Tracy Reiman

As PETA’s executive vice president, Tracy Reiman oversees the organization’s campaign, marketing, corporate affairs, and youth outreach divisions.

Reiman has been instrumental in creating and implementing new ways to mobilize young activists through online marketing and word-of-mouth campaigns, which have helped PETA develop the largest youth membership of any animal rights organization. She oversees PETA’s online presence, which consistently engages more people via social media than any other nonprofit by a wide margin. She also helps create cutting-edge viral online campaigns, such as PETA’s popular online game Pokémon Black & Blue—which led to more than 1 million page views of PETA.org in just 24 hours and educated hundreds of thousands of players about the suffering of animals used for entertainment and experimentation.

Among Reiman’s many roles is leading PETA’s successful efforts to pressure companies to adopt animal-friendly policies. Under Reiman’s guidance, PETA has convinced Inditex, the biggest fashion group in the world, to stop selling cruelly obtained animal products such as angora; the Coleman Company, the largest retailer of outdoor gear, to stop selling down; companies such as Southwest Airlines to end their partnerships with SeaWorld; and all of the top 10 advertising agencies in the U.S. to pledge never to use great apes in their ads.

Early in her PETA career, Reiman led successful efforts to convince major oil companies—including Mobil, Texaco, and Shell—to cap their oil stacks in order to prevent thousands of birds and bats from burning to death. She also helped convince clothing designer Calvin Klein to stop using fur and helped stop NASA’s Bion project, which involved sending primates into space. Reiman oversaw the successful, precedent-setting campaign against McDonald’s, which led the fast-food giant to make groundbreaking changes in the treatment of animals on factory farms and in slaughterhouses. And her investigative and rescue work resulted in the first-ever cruelty charges filed against a factory farmer for the mistreatment of chickens.

Reiman also spearheads PETA’s International Grassroots Campaigns Department, planning and implementing extensive—and sometimes controversial—publicity and educational campaigns to promote vegan food and clothing. She also leads PETA’s campaign against SeaWorld, whose stock is at an all-time low, thanks to growing public awareness of the suffering of captive orcas.