Traci Alford is the President and CEO of Effie Worldwide. Alford has spent her career in marketing around the world, from her native Australia to the United States, France, United Kingdom and, prior to joining the Effies, Singapore where she was the VP External Relations, Asia Pacific at Shell International. Before joining Shell in 2013, she spent a total of 13 years at Cadbury Schweppes in a variety of marketing and business roles, starting in Australia as a Senior Product Manager for Schweppes, and eventually Global Business Development Director for the company. In the early 90s, she spent 3 years at Walmart in a senior national sales role for Dr. Pepper and 7Up. Her career has been dedicated to delivery and growth for customers, brands and stockholders, with a strong focus on ROI.