Tracy-Locke Names New SVP, Executive Director of Omnicommerce Experience Design

Written by Tracy Locke

Leading commerce and communications agency Tracy-Locke has announced the appointment of Dan Pereira as its new Senior Vice President, Executive Director of Omnicommerce Experience Design effective July 17, 2023.

In this new role, Pereira will focus on elevating the agency’s commerce experience planning practice through innovation, lending his more than 20 years of experience to the agency’s growing portfolio. In addition, Pereira will develop a strong retail media connection, as well as expand the agency’s customer experience expertise and deliverables.

“Our growing client list, increasing capacities within the omnichannel umbrella, and all the new analytic tools are evidence of our unrelenting focus on growing capabilities for Tracy-Locke” said Tina Manikas, president of Tracy-Locke. “In that spirit, I’m excited for Dan’s expertise to elevate our Brand + Buying approach to commerce.”

Prior to joining Tracy-Locke, Pereira was most recently the Executive Director of Commerce Consumer Experience at VLMY&R Commerce. Previously, he has held leadership roles at Rockfish, JWT and Targetbase, as well as various positions at Tribal DDB, SixtyFootSpider and Bozell Worldwide. A leader in the industry, Pereira was included on P2PI’s Who’s Who in Shopper Marketing three years in a row through his time at Rockfish and VMLY&R.

Pereira will work closely with other agency leaders to expand several of Tracy-Locke’s practice groups and capabilities to continue developing world-class client work. He is based in Dallas, Texas.

About the author

Tracy Locke

Tracy-Locke is an award-winning global commerce and communications agency that is compelling the future of commerce by designing experiences that build brands and drive conversion through empathy, technology and an unmatched level of creativity. A pillar of the Omnicom Commerce Group, Tracy-Locke offers full-service capabilities ranging from innovation to implementation. Clients include PepsiCo, SC Johnson, Kellogg’s, Diageo, Godiva, Pizza Hut, LEGO, and Samsung. For more information, visit