Business Woman of the Month: Tracy Sicard

Igniting the Joy of Learning

In 2025 the ability of an organization to learn and adapt is more important than ever. With changes in where and how we work, and the emphasis on new and emerging technology, companies world-wide are looking for ways to develop their talent and drive organizational growth. As the visionary leader of TuesdayAfternoon Media Inc. (TAM) Tracy Sicard is at the forefront of these developments. Tracy is the Chief Executive Officer and Head of Customer Experience at TAM; an award-winning learning strategy and design agency. She leads a talented team of creative problem-solvers and solution-designers who share the collective purpose of igniting the joy of learning.?

Tracy was recently recognized by CanadianSME Magazine as Business Woman of the Year, a testament to her leadership in learning strategy, design, and customer experience. Under her leadership, TAM has become one of Canada’s leading providers of custom learning solutions, working with organizations in finance, retail, technology, health, and higher education, in Canada and across the world.

From Co-Founder to Industry Leader?

In the early days of TAM, Tracy and her co-founder and partner, Peter Sicard, recognized the potential for learning to be more meaningful. They founded TAM with a belief that they could take corporate learning beyond “training events’, to become learning ‘experiences’ – dynamic, interactive and accessible learning opportunities that are embedded throughout an employee’s day.? Under Tracy’s direction, TAM began to develop end-to-end experiences for their clients; strategizing, designing and producing solutions that help businesses achieve their goals while also helping employees grow their knowledge and skills.?

By staying true to this belief, Tracy has established long term relationships with some of Canada’s largest organizations. She can now proudly count more than 90 million people worldwide who have been touched by TAM’s learning solutions over the past fifteen years. TAM continues to create learning experiences that garner awards on both the national and international stage.

Honouring the Customer Experience

As the Head of Customer Experience, Tracy champions the practice of approaching every engagement as a performance partner. The TAM team shows up to every interaction with curiosity, integrity and creativity, and with a deep understanding of their client’s needs. This has resulted in personal referrals and long term clients who say they wouldn’t want to work with anyone else. Tracy is most proud of the role she has played in connecting TAM’s clients to one another. By offering networking opportunities, TAM’s clients have developed new and meaningful relationships with each other.?

Partners in Learning and Performance

For Tracy and her team, creating valuable learning is about always exploring and finding ways to bring out the best in all people. With an approach that is rooted in client partnership and co-design, TAM connects their client’s business goals and internal practices to the learning solution. By doing so TAM is able to produce effective solutions that build upon the things that are working well, and address the things that aren’t.

TAM supports their clients with performance analysis, measurement and evaluation, strategy design resulting in programs designed to support requirements of leadership development, Performance Management, Onboarding, Upskilling, Technical Training, Diagnostics, Coaching and Certifications.

For more information please visit https://tuesdayafternoon.net/