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tracy benson

Tracy Benson

CEO & CoFounder 

A prolific disruptor, digital media maven, and consumer technology  whose purpose-driven demeanor, ingenuity, and tenacity have earned her the reputation as a visionary leader and culture builder. 

Tracy is a true pioneer of direct-to-consumer markets with more than 20 years experience connecting consumers with their passion points through digital content, commerce, and entertaining media.  

Looking back over the course of her career, Tracy has been pioneering the intersection of ecommerce, community and content  - and building solutions to consumer pain points. Her strategic leadership has paved new roads for many lifestyle-led companies including Home Depot (under Founders, Arthur Blank and bernie Marcus), Best Buy, Beats by Dre, Monster products, GoPro, and Seek thermal. Early on, she spent years building out the retail x consumer tech practice at Razorfish and experiential agency, Jack Morton Worldwide.

Tracy started Obsesh on a bigger mission: to modernize the future of mobile-first digital entertainment where media seamlessly intersects with content, commerce, and creators. She serves as the Chief Executive Officer and is responsible for setting vision and cultivating culture. Although she is an early-stage cofounder in BeAlive studios , she dedicates her complete focus on building Obsesh as the voice of the new outdoor adventure media brand for Millennials and Gen Z consumers.

Tracy's competitiveness stems from her athletic rigor and resilience  starting at a young age. She grew up in Chicago's urban southside yet experienced the outdoors through her family upbringing and community. She played  competitive high school volleyball and fast-pitch softball, then turned that into an NCAA Div 1 scholared Volleyball career at Western Illinois University. Tracy also holds an MBA in Finance & Marketing from University of Notre Dame. 

Jonalyn Morris

Chief Development Officer & CoFounder

Jonalyn is known for her unwavering positivity, unyielding tenacity, and talent for connecting people to their passions. As the Chief Development Officer and Co-Founder at Obsesh, she is dedicated to providing an engaging mobile-first entertainment experience for the Millennial and Gen Z audience. 

Over the span of two decades,  Jonalyn has been an innovative leader in marketing communications, talent development, and entertainment media for a multitude of top brands, including but not limited to Beats by Dre, Disney Interactive, Paramount Pictures, and Sony Entertainment. Her early career began with B/HI, a Los Angeles' top 10 social media, PR, and digital marketing agency. During her tenure, she was integral to the agency's digital entertainment practice growth, receiving a Silver Sabre award for her efforts. 

Her passion for storytelling crafting big moments in media come naturally - and have served her and numerous personality-driven talent well. 

Someone once measured her impact between entertainment publicity, PR stunts, and Talent development reaching more than 1B impressions over her career to date.  

Jonalyn oversees the storytelling development, Talent production and publicity, and content execution across Obsesh properties.

She is also an avid athlete, mom of two boys, and squeezes in time to play beach volleyball and compete in Spartan races. As we speak, she is  preparing to overcome her next adventure, a Spartan Trifecta.

Irina Shames

Chief Revenue Officer

 Irina is a multilingual Business Developer and Strategist who is on a mission to help businesses thrive. As a driven innovator and lifelong learner, she firmly believes in the infinite power of knowledge and its pivotal role in progress.

Originally from Uzbekistan, Irina lived in Germany, the United Kingdom, and the United States (New York & LA), but her work took her to many different corners of the world.

For the last two decades, Irina has spearheaded a multitude of revenue-driving business strategies, media sales, and start-up growth initiatives. Throughout her career, she has been integral to both domestic and international multiplatform revenue growth for multiple prominent global media companies, such as CNN, Viacom, Lionsgate, WPP, Kevin Hart’s digital platform, as well as took emerging startups to market. 

Irina is responsible for creating and developing key business growth strategies, entertainment partnerships, strategic collaborations, and growing new business opportunities.

She is equally passionate about educating. Presently, she serves as an Instructor for a Digital Media and  Entrepreneurship course at UCLA. She also provides mentorship to numerous start-ups and is a Speaker at an array of events and conferences. 

During her free time, you can find her traveling across the globe creating new adventures, which ultimately fuel her love of consumer media.