Tracey Cain

Chief Executive Officer

Grad Dip (Commercial Broadcasting)

Bachelor of Laws

Master of Public Affairs

Churchill Fellow (1996)

Tracey's Expertise

• Advisor to Boards & CEOs
• Reputation risk
• Issues and crisis management
• Ligitation and dispute communications

“Most reputation risks can be anticipated and either mitigated or better managed - this is about understanding the road ahead and doing things differently from today.”

Tracey’s specialty is reputation risk with Boards and CEOs – applying 30 years of experience as a consultant in regulated industries.

Her expertise extends to risk identification and analysis, Playbooks around governance and operational risk eventuations, and issues/crisis management. She has particular expertise in governance and litigation/disputes across the education, legal and NFP sectors.

She began her career as a journalist in both the NSW and Federal Parliamentary Press Galleries, and then served as a Political Advisor in Australia and also in the White House during the 1996 Presidential Elections.

Tracey has worked in-house as a Director of Communications for a leading Australian corporate law firm offering advice to the firm and its clients, and later served as the founding CEO of a health and aged care foundation.

In 1996, Tracey co-founded Australian Public Affairs which over her 27 year leadership developed into one of Australia’s leading agencies. In 2023, APA joined the H/Advisors group as the platform for expansion across the Asia-Pacific and a new addition to the Havas group of firms.

Tracey is a Director of the Association of Independent Schools of NSW (since 2017) and Knox Grammar School (since 2016).

In 1996, she was awarded a Churchill Fellowship and from 2005 until 2015 she served as a Director of The Winston Churchill Memorial Trust.