Tracy Fellows has amassed 18 years of building brand awareness for the likes of Gillette, Kraft, Revlon and Sobeys. Last year, as VP, consumer advertising and marketing at Canadian Tire, Fellows was responsible for scrapping the retailer’s sagging, seven-year-old ‘Ted and Gloria’ campaign and launching the ‘Aisle Signs’ series.

The Taxi-created campaign, which reminds consumers of the range of products available at Canadian Tire stores with humorous TV and OOH, revitalized the brand and gave it a major boost in consumer recall. It also won Fellows ‘Top Rebranding’ in strategy’s most recent Marketer of the Year awards.

In June, Fellows left Canadian Tire for fashion retailer Holt Renfrew. It was a brave move that inspired Rob Guenette to nominate her as a future marketing icon, basing his choice on ‘what she accomplished at Canadian Tire – turning a huge, iconic brand around with guts and determination, then leaving at the top of her game.

‘She has a no-nonsense management style coupled with very high standards,’ he adds. ‘She knows how to work an agency, and is not afraid to shake things up with a refreshed strategic focus.’

At a time when Holt Renfrew is launching shoe and children’s divisions as well as a new store in Vancouver, Fellows says her focus is on honing the company’s marketing strategy to ensure that all the elements are operating in an integrated manner.

‘My role is all about strategy refinement,’ she says, ‘making sure the marketing team is optimized and our objectives are clear. There’s a lot happening right now, and I’m excited to be leading the marketing team during such an important time.

‘I see myself as a conduit between the corporate divisions to market to our company’s best advantage,’ Fellows adds. ‘There’s a lot of talent on the teams, and great potential for outstanding results.’