My Story
"Every chance meeting and encounter only increased my desire to strategically connect the brands with the professionals, and the professionals and products with the customer."
- Tracy Donley, President
My Expertise. My Passion. My Story.
Skin Care. Wellness. Beauty. Nutrition. Bodywork. Massage.
isInfluence.com is an all-inclusive, multi-media platform, that’s focus is in the professional beauty, skin care and wellness space.
Our niche marketing channels have two things in common, they all specialize in market disruption and customer acquisition.
Influence Consulting
Offers strategic planning, copy writing, creative services and all things marketing for large companies to small businesses focused in the beauty, skin care and wellness market.
Influence Media
A podcast network--focused on curating a group of aspiring podcasters to create shows for beauty and wellness professionals and/or consumers. Our platform offers a full-service solution: editorial strategy, post-production, marketing, promotion and sponsorship services.
Influence Beauty
Offers small-batch, beauty and wellness all-inclusive product production services, brand development and commerce support—we source only trusted product manufactures, private label companies and formulation specialists.
Influence Events
Produces and hosts events targeted to estheticians, massage therapists, hairstylists, barbers, makeup, lash and brow artists, nail technicians and wellness professionals. Our specialty is B2B events, large to boutique conferences and corporate meetings.
Over the years, I have had the opportunity to meet so many of these professionals one on one and through speaking opportunities and engagements all over the country I discovered my insatiable desire to help beauty and wellness professionals succeed
Just The Facts.
Prior to launching my suite of businesses, I was the executive director of the largest group of professional beauty associations in the country for licensed beauty professionals—Associated Skin Care Professionals (ASCP), Associated Hair Professionals (AHP) and Associated Nail Professionals. During my tenure, I created and launched:
- ASCP Esty of the Year
- ASCP Readers’ Choice Awards
- AHP Influencers of the Year
- AHP Industry Choice Awards
- AHP Barber of the Year
- AHP Indie Stylist of the Year
- ASCP Skin Care School Forum
These events started as a grassroot productions and quickly grew into a well-known brands and highly attended events. In addition to these events, I grew and launched beauty and skin care focused media channels:
The ASCP Esty Talk podcast had over 30,000 downloads per month and ranked in the top 10% of all beauty podcast shows prior to my departure.
ASCP Esty Talk Podcast
View PodcastASCP The Rogue Pharmacist Podcast
View Podcast- 4.7 of 5 Customer reviews on Apple Podcast
- Launched March 2020, 164 episodes YTD.
- 30k average downloads per month
- Hosted and distributed by Lybsin
What can I bring to your bottom line?
Revenue growth. Increased Sales. Brand Voice.
At my core, I’m a sales and marketing executive with acute expertise and an extensive background growing sales teams and positioning brands. I have worked with many fortune 500 companies such as Google, Level 3 Communications, Goodwill Industries, Thompsen Reuters, ING Financial, Ameriprise, Charles Schwab, Nationwide Insurance, and Prudential Insurance. In my most recent role I found my passion and my drive—serving licensed cosmetologists, barbers, estheticians and nail technicians. Here are just a few of the brands I have worked with:
Skin Care Brands:
- Image Skin Care
- Eminence Organic Skin Care
- Danne Montague King (DMK)
- Lira Clinical Skin Care
- Skin Script
- Celluma.
Hair Care Brands:
- Wella
- Hatori Hanzo
- Aiir
- Redken
- Wahl
- Sharkfin
- Level 3 Hairstyling
Wellness Brands:
- Prana
- BioFreeze
- Lightstim
- Truth Treatment Systems
My expert knowledge and business acumen has provided the opportunity to speak at many professional beauty and skin care events, education summits, and podcast shows. I have also appeared in numerous national consumer media channels:
- Huffington Post
- International Esthetic Conference and Spa Convention
- Skin Inc Live
- Dermalogica/IDI
- Lipgloss & Aftershave
- Premiere Orlando
- Skin Games
- Esthetician Connection
- Sugar Mama Podcast
- Lira Podcast
Additional Events & Projects
- ASCP Avant Garde Makeup Challenge
- ASCP SkinPro app
- The Beauty Professionals Appreciate Celebrations
- ASCP/AHP Career Toolkits
Getting Personal
I’ve had an insatiable thirst for beauty and wellness for as long as I can remember, immersing myself in learning everything I can about beauty, nutrition and overall wellness--searching for, buying and experimenting with products, treatments, services, procedures and supplements to optimize my health and appearance.
But it wasn’t until I became the executive director of Associated Skin Care Professionals (ASCP), Associated Hair Professionals (AHP) and Associated Nail Professionals (ANP) that I came to deeply understand the licensed professionals in these fields—estheticians, barbers, hairdressers, massage therapists, bodyworkers and nail technicians. I had a front-row seat to their needs, wants and challenges.
I still live and breathe everything beauty and wellness, but with a whole new perspective: The industry as a whole, the professionals who form its foundation and the customers those professionals serve.
If you have an idea, an opportunity, or a challenge that needs the help of an expert, Influence Consulting will help you succeed.