Tracey Powell

Managing Director of MADHouse Marketing and Design House
Mentor since 2022

With over 30 years of senior executive experience, I am currently the Managing Director of MADHouse Marketing and Design House, Chair of YHA Australia Ltd, Non-Executive Director of Hockey SA, Independent Advisor to Campbelltown Council’s Economic Development Advisory Committee and professional non-executive company director.

In my corporate life, I have led large teams and developed and managed some of the best-known brands in the UK & Australia, disrupting markets, driving strategy & business growth, as well as developing and managing multi-brand and customer service experiences for thousands of consumer touchpoints across the globe.

As a professional business consultant, I specialise in strategic business growth & transformation, business innovation & commercialisation, executive mentoring & advisory services, marketing, communications, media, community engagement and brand transformation across a range of private, not-for-profit and public sector clients.

A graduate of the Australian Institute of Company Directors, I transitioned to non-executive director roles over 13 years ago, and I continue to serve in chair/officer roles in this capacity.

I am a passionate advocate for social wellbeing, environmental sustainability and economic prosperity. I actively work to create purpose driven, sustainable, ethical, and regenerative brands and businesses that shape thinking, drive behavioral change, create a positive impact and deliver prosperity and better outcomes for all.

Although my business superpower is “customers and commercialisation”, my passion is people and planet, so I work hard to create an environment where all these crucial elements can flourish.

Areas Of Expertise
  • Executive Leadership, Organisational Performance & Change Management
  • Strategy Development & Execution
  • Marketing & Brand Development
  • Innovation, Commercialisation & Business Development
  • Corporate Governance & Financial Management
  • Digital Transformation
  • Community Engagement & Consultation
  • Market Intelligence and Insight Analysis
  • Communications, Media & Public Relations
Qualifications & Achievements
  • Bachelor of Business - BBus (double major in Marketing and HR & Industrial Relations) University of South Australia
  • GAICD Course Graduate; Australian Institute of Company Directors
  • In-Boardroom Board Development & Governance for NFP Directors - AICD
  • Business Leaders Programme; Warwick University UK
  • High Performing Managers (Metcash Trading Ltd) & Executive Leadership Programme (Coles Myer)
  • Original founder of Independent Brands Australia (Australia’s largest independent liquor management group).
  • Finalist Commendation for Adelaide City Place Brand - City Nation Place Global Brand Awards in London Nov 2019
  • Won LGA award for “Excellence in Environmental Leadership & Sustainability” for first 100% Renewable Energy power purchase agreement for Local Government in South Australia 2020.
  • 5x Winner - Retail Brand of the Year Awards: Australian Liquor Industry Awards (1999 – 2008)