A spotlight on the best of our industry’s women: Interview with Tracy Creighton
By Ellen Wheeler
CNHR is pleased to present “In Her Own Words,” a column that introduces you to outstanding female leaders and innovators in our natural health community each issue.
The column is led by Ellen Wheeler, vice president of partnerships for Alive Publishing Group and associate publisher of CNHR. Equally comfortable working with partners in retail and vendor sectors and the winner of the 2024 CHFA Woman of Influence Award, Ellen leverages her considerable skills and experiences to shine a light on the industry women who are making a difference.
In this column, Ellen introduces you to Tracy Creighton, national sales director at Bioforce Canada (A.Vogel). She has over 30 years of experience in the health and wellness industry as a sales executive and business leader. Tracy has successfully managed high-performing sales teams, developed effective sales strategies, and fostered strong collaboration with retail partners.
ELLEN: Tracy, you were very young when you started in the industry over 30 years ago. What enticed you to get into the NHP industry?
TRACY: While in school, I began working part-time as a clerk at an independent compounding pharmacy—Nutri-Chem Pharmacy. The pharmacist owner was very progressive with his business—it wasn’t a typical OTC pharmacy. They carried natural health brands like Quest, Sisu, and Natural Factors.
I took an interest in supplements and asked the pharmacist to educate me on the intricacies of vitamins, homeopathy, and herbals. Little did I know, this would ignite my passion for health and wellness, and lead me to the natural health product industry.
ELLEN: After 10 years in retail, you moved to the vendor side of the business. What prompted you to leave retail and take on being a field sales rep?
TRACY: Once I started detailing the physicians and naturopaths, I became interested in exploring a role in external sales. I saw a newspaper advertisement from Sisu looking for a new account manager. I called our local Sisu sales representative and asked him about the role. He told me, “Tracy, this is a great opportunity for you. It won’t be an easy one, as you’ll come across a lot of ups and down, but go for it!”
ELLEN: In what ways did your retail experience help you in your sales job?
TRACY: Working in retail taught me how to effectively communicate with customers, understand their needs, and find personalized solutions. In sales, building strong customer relationships is crucial.
Retail also involves addressing customer complaints, resolving issues, and providing excellent service, so that customers are motivated to return to our store. There is no better feeling for a customer than being addressed by their name when they walk into your store. I think it’s the same in sales: knowing your customers, and how you can be a good retail partner to them.
ELLEN: You worked with Sisu for 20 years. What were some of the roles you served there?
TRACY: I started as an account manager for Eastern Ontario, then moved into a regional manager position, followed by national sales manager, key account director, and senior national director of sales.
ELLEN: You’ve been through an acquisition (Sisu)—any advice for others going through it?
TRACY: Keep yourself updated and ask questions to understand how this will impact you. Stay open minded and try not to take the decisions personally. It was crucial for me to facilitate a seamless transition and to hand over the business so there would be minimal disruptions for our retailers. I also leaned on support from my network, friends, and my family. Take the time needed to reset but also engage with a mentor to help you build your personal brand.
ELLEN: COVID-19 may have presented many challenges for you as a sales leader. What were some of the things you did to keep your team motivated?
TRACY: As a sales leader, managing a remote team presented unique challenges. To keep my team’s creativity flowing, I organized “happy hour”-themed meetings. We shared photos of activities that showcased how we were “releasing our inner strength” and staying healthy. My favorite activity was definitely the cooking events. I arranged for a chef to join our Zoom meetings and guide us in making a meal. We received all the necessary tools and ingredients in advance for our virtual cooking session. Our first dish was a delicious mushroom risotto—it was a hit!
ELLEN: What are some of the practices you’ve put in place to keep yourself organized, effective, and updated when dealing with such a large sales team?
TRACY: I hold monthly national team meetings to ensure everyone is aligned and informed. Additionally, I schedule weekly catchups with my key account team. I like to engage with my peers and retailers to exchange ideas and gain new perspective.
To stay focused on key projects, I block out dedicated periods throughout the day. I enjoy reading books, articles, and industry publications. I enroll in webinars and attend workshops and industry summits. I set goals for myself and regularly review them to stay motivated.
Most importantly, I’ve learned to carve out time for myself for exercise. Some of my best ideas and moments of clarity come to me while I’m out for a run.
ELLEN: Throughout most of your career, you have balanced the fine line between your job, travel, and family. What are some of the things you did to make sure you had your bases covered?
TRACY: Early in my sales roles, I had to juggle my job, frequent travel, and family responsibilities. Effective time management was crucial, and aligning travel schedules with family calendars was the first step. As my career progressed, I found better balance by setting clear expectations and boundaries. I would be remiss if I didn’t acknowledge the invaluable support of my husband and daughters, which has been absolutely essential for me.
ELLEN: After Sisu, you had a small break before joining Bioforce (A. Vogel). How valuable was that?
TRACY: We don’t always have the opportunity to pause our careers, so I took the time to reflect and determine what would truly motivate me in my new role. This reset was invaluable, and when the opportunity with Bioforce (A.Vogel) came forward, I was eager to bring a new perspective and contribute to the business.
ELLEN: You’ve had the opportunity to build sales teams. What are the most important elements you look for when selecting individuals to be part of your team?
TRACY: My primary goal is to assess whether the individual aligns well with the current team and the company’s values and culture. I look for candidates with external sales experience who are adaptable, proactive, and outgoing.
ELLEN: Does doing business in Quebec present any challenges that you would not face in other provinces?
TRACY: I grew up in a bilingual community in Northern Ontario, attended a French primary school, and spent a year in France during high school. I quickly realized the opportunities that being bilingual provided. Retailers appreciated having someone from head office who could communicate in their language, and the territory managers felt supported knowing that someone would advocate for their French language needs at the corporate level.
ELLEN: Does having overseas ownership present any issues for you and the sales team?
TRACY: Having overseas ownership does not present significant issues for me or the sales team. In fact, it can be quite beneficial. It brings diverse perspectives and global insights that can enhance our strategies. This collaboration helps us stay innovative and competitive in the market.
ELLEN: What have been the biggest changes in our industry during your time that have most benefited women
TRACY: There has been a notable increase in the number of women in leadership roles. We’ve seen a rise of women-focused networking groups, which have provided women with platforms to share experiences and gain support. From personal experience, I had to consistently demonstrate my capabilities to earn recognition. I firmly believe that we have many exceptional women in this industry who are leading the way and inspiring the next generation of leaders for a more inclusive and dynamic future.