Today we’d like to introduce you to Tracy DeJarnett.
Hi Tracy, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
“I want to be CEO of a large corporation,” is the first answer I remember giving when someone asked me what I wanted to be when I grew up. It still surprises me today. While I have not yet held the title of CEO of a Fortune 500 company, I’ve had the privilege of spending my career alongside remarkable CEOs, founders and leadership teams, helping them navigate growth, launch new products, build meaningful brands and connect with customers in ways that matter. Along the way I’ve worked with global brands, stepped into high-stakes product launches just months before launch day, helped organizations enter new markets and watched incredible teams accomplish things that seemed impossible when everyone rallied around a shared vision.
Looking back, I realize it wasn’t the title I was after – it was the opportunity to build something meaningful. I’ve always been drawn to the blank page. Some people love optimizing what exists. I love creating what doesn’t exist yet. I enjoy seeing patterns, connecting ideas, bringing the right people together and helping organizations discover opportunities they didn’t know were there.
I’ve also learned that growth isn’t always comfortable. Like many women in leadership, I’ve experienced moments where my voice wasn’t immediately heard. One conversation has stayed with me for years. My boss kept asking me questions but never waited for my answer. After a few rounds of this, I finally laughed. He looked at me and said, “Am I not letting you finish?” My male colleague smiled and replied, “I think what she has been trying to tell you is..” We all smiled.
It wasn’t malicious. It was simply a reminder that sometimes your greatest challenge isn’t having an idea – it’s creating enough space (and finding the right spaces) for your voice to be heard.
Today, In addition to creating, I want to make sure people feel seen and heard. Whether it’s in a boardroom, at a songwriter’s round or during a strategy session, I naturally notice when someone’s voice is being overlooked, and I try to bring it back into the conversation.
For as long as I’ve been in marketing, I’ve discovered that people rarely fall in love with a marketing campaign. They fall in love with stories, experiences and the feeling of belonging.
That realization has led me to some exciting new places in recent years. I founded Houston Bluesfest to celebrate Houston’s rich musical heritage. I co-founded Launch Music Lab to help emerging artists build sustainable careers and started SongFest to celebrate the creators behind the music. I also recorded my first original song—something that had been on my bucket list for years—which unexpectedly inspired a new lifestyle brand built around its message: “Live in the &.” Experiencing the creative process from the artist’s perspective gave me a whole new appreciation for the courage it takes to put your work into the world.
Today I’m reimagining Brandsoup Studio, where growth strategy, music, storytelling, and live experiences come together. My newest venture, The Reserve, is built around a simple belief: connection is becoming our most valuable currency. In a world where so much of life happens through screens, I’m fascinated by how we create moments that bring people together in real life – around music, ideas, great brands, and meaningful conversation.
If there’s one thread that’s connected every chapter of my career, it’s this: I love helping people and organizations discover what’s possible when the right ideas, the right people and the right purpose come together.
My story is still unfolding and as I think back on my childhood response to be CEO one day I realize it wasn’t the title, it was building things that inspire people – and that’s still what excites me every day.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Has it been a smooth road?
Not even close.
One thing I’ve learned about being a visionary is that you often see possibilities before other people do. Sometimes that’s exciting. Sometimes it means you’re standing alone for a while. I’ve learned to protect that instinct.
When an idea is still fragile, it doesn’t need to win every argument – it needs room to grow. Throughout my career, there have always been voices that questioned whether something could be done. Fortunately, there have also been a handful of people who saw something in me before the idea was fully formed. They trusted that if I could see it, I would find a way to build it.
I’ve always believed there’s a way around, through, or over every challenge. That doesn’t mean the path is easy. It means I don’t stop looking for it.
I’ve also learned that vision isn’t just inspiration – it’s discipline. I’m a believer in vision boards, not because they’re magical, but because they help us stay focused on what matters. When we keep our eyes on where we’re going, our decisions begin to move us in that direction. Over time, those small decisions have a way of becoming realities.
Some of the greatest lessons in my life haven’t come from work at all. They’ve come from walking alongside people I love through illness, uncertainty, and loss. Those experiences have changed my perspective on success. They remind me that life isn’t about avoiding difficult seasons – it’s about discovering who we become because of them.
Has it been easy? No.
Has it been worth it? Absolutely.
I believe the hard things give our lives depth and meaning. The triumphs feel sweeter because we’ve walked through the valleys. We aren’t meant to spend our lives safely watching from the sidelines. We’re meant to get in the game, take the risk, create something that didn’t exist before, and experience the beautifully messy life that’s waiting for us.
Appreciate you sharing that. What should we know about The Brandsoup Agency?
For decades, The Brandsoup Agency has helped leaders navigate pivotal moments of growth. Whether it’s a CEO preparing to present a bold vision to the board, a founder bringing a new idea to market, an artist launching their first album, or a community creating a signature event, I love helping people turn possibility into a plan – and a plan into meaningful growth.
I’ve worked alongside CEOs, founders, and leadership teams helping organizations launch products, strengthen brands, enter new markets, and unlock new opportunities for growth. Along the way, I’ve had the privilege of helping lead what became the largest phone launch of its time, contributing to moving a brand from the #3 to the #1 market position, and watching great ideas become thriving businesses through the right combination of strategy, creativity, and execution.
Today, that same creative and growth engine continues to evolve.
The Brandsoup Studio portfolio expands on the work we’ve been doing for decades, exploring growth through different lenses. The Growth Loop™ helps organizations uncover new opportunities through executive advisory and growth strategy. Launch Music Lab develops emerging artists through career strategy and creative collaboration. Houston Bluesfest and SongFest create signature music experiences that strengthen communities while introducing audiences to remarkable artists. Champagne & Blue Jeans celebrates a lifestyle built around embracing life’s beautiful “ands,” while The Reserve is creating a membership community where brands, artists, venues, and fans connect through curated experiences and meaningful partnerships.
No matter the project, I’m still asking the same question I’ve asked throughout my career: How do we help people grow and connect?
Sometimes that growth is measured in market share. Sometimes it’s measured in audience, community, confidence, or opportunity. My work has expanded from traditional marketing into helping people build ideas that create value and last.
Is there anyone you’d like to thank or give credit to?
I’ve been fortunate to have a few people who changed the way I think about leadership.
Early in my career, Gil Cassagne taught me what it looks like to lead by example. He had incredibly high standards, but he also believed in his people and expected the best from them. Watching him lead showed me that passion, preparation, and integrity are contagious.
More recently, John Levitt has challenged me to think more deeply about leadership, growth, and the questions that shape the future. Our conversations continue to influence the way I approach my work and even the book I’m writing, The Growth Loop.
Long before either of them, though, my parents laid the foundation. They taught me to work hard, stay curious, treat people well, and keep going when things got difficult. Looking back, I realize those lessons have probably shaped my career more than anything else.
I’m grateful for all of them because they’ve reminded me that success is rarely something we achieve alone. It’s built through people who challenge us, encourage us, and believe in us along the way.
Pricing:
- Because every client and project is unique, pricing is customized based on scope. We offer executive advisory, workshops, fractional leadership, speaking engagements, and project-based consulting.
Contact Info:
- Website: https://brandsoupagency.com
- LinkedIn: https://www.linkedin.com/in/tracydejarnett/
- Other: https://www.brandsoup.com
