About Tracy DeJarnett

Tracy DeJarnett is a growth strategist, brand builder, and experience architect known for connecting story, culture, and business to drive meaningful growth.

Over the course of her career, she has led and supported marketing, promotional, and growth initiatives for global brands including AT&T, Nokia, Siemens Wireless, Dr Pepper, 7UP, Sprint, ExxonMobil, Microsoft, and major cultural platforms connected to the Super Bowl, The Grammys, CES, and experiential entertainment properties.

As the founder of BrandSoup, Tracy partners with CEOs, founders, and organizations to build brands people feel—and markets follow—through strategic positioning, experience design, partnerships, and growth strategy.

She is also the founder of HoustonLive, a cultural platform focused on live music, community, and innovative brand experiences, and Launch Music Lab, a Texas-based music publishing and artist development company focused on original music and emerging talent.

Her work sits at the intersection of growth, story, culture, and human connection—with a belief that the future belongs to brands and experiences that create emotional resonance, not just visibility.

Tracy is currently developing The Reserve, a premium membership-driven experience platform designed to connect music, culture, hospitality, and curated community in new ways.

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From early on, Tracy DeJarnett has been able to see; to visualize and map out the future that unfolds before her; to accomplish her own unique mission.

Born in Houston, Texas, Tracy was the only child of a father who had a pivotal role in the NASA Apollo and Shuttle programs, and a mother who taught English literature and launched a successful film curriculum in her school. She comes from a long line of people who not only can see, but do; people who  not only dream about what could be , but have the ability and tenacity to bring it to pass and make it so. 

A few years after graduating from Texas Christian University, Tracy wrote a letter to herself. In it, she committed to writing a book someday and to somehow get involved with music. Today, she is the author of her first non-fiction book, Dare: Get Quiet. Get Focused. Get Busy.  She is also building a strong presence in the Texas music scene, all while excelling in her role as Chief Marketing Officer for a large and thriving corporation. 

And make no mistake. She has struggled and failed often in her life. But, those moments don’t define her. All along, through the highs and lows, she has seen her future and her focus on that future has inspired her to pick herself up, dust herself off, and get on to what’s next. 

“There’s always a way around, through or over any challenge,” she says. 

Tracy is married to Gregg and they live in Houston with their two dogs, Scout and Molly.