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• Tracey Barr is a strategic advisor and healthcare specialist with 25 years’ experience
• Programme lead for ‘Better Health for All’
• Regular evangelist on the speaker circuit on digital health

WAE, a global service design consultancy, today announced the appointment of Tracey Barr who joins WAE as non-executive director to help the company meet ambitious business development plans. In particular Tracey will help the organisation launch into the Healthcare sector over the coming year.

Tracey is a leading strategic advisor with a long track record in healthcare spanning 25 years. She has provided expert advice and project leadership, management and support to a diverse range of healthcare projects for both private and public sector clients.

Tracey is passionate about the need to help people make healthier choices and regularly evangelises on the speaker circuit about how digital health can play a part. At WAE, Tracey will take a dual role, one of mentor and sounding board to the senior management team, while also looking at how she can develop WAE’s presence in Healthcare. She will work alongside the senior directors in the business and report into the WAE board.

Commenting on her new role Tracey said: “I am very excited about helping WAE for two reasons. Firstly, as an independent strategic advisor I can focus on coaching and mentoring some of the exceptional talent at WAE through the early stages of their career. And secondly, the knowledge I have gained in the Healthcare sector will help me guide WAE in the right direction. I firmly believe that London with its tech-savvy population, a strong creative and digital tech industry, and good academic health science centres and networks can lead the way in digital health. I am committed to helping WAE secure some of those new digital health projects.”

Before Tracey became an independent consultant nine years ago, her previous experience included: managing director of a privately owned corporate communications company and numerous senior management roles with Arthur Andersen.

Most recently Tracey was the programme lead for Better Health For All, an initiative promoting the role of digitalisation in encouraging healthier choices and delivering better care. Tracey also worked on an inquiry by London’s Health Commission into London’s health and how to improve it to not only keep Londoner’s healthier, but also to reduce health inequalities.

Over the years, Tracey has worked with WAE CEO, Chris Averill, in numerous guises. She mentored Chris in the early stages of his career at Arthur Anderson sixteen years ago and since that time Tracey has coached Chris and dipped into WAE’s business at different times.

Chris Averill, CEO, WAE comments: “Tracey has been a mentor and sounding board for me over the past sixteen years at various different stages of my career and the company’s evolution so I am delighted that she is now taking on the role of non-executive director at WAE. She is a great female role model for the business and will certainly bring more diversity and a different perspective to WAE. Right now, we have a golden opportunity to move into Healthcare and I couldn’t think of anyone better qualified to help us achieve this.”

A mid-sized consultancy with offices in London and New York, WAE has aggressive plans to increase headcount over the next 12 months. In fact, the company has just moved to prestigious new offices in Hatton Gardens, London in order to accommodate its rapidly expanding team. WAE has an amazing roster of clients which include TfL and the Metropolitan Police. With Tracey now on board WAE hopes to accelerate its plans to expand into the Healthcare sector over the coming months as well as continue on its growth trajectory in the Public Sector and Financial Services.

If you are interested in understanding more about the clients and work that WAE has delivered, please contact the team on

- Ends –
Notes to Editors

About WAE:
With offices in London and New York, WAE partners with visionary leadership teams who head up companies that will live or die according to the quality of the customer’s experience of the brand. WAE is uniquely qualified – through innovation, insights, design and human behaviour analysis – to answer the question “how do you make game changing improvements to how you sell and deliver your products and services to your customer?” This results in the delivery of products and services so different and so superior that they give clients a clear, sustainable competitive advantage with intelligence and speed.

Unlike big digital factories that are slow, unimaginative and bound by process, and advertising agencies that don’t get the future of customer experience and how people will behave, WAE clients get a very differentiate service. As a result, WAE boasts some of the best known FTSE and Fortune 100 businesses in its portfolio. For more information on WAE please visit

Media Contacts
Sonia Navarrete
C8 Consulting
0118 949 7737

Tom Hindle
C8 Consulting
0118 949 7763

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