“Take the jump — you won’t get many chances in life where you can.”
Tracey Klein, Senior Vice President, Sales and Business Development, eGifter
As Senior Vice President of Sales and Business Development at eGifter, Tracey Klein has been part of the company’s leadership team since day one. With a background that spans web development, digital transformation, and tech innovation, she’s helped steer eGifter from a bold startup idea into a global player in the digital gift card and incentives space.
In this conversation with WiiN, Tracey shares her journey from the early days of the internet to leading a high-growth tech company — and reflects on what it means to lead, mentor, and build community as a woman in a fast-moving, still-evolving industry.
Could you start by telling us about your role at eGifter?
“I head up business development, sales account management as well for eGifter. I’m part of the executive leadership team, and I’ve been there since the company started. I also get involved with product development and overall strategy, so I’ve got my hands in a little bit of everything.
Even though we’ve been around for almost 15 years, we still kind of operate like a startup — we all wear a lot of hats. We’re about 45 people now, all based in the U.S., but our platform services clients globally. It handles multiple currencies and languages, so while our team is here, our reach is global.”
How did you find your way into this industry?
“I didn’t go to school for sales or business. I went to school for journalism, but I got bit by the internet bug. Journalism, especially print, felt like it was dying, and the internet was just starting. So I took the leap.
I started off doing sales for a web development company back in 1999, which was founded by the eGifter co-founders. At this time the internet was still new and everyone was using AOL dial-up. My job was literally to go to businesses and explain what the internet was, why they needed a website, and what it could do for them. It was a great entry to sales. Over time, I grew into larger enterprise roles, and eventually I was running that group when we sold the business.
We were looking for something new to do after exiting that business, and we saw the prepaid and gift card space as one that was still deeply rooted in physical cards.
Digital cards were just emerging — this was 15 years ago — and there weren’t many tech companies focused on digital, treating gift cards like a payments product that required serious security and technology. That’s the lens we were looking through.
We’re a technology company focused on gift cards — not a gift card company that does some tech on the side. We are a technology company through and through.”
If you were talking to your younger self, what advice would you give?
“I’d say: take a risk. Take the jump. You won’t get many opportunities in life where you don’t have a lot at stake.
Success is about finding the right fit of people. It might not be exactly what you pictured for yourself, but if you find people who are good to work with and support your growth, you can accomplish anything.”
Have you ever come up against gender bias in your career?
“Oh, 100%. I work for men who are so supportive of women, but over the years I’ve met plenty of people — clients, colleagues — who didn’t take me as seriously as I’d have liked.
One of the strongest examples actually involved another woman. She was senior to me and quite insecure, and instead of pushing other women up, she did the opposite. That was probably when my gender felt most like an issue.
And yes, even today, I’ll sometimes walk into a room where the men only want to talk to other men. I’m five foot one, they’re usually all six feet tall — it’s easy to get overlooked. That’s why I’m loud. I make an entrance and take up as much space as I can.
Women who say they’ve never experienced gender bias are either lucky or lying. I wouldn’t say it ever held me back, but it definitely made me work harder.”
Does eGifter have specific initiatives to support women?
“Our leadership team is gender-blind — it’s all about merit. We have women in leadership across the organization. It’s always been natural to us to have women’s voices in the company.”
You’ve mentioned mentorship a few times. What role has that played for you?
“I’ve done mentoring throughout my career. I sat on the board of Girls Inc. locally for a few years, supporting younger girls to get equal play in different areas.
I’m also on the board of the IGCC, where I’ve been involved in mentoring programs. I’d like to think I’ve mentored women who’ve worked for me or interned with me.
I feel a real obligation to help other women navigate tough situations — whether they’re tough because of gender or just because work and life are hard. Especially as a working mom, I try to support women through those transitions.”
What do you see as the benefits of mentoring?
“There’s huge satisfaction in seeing someone evolve and knowing you had something to do with it. It gives you a chance to reflect — to realize all the things you’ve learned along the way.
And it’s not one-way. Usually you’re mentoring someone younger, and hearing their perspective helps you reframe what you think you know. It’s a two-way street — and that’s what makes it rewarding.”
How has community shaped your career?
“The best examples come from organizations I’ve been part of. With Girls Inc., for instance, I built relationships with fellow board members who became mentors to me.
When you’re on the periphery of an organization, it’s hard to make those connections. But when you get involved more deeply, that’s where community really forms — and those relationships can help you personally and professionally.
Incentives can feel like a big world, so having that network gives you confidence in your place in it — and often, those professional connections turn into friendships.”
Outside of work, what helps you recharge?
“I’m an avid reader. My day job often gets in the way of whatever book I’m reading! I love both fiction and nonfiction, especially memoirs — hearing other people’s stories pushes you out of your own bubble.
And of course, I spend a lot of time with my three boys — 17, 13, and 10. I’m trying to raise them to be women-loving, women-respecting men. Luckily, they have a great role model in their dad.
Lately, I’ve also been playing with AI. It’s coming for the incentives industry — and everything else. It’s fun, a little scary, but really eye-opening.”
And finally — how do you handle the mental load of it all?
“I wish I had a life hack. Honestly, my sister and my best friend are my life hacks. They both live in California, so we don’t see each other as much as we’d like, but they get me through being a working mom and a woman in the world.
We talk through our challenges and struggles, brainstorm how to solve the crisis of the moment — that’s really how I get through.”
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Written by Elaine Keep www.elainekeep.com