Tracy Watkins, MBA
Founder & Principle Consultant
NOVA Transformations Group
Atlanta, GA 30354
About
Tracy D. Watkins, MBA, is an AI powered customer experience and digital transformation leader with 20+ years of success modernizing enterprise organizations and elevating how people interact with technology. She is the Founder and Principal Consultant of NOVA Transformations Consulting Group, where she helps organizations turn customer insight, data, and emerging technology into clear strategies and measurable results.
Her career spans aviation, SaaS, and enterprise technology environments, with deep expertise in AI enabled experience design, customer insights, journey mapping, and enterprise modernization. Tracy is known for transforming fragmented processes into intelligent, human centered experiences that strengthen teams, improve performance, and deliver real business impact.
Before founding NOVA Transformations, Tracy spent over a decade at Delta Air Lines in progressive leadership roles across innovation, customer experience, and IT business consulting. There, she led AI driven initiatives, established insight driven operating models, and delivered programs that improved efficiency, optimized systems, and enhanced customer engagement.
Tracy blends strategic vision with hands on execution. She excels at aligning cross functional teams, translating technical complexity into clear direction, and building momentum around customer focused innovation. She holds an MBA in Organizational Leadership and a degree in Computer Information Systems and is passionate about helping organizations lead with clarity and confidence in an AI driven world.
Credentials
• Certified Scrum Master and Product Owner
Education
• Columbia Southern University – MBA
Membership
• I AM D.O.P.E (Daughter of Purpose and Excellence) – Founder
Q
What do you attribute your success to?
I attribute my success to my passion for what I do, which has driven me to excel in AI transformation throughout my career. By embracing innovation, continuously learning, and approaching challenges with dedication, I have been able to deliver meaningful impact and advance initiatives that drive both organizational growth and technological progress.
Q
What’s the best career advice you’ve ever received?
The best career advice I’ve ever received was to lead with clarity, not complexity. A mentor once told me that my job wasn’t just to solve hard problems, but to make the path forward unmistakably clear for everyone around me. That guidance changed the way I show up as a leader. It pushed me to simplify the noise, elevate the vision, and create the kind of alignment that allows teams to move with confidence. It’s shaped how I coach leaders, drive transformation, and build strategies that people can actually execute.
Q
What advice would you give to young women entering your industry?
The advice I always give young women is this: don’t shrink yourself to fit into rooms you were born to transform. This industry will test your confidence, your voice, and sometimes even your sense of belonging. However, your perspective is not a liability, it’s your advantage. Lead with clarity, stay curious, and never apologize for taking up space in conversations where your insight can change the direction of a product, a team, or an entire organization. And most importantly, build community. The women who walk beside you will become your sounding board, your strength, and your reminder that you’re not navigating this journey alone.
Q
What are the biggest challenges or opportunities in your field right now?
One of the biggest challenges in customer experience and digital transformation is that organizations have more data than ever but still struggle to turn it into clear, actionable insight. The opportunity lies in using AI to simplify that complexity; connecting signals across channels to personalize experiences and eliminate friction before it reaches the customer.
Another challenge is the pace of change, but that’s also where the biggest opportunity lives. The companies that build flexible, insight‑driven ecosystems and empower their teams to innovate will lead the next era of customer experience.
Q
What values are most important to you in your work and personal life?
The values that guide me both in my work and in my personal life are clarity, integrity, and service. I believe in creating clarity for the people around me, whether that’s simplifying complex problems or helping teams see the bigger picture so they can move with confidence. Integrity matters because trust is the foundation of every meaningful relationship, especially in environments where decisions impact customers, teams, and the business. And service is at the core of who I am. I’m committed to lifting others, creating space for people to grow, and using my influence to make the work better, the experience better, and the people around me better.