Whether it’s helping small businesses better understand their employee obligations or aiding in the democratisation of access to legal services – Tracey Wei has always found joy in supporting others. Now, with a new role at TikTok – her impact is only set to grow.
“I’ve had the pleasure of working with different types of organisations throughout my career, but what’s been consistent is my desire to empower small and medium-sized businesses (SMBs) to grow their businesses,” says Tracey. “It’s been a fundamental aspect of my career, and I find it really interesting and rewarding.”
Now, as the Strategic Partnership Manager for Australia and New Zealand at TikTok, her mission is to continue empowering SMBs by encouraging them to embrace TikTok as a growth platform. “It’s about educating them on how to leverage TikTok or other digital solutions to grow their business.”
Having completed a Bachelor of Commerce with a double degree in marketing and economics at The University of Sydney, Tracey then chose to continue her studies with a Master of Media Practice in the hopes of gaining hands-on industry experience. “The bachelor’s degree was about laying the foundations and the theory, whilst the Master’s added to my practical skills and knowledge while I was working in the field.”
From her first moments on campus, it was clear to Tracey that the journey she was about to embark on would be different to any she’d experienced before. “I realised very quickly how different things were to my life back in China,” she says. “I met so many people from various cultural backgrounds and was able to understand new perspectives and views – it was a whole new world.”
First jobs and big moves
Tracey got her first professional break in a marketing role at an organisation within the education space before landing a dream gig at Employsure. It was here that she identified an untapped opportunity in the Chinese market and spearheaded the creation of a dedicated business channel.
“This involved building a new department from the ground up, assembling a team, and designing campaigns specifically for this audience – primarily leveraging WeChat,” she explains. “Within the first year, we surpassed expectations by generating over $1 million in revenue while reducing acquisition costs by 60 per cent.”
During her day-to-day duties in the role, she also ran educational events that taught SMBs how to better understand their employee obligations regarding fair pay, staying abreast of legislation change and navigating Australia’s complicated awards system. “We have some of the most complex employment awards in the world and it’s really hard for people to navigate,” she says.
During these events, Tracey worked directly with SMBs, guiding them on the latest industry updates and insights. “Business owners would come up to me after these events and say, ‘thank you so much, I was looking for someone who could help me with these issues’ – so, I really felt like I was helping to solve their problems.”
A purpose behind the path
As a former small business owner herself – Tracey’s in-depth understanding of the pressures on SMBs continues to fuel her desire to work in this space. “As a business owner, you have to wear multiple hats and do everything yourself, which is why I have empathy – I understand their challenges,” she says. “But I also know the gaps and I know exactly what owners need to kick-off their business.”
As a business owner, you have to wear multiple hats and do everything yourself, which is why I have empathy – I understand their challenges.
Tracey Wei
Bachelor of Commerce (2012) and Master of Media Practice (2014) graduate
A fair playing field for all
Part of this success saw Tracey accept the role of Senior Marketing Manager at Lawpath – one of Australia’s largest online platforms for legal, accounting and business support for small businesses. In leading the ANZ marketing launch of the organisation’s first AI platform, she developed the go-to-market strategy for the groundbreaking technology.
“By leveraging technology, we helped democratise legal services, making them more accessible and affordable for SMBs, which make up 90 per cent of all businesses in Australia,” she says. By ensuring owners were aware of the service and that it was available to them without the excessive cost, Tracey was able to see the tangible impact on SMBs directly. “It remains a highlight of my career to this day.”
Tracey Wei at the Joint Symposium - Future of AI by the University of Sydney and AMD
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LinkTackling change head-on
Tracey believes her entrepreneurial mindset has allowed her to grow both personally and professionally. “I’m a curious person – it’s at the foundation of who I am,” she explains. “But it’s not just about work – I believe that with an open mind, you can implement new ideas and tools into all parts of your life.”
What’s been most helpful and beneficial, however, is turning her curiosity into a natural habit. “Learning skills and knowledge is one thing, but having that entrepreneurial mindset is something that eventually becomes a part of you – it’s not about taking notes or applying certain steps,” she adds.
As Tracey moves forward in her career, her long-term goal is to simply continue doing what she enjoys most, and having those early learnings reflected in her future. “No matter what comes next, it’s about doing something I enjoy and providing value wherever possible – the work has to feel meaningful.”