A Cumbrian marketing professional has been recognised for her outstanding work in the industry at a national awards ceremony.
Tracey Cannon, who is Head of Group Marketing at WCF, was Highly Commended in the Exceptional Achievement Award at the 2025 Silver Marketing Awards, which recognise excellence in marketing targeted at the over-50s.
The ceremony, held at the Cavendish Centre in London, was hosted by TV and radio presenter Aled Jones and included finalists from across the UK in 10 award categories.
Tracey, who lives near Appleby and has more than 30 years’ marketing experience, was chosen by a panel of independent industry judges. She was nominated for the award by her colleagues at Brampton-based WCF, who praised her consistent championing of a customer-first approach and her strategic vision, empathy and innovation in their submission.
She 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.
“In more than 20 years at WCF, I can honestly say that no day is ever the same because 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 is operates across the UK in the retail, logistics and leisure sectors, with over 370 employees working across more than 30 locations. Its family of businesses include national mail order shopping brands, three five-star camping and glamping sites, oil distribution, WCF Pet & Equestrian retail stores, and e-commerce businesses which offer garden and landscaping products.
Its Home Shopping brands including Country Collection, James Meade, The Classic Boutique and Bella di Notte are aimed at the more mature demographic, usually aged 60 or over. As part of her role, Tracey oversees strategic marketing campaigns for the brands, encompassing direct mail marketing, print advertising, ecommerce, and social media.
Tracey began her marketing career with Lilliput Lane, later Enesco, at Penrith before moving to WCF in 2002. Having joined WCF as marketing manager for the Country Collection and James Meade, her role has expanded and developed over the years to become Group Head of Marketing in 2021. She joined WCF’s executive team in 2023.
Andrew Mochrie, WCF Chief Operating Officer, 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, and we’re looking forward to building on our success to further enhance our existing services and portfolio of brands, as well as investing in new products and services over the coming years. As Group Head of Marketing, Tracey will play a key role in the delivery of these plans.”
