Architecting Culture at Geotab: How Tracey Felder connects every role to the bigger picture

Tracey Felder is the ultimate community builder at the Atlanta office. Driven by a longstanding love of service, she uses her talent for fostering engagement to instill a culture of community in the Geotab Atlanta office.

A Career Built on Impact

Before joining Geotab, Tracey worked at an accounting firm where she focused on social impact by helping minority-owned companies get certified and established a framework for a low-income tax clinic.

Looking for a career change, she found an opportunity at Geotab that used her skills and harnessed her passion. "I haven't had a job that allowed me to utilize some of my greatest strengths and enjoy every moment while doing it," she shares. "I feel like this position was made for me."

No two days are the same for Tracey, as she prepares for various Geotabbers and their teams to visit the Atlanta office but she always makes the office a space where everyone can do their best. Tracey learns everyone’s name, department and one project they are working on not only to create her network within Geotab but to connect Geotabbers to each other. She also strives to create a place where people feel connected to the broader city of Atlanta, no matter if they go in everyday or are visiting.

Beyond her daily interactions, Tracey excels at managing the intricate details required to ensure high-stakes meetings and events with large teams or senior leadership run seamlessly.

The Root of Her Purpose

Her father, a proud Air Force Master Sergeant veteran, inspired the values that guide her today. "His service work inspired me to do my best no matter what, be kind to everyone, and remember that I am part of a bigger picture. My purpose is to make each day matter for myself and those around me."

Having moved frequently as a child due to her father’s work, Tracey mastered the art of building connections and finding home in new environments. Today, she leverages those skills to ensure every Geotabber feels heard, valued, and fully integrated into the team.

Leading the Next Generation

Tracey’s passion for community started beyond the office walls. For 13 years, she led a Girl Scout troop, guiding girls from kindergarten through high school. Through projects with organizations like the Atlanta Community Food Bank and Hands On Atlanta, she taught her scouts that empathy starts at any age.

This commitment to mentorship has left a lasting mark. Her oldest Girl Scout described Tracey as the catalyst for her becoming a strong female figure in high school until after college. Tracey is someone who shows the next generation, including her own son and daughter, that failure is just as impactful as success. "Don’t be afraid to fail," she says, "I want my children to see how I handle both."

Never a Stranger

Whether she is organizing an office activity or creating engaging moments, Tracey’s philosophy is simple: community means belonging. In her eyes, Tracey has never met a stranger, everyone is a friend.

At Geotab, Tracey has found a culture that mirrors her own values. It's a place where she is empowered with the tools to succeed and the platform to make everyone feel like they truly belong. Her dedication to excellence is widely recognized across the company. She has notably received more Kudos than any other employee which is a testament to the deep respect and high regard her colleagues hold for her work.