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Tracy Steiner & Rita Egeland

Tracy Steiner - USA | VP, Employee & International Communications, Texas Instruments

Tracy Steiner is Vice President of Employee and International Communications for Texas Instruments, based in Dallas, Texas, USA. In this role, Tracy is responsible for managing the company’s global digital marketing and communications teams across the Asia Pacific and Europe, in addition to leading internal communications across the company. She partners closely with the company’s senior-most leaders to articulate company strategy, create programs that engage employees, and is a member of the global sales leadership team. She previously worked in a variety of digital marketing and communications roles at the company, which she joined in 2001.Tracy represents Texas Instruments on the board of VolunteerNow, an organization that connects volunteers with volunteer opportunities. She has been a long-time member of the Junior League of Dallas, including serving on the board as Communications Vice President and Strategy Vice President, and is currently Sustaining Advisor for the Strategy team.

Outside of work, Tracy is married to her husband and has a young daughter, in addition to being an avid community volunteer. She is actively involved in her church as well as her daughter’s school. Tracy is an alumnae of Alpha Delta Pi sorority and has held numerous leadership positions with the Dallas Alumnae Association. She holds a bachelor’s degree in journalism from Texas A&M University and received her Master of Business Administration in marketing from the University of Texas.

Rita Egeland - IWF Dallas | Chief Marketing Officer, Athena and Associates

As Chief Marketing Officer for Athena Associates, LLC, Ms. Egeland delivers sustainable business growth through actionable customer insights. The firm's focus is brand and business building, most often through an enhanced customer experience. Applications include Omni Channel marketing, retail redesign, product development, website and mobile site development and redesign, and social media strategy.

Previously, Rita served as Chief Marketing Officer for Rent-A-Center. As a member of the executive team, she led the customer experience initiative which ultimately informed significant work in pricing, sourcing and distribution, digital commerce, store talent and labor model, and market planning. Rita and her team also supported the company's mission of improving the quality of life for both customers and employees. Rita's specific role involved building awareness of the access Rent-A-Center provides to typically underserved customers, and supporting their efforts to achieve ownership of major household items and new technology.

Ms. Egeland also served as CMO and VP of 7-Eleven, Inc. In this role she increased merchandise sales and improved brand scores through innovative marketing programs including Simpsons' Movie promotion, Undercover Boss (featuring 7-Eleven CEO Joe DePinto and the retailer's coffee and fresh food programs), Celebrity Cup with a Cause, Slurpee Unity Tour, and the first social media promotional tie-in, 7-Eleven & Zynga (Farmville). Rita integrated the marketing function throughout the organization by applying marketing expertise to Franchisee Recruiting, Store Development, Private Label product development, and 7-Eleven's international business.

Ms. Egeland has been a featured speaker at industry conferences based on her successful, innovative marketing programs. Engagements include: CMO Executive Summit; Promotion Marketing Association; Forrester's Marketing Forum; TPMA; The Hub; L.A. Office (Entertainment); IMG (Talent Representation). For her innovative work, she and her team were recognized by the Wall St. Journal Best Ads of 2007 (#2), Advertising Age Top 50 Marketers of 2007, and others.

Prior to 7-Eleven, Rita served as Brand Manager for Nestle' Purina where she led strategic initiatives to grow the pet food segment. She led the marketing function for the company's Key Account Development Group. Rita began her professional career as a Systems Consultant with Price Waterhouse, developing financial reporting systems.

Rita earned her B.A. in Psychology from LI University and MBA in Marketing and Finance from the University of Chicago. She also serves as an Adjunct Marketing professor at the SMU Cox School of Business and University of Texas - Dallas.


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Tracy Steiner & Rita Egeland
Tracy Steiner & Rita Egeland
International Women's Forum