Cumbrian marketeer recognised for work supporting over-50s
Tracey Cannon, head of group marketing at Brampton-based WCF, was highly commended in the Exceptional Achievement Award category at the 2025 Silver Marketing Awards.
The national awards celebrate excellence in marketing to the over-50s, with the ceremony taking place at the Cavendish Centre in London.
Ms Cannon, who lives near Appleby and has more than 30 years of marketing experience, said: "Being highly commended in this award is an absolute honour, and being nominated by my colleagues and judged by my peers makes it even more special.
"My goal has always been to understand the markets in which we operate and to work together as a team to reach our customers in the best way possible."
She was nominated by colleagues at WCF, who praised her "consistent championing of a customer-first approach and her strategic vision, empathy and innovation."
The judges, a panel of industry experts, selected her for the award.
Ms Cannon said the variety of work at WCF keeps her motivated.
She said: "In more than 20 years at WCF, I can honestly say that no day is ever the same.
"We have such a broad portfolio of businesses and we're always diversifying and progressing to move the business forward.
"Being an employee-owned business with great staff means it's the closest thing to running your own business with your friends."
WCF employs more than 370 people across 30 locations nationwide and operates in retail, logistics, and leisure.
Its brands include national mail-order companies, camping and glamping sites, oil distribution, pet and equestrian stores, and e-commerce businesses.
Ms Cannon began her marketing career at Lilliput Lane in Penrith before joining WCF in 2002 as marketing manager for Country Collection and James Meade.
She became group head of marketing in 2021 and joined the executive team in 2023.
WCF's home shopping brands, including Country Collection, James Meade, The Classic Boutique, and Bella di Notte, target customers aged 60 and over.
Ms Cannon oversees marketing campaigns for these brands, covering direct mail, print, e-commerce, and social media.
Andrew Mochrie, chief operating officer at WCF, said: "Tracey's knowledge of the industry, combined with her passion and outright capacity and love for hard work, has supported WCF's mission to provide the best possible service to the silver generation.
"For over 20 years, her curiosity has supported the journey from analogue to digital and into the age of AI and mass customisation in the marketing space.
"The whole team is delighted that her achievements have been recognised in this way."
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