Mackenzie Goldman

I lead the strategy, planning, and execution of all merchandising go-to-market initiatives and promotional programs that drive revenue, profitability, and customer engagement across more than 2,300 stores and digital channels. I oversee an 8-person team responsible for translating merchandising strategy into impactful customer experiences — from national promotions and seasonal offers to value conveyance through pricing and signage. My team works closely with product merchants, marketing, store operations, pricing, finance, and inventory teams, ensuring every product and campaign reaches customers in the most effective and profitable way. I partner closely with merchandising senior leadership to define and prioritize go-to-market strategies that align with Tractor Supply’s broader business objectives. Working in tandem with marketing and cross-functional teams, my team ensures GTM and promotional initiatives are executed seamlessly across all channels — delivering consistent messaging, optimized offers, and a cohesive customer experience that drives both engagement and sales. I also lead the Merchandise Innovation Center, where in-store product concepts, fixtures, and signage are tested and refined before rollout to stores nationwide.

In this director-level role, I had category management and P&L responsibility for candy, snack, beverage, and general merchandise products, including sunglasses, batteries, reusable shopping bags, and personal care, near the registers and front end of Tractor Supply stores. Managing this nine-figure business involved mapping out the business strategy; identifying vendor suppliers; negotiating costs and business terms; working with merchandise planners to forecast the business impact; determining visual and merchandise presentation in store; and coordinating with teams such as inventory, supply chain, store operations, and marketing to ensure the category vision ultimately came to life on shelf and online.

I led cross-functional teams to manage our pet services including Pet Wash Stations, PetVet Clinics, Wellness Centers, and telehealth, and I was responsible for building the growth strategy around these services. I also supported other initiatives such as expanding merchandising assortments and reporting for the company's pet strategy.

This position reported to the Senior Vice President of Investor Relations & Public Relations at Tractor Supply Company to support the coordination and development of the external public relations strategy and crisis communication management, including COVID-19 internal and external response. Responsibilities included: • Developing and distributing PR Communication Materials (press releases, media statements, customer-facing communication, etc.) • Managing and facilitating meetings, events and special projects related to community relations efforts • Researching, coordinating and tracking charitable contributions and community relations efforts on behalf of Tractor Supply and the Tractor Supply Company Foundation • Managing the creation and distribution of more than 30 internal messages annually by C-suite, primarily CEO and CFO, for key business updates and holiday messages • Providing strategic communication support for internal partners including Social Media Team, Customer Solutions Center and Recruiters • Partnering with IR and HR to identify and pursue awards, certifications and rankings that position TSC as employer of choice and sustainable company in the ESG space (Environment, Social and Governance), including first ESG Tear Sheet and Great Place to Work certification • Managing the Company's presence on public-facing sites such as corporate website and LinkedIn The position supported and contributed to projects with Investor Relations, Marketing and Human Resources.

This position reported to the Senior Vice President of Investor Relations & Public Relations at Tractor Supply Company. A few of the primary projects that fell under my role included: • Writing and editing press releases issued on behalf of the Company (approx. 50 annually) • Handling media requests on behalf of the Company and our 8 distribution centers • Working with senior management to respond, mitigate and recover from active business crises • Prepping the C-suite for a wide range of speaking engagements, including media interviews and community events • Managing C-suite communication to employees regarding business updates and holiday communication • Collaborating with HR, Marketing & Accounting Departments to calculate and facilitate annual corporate giving • Promoting positive community relations by facilitating events such as the grand opening of our new distribution center in Frankfort, NY and Brentwood 50th Birthday celebrations • Maintaining relevant and timely content on the corporate website (IR.TractorSupply.com) with weekly updates • Creating content for investor and companywide presentations In addition to these responsibilities, I also handled a variety of other requests from team members, customers, investors and members of the media, while helping promote, protect and strengthen the overall reputation of Tractor Supply (#388 on 2019 Fortune 500 List).

I was appointed as a graduate assistant for the Department of Communication Studies because of the real-world communication experience I brought to supplement course lessons. This graduate assistantship required 10+ hours of work each week and involved the following tasks: • Teach COM 123 Public Speaking labs to approx. 90 undergraduate students • Manage communication with students and supervisors in a prompt and efficient manner • Grade student public speaking presentations • Foster in-depth discussion based on lecture topics and current events For the month of June 2018, I taught a class as an Adjunct Professor without departmental supervision, meaning I planned my own course schedule and curriculum, set class expectations, and created grading rubrics.

