’s essence.
Recognized for her egoless demeanor, Tracey is a natural at cutting through politics and aligning teams behind winning strategies. An expert dealmaker, she unlocks expansion, sponsorship, licensing, exit, and M&A opportunities by steering business development efforts at the highest levels of business and society.

Tracey’s own career is an authentic success story based on ascent through the ranks of the beauty industry. Her leadership track record begins in salon management and culminates in President and CEO roles for founder-led brands that were acquired for up to $1B and sharpened P&L for businesses with teams of up to 300 and annual revenues of up to $150M.

With over 30 years experience, formulating scalable growth strategies for founder-led beauty and wellness brands, Tracey decided to launch her own consulting agency called Sameyah Group. Based on Tracey’ s vast and global network of seasoned industry professionals Sameyah Group is strategically positioned to bring the best talent and expertise to companies and brands.
Tracey has a uniquely international profile. Born in London, she was raised between Iran and the UK and came to the U.S. to launch her career—drawn to its entrepreneurial framework. Her family is her greatest sources of pride.

Member: CHIEF
Contributor: Women To Watch
Board of Directors: Women of Color Retail Alliance (WOCRA)