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“However beautiful the strategy, you should occasionally look at the results.”

Sir Winston Churchill

About us:

Tracey Westacott

Tracey has broad and proven experience working to Board level on defining and then implementing business strategy and change in the UK, Europe, Middle East and Australia.


Able to work in English and French, she previously worked in one of the Big Four consulting firms and in a global technology firm.  In the corporate world, her experience centred on organisation-level transformation (public, private and third sector), helping clients define where they want to be and how to get there in an achievable and affordable way.


A few years ago, she decided to gather her toolkit and make changes for herself.  She created Cerridwen out of nearly twenty years experience of strategy and transformation where she saw how implementing change can be underestimated, where the criticality of people is often overlooked and where relying just on hard data is not enough.  Her ambition was to create a small consultancy that could help anyone who has a deep-rooted desire to create or develop the business they love (be they a small business or a large company).


Her motto is 'keep it simple'. Key to her approach is mixing information and logic with our own powerful instinct, sometimes overlooked in today's information-centric world. Today, she loves working with clients (big and small) to help them dispel the myth around strategy and just focus on the end results they really want.


People create success.  Tracey is also passionate about engaging people and getting the best from them, whatever their role. She is an experienced coach and trainer in commercial management and business management skills as well as data analytics.

What our clients say

"Thank you for your work at the Commission at a critical time in our risk and data transformation. Your expertise alongside practical application ensured we were able to implement a model that took us forward but was fit for purpose for our maturity whilst building core internal capability and skills alongside use of the latest technology."

David Holdsworth, Deputy Chief Executive Officer, Charity Commission for England and Wales

"Clear-thinking and insightful, Tracey got to the heart of the difficulties we face in moving our small business forward. She gave invaluable advice on how to overcome these challenges and helped us simplify the way we work".

Michael Bish, Architect, West Sussex.

"Tracey and I worked closely to design a new and innovative approach to strategic risk in a complex public sector business. Tracey engaged extensively with stakeholders, listened and adapted and gained the confidence and support of executive and board members for its adoption. Her drive and determination is commendable and the business and I personally, benefited enormously from her engagement."

Carl Mehta, former Head of Investigations and Risk, Charity Commission for England and Wales

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