Tracey Swanepoel started her career as a strategic planner in the advertising industry, working for FCB; Ogilvy and Mather; and eventually becoming Strategic Planning Director at Grey and O2 Communications. In 1999 she set up her own business focusing on internal marketing and strategic alignment, based on a unique model and process for internal marketing and communication which she developed as part of her MBA dissertation.

In 2002 she joined the executive team of Harmony Gold Mining Company in the capacity of Strategist. During her tenure she conceptualized and implemented a variety of innovative tools and channels aimed at reaching a broad and diverse employee target audience. These included: an in house radio station which broadcast to miners underground, an industrial theatre group consisting of mine employees; cartoon manuals and other visual tools (which captured the corporate strategy in a simple, understandable, and interesting way), as well as a Strategic Alignment Toolkit for leaders. She also led two strategic change initiatives, in the areas of shared services, and corporate strategy. In 2006 her role was expanded to include the external marketing portfolio.

In August 2006 Tracey restarted her own business in the form of SQUIGGLE. Tracey has lectured extensively in the areas of strategic alignment, internal marketing and communication and internal/employee branding.
She has recently been nominated as a member of the Creative Skills Council: an international forum /knowledge network of experts drawn from academia, the arts, and business who collaborate and share ideas around business innovation and creative leadership.

Tracey has a BA Communications (Hons) (cum laude) and an MBA (Henley Management College, UK).