I was appointed to serve as a Graduate Assistant for The Plank Center for Leadership in Public Relations for the 2017-2018 school year. The following tasks (10 hours of work each week) help further the overall goal of The Plank Center, promoting leadership, mentorship, and diversity and inclusion in the field of public relations. • Design brochures and graphics using InDesign for publications and events such as the Milestones in Mentoring Gala • Direct and edit sponsorship video released to 2,500+ people • Manage correspondence with the Board of Advisors, executives who represent top PR firms and Fortune 500 companies • Edit mass publications such as PRSA's "Legacies from Legends in Public Relations" • Make arrangements for special events, Board meetings and educational lectures • Organize and oversee office space to ensure efficient operations

As part of my internship, I handled correspondence with customers, media outlets, investors and other business partners on behalf of Tractor Supply Company. Additionally, my responsibilities included: • Developing the first-ever CSR program and Corporate Giving Policy for TSC (ranked #396 on Fortune 500). • Collaborating with the HR, Marketing and Accounting Departments to log corporate giving between 2015-2016 and analyze trends ($13.7MM total). • Proposing additions to TSC giving based on research of other Fortune 500 companies. • Analyzing financial firms to prep C-suite for Analyst Day visits. • Designing and overseeing transition of IR website to Corporate website, which receives ~70,000 views every business quarter. • Leading meetings with senior leadership to ensure successful transition/adoption of CSR program. The internship resulted in a job offer in the Investor Relations and Corporate Communications Department, effective upon the completion of my graduate degree.

As a student assistant at the front desk of Rose Administration, I greeted and provided customer service to all university guests. My job also included managing directories, conference room reservations and other administrative tasks relating to university departments within the Rose Administration building. I worked 10-15 hours a week.

Capstone Men and Women serve as the official ambassadors for The University of Alabama. My responsibilities included: • Giving approximately 100 campus tours each year to prospective students (10 hours a week) • Working directly with the UA President welcoming the Board of Trustees, members of the President’s Cabinet and distinguished guests such as politicians and ambassadors to the U.S. • Traveling annually with Undergraduate Admissions to recruit candidates at prospective student events in the Southeast As Secretary of Capstone Men & Women (Nov. 2015-Feb. 2017), my elevated responsibilities included: • Recruiting and organizing application process for the selection of the 2016 group (289 applicants) • Managing the schedules of and policies for a group of 34 student ambassadors, including tracking their tour numbers (over 2,500 tours in 2016) and coordinating travel with the Office of the President

During this six-week internship, I handled the following tasks: • Wrote constituent letters and press releases that were published. • Researched legislative issues for Congressman Harper and staff that facilitated decision making. • Answered phones, greeted visitors to the office, gave tours of the Capitol and sorted electronic/physical mail. • Tasked with training next intern because of excellent performance.

Platform Magazine is an online student publication that highlights the ever-changing public relations world. In this position: • Wrote 4 blogs and 3 articles and edited ~100 articles for publishing online. • Developed content for Facebook and Twitter accounts that generated engagement for the publication.

The One Love Foundation aims to educate students ages 16-24 on the issue of relationship violence through various educational programs and awareness campaigns. Team One Love is a student-led initiative to educate students on college campuses about relationship violence, and the goal of the internship is to develop the foundation for Team One Love on campuses, putting structures and plans in place for the following school year. • Created a 12-month calendar of events for the University of Alabama's Team One Love and for other Team One Love programs. • Made connections with businesses and organizations in the community to help enact the plans. Following the internship, I continued to work with the One Love Foundation to improve existing programs and revamp workshop manuals.

As part of this two month internship, I gained practical experience related to my fields of study including program management, design, event planning, fundraising, mass communication, and more. • Used InDesign and Photoshop to create a 172-page program book featuring advertisements, contestant biographies and history of the program. • Connected with former winners, updated their contact information and updated their "Where they are now?"​ biographies. • Traveled to Mobile, Ala. to decorate and oversee the Mississippi booth at the National DYW State Specialty Party with 1,000+ attendees. • Facilitated a week-long state competition, including coordinating three days of stage productions. • Created daily contestant newsletters. • Updated Facebook and Instagram pages; 96,000 Facebook impressions during the week-long state competition. In addition to responsibilities for the actual Distinguished Young Women of Mississippi program, I was the sole person responsible for creating and running an organization for alumnae, former program participants. • Reestablished the Alumnae Association for former local and state participants; increased membership by 148% within 24 hours through Facebook appeals and direct email. • Designed quarterly newsletters for the Alumnae Association. • Planned and hosted an Alumnae Reunion for 20+ people before the final night of the program. • Coordinated Alumnae direct-marketing fundraiser campaign, which raised $1,325 for scholarships.

I was selected from over 20 contributing writers based on the strength of my writing, and as a staff news reporter, I wrote 2-3 articles each week covering different events on campus. Over the course of the semester, I wrote 27 articles with special emphasis on student and faculty profiles. On multiple occasions, I received a story on short notice with only hours to interview subjects and write the piece before submitting for printing.