Tracy Van Hoven is a senior brand and revenue growth executive with 20+ years of success building marketing functions, driving omnichannel commercial growth, and architecting go-to-market strategy for purpose-driven brands in natural products, wellness, health, and lifestyle. 

Recruited repeatedly by CEOs and PE sponsors for high-stakes growth and transformation moments — from startup to Fortune 500. Known for assessing the opportunity, building the strategy, directing resources, training the team, and bringing in the senior talent and SMEs needed to sustain the work. Most recently served as Chief Marketing Officer at WishGarden Herbs, driving +20% omnichannel revenue growth over a 24-month engagement. 

Skilled at big brand creative ideation that captivates customers balanced with digital enablement, developing high-performance teams, and executional excellence. Blending data analytics, strategic insight, entrepreneurial spirit with collaboration, creativity, determination to deliver results.

Most recently serving as:

CURRENT ENGAGEMENT (2026–Present): 

WIZE Beverage Co. PBC — Fractional CMO + Board Member (Functional Beverage / Cold-Brewed Coffee Leaf Tea) 

FRACTIONAL CMO CLIENTS (Van Hoven + Co., 2022–2024): 

Tiiga Hydration  ·  LCB Senior Living  ·  TTX 

BOARD & ADVISORY: 

Board Member, WIZE Beverage Co. PBC  ·  Invited Mentor, Harvard Business Innovation Lab (10+ years, one mentee recipient of the Harvard President’s Innovation Award) 

Chief Marketing Officer, WISHGARDEN HERBS SUPPLEMENTS (BCorp)

Vice President, Brand + Marketing, EMERSON ECOLOGICS HEALTHCARE

Vice President, Marketing + Communications, BENCHMARK SENIOR LIVING

Vice President, Integrated Marketing + Communications, MEGAFOOD SUPPLEMENTS (BCORP)

Executive Consultant, Brand/Marketing/Product Innovation, INDIA HICKS LIVING

Vice President, Brand Marketing, TALBOTS

Tracy also serves at the Harvard University, Business Innovation Lab, as a Business Venture Mentor.  Dedicated to furthering entrepreneurial business concepts by undergraduate/graduate students and alumni from all 13 Harvard schools. Mentors are appointed by invitation.  Tracy focuses on mentoring purpose-driven ventures primarily from the Business and Public Health Graduate schools.

Holds an MBA from Simmons University and BA from St. Lawrence University.