Tracy Lanza is the Group Head of Global Brand Development at Red Sea Global (RSG), the developer behind The Red Sea and Amaala - two ambitious tourism projects set along the northwestern coast of Saudi Arabia. These destinations will play key roles in the realisation of Vision 2030, the Kingdom’s blueprint for economic diversification and sustainable development.
Tracy is focused on defining, developing and dynamically delivering brand vision across all marketing, media initiatives and communications. During her time with RSG, Tracy has overseen a series of milestone brand marketing moments. This includes the wholesale rebrand from The Red Sea Development Company to Red Sea Global spanning the development of a new visual identity, refreshed positioning and messaging, and a fully integrated communications strategy to engage internal audiences and external stakeholders. Tracy is also managing the Group’s transition from a developer of a single project to a multi-project developer and an operational hospitality company as our flagship destination, The Red Sea, gears up to welcoming its first guests.
Tracy, whose strengths lie in her expertise in results-focused business planning, brand development and team building, has a wide variety of category experience with over a decade in destination marketing. Tracy is skilled at providing brand positioning recommendations with validation grounded in consumer insights, micro and macro market trends as well as societal needs.
Prior to joining Red Sea Global, Tracy was Senior Vice President, Integrated Marketing, for Brand USA — the public-private partnership responsible for the United States’ first international tourism marketing effort. Tracy led the global marketing strategy across five continents for Brand USA. Her responsibilities included business development, revenue generation, oversight of international offices, research, analytics, media strategy, creative campaigns, digital development, public relations, sponsorships, event planning, and travel trade education.
Her career has seen her gain leadership experience in major entities including The Walt Disney Company, 20th Century Fox, Hasbro, HBO and Pepsi-Cola among many others